SHOULD YOUR HOTEL BE IN THE “BIG BOYS” ? IS IT A FORM OF ADVERTISEMENT ? Christopher Faotto Christèle Juppet Aurore Virnaud
EXAMPLE : LA BELLE JULIETTE**** HÔTEL <ul><li>In Paris, France, 6 th  district </li></ul><ul><li>Luxurious amenities : 34 ...
VISIBILITY
SHOULD YOUR HOTEL BE IN THE “BIG BOYS” ?  <ul><li>Yes  BUT  we should keep an eye on it </li></ul><ul><ul><li>Lot of mista...
WHY ?  <ul><ul><li>Lot of mistakes (wrong check-in/check-out hours, parking space when there is no one, wrong localization...
 
WATCH OUT ! BILLBOARD EFFECT <ul><li>What is Billboard Effect ?  </li></ul><ul><ul><li>In the hotel industry, the increase...
BILLBOARD EFFECT
IS IT A FORM OF ADVERTISING : EXPERT ANALYSIS <ul><li>When I meet a hotelier that needs help getting his direct bookings g...
IS IT A FORM OF ADVERTISING : EXPERT ANALYSIS <ul><li>Yes trying to leverage the billboard effect by distributing the hote...
“ DISTRIBUTION IS ESSENTIALLY ABOUT BEING EVERYWHERE.”
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"Big boys" and Advertising

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"Big boys" and Advertising

  1. 1. SHOULD YOUR HOTEL BE IN THE “BIG BOYS” ? IS IT A FORM OF ADVERTISEMENT ? Christopher Faotto Christèle Juppet Aurore Virnaud
  2. 2. EXAMPLE : LA BELLE JULIETTE**** HÔTEL <ul><li>In Paris, France, 6 th district </li></ul><ul><li>Luxurious amenities : 34 rooms, spa, swimming-pool, hammam ... </li></ul><ul><li>Historical hotel, thematical hotel </li></ul><ul><li>Selective clientele, spc ++ </li></ul>
  3. 3. VISIBILITY
  4. 4. SHOULD YOUR HOTEL BE IN THE “BIG BOYS” ? <ul><li>Yes BUT we should keep an eye on it </li></ul><ul><ul><li>Lot of mistakes (wrong check-in/check-out hours, parking space when there is no one, wrong localization …) </li></ul></ul><ul><ul><li>No frequent updates </li></ul></ul><ul><ul><li>High commissions, approx. 20% for Expedia </li></ul></ul>
  5. 5. WHY ? <ul><ul><li>Lot of mistakes (wrong check-in/check-out hours, parking space when there is no one, wrong localization …) </li></ul></ul>
  6. 7. WATCH OUT ! BILLBOARD EFFECT <ul><li>What is Billboard Effect ? </li></ul><ul><ul><li>In the hotel industry, the increase in offline bookings a property or brand experiences when it is featured on an online booking site. </li></ul></ul>
  7. 8. BILLBOARD EFFECT
  8. 9. IS IT A FORM OF ADVERTISING : EXPERT ANALYSIS <ul><li>When I meet a hotelier that needs help getting his direct bookings going one of  my first advice is to get his property properly distributed , essentially that means getting the hotel onto every platform possible as one of the first actions. Why? because that is the first and cheapest action that a hotelier can do to advertise the hotel. </li></ul>
  9. 10. IS IT A FORM OF ADVERTISING : EXPERT ANALYSIS <ul><li>Yes trying to leverage the billboard effect by distributing the hotel everywhere can go out of control, it happens frequently when hoteliers don’t control their inventory and yield on regular bases. And then they end up paying too much commission, then it’s time to regulate the channels and do a more complete analysis of the scene. Some of the key points to analyse are. </li></ul><ul><li>Rates:  Get a proper yield analysis done for the hotel by ensuring there is a proper rate parity given to all distribution channels. </li></ul><ul><li>Website:  Review the website, is it designed to be a proper sales funnel? Is it fast enough? How is the user experience? </li></ul><ul><li>Reputation Management:  What are your guests saying about you? </li></ul>
  10. 11. “ DISTRIBUTION IS ESSENTIALLY ABOUT BEING EVERYWHERE.”

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