Slide 1: Marketing Results Through Technology
Slide 2: Hotel Distribution Options Prior to the Internet o o o o o o Travel Agents Hotel & Travel Index Global Distribution System (GDS) Print Advertising Television & Radio Billboards CD ROM o Airline Reservation Systems o Telecom (800 numbers, phone & fax) o Direct Sales o Wholesale o Corporate Contracts o
Slide 3: Hotel Distribution Options Since the Internet o Hotel & Travel Index (print & online) o GDS with Internet distribution channels o Third Party Discounters " Hotels.com " Travelocity " Rogue Web Sites " o CD/DVD with Web Site Links o PMS System with Web site integration and real time booking o Pay-per-click Web Advertising o o o o o Search Engine/Directory Listings Banner Ads Property Web Site E-mail marketing Print tracking through Property Web site o Web Portals o Regional Web Guides o Wifi Channels
Slide 4: Impact Of The Internet On Hotels o The Internet modifies all distribution channels requiring a new marketing and management model. o Attempts to integrate Internet distribution channels into their current management and marketing models often create confusion and mixed results. o The new model requires placing the Internet at the center of a distribution and marketing strategy. The Internet is the ultimate “Direct Distribution Medium”. o Internet communication has become the hub for all distribution methods.
Slide 5: Impact Of The Internet On Hotels (Cont.) o Hoteliers can lose control of their revenue management by not shifting focus to the Internet. o Internet services are complex and fragmented offering few if any overall solutions. o Coordination of these diverse and often contradictory products and services falls on the shoulders of hoteliers. o Poor understanding and coordination results in rate dilution and control falling into the hands of online discounters. o By changing focus and gaining control over the Web, hoteliers can regain control of revenue management and have a significant edge over their competition who remain mired in the confusion the Web has created.
Slide 6: Internet Services Are Fragmented o Internet service options are fragmented. o Properties often use multiple providers with overlapping or contradictory services. o Our focus as a company is to help a property integrate and effectively make use of these fragmented services. o This approach allows us to provide our own products and services when appropriate and to use other vendors where appropriate without undermining our business. o The need for consulting and integration will continue regardless of the directions the Internet takes.
Slide 7: Internet Services Are Fragmented (cont.) o Overall coordination of Internet Services are lacking. o Overall coordination of Internet efforts with property and revenue management is lacking. o Coordination and effective use of Internet marketing with other marketing channels is lacking. o Internet companies may offer a consolidated approach to the marketing of a property Web site, but they rarely touch on overall revenue management or the management of third party distribution channels. o Internet services and distribution options are constantly changing and success depends on the property’s ability to act quickly when these changes occur.
Slide 8: Our Solution: Control The Internet o Begin from the top and let us help you control the Internet and not let it control your business and revenues " Perform overall evaluation of properties distribution channels and use of the Internet " Develop overall plan and strategy for property " Recommend & provide Internet solutions based upon overall strategy and plan " Provide ongoing oversight and management of property’s revenue management with primary focus on Internet channels " Coordinate integration of new products and services
Slide 9: C.I. Interactive Services o Consulting and Management o Internet Services o Products
Slide 10: C.I. Services: Consulting and Management o Revenue and distribution channel evaluation o Revenue and distribution channel management o Property management and consulting services through Master Link Club and Hospitality Management
Slide 11: C.I. Services: Internet Services o o o o o o o o Evaluation of Current Use of Online Resources. Search Engine Optimization and Positioning Pay-Per-Click Marketing E-mail Marketing Services Travel Agent Marketing Online Media Buying Linkage Research and Interactive Advertising Management Web Database Mining, Profiling and Marketing o o o o o o o o Online & Offline Ad Tracking Services and Event Marketing Copy Writing Services Photographic Services including Virtual Tours Competitive Intelligence Newsletter Service Web Site Management Proactive Web Site Traffic Analysis
Slide 12: C.I. Services: Products o o o o o o o o o o Web Site Design and Hosting Interactive Web Site Tools Reservation Software (individual and multi-property versions) Email Marketing Software (individual and multi-property versions) Meeting and Event Planning Software Wedding Planning Software Menu Software Newsletter Software Lead Tracking Software Integrated reporting (including reservations, arrivals, cancellations, web tracking) o Custom solutions