Do you actually look at your website? Is it selling for you or just a pretty online brochure?
Treat it like one of your human Sales Managers. How would they feel if you barely paid any attention to them? If you don't check out your website frequently and look at what it's selling your ignoring your 24 hour 7 day a week Sales Manager.
2. Power of the Brand – eCommerce
2013 Brand Business Plan
Goals:
Grow Market Share
Drive BAR business
Improve RevPAR premium
Remington Hotels 2013 Goal
Grow Market Share
Increase ADR
Grow RPI
3. Power of the Brand - eCommerce
Brand
Online Toolkits
Embassymeetings
.com
Hilton Sales Web
Marketplace
Hotel website
Brand Communications:
ESNOW, connect with Hampton,
enews@homewood
ES Online
Media
Center
4. Power of the Brand – eCommerce
Hotel Website – Your Virtual Sales Manager
Center of our hotel’s online presence
Is it selling our hotel?
Pictures and Content
Every Page enhanced i.e. Dining, Plan An Event, Things To Do
Group Value Dates
POGS – create our own event for need period/support an existing event for client
Point of Interest Packages = greater SEO value. QUALITY not QUANITY
Retail Rail – POI Package or Lead Rates for target segment to address need period
5. Power of the Brand - eCommerce
Retail rail here—gvd here?
9. Power of the Brand – eCommerce
Brand Online Toolkits
MORE, Hampton & Homewood Online Toolkit
New Templates for Sales Flyers
Social Media Request Form – hotel stories posted on brand Social Media
Outlets i.e. AES “Butch and Sundance”, PHI “Mr. Emerson”
HHonors Monthly Statement request form- every hotel submits an offer
every month through EDGE
New Embassy Transactional Emails
New Suite Hotel Deals
11. Power of the Brand – eCommerce
Suite Hotel Deals
12. Power of the Brand – eCommerce
Embassymeetings.com
Embassymeetings.com
Brand placement in top publications such as Successful Meetings, Meetings & Conventions,
Connect and One+.
Brand purchase of enhanced listings in Cvent, StarCite and Lanyon
Direct Link to Hotel’s Plan An Event Page and Group Value Dates
Onsite Promotions and regular Featured City
13. Power of the Brand – eCommerce
Online Media Center
Social Focus- to engage and make aware
Press Releases and stories– FLA and St. Mary’s Food bank, VES and
Community Food Bank of Clark County, PHI and Mr. Emerson
Lead source – Travel Blogger saw SYR Media Center and inquired about
packages.
Online Fact sheets deleted and direct link to our Website
Send human interest, stories of great customer service, etc etc
14.
15. Power of the Brand – eCommerce
Brand Communications i.e. Embassy NOW
Brand news update
Social media trends update in Embassy NOW.
Proving social media program results updates in Embassy NOW
16. Power of the Brand - eCommerce
Powered by StarCite
Hotel Smart Sheet for Hilton Worldwide Sales Steam
Internal Need Dates viewed by Hilton Worldwide Sales Team on SalesWeb
Group Value Dates displayed on StarCite and Brand.com sites
GroupQ - Receive and respond to online Leads from StarCite and
Brand.com
17. Power of the Brand – eCommerce
Hotel’s Marketing / Media Plan
(how’d we get here?)
Definition from salesforce.com – Media Planning Group
“The purpose of the media plan is to conceive analyze and creatively select
channels of communication that will direct advertising messages to
the right people in the right places at the right time.”
Sound Familiar?
18. Power of the Brand – eCommerce
Hotel’s Media Plan
Sell the right room to the right guest (segment) at the right rate at the right
time.
Media Plan is our road map:
Which Media?
To Whom?
What time of year?
How often?
20. Power of the Brand - eCommerce
ADR growth through eCommerce ?
One Point Increase for (Positive) Reviews allows for an 11.2% Rate
Increase*
* Cornell Center for Hospitality Research 11/28/12
Online ADR results 2012 vs 2011
Hampton Inn + $6.52
Homewood Suites +$12.40
Embassy Suites + $10.73
