Stanford Hotels


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Stanford Hotels

  1. 1. Honolulu, HI (Oahu)INITIAL WEBSITE ANALYSIS Search Engine Optimization Presentation for prepared by Judy Collins The Collins Group August 24, 2011
  2. 2. OVERVIEW – ITEMS FOR DISCUSSION• Websites - Brand, Independent, Corporate• Objectives• Fact Finding: Hotel Questionnaire/About the Hotel • Competition • Segmentation • Traveler Profile • Packages/Promotions • Seasons, Rates, Avg. Occupancy, RevPar • Hotel Reports Needed for Future Analysis• Search Engine Optimization/Management • Google Analytics, Key Words, AdWord Campaigns • Organic & Paid Placement • Social Media/Mobile Media • Rich Media/Video • Website Content Management
  3. 3. OVERVIEW – ITEMS FOR DISCUSSION CONT. • Revenue Management • Reputation Management • Trip Advisor • Google Reviews/Google Places • Online Media • OTA • Management, Promotional Opportunities • Sponsored Travel Ads • Sales & Marketing • CRM/e-Marketing • Sales Team – Travel Segments • Strategic Partnerships • Marketing & Sales Plan/Budget/Goals • Initial Recommendations-Examples • Follow up/Action Plan
  4. 4. OBJECTIVES• Implement and manage innovative well-executed webmarketing & sales initiatives :• Search Engine Optimization and Management • Increase visibility, conversions, bookings• Facilitate E-marketing and interactive sales strategies• Develop dynamic strategic partnerships for long term relationships• Manage effective revenue management & reputation management• Drive online revenues• Improve ROI and performance• Attain market share thru social and mobile media• Best of all ……out-smart the competition!”
  5. 5. WEBSITES• (Independent)•• (Brand)
  6. 6. HOTEL FACTS• Tastefully renovated, beautiful, understated elegance, sleek & contemporary• Distinctive décor South America complemented with vibrant island colors• Guestrooms: 37-floors; award-winning; 601 guestrooms with private balconies• Views: Spectacular Ocean/Mountain views• Location: Heart of island paradise • One Block from Waikiki Beach • Easy walking distance to shops and restaurants • Nearby Attractions: Honolulu Zoo, Kapiolani Park, Waikiki Aquarium• Full Service Hotel • Restaurant, Lobby Bar, Pool Bar, 24 hr in-room dining • Meeting & Banquet Facility (12,000 sq ft -500 persons) • 24 Hr Business Center • Fitness Center, Pool (10th floor) • Cutting Edge technology (Wi-Fi)
  7. 7. HOTEL – FACT FINDING• List 3 top “hidden gems/brag worthy” features/amenities of yourhotel which you wish to convey to travelers (which separates you fromthe competition?)• List 3 weaknesses and why?• List Best 3 Sales Attributes of the hotel?• List 3 features your competitor offers giving them an advantage?• What is your biggest challenge? How do you overcome?• Main complaints from guests?• What type of travel segment would you like to attract more of? Why?• What is your website NOT saying?• Referrals from other specific hotels or attractions? List
  8. 8. SEASONS/RATESDescribe your Seasons, Rack Rate Range, Special Event Dates/Blackout Dates:• High Season: Mid Dec-Mid April Rate Ranges: _________• Off Season: Mid April-Mid June Rate Ranges: _________ Sept-Nov? Rate Ranges:__________• Shoulder Seasons June-Aug? Rate Ranges: _________ Jan-March?• Last week April/first week May - Japanese "Golden Week" holiday• Other Events/Groups/Blackout Dates:
  9. 9. HOTEL TRAVELER PROFILE• Profile of your hotel‟s • Avg. booking window avg. traveler • Nearby attractions• Percentage of • Distance to airport Leisure/Corporate • Percentage of website bookings• Average Age range vs. total• Geographical areas • Single, couples, families• Average Income • Groups• Activities of interest • Meetings• Percentage of Hilton Honor • International travelers guests• Percentage of repeat guests• Avg. length of stay
  10. 10. PACKAGES/PROMOTIONSList Current Packages/Offers/Promotions Thru 2012: • Romance • Adventure • Nearby Attraction Package (includes tickets, etc) Watersports, Entertainment, Cultural, etc • Advance Purchase (book by specific date, travel dates) • Promotional: ex- Stay 2 or 3 Nights, Get one Free • Golf Package/ Spa Package • Family Vacation Offers • Event Related • Value Add (gas cards, breakfast, late check out, gift cards, CVB, manager‟s reception, other, etc.)
  11. 11. COMPETITON See Separate Excel• Hilton Hawaiian Village Waikiki Beach Resort Spreadsheet• Hyatt Regency Waikiki Beach Resort & Spa Competitive Grid• The Outrigger Reef on the Beach• The Outrigger Waikiki on the Beach To review (STAR• Waikiki Beach Marriott Resort & Spa Report) for top 3 and• Aston Hotel Waikiki Beach additional information• Embassy Suites Hotel - Waikiki Beach Walk• Moana Surfrider, A Westin Resort & Spa
  12. 12. SEGMENTATION CURRENT % Mix WISH LIST % Mix• Business/Corporate • Business/Corporate• Leisure • Leisure• Global/Consortium • Global/Consortium• Local Negotiated Rates • Local Negotiated Rates Discuss how• Groups • Groups to shift for• Meetings • Meetings max• SMERF • SMERF profitability• OTA/BTA • OTA/BTA• Package (air/hotel/car) • Package (air/hotel/car)• Opaque • Opaque• Advance Purchase • Advance Purchase• Airline/Cruise • Airline/Cruise• International (FIT) • International (FIT)• Associations (AAA) • Associations• Internet • Internet• CRO • CRO• Discounted • Discounted
  13. 13. 4 STAR HOTELS IN OAHU• #10 Hilton Waikiki Beach 601 rooms• The Outrigger Reef on the Beach 635 rooms• #8 Aston Waikiki Beach Tower 645 rooms• The Outrigger Waikiki on the Beach 644 rooms• #7 Hawaii Prince Hotel Waikiki 521 oceanfront rooms, 57 suites• #4 Waikiki Parc Hotel 297 rooms• #3 Waikiki Beach Marriott Resort & Spa 1,175 rooms/135 suites• #1 Hilton Hawaiian Village Waikiki Beach Resort 2,860 rooms• #2 Sheraton Waikiki Beach 1,636 Rooms• #5 Hyatt Regency Waikiki Beach Resort & Spa 1,229 rooms• #6 Moana Surfrider, A Westin Resort & Spa 793 rooms• #9 Grand Waikikian Suites by Hilton Grand Vacations (located within Hilton Hawaiian Village)
  14. 14. OTHER NAMESHilton Waikiki Beach Also Known As:•Hilton Hotel Honolulu Do you still own these domains for link to•Hilton Honolulu sites?•Hilton Waikiki Prince Kuhio•Prince Kuhio•Honolulu Hilton•Radisson Waikiki Prince Kuhio
  15. 15. AREA ATTRACTIONSAddress: 2500 Kuhio Avenue, Honolulu, Oahu, HI 96815• 1 block -Waikiki Beach, Kuhio Beach, Queen Beach, Honolulu Zoo &Kapiolani Park• Ala Moana Beach Park - 2MI – W Expand this list on• Ala Moana Shopping Center - 1.9MI - W websites- see• Ala Wai Golf Course - 1MI - E Comp website• Aloha Stadium - 10MI - W examples• Aloha Tower Marketplace - 4MI – W• Bishop Museum - 8MI – W• Honolulu International Airport (HNL)– 20 min• Hawaii Convention Center – 5 minutes• Others
  16. 16. HOTEL REPORTS NEEDED• STAR Report (2011 Current, QTD, YTD, 2010)• Hotel Intelligence Report, Opera• Occupancy, RevPar, Trending, Comp Set• Historical Data, Forecast, Budget• Google Analytics, Google Ad Words Campaign, Key Search Words• OTA Reports• Sponsored Travel Ad Reports• Reservations: CRO, hotel, voice, internet, conversions, web bookingreports• Revenue by Rate Code • All Hotel, Groups, Travel Segment, OTA Reports • Current, MTD, YTD, previous year• Sales: Room/F&B/Groups/Meeting Revenue• Forecast, Projections, Goals, Budgets
  17. 17. KEY FACTORS FOR SEARCH ENGINE OPTIMIZATION• Stickiness of Website (staying power leading to conversions)• Emotion (what is drawing traveler in?) Usage of lifestyle photography• Font, headings, layout, overall design (Updated/Cutting Edge)• Rich Media/Video/ Hi-Resolution Photography/Distribution Channels• Social Media/Mobile Media – booking engines• Call to Action (urgency – attention grabber)• Meta Key Words, Title, Description• Reviews, Area Attractions, Updated News, Blogs
  18. 18. HOW SEO WORKS 80% of people use Search Engines to find and book hotels• Creating a hotel website that looks great and has a high conversion rate isessential to succeed online today…but you also need traffic and visitors toconvert those lookers into bookers!• Search engine optimization gives hotels a natural and more sustainablesearch engine presence than paid search advertising, which marketers can useto generate website traffic and online conversions• To understand how SEO works, it can be broken down into four corecomponents:• Keywords – both „money‟ and „broad‟ keywords• Technical infrastructure – how a Search Engine accesses your Web pages• Content – both „on-page‟ and „off-page‟• Link profile – external and internal range, depth and scale
  19. 19. GOOGLE ANALYTICS Traffic Sources Referral Search Engines Bookmarked/DirectWhere are your visitors coming from?
  20. 20. GOOGLE ANALYTICS What is important to analyze . . .• Total Visits to Your Site• Page Views, Page Visits, Avg. Time Guest spends on your site• Key Entrance /Exit Words• New Visitors/Repeat Visitors• Bounce Rate (very important • if over 50% not enough stickiness-evaluate)• Length & Depth of Visit• Days of the Week visited, patterns, trends• Referral Traffic (Source) •Direct, Search Engines, Referrals• Benchmarking • Comparison tools to see how you stack up with your competitors• Landing Pages• Geographical areas (top markets)• Overall percent increase or decrease - why• Most Important – Conversions to Bookers!• Review Google Analytics Report
  21. 21. GOOGLE ADWORDSGoogle Ad Words Campaign (Key Words/Ads to Drive Traffic toYour Website) If you have built a wonderful website, but now youneed to drive more traffic to your site, then Google Ad Words (PPC)Pay Per Click Campaign is ideal. Your goal is of course to be in thetop placement on the first page of google in “natural placement”;however, sometimes we all need a little help in getting there withpaid sponsored search campaigns.• Create Your Ad and Keywords You create and ad, and choosekeywords, which are words or phrases related to your business. Youcan choose key phrases from your website, Google recommended, orthe best exercise is to pull up your competition and note the searchwords. Start with limited words and analyze. Do not go crazy withhundreds of different key word phrases with a broad match.Concentrate a few select key words. Review these words on a dailyweekly/basis to track and update accordingly.• Your Ads appear on Google When guests search on Google usingone of your keywords, your ad may appear next to the search results.Now youre advertising to an audience thats already interested inyou. The goal is to get to the number #1 position. Pay close attentionto this area of your report per key word.
  22. 22. GOOGLE Adwords• Campaigns/Bidding Choose the appropriategeographical area you want to target, and highlyrecommend starting out with a maximum monthlyamount in order to manage your bid process. Startout with one month and monitor and try a differentad and track your progress.• Return on Your Investment (ROI) In today‟shighly competitive Google AdWords pay per click(PPC) search engine, it is now more important thanever to ensure that your PPC campaigns areoptimized to their utmost potential.•You should be achieving maximum return oninvestment (ROI) for the keywords or phrases thatare most relevant to your business and are mostlikely to provide you with targeted traffic to yourwebsite.
  23. 23. KEY WORDS„Keywords‟ or „keyword phrases‟ are the terms given to the words that people useto search for your website on a Search Engine. Choosing the most relevant hotel-related keywords is fundamental to the success of a hotel SEO campaign. HowSEO works is that each keyword or keyword phrase is evaluated by its relevancy,search volume and level of competition.A quality keyword portfolio will focus on both „broad‟ keywords (attracting hotellookers) and „money‟ keywords (attracting hotel bookers). For example if you aresearching for a Sydney hotel such as Sebel Pier One, you may search for the „broad‟keyword phrase „Sydney waterfront hotel‟ or the „money‟ keyword phrase„Weekend packages Sydney‟.Review of Google Analytics Report and Google AdWords
  24. 24. TECHNICAL INFRASTRUCTUREThe technical infrastructure focuses on the architecture and the „bones‟ of yourwebsite. There are many factors that can affect the performance of a website from aSEO perspective. As part of its initial audit, an expert SEO company ideally shouldevaluate any potential site structural problems including but not limited to:• Domain strategy• Web host• Content management system• Site navigation• Page Speed• Duplicate content issues• Redirects and broken links• Site Maps
  25. 25. CONTENT is KEY!The keyword research lays the foundation for on-page optimization. Keep in mind thatwebsite content needs to be written for humans, not Search Engines – you do not want todisappoint your website visitors and see them turning away because of your low-qualitycopy.Chosen keywords need to be seamlessly integrated into the on-page content in a way thatis organic to the site. The on-page optimization lets the Search Engines know what thepage is about and helps Search Engines rank your web page accordingly, for appropriatekeyword searches.On-page optimization includes:• Title tags• Meta keyword and description tags• H1, H2, and H3 tags• URL structure• Alt tags for images and filenames• Page (body) content• Internal linking strategy
  26. 26. Link ProfileA quality link building campaign is an important component of hotel SEO and a heavilyweighted factor in Search Engine algorithms. Search Engines see a link to your web sitelike a vote of confidence in your website, so in theory the more links, the higher yoursite‟s authority. However, not all votes have the same weight and links ideally shouldcome from quality, trustworthy and on topic websites.Hotel link building strategies include:• Hotel blogging• Participating in industry-related forums• Commenting on related websites• Listing links on community websites such as CVB, State, or city industry associations, cruise, airline, chamber, vacation, attractions, etc.• Writing guest posts on industry-related blogs• Distributing media releases and article marketing• Listing links on quality directories• Listing links on clients, suppliers and partners websites• Creating a Google Places Page• Commenting on videos related to your industry• Linking on social media sites
  27. 27. Google Reviews/Placement Paid/Organic Sponsored Ads Natural Organic Placement Sponsored Ads
  28. 28. GOOGLE SEARCHESThe three key processes indelivering search results to youare: Crawling: Does Google know about your site? Can we find it? Indexing: Can Google index your site? Serving: Does the site have good and useful content that is relevant to the users search?
  29. 29. Call to Action/Layout Competitor Website Call to Action Headings Colored Font Special Offers SEO friendly Easy to Nav Buttons Updated site
  30. 30. Call to ActionSEO is Useless if You Have a Weak orNon-Existent Call to Action• Make sure your call to action is clear andpresent. SEO is not a one-shot process.• The search landscape changes daily, so expectto work on your optimization daily. Withlimited budgets these days, there is a criticalneed to “prioritize” with a goal of maximizeROI, in the shortest amount of time.• As we all are aware, nothing is guaranteed. Ittakes constant monitoring, evaluating,analyzing, and strategic planning on a dailybasis.• It involves a combination of effectivemeasurement tools, customized for yourspecific property in order to reach yourmaximum amount of occupancy, revenues,bookings and conversions!
  31. 31. Hotel Shoppers Are On The Move. Are You?Mobile Media: 42% of travelers research or book accommodationson their mobile device, according to Trip Advisor‟s mobile device travel survey.If you don‟t have a mobile-friendly website, you could be losing a significantnumber of bookings.A VPowered Mobile Website Gives Mobile Shoppers What They WantThe VPowered Mobile Website is part of the VBrochure Ultra Premium OnlineMerchandising System and provides travel shoppers on the go with everythingthey‟re looking for, including:• Media (photos, virtual tours, video) and text that tell your hotels story features, amenities and overall experience• Social media sharing buttons• Book now button that links directly to your booking engine• Click to dial phone number and hotel address• Displays Seamlessly for the Smartphone They‟re Using• Your media will be displayed in VPowered Multi-Media Player with highresolution, text, multi-language capabilities and full-screen viewing optionsthat engage travel shoppers with the rich experiences they‟re looking for
  32. 32. Five ways to win the hotel mobile booking game There is a war being fought on the “mobile” battlefield, and if you‟re not charging forward, you risk losing your guests, according to panelists during last week‟s third annual Hotel Data Conference. August 10, 2011 | Hotel Marketing1. Get in the mobile gameThough the mobile category holds a relatively low percentage of a hotel‟s total websitetraffic, the channel is growing exponentially, said Vikram Singh, principal and CEO ofEvision. “People who aren‟t investing in mobile this year are going to regret it for avery, very long time,” he said.Sometime between 2013 and 2015, more people will access the Internet using mobiledevices than desktop or laptop computers, Singh said. Additionally, about 10% of allGoogle searches happen via mobile. “That should be a call to action for all hotels rightnow,” he said.
  33. 33. 2. Forget “mobile friendly;” think “mobile commerce” While it‟s certainly important for hoteliers to make their property websites mobile friendly, the next step is to enhance the mobile booking engine. “Mobile friendly is dead. … now it‟s about mobile Commerce.. 3. Lose the unicorns and rainbows Less is more when designing mobile websites and booking engines. Not only do crowded visuals and graphics slow down wireless download times and processing speeds, but they create extra steps for guests that deter bookings. Keep it simple and straightforward. The easier it is for a guest to book on your mobile site the better. The best applications allow users to book a room in less than two minutes!. 4. Engage your guests in real time Mobile devices represent a constant, personalized touch point between a hotel and its guests, the panelists agreed. Hoteliers should leverage these capabilities both before guests arrive (e.g. with welcome, update, pre-visit messages and offers) and after they arrive. Mobile devices are a perfect way to push incremental sales. If your spa has a number of vacant slots on a particular Tuesday afternoon, for example, send a quick email or text to checked-in guests offering them a 10% discount if they book within the next 15 minutes. Also encourage hoteliers to sign up for Gowalla and FourSquare to allow guests to check in and share their experiences with the broader online community. 5. Catch the bad reviews Why wait for bad reviews to hit TripAdvisor when you can resolve issues immediately on site? Encouraged hoteliers to post signs throughout their hotels that say, “Have a problem? Text 665.” Hotel staff can monitor that account and address any and every issue as they present themselves
  34. 34. RICH MEDIAThe Influence of Rich Media (Videos)Video and virtual tours increase conversion rates compared toviewing still photos alone. 360 degrees or virtual tours - 67% more likely Videos– 89% more likely Virtual and Videos – 115% more likely Source: Results of a tracking study conducted by VFM Leonardo and a North American hotel chain that tracked the behavior of 1,000,000 travel shoppers•To Increase Bookings You Need to: Capture the attention of the travel researcher at every stage of the planning process. Leverage OTAs and Third Party Travel sites as tools to increase the visibility of your hotel in your market. Differentiate your property by engaging travel shoppers with rich visual content that tells a story. Influence purchase decisions by merchandising your property in a compelling way using rich visual content to maximize conversion. Have a license to a system that helps you to achieve all of this (to discuss)
  35. 35. HOW TO BETTER MERCHANDISE YOUR HOTEL ONINE• 91% of people research online Regardless of how they make their finalbooking. Online travel is a lot more than just making reservations… Source:Digital Media and User Experience in Online Travel 2010 E-digital Research, forFrommers.• The average holiday booked online takes 29 days from 12 searches andvisits to 22 different travel sites. Source: Google Europe• Travelers Use Multiple Sources to Plan their Trips. Hoteliers need to bewell merchandised throughout the travel planning process. Source: TIA –Traveler’s Use of the Internet 66% Travel Sites (Trip Advisor, Expedia,, etc) 60% Search Engines (Bing, Google, Yahoo) 57% Hotel Sites ( 46% Destination Sites (city, CVB, or state tourism)
  36. 36. HOW TO BETTER MERCHANDISE YOUR HOTEL ONINE • Online Travel Agents (OTA) Listings Increase Bookings on Other Channels Source: The Billboard Effect, Cornell Hospitality Report, Vol 9, No 16, Oct 2010 Maximize opportunities! • Rich Visual Experiences - Enhance the Travel Shopping Experience and Increase Conversions • Content-Sensitive Travelers - Will avoid your hotel if you don‟t have good content. They will spend 22% more on travel or will trade up for better quality. If your content is inadequate, you risk losing a premium guest. Source: Forrester’s North American Technographics®, Travel Online Study, Q1 2010 • Visual representations help consumers evaluate for themselves. Take control of your online content; don‟t let others do it for you!
  37. 37. CONTENT MANAGEMENT SYSTEM• Make sure and invest is a good CMS System in order to make edits to yourwebsite content, specials, news, photos, rates, promotions, etc. on a daily basis.• Ask your webmaster about pricing as there are many systems out there, to offer youas much control or as little as you feel comfortable with, so you are not paying someoneto manage every change, which can get rather costly.• Utilize Brand CMS website in addition to independent and corporate• It more than pays for itself, as well as having your content live on a timelybasis, so you are not missing opportunities or bookings!
  38. 38. HOW TO GET CONVERSIONSE-business professionals with rich media in their online merchandising strategies arefinding great success!• The top three of five features deployed are more heavily rooted in the social media-based category. These include: • Branded social community pages, (Facebook, MySpace, Twitter) (71%) • User ratings and rankings (65%) • User comments and reviews (63%) • Videos for merchandising, advertising and demonstration (56%) • Hotel tours, combinations of guided spin, zoom imagery, videos and animation (43%) How do you stack up?Source: VFM Leonardo Hotel E-Business Survey 2010. In this quantitative study, ten key questions were asked to identify and analyze the features hotele-business professionals find most useful and to provide quantitative findings to help other e-business professionals create ideal visual merchandisingexperiences to improve conversions.
  39. 39. GIVE TRAVEL SHOPPERS A REASON TO STAY ON YOUR WEBSITE OR COME BACK• Content is one way to increase the “stickiness” of any website. Not just any content, but highquality visual content. If youre not engaging online travel shoppers, they‟re more likely to leaveyour site and not return, meaning you‟ll lose the booking to one of your competitors. Accordingto a study by Google and OTX, The Traveler’s Road to Decision, the use of online travel videos is steadilyincreasing in all stages of the planning process.• Over half of business and personal travelers interact with online travel videos in all stages oftheir travel planning. More importantly, 57% of personal travelers and 66% of business travelersuse online video when deciding on accommodations. So what‟s the key takeaway?• Displaying visual content (particularly video) on your website, whether it bea hotel site, brand site or third-party travel site is a great way to engage travelshoppers when they‟re on your site and keep them coming back (hopefullyto make a booking)!
  40. 40. DISTRIBUTIONMulti-Media Viewer + V-Network + VScape= V-Brochure• Distribute consistent visual content to all electronic channelsin the VNetwork™ where your property is listed.• Take control of your online presence with well-merchandised media, targeting specific travel shoppers based on their needs. (similar to your own CMS system)• Engage travel shoppers with visual content that tells your whole story.• Manage and distribute your media from a single source entry point, to quickly andeasily control and update your media.• Measure your effectiveness with reporting metrics; know where and what visualcontent is being viewed by travel shoppers, to maximize conversion effectiveness andincrease your ROI• Prices are based on monthly fee from $242 mo for 2 hrs. plus set up fee of under $500.
  41. 41. EFFECTIVE REVENUE MANAGEMENT• There is little room for guesswork when planning your sales strategy. Revenuemanagement is essential!• Know the business flow of your hotel and adjust rates/promotions based uponknowledge; NOT guesswork!• Optimize income revenue from a fixed, but perishable inventory• Sell the right rooms to the right traveler at the right time for the right price• Supply vs demand economics– tactical strategy to generate incremental revenues•Essential conditions for revenue management • Inventory (guestrooms) available (fixed amt) • Perishable (unsold rooms) • Travelers are willing to pay a different price for same resources • Different segments of business are willing to pay different rates under various circumstances.
  42. 42. • Concentrate on occupancy first and avg. rate, second!• As advance reservations increase, rates should also increase.• Many hoteliers think the opposite. How many times have you seen hotelrates suddenly decrease a week or so before the arrival dates? This is thedirect opposite of good revenue management.• Too many hoteliers set rates blindly for the future and then, panic whenreservations are disappointing just a week or two in advance.• Most hotels should take a picture of reservations at least 6 mos. out inadvance or some a year or more depending on group business. Do not missopportunities as leave money on the table.• Advance reservations represent occupancy demand for each night in thefuture.• Use special rates, packages, and group discounts to build future demand;then adjust rates upwards to match that demand.• When reviewing future reservations remember to check past history forthose dates, movable holiday dates, current and past booking pace.
  43. 43. Trip Advisor – No Business ListingWebsite Link Management ResponsesPhone, email address Popularity Index #11 908 reviewsSpecial Offers Business Ranking #5 Reputation Management Highly Recommend Business Listing & hotel management response to every review; positive or negative see Epic Hotel – Miami
  44. 44. Trip Advisor Rankings Honolulu out of 85 Hotels (Most Popular)#1 Trump International Hotel Waikiki Beach Walk 94% 249 Reviews $279-$508#2 Hotel Renew 94% 1,009 Reviews $144-$239#3 Aston Waikiki Beach Tower 95% 442 Reviews $333-$772#4 Outrigger Reef on the Beach 90% 1,504 Reviews $224-$300#5 Halekulani Hotel 90% 777 Reviews $436-$672#6 BEST WESTERN PLUS Coconut Waikiki 95% 852 Reviews $140-$215#7 The Kahala Hotel & Resort 86% 498 Reviews $395-$685#8 Embassy Suites Waikiki Beach Walk 91% 661 Reviews $251-$449#9 Outrigger Waikiki on the Beach 90% 1,308 Reviews $224-$692#10 Aqua Bamboo & Spa 86% 770 Reviews $119-$215#11 Hilton Waikiki Beach 90% 909 Reviews $199-$329#12 Ilikai Hotel & Suites 91% 345 Reviews $138-$249#13 The Royal Hawaiian, a Luxury Collection Resort 87% 579Reviews $335-$531#14 The Waikiki EDITION 85% 125 Reviews $223-$479#15 Grand Waikikian Suites Hilton Grand Vacations 87% 144 Reviews $290-$463#16 Holiday Inn Waikiki Beachcomber Resort Hotel 89% 566 Reviews $162-$259#17 Aston Waikiki Circle Hotel 88% 496 Reviews $105-$174#18 Ilima Hotel 90% 345 Reviews $138-$250#19 Outrigger Luana Waikiki 88% 372 Reviews $134-$157#20 Diamond Head Beach Hotel 76% 78 Reviews $100-$300#21 Moana Surfrider, A Westin Resort & Spa 83% 1,231 Reviews $260-$527
  45. 45. Trip Advisor Specials - 15 Hotels Missing Opportunities Here due to No Business Listing, no special offers ASt
  46. 46. OTA - Expedia Travel Sponsored Ads Reviews/Placement (1st, 2nd, 3rd)#1 Hilton Hawaiian Village Waikiki BeachRotates Bidding Max Bid#2 Hilton Waikiki Beach Dateless Searches#3 Waikiki Beach Marriott Resort 0-21 days Weekdays 22 days + Weekdays 0-21 days Weekends 22 days + Weekends #1 Placement – Top #2 Bottom #3 Bottom
  47. 47. Expedia Placement Expedia Picks Dateless Search 4.6 out of 5 415 reviews Hilton Waikiki - #15 Poor Placement ASt
  48. 48. Expedia Travel Sponsored Banner Ad Copy • No slash thru sale price • No value add • No demand marketing • No call to action • Rewrite – top features only • Book Now!! • New thumbnail photo needed • Hi-resolution image • Bid higher for top placement • No Expedia promotion offered
  49. 49. Living Social Opportunities Great marketing tool for excess inventory/packages as well as possible direct book!
  50. 50. Stanford Hotels Corporate Website• Website Analytics Report Review (need access to review)• Google Ad Words Campaign Reports/Key Words (review reports)• Perform Needs Assessment• Current website presentable – markets properties• Address Current Content Management System • Who maintains? • Satisfied with current CMS? • Hosting Company? Other functions • Last Re-design?• Would like to see website work harder for the properties?• Add industry blogs, links, more SEO, social, mobile friendly• Add Property Highlighted or Hotel Spotlight (rotate)• Add Group Rates and other items per examples• Update Design, Layout, font, etc.
  51. 51. Stanford Hotels Corporate WebsiteNote Overall Design and Layout Photo gallery/ Properties
  52. 52. Stanford Hotels Corporate Website SEOFriendlyDesignedBlock Style Buttons With Call to Action
  53. 53. Stanford Hotels Corporate Website Social Media FriendlyAccolades Layout Design
  54. 54. Website Examples Appealing Design
  55. 55. Website Examples Call to Action
  56. 56. Drop Down Website Examples Menu Groups
  57. 57. Website Examples Page Layout Headings
  58. 58. Website Examples
  59. 59. Corporate (Owner Management) Websites Website Examples High Resolution photos
  60. 60. Corporate (Owner Management) Websites Social Media Friendly
  61. 61. Corporate (Owner Management) Websites Group Hotel Rates
  62. 62. Corporate (Owner Management) Websites Hotel Spotlight
  63. 63. PHOTOGRAPHYBrand, Independent, Corporate Very Poor resolution photos New professional photography needed ASAP Exterior very bad Interior Needed Pool Area This does not sell the hotel Video Needed for all Websites
  64. 64. Competitor Property Map withInteractive Hawaii Map, CVB, Airport Directions
  65. 65. Great Usage ofAttractions Page Allows morevisitors to plan trip, SEO
  66. 66. INDEPENDENT WEBSITE RECOMMENDATIONS • Stickiness (What is grabbing visitor attention to remain/book?) View reports – Needs work - Poor • Emotion (What is drawing the buyer in – lack of emotion?) Poor Use hi-res stock photography to draw in travelers • Font/Layout (Very Outdated – headings, content, body) • Photography (New hi-res photography needed; exterior & interior) Poor • Content Not SEO friendly - Redesign • Rich Media Poor – Needs Montage Premium Video, VFM Leonardo. Distribution) • Social Media/Mobile Media Poor - Redesign • Call to Action None – New website Redesign • CMS To discuss
  67. 67. INDEPENDENT WEBSITE RECOMMENDATIONS No Links, No headings, No call to action No high resolution images Not SEO, social, or mobile friendly •
  68. 68. BRAND HILTON WEBSITE• Utilize CMS system• Keep updated• Better usage of local attractions, events• New copywriting• Better usage of hotel specials and promotions• New photography needed and rich media• Who maintains?• To evaluate reports
  69. 69. Follow up Sales & Marketing Action PlanQuestions & Answers Next Step Thank You!