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Technical Difficulties? 
Contact 
Citrix GoToWebinar 
1-800-263-6317 
support@citrixonline.com 
Copyright © 2014 Leonardo Worldwide Corporation 
What Every Smart 
Hotelier Must Know 
About Web Marketing 
Thursday November 20th 
Speakers: 
Darlene Rondeau, VP, Best Practices, Leonardo 
Joshua Johnson, Digital Media Producer and Contributing Editor, Matador Network 
Lori Fitzgerald, Director of Marketing & Brand Management, High Peaks Resort
Darlene Rondeau 
Vice-President, 
Best Practices, Online Merchandising 
Leonardo 
@darlenerondeau
Follow: 
@VFMLeonardo 
Tweets & Questions: 
#LeoWebinar
Joshua Johnson 
Digital Media Producer and 
Contributing Editor 
Matador Network
Lori Fitzgerald 
Director of Marketing & Brand 
Management 
High Peaks Resort
Web Marketing: A New Reality 
 Visual-first era 
 Stories sell 
 Final decision before booking
Joshua Johnson 
Digital Media Producer and 
Contributing Editor 
Matador Network
#LeoWebinar
Knowing you SHOULD have a great web presence is not good enough. 
We must know WHY it is important. 
Because before people book, they browse. 
Because we judge books by their covers. 
Because the consumers of the near future will demand it. 
Because you still have time, the critical mass is now. 
Because it is an incredible opportunity to reach the public with your brand. 
Because your ‘virtual’ hotel mirrors your ‘actual’ hotel. 
Because it feels good to kick butt. 
#LeoWebinar
Style : a unique brand presence has a sense of style 
Design: color, font, images, navigation, page layout 
Sense of Place: evoke an immersive sense of place 
MEDIA: video embedded, full width high quality images, etc 
#LeoWebinar
Video on Homepage 
beautiful, professional video front and center
Great Design 
interactive menu that looks like 
a magazine cover
Full Width Images 
sense of place
Simple, Elegant auto play video
BIG scroll down 
tons of info, images, links, resources and eye candy
take action 
Brainstorm a more visually rich, stylish and modern web 
presence with your team. Bookmark websites you like, making 
note of design, functionality and user experience elements. 
Utilize high quality FULL WIDTH images. 
*hire a photographer, host a photo blogger 
Get a really good video made. Spend $$$. 
Make the most of your homepage. It can be simple and elegant. 
It can be a huge, complex scroll down. Design for branding and 
user experience.
Key Takeaways 
 Be true to your DNA a.k.a. 
your hotel’s personality 
 Video sells 
 Take the 1st step towards 
the future; make it part of your 
2015 plan 
#LeoWebinar
Lori Fitzgerald 
Director of Marketing & Brand 
Management 
High Peaks Resort
Lake Placid is a Destination
Draw Your Guests In
Put the Guest in the Picture – and Your Story 
• Guests need to be able to 
picture themselves here 
• We sell the experience of being 
here, not just beds and rooms 
• Visuals draw people in to learn 
more 
• VBrochure and Photo Gallery 
both among top pages visited 
#LeoWebinar
Is Your Website User-Friendly?
Mobile: Critically Important 
• Many guests book on their way here 
• In July & August, mobile was more than half of 
all traffic 
• Driven by a Google based advertising buy 
• Drove nearly 250,000 visitors to the site 
• In October, 20% of all web traffic was mobile 
#LeoWebinar
One Visual Story, Multiple Platforms
Key Takeaways 
 Use visuals as a magnet 
 Sell what you want guests to experience 
 Mobile is a key business driver 
 Link your digital platforms with a 
common visual story 
#LeoWebinar
The Ultimate Visual Storytelling Solution for 
Hotels 
VBrochure 
BestSTART + + + + + 
VScape Media 
Publishing 
VNetwork Analytics Customer 
Success 
Online 
Players 
Mobile 
Web 
Gallery 
Facebook
► About Leonardo 
► Invitations to upcoming webinars 
● December’s topic is How to Deal with Your Hotel’s 
Digital Marketing Challenges 
► Recording of this webinar 
● Share it with your colleagues 
It’s a Wrap
www.leonardo.com 
1.877.593.6634 
@vfmleonardo 
facebook.com/vfmleonardo 
Connect with us! 
Joshua Johnson 
@joshywashington 
Joshua Johnson 
www.matadornetwork.com 
Lori Fitzgerald 
www.highpeaksresort.com 
lfitzgerald@highpeaksresort.com 
@HighPeaksResort 
josh@matadornetwork.com
Copyright © 2014 Leonardo Worldwide Corporation

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What Every Smart Hotelier Must Know About Web Marketing

  • 1. Technical Difficulties? Contact Citrix GoToWebinar 1-800-263-6317 support@citrixonline.com Copyright © 2014 Leonardo Worldwide Corporation What Every Smart Hotelier Must Know About Web Marketing Thursday November 20th Speakers: Darlene Rondeau, VP, Best Practices, Leonardo Joshua Johnson, Digital Media Producer and Contributing Editor, Matador Network Lori Fitzgerald, Director of Marketing & Brand Management, High Peaks Resort
  • 2. Darlene Rondeau Vice-President, Best Practices, Online Merchandising Leonardo @darlenerondeau
  • 3. Follow: @VFMLeonardo Tweets & Questions: #LeoWebinar
  • 4. Joshua Johnson Digital Media Producer and Contributing Editor Matador Network
  • 5. Lori Fitzgerald Director of Marketing & Brand Management High Peaks Resort
  • 6. Web Marketing: A New Reality  Visual-first era  Stories sell  Final decision before booking
  • 7. Joshua Johnson Digital Media Producer and Contributing Editor Matador Network
  • 9. Knowing you SHOULD have a great web presence is not good enough. We must know WHY it is important. Because before people book, they browse. Because we judge books by their covers. Because the consumers of the near future will demand it. Because you still have time, the critical mass is now. Because it is an incredible opportunity to reach the public with your brand. Because your ‘virtual’ hotel mirrors your ‘actual’ hotel. Because it feels good to kick butt. #LeoWebinar
  • 10. Style : a unique brand presence has a sense of style Design: color, font, images, navigation, page layout Sense of Place: evoke an immersive sense of place MEDIA: video embedded, full width high quality images, etc #LeoWebinar
  • 11. Video on Homepage beautiful, professional video front and center
  • 12. Great Design interactive menu that looks like a magazine cover
  • 13. Full Width Images sense of place
  • 14. Simple, Elegant auto play video
  • 15. BIG scroll down tons of info, images, links, resources and eye candy
  • 16. take action Brainstorm a more visually rich, stylish and modern web presence with your team. Bookmark websites you like, making note of design, functionality and user experience elements. Utilize high quality FULL WIDTH images. *hire a photographer, host a photo blogger Get a really good video made. Spend $$$. Make the most of your homepage. It can be simple and elegant. It can be a huge, complex scroll down. Design for branding and user experience.
  • 17. Key Takeaways  Be true to your DNA a.k.a. your hotel’s personality  Video sells  Take the 1st step towards the future; make it part of your 2015 plan #LeoWebinar
  • 18. Lori Fitzgerald Director of Marketing & Brand Management High Peaks Resort
  • 19. Lake Placid is a Destination
  • 21. Put the Guest in the Picture – and Your Story • Guests need to be able to picture themselves here • We sell the experience of being here, not just beds and rooms • Visuals draw people in to learn more • VBrochure and Photo Gallery both among top pages visited #LeoWebinar
  • 22. Is Your Website User-Friendly?
  • 23. Mobile: Critically Important • Many guests book on their way here • In July & August, mobile was more than half of all traffic • Driven by a Google based advertising buy • Drove nearly 250,000 visitors to the site • In October, 20% of all web traffic was mobile #LeoWebinar
  • 24. One Visual Story, Multiple Platforms
  • 25. Key Takeaways  Use visuals as a magnet  Sell what you want guests to experience  Mobile is a key business driver  Link your digital platforms with a common visual story #LeoWebinar
  • 26. The Ultimate Visual Storytelling Solution for Hotels VBrochure BestSTART + + + + + VScape Media Publishing VNetwork Analytics Customer Success Online Players Mobile Web Gallery Facebook
  • 27. ► About Leonardo ► Invitations to upcoming webinars ● December’s topic is How to Deal with Your Hotel’s Digital Marketing Challenges ► Recording of this webinar ● Share it with your colleagues It’s a Wrap
  • 28. www.leonardo.com 1.877.593.6634 @vfmleonardo facebook.com/vfmleonardo Connect with us! Joshua Johnson @joshywashington Joshua Johnson www.matadornetwork.com Lori Fitzgerald www.highpeaksresort.com lfitzgerald@highpeaksresort.com @HighPeaksResort josh@matadornetwork.com
  • 29. Copyright © 2014 Leonardo Worldwide Corporation

Editor's Notes

  1. The reason we wanted to discuss today’s topic with you is because we’re entering a new visual reality. We’ve seen the rise of visually-driven social media sites like Instagram, Pinterest, and even Facebook and Twitter as well, but we’ve also watched many industries, travel included, switch to visual-first websites. We’re talking about the visual redesigns of websites like Yahoo Travel, Intercontinental Hotel Group, and perhaps your own hotel website! The reason for this shift is because visuals sell and more important stories sell. 93% of people consider visuals the most influential factor to their purchasing decision, and when selling hotel rooms, and a travel experience, visuals are key to making that sale. In addition to a new visual reality, we’re also going to talk about the importance of having easy to navigate hotel websites – perhaps obvious but something that can mean the difference between having a consumer abandon your site or follow through your booking process. You need to make sure the information travelers want – like where to eat, shop, and stay – and why they should consider you, are front and center. Travelers visit many sites before booking but according to a recent study, many leisure travelers actually make their final decision to book based on the hotel website. What does your website say about your hotel?
  2. Use enticing visuals – of local attractions, events and experiences guests can expect to have Often debated whether you should feature people in your images or not – we’ve chosen to do so and think it provides an authentic experience of what travelers can experience here Of course, showcase your rooms! People want to see where they’ll stay and sleep – it’s actually the number one most viewed image. Highlight what’s unique – we know lots of people come to our hotel because of our location and the unique activities you can do in our area – we make sure travelers know what we offer by including them prominently on our site, such as this graphic about our Miracle on Ice Fantasy Camp that appears right when travelers visit our website
  3. Is it easy for travelers to find the information they’re looking for? We want to make sure travelers can easily find what they need to make a booking decision, so you’ll notice our tabs at the top make it simple for travelers to find what they want – and we prioritize by placing the most important things guests look for – such as rooms & suites, and special promotions (everyone loves a good deal) right at the top. Don’t overlook the basic information – like your map, directions and contact information. The goal of a successful hotel website is to give travelers what they’re looking for or they’ll abandon your site for another. Finally, we love connecting with travelers on social media – and our guests seem to like it too. We make it easy for travelers to access our social media pages by including the icons right at the top, and then prospective guests can go onto our pages, see what we’re posting and what other travelers are saying about us on social.
  4. - Screen shot of our smartphone website
  5. - Connect your visual story to all the platforms travelers use to shop for travel