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Sell All Rooms Everyday

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We enable hotel owners to sell more rooms through their website. Our package helps you sell your room in a smart way, so we call this package a smartSELL package. We offer an all inclusive Hotel website design, High-Speed Hosting and Hotel Internet Marketing package

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Sell All Rooms Everyday

  1. 1. Sell All Rooms - Everyday Hotel Industry The importance of the Internet to the Hotel Industry SEO & PPC Social Media Optimization Second Life & Virtual Hotels Conclusion 1
  2. 2. Cyberweb Hotel Experience <ul><li>Developed and hosting almost 500 hotel web sites </li></ul><ul><li>Managing online marketing campaigns for over 300 hotels </li></ul><ul><li>Clients range from individual 2 star hotel to worldwide major luxury brands </li></ul><ul><li>Delivered approximately $12 million in incremental business to our customers over the past 12 months </li></ul><ul><li>2 </li></ul>
  3. 3. The importance of the Web <ul><li>Online is no longer a niche channel worthy of investment for the future. </li></ul><ul><li>It is a significant channel now and should be actively managed. </li></ul><ul><li>Worldwide online travel sales is valued at $147 billion in 2007 * </li></ul><ul><li>Forecast to grow at 17% per year over the next 3 years * </li></ul><ul><li>3 </li></ul>
  4. 4. Super Objective <ul><li>Provide you the top tips and tools that can absolutely enhance your: </li></ul><ul><ul><li>Hotel Bookings </li></ul></ul><ul><ul><li>Hotel Brand Equity </li></ul></ul><ul><ul><li>Lower your marketing cost </li></ul></ul><ul><ul><li>Leadership position </li></ul></ul><ul><ul><li>Technology </li></ul></ul><ul><li>4 </li></ul>
  5. 5. Super Objective <ul><li>These are the top strategies you must be using if you are to prosper – or even survive in today’s marketplace. </li></ul><ul><li>Give you ongoing resources and hands on assistance to help you succeed, long after this conference </li></ul><ul><li>5 </li></ul>
  6. 6. Travel & Technology Facts <ul><li>86% of all travel and vacation research now done online </li></ul><ul><li>Over 50% of all travel reservations done online </li></ul><ul><li>If you are NOT Strongly Online - You Are Not In the Game </li></ul><ul><li>6 </li></ul>
  7. 7. The importance of the web <ul><li>Online travel sales will represent 41% of total travel sales by 2008 * </li></ul><ul><li>A further 38% of consumers make their decision online, but purchase offline ** </li></ul><ul><li>This means that almost 80% of travel sales will either be made online, or strongly influenced by online </li></ul><ul><li>7 </li></ul>
  8. 8. The importance of the web <ul><li>Supplier sites are fighting back against the OTAs and in 2005 57% of online hotel sales were made on the supplier site, up from 53% in 2003 * </li></ul><ul><li>This is forecast to grow further as suppliers catch up with the OTAs in terms of technology, customer service and marketing </li></ul><ul><li>8 </li></ul>
  9. 9. Where are the opportunities? <ul><li>There are three main opportunities that online sales present: </li></ul><ul><li>Incremental revenues </li></ul><ul><li>Reduced cost of sale </li></ul><ul><li>Enhanced brand loyalty and client relationships </li></ul><ul><li>9 </li></ul>
  10. 10. Incremental revenues <ul><li>The internet is a level playing field in terms of sales and marketing </li></ul><ul><li>Everyone can attract new clients through very targeted and measurable marketing </li></ul><ul><li>Global distribution reach is available to all, not just the major brands that have global networks </li></ul><ul><li>10 </li></ul>
  11. 11. Reduced Cost of Sale <ul><li>Web site enables the reliance on OTAs to be reduced and relationships to be renegotiated in order to bring down the overall cost of sale A brand web site has the lowest cost of sale </li></ul><ul><li>Enables business to be “channel shifted” from more expensive channels, such as travel agency or call centres </li></ul><ul><li>A strong brand </li></ul><ul><li>11 </li></ul>
  12. 12. Reduced cost of sale Net Revenue* Consumer Spend $90.00 $150.00 Opaque Brand / Rep Co. $235.50 $275.00 GDS Travel Agent Pegasus Brand or Rep Co GDS Develop strategies and employ specific tactics to shift business mix to the most profitable channels *industry averages $250.00 $275.00 Property Website Booking Engine Provider $206.25 $275.00 Merchant Brand / Rep Co. *
  13. 13. Enhanced loyalty and client Relationships <ul><li>A direct client should be retained for future marketing and relationship building </li></ul><ul><li>A customer booking through an OTA is likely to remain loyal to the booking channel </li></ul><ul><li>Actively seek to build relationships with clients delivered through OTAs for future, cheaper marketing </li></ul><ul><li>13 </li></ul>
  14. 14. How to drive incremental revenue <ul><li>What are the various marketing opportunities? </li></ul><ul><li>What is each of them good for? </li></ul><ul><li>Where should the focus be? </li></ul><ul><li>14 </li></ul>
  15. 15. Why are search engines important? <ul><li>89% of Internet users regularly use a search engine </li></ul><ul><li>In Europe, Google accounts for 76% of all searches </li></ul><ul><li>In Asia Pacific Google accounts for 67% </li></ul><ul><li>In the US Google accounts for 49% </li></ul><ul><li>It is important to know where users are searching to adjust the approach accordingly </li></ul><ul><li>15 </li></ul>
  16. 16. Why are search engines important?
  17. 17. New and incremental customers <ul><li>SEO does take up to 4 - 8 months to make a significant impact </li></ul><ul><li>The best results require an iterative process, not a one-time effort </li></ul><ul><li>Ensuring high-quality incremental traffic is delivered is vital </li></ul><ul><li>For short-term, tactical, traffic deploy Pay-per-click marketing as a complimentary activity </li></ul><ul><li>17 </li></ul>2. Acquire
  18. 18. New and incremental customers <ul><li>PPC is a fantastic medium for turning on traffic immediately </li></ul><ul><li>A well-researched PPC campaign will deliver significant returns and will quickly become an ongoing activity </li></ul><ul><li>PPC campaigns compliment SEO activities </li></ul><ul><li>Running SEO and PPC side-by-side, ensures that you own the page </li></ul><ul><li>18 </li></ul>2. Acquire
  19. 19. Top left is the most valuable area of the page
  20. 20. Existing customers <ul><li>Managed effectively they can: </li></ul><ul><ul><li>Reduce the overall cost of sale through channel shifting </li></ul></ul><ul><ul><li>Increase their loyalty and value </li></ul></ul><ul><li>Communication of the online proposition in an offline environment is vital </li></ul><ul><li>Regular, and relevant, email communication will build loyalty and reinforce the bran </li></ul><ul><li>20 </li></ul>
  21. 21. Existing Customers <ul><li>Building the customer database is very important and can be achieved relatively easily: </li></ul><ul><ul><li>Sign-up process on web site </li></ul></ul><ul><ul><li>Run online promotions / competitions </li></ul></ul><ul><ul><li>Sign-up at check-in / check-out </li></ul></ul><ul><ul><li>Ensure offline communication encourages email sign-up </li></ul></ul><ul><li>A communication calendar should be developed to ensure regular emails are sent with compelling offers </li></ul><ul><li>21 </li></ul>3. Retain
  22. 22. Summary <ul><li>Today up to 80% of all bookings are influenced by the web </li></ul><ul><li>A strategic, planned, approach to online marketing will produce far better returns than tactical activity </li></ul><ul><li>Investing in existing customers, as well as prospecting for new ones, is crucial for overall success </li></ul><ul><li>Measuring performance and adjusting campaigns will produce stronger returns </li></ul><ul><li>22 </li></ul>

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