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Content Services From Ful Hotels


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Content Services From Ful Hotels

  1. 1. Hotel Digital Content
  2. 2. Hotel Digital Content ServicesPresentation Overview About Us Content Strategy and Travel Booking Cycle Multi-lingual Hotel Property Descriptions Bespoke Content Management System Custom Unique Destination Content Frommer’s Destinations Content Events Guide Content Rich Media Content Additional Services Case Studies
  3. 3. About Us Frommer’s One of the most trusted names in travel publishing for over 50 years.Part of John Wiley & Sons Inc. (Founded 1807 and NYSE listed) Unlimited A one-stop, full-service travel content and delivery platform, specificallydesigned to help businesses attract new prospects and convert them to high-valueCustomers
  4. 4. Content Strategy linked to Travel Booking Cycle “I’ve had a great time and I “I need a break and I want to want to let friends, family be stimulated and challenged. and others know about it” Where shall I go?” Share recommendations Images via applications on iPhone Video of destination or iPad Events Competition to encourage participation on Top things to do Facebook page and leave Itineraries comments “Which hotel shall I stay at in which neighbourhood?” “Now I’m in the destinations, I want to have Inspirational hotel the best possible experience.” property Mobile app with travel guide  Overviews of One, two and three day itineraries neighbourhood Attractions, restaurants, shops (integrated Top places to on maps) shop, eat, drink
  5. 5. Crowne Plaza Hotel Property Descriptions Why book? Opening paragraph generates excitement and encourage booking Brand promise Emphasis on the brand experience. Welcomes the guest into the hotel Location The key things that your guest can do in the local area In the hotel Describes the hotels best assets: swimming pools, fitness centres, restaurants etc. Call to action Final paragraph ties the hotel with an attraction and persuades the customer to book
  6. 6. Bespoke Content Management SystemBespoke CMS designed tomanage all your contentneedsBuilt using the Drupal opensource platformPublish content for yourentire websiteIncludes editorial &translation projectworkflow (multiplelanguages supported)Full reportingUser managementIntegration with back end 6systems EMEA Business Update Jan 2010
  7. 7. Premium Custom Unique ContentThe need for custom content Growing requirement for quality unique content optimised for search enginesCustom content process Information gathering - we want to learn as much as possible about your brand, tone of voice, style and customer profiles SEO Consultancy - we can devise your SEO strategy, or work with your agency or in house experts Advise on the most effective content pages and article types Appoint Project Manager to deliver project Agree project timelines Deliver samples and receive feedback Brief writers and roll out project in fullKey Custom Content Hotel Clients SLH Crowne Plaza
  8. 8. Frommer’s destination content Off-the-shelf content Frommer’s 4,500 destination guides available to licence. From inspirational overviews to one day itineraries and practical information, they will help your customers experience a unforgettable trip Choose from over 60,000+ Frommer’s points of interest (POIs) including: hotels, shopping, restaurants, attractions and nightlife. All are geo-coded for map integration Frommer’s expert team of developers can provide you with the technical implementation to best suit your needs: XML API, private label website, or reverse proxy solutions
  9. 9. Global events databaseOver 15,000 of the bestevents happening aroundthe world are included in thedatabaseInspire your guests to traveland tell them what’s onclose to the hotelEvents can be integratedwithin Hotel pages, Travel guide sections Google maps Mobile apps
  10. 10. Mobile and Rich MediaFrommer’s mobile guides contain allthe latest reviews and authoritativeinsight your customers need to makethe most of a trip We can white label existing apps, orcreate custom apps to meet yourmobile strategy requirementsFeatures include Local travel tips Practical information Restaurant, shops and hotel reviews Interactive location-based maps Integrated itinerariesDestination content can also bedelivered via XML into your existingmobile app
  11. 11. Case study: – deep unique contentObjective To present as an authority on their destinations in key markets, win traffic, inspire customers, increase conversions to sale and brand loyaltyStrategy To devise a network of relevant multi- lingual articles and an intuitive content taxonomy To define the tone of voice and brand through the creation of high- quality unique content To optimise content for search and enmesh with link-building strategyResults Substantial increases in basket value ‘Top 10 Paris Food & Drink’ #1 on Google ‘Where to Stay in Berlin’ #1 on Google ‘Top 10 Valentines Destinations’ #3 on Google
  12. 12. Case Study: Small Luxury Hotels of the WorldContent objective Convey brand values of luxury, privilege and authentic travel experiences Improve search engine ranking with content to capture key search termsStrategy Develop style and tone of voice to engage SLH customers Build and train a team of expert hotel and specialist travel writers Devise feature article package to target search terms and audienceResults Enhanced user experience Exceeding revenue targets SLH a hub for destination and hotel information
  13. 13. Please contact: Lindsay Brook-Hartop +44 (0)207 770