1. Hotel Marketing Optimisation
Sales and Marketing, Digital Media, Revenue Management, Property Optimisation
Annie Terminet Schuppon
- Chief Sales and Marketing Officer -
Annie.terminet@gmail.com
Skype: annieterminet
HMO by Annie Terminet Schuppon 1

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What is it, Hotel Virtual Sales & Marketing?
We are solving 3 needs for almost any property during the challenging environment
We slash the costs of sales and marketing
We bring mature skills, contacts and best practice to build revenue by taking back market share
We integrate all e-marketing and revenue management practice that we know work for property at no added
investments
How do we work?
We partner your hotel with several more so that we can increase effectiveness
We are senior level professionals that ,any properties would not be able to afford on their own
You upgrade with us at a price you can afford!

3. Background and Achievments
- EAM & General Manager for largest international hotel brands
- Luxury hotel groups: Shangri-La, Kempinski, Moevenpick
- Opening, re-branding hotels in France, Japan, Thailand, China
- Spa expert in opening largest structures in Japan 1000 guests a day
- Cluster Sales and Marketing up to 35 hotels at a time
- Cluster Revenue Manager up to 30 hotels at a time
- First one to set Opera PMS in Europe for a cluster of 25 hotels
- PMS expert: Opera, Delphi, Holidex, Hotix,…
- Created various hotel websites for rooms and restaurant
- Digital: acquiring 1500 Facebook followers per week per F&B outlet, 87500 followers on G+ in less than 6 months
For a full recap, browse me on LinkedIn!
I am assisted by:
- An expert in Front Office, Room and Reservation departments whom can provide assistance
- An housekeeper expert enabling your room to shine
- A webmaster designing the most efficient website at an affordable rate
- A recruiter with expertise for the mot recognized executive search agency
What I will need from you:
- Focusing on what you are best at: running your operation and pampering your guest
- Making sure your reservation or front office clerck are setting perfect GUEST DATA BASE with correctly spelled email
- Asking your night audit to daily be dedicating few minutes providing me some key digits, i will do the rest!
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Why HMO Project?
- Independent hotels or medium size units are now forced to act like branded large hotels without having time and ressources
- Your customers are ‘Androids’
- You are giving most of your room inventory to OTA
- Over 80% of your room incomes is cashed from third parties, your profit margin is at minimum or bellow zero.
- OTA should ideally only be representing 30 % of the room nights generated at property level!
- You are trapped not having time to spare on your commercialisation to opt-out your hotel from OTA
- Your are short in staff
- You cannot afford full time sales, marketing and revenue manager expert at property level
- Your hotel names is most of the time the property of Expedia or Booking.com; Yeah, they are purchasing your name, you do not
own your identity on the web anymore. You are a scammer if you use your own hotel name! Can you believe it? The
consequences:
- Your hotel webiste will never be top of the page
- Some OTA are even creating micro-website using your hotel names driving customer for their own good. Customer
thinks that he is on your hotel website but in fact being managed by an OTA
- You are not owning your pricing and room inventory strategies
- You are forced giving equal yearly allotment to each OTA
- You can manage your E.reputation on Trip Advisor but you cannot on OTA
- Your star rating on OTA is not the official one and is related to the commission level, if you are paying on time your
commission, the number of allotment, sales volume, number of complaints
In one word, OTA is a channel necessity, learn how to play around!

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Rule of thumb when moving out from OTAs
Remember that OTAs are rate driven and not value driven!
So as hoteliers you can make a difference by offering interesting packages and value added perks that cater to all sorts of guests. Move out gradually by
developing alternative market and selling procedures.
This is why we are here!
Reason why we will start future collaboration, by:
- Audit of your hotel current situation: segment, market, budget, forecast, marketing and sales actions, digital activities, OTA situation ….
- We will do a property quality audit and property process audit by key department
From this audit, we will obtain a picture which will describe your guest activity per segment and how your hotel adapts its answers.
We will deliver you an hotel pack with:
- Your front office team will just need, on daily basis to:
- key in room and F&B incomes
- Updating the number of room sold for the month to come
- As Manager, the kit will be providing you:
- The key sales or property action and recommendation of the week
- Dashboard room
- Dashboard food & beverage
- Market share analysis
- Food & beverage budget
- Room budget
- Sales and marketing budget
- Revenue management tools: recommended pricing strategies per room type per season or event

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Hotel Operation Processes’ Optimisation Social Media Optimisation
Advise management on progress and key performance issues Developing and maintaining social media content generation strategy
Review of sales and marketing standards operational procedures Social media campaigns across various platforms
Setting sales and marketing budget and Plan (Room and F&B) Creating distribution and promotion strategies with weekly activity for room and F&B
Monthly reporting Initiating partnership with local operators (Golf, Spa, Malls)
Business forecasting (Room and F&B)
Reviewing your restaurant and room service menus, recommendation on pricing and content per potential market
targets
Review of Trip Advisor comments. Suggestion for improving customers' feedback and
providing suitable answers in French and english
Optimising guest database and monitoring results of promotional campaigns Assistance in developping your LinkedIn account, contact acquisition and group selection
Marketing Management Revenue Management
Setting marketing standards operational procedures (collateral, SOP) Reviewing the current pricing strategy versus the market
Development, design and calculation of attractive offers / packages Reviewing the reservation process
Managing online marketing activities (Hotel USP promotion, special offers and packages) Weekly rate parity's check across online channels
Delivering direct and targeted mail campaigns to engage with past guests or targeting new ones Monthly rate parity analysis versus market and key competitors
Reviewing your website layout. Suggestion for improvement Pricing suggestion for 1 month ahead + revision for 6 months key-dates
Sales Management Leverage effective partnerships with third parties websites
Sales Call to specific travel agencies in europe, USA and Asia Improving data accuracy and Front Office information's capture
Sales action plan per respective market segments at hotel and global level Managing yearly pricing strategies per market segment
For Euro 800 per month, we will daily guide your hotel through out following processes:
Our objective is to drive back direct booking and gradually disengaging your hotel from OTA in high season and key dates in shoulder season.
First objective is 10% out which for a 100 bedrooms’ hotel running yearly 67% occupancy with 80% market share on OTA at 25% commission will
give you a gain of Euro 69 879 per year including the yearly cost of subscribing to HMO if your ADR is Euro 70 for direct booking and Euro 50 for
OTAADR.
..1 - HOTEL PACK - ENGLISH VERSIONLOST CALCULATION OTA.xlsx

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Online promotional tools & activities
Each package will be simultaneously promoted in French and English, on:
- HMO web platform
- Hotel web platform on regarding landing pages
- Set of travel agencies working on similar market
- Partners (Golf, Spa, Malls)
- Mail shoot on current hotel guest data base after filtering regarding criteria
- Welcome guest letter at checking-in
The hotel will receive each offer with the wording, package terms and regulations, jpeg.
You will need to post each of the offer on:
- Your Facebook account
- Your LinkedIn account for capturing corporate and international travelers by just posting on your hotel profile or in selection of group. We will assist
you on your LinkedIn set up
- Your Google + account
- Your Google Business page
- Instagram
- Your blog if any
- Email it to your key local customers
- Don’t forget to print out a welcome letter mentioning the next offer to come
- Your local travel agent
- Your Tourism Office

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Direct Sales activities we will conduct on your behalf
- Regular mail to your customers in their regarding main language and as per their consumption habits
- Sales activities to travel agencies in key feeder markets: UK & Ireland, Belgium, Swiss, North of Europe, China and Hong Kong (for selection of cities.
Chinese are not yet everywhere!), USA, Spain and Italy.
- Establishing partnership with your nearby golf and Thalasso
- Establishing global partnership with Galeries Lafayette, Printemps and may be alternative represented malls
- Continuously promoting your activities on HMO various social media platform to increase the billboard effect
At property level:
- Daily, you will be receiving our pricing suggestion per room type per type of day, we will ask you to control each of your OTAs
- Take care of your hotel operation, welcome your guest, be back as hotelier
HMO and You, a partnership for a better win!

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Do and Don’t
1- Room types allotment given to OTA:
Keep most of the standard room into your hotel direct selling processes
Favor executive room and suite to OTA with yearly allotment guaranty
Reduce progressively your OTA room allotment
Prefer Fairbooking to gradually swap from Booking.com and Expedia
2- Yearly proposing the following packages on your website and at front desk (up-selling):
Corporate Advantage rate checking-in Sunday and checking-out Friday
Early bird 15 and 21 days
Week end special offer combining Golf or Spa (In Friday, out Sunday or Monday as per your occupancy
Special Well-being offer inclusive of an organic room service and yoga
3- Your website design should:
Have an Android version
Expressing well being and comfort
Giving the guest to customize their stay by adding value to the booking like: bottle of selected wine, champagne, flower,
chocolate, yoga teacher
4- Trip Advisor:
Answer to all comments (positive and negative ones). We will send you the answers for the negative.
5- Pricing:
Be active! Pricing is not only per seasonality, pricing react and change the way your hotel, district and city are evolving.

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Snapshots of what your hotel website should ‘almost’ look like
Ambience, an experience!
1 - Concierge for the local knowledge
and ambience
2 - Special offers direct access
3 - Booking engine
4 - Picture high quality

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Hotel website
1 – Only offer 3 room types. Look, even the big ones are simplifying their room facing!
2 – Picture and again, picture!
Anything chocking in bellow’s screen shot?
Why should I pay for an executive room when the hotel is obviously showing me that it will be the same room
layout, same equipment. Don’t take guest for stupid!
3 – Each picture on your website should be tagged with hotel name, room type if it is room, name of your outlet you are demonstrating and if possible in
adding the name of your hotel and city. E.g.:
Hotel xxxx Paris standard room

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Membership Card (to come)
H M OMy Privilege Corporate Hotel Card
Hotel Marketing Optimization Hotel Marketing Optimization
The Hotel Partner Empowering Hotel Reservation
Card Number
HMO-COR-00000000001
Membership terms and regulations available on:
www.hmomember.com
Free access for hotel HMO partners
Card valid for a calendar year at Euro 90 paid by guest
Discount on Rack Rate 10 up to 20% (T&C apply)
Room should be pre-booked at prevalling rate mentioning
the card
Hotelier will have access to an intranet to check the card
number validity
Member will get specific newsletter and offers

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Ready for stopping the vicious OTA’s circle you are in?
Key points
1 – Use the OTAs for the billboard effect, half of the customers will browse your hotel website for getting info
2 – All OTAs in pricing parity, no need to favor one OTA over an other one
3 – Favor high room category on OTA and keep the maximum of your standard room on your hotel website
4 – No package on OTAs, only at the use of your website
5 – OTA revenue should be max represent 30% of your total room incomes
6 – If you can, register your hotel name

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Other fields we can assist:
- GDS selecting and yearly RFP bidding
- Trade show attendance (booth negotiation, set up and sales maintenance)
- Hotel photo shooting
- Hotel collateral review
- Website set up inclusive of android version, CMS and server housing
- Front Office and Reservation Training
- PMS setting parameters and selection of best providers
- House keeping
- Selection of alternative property software

15. Hotel Marketing Optimisation
Let’s running it!
Annie Terminet Schuppon
Annie.terminet@gmail.com
Skype: annieterminet
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