TravelCLICK Webinar
May 2007
Jerome Wise
VP - eCommerce “there is a better way”
INTERNET MARKETING SOLUTIONS
for the international hotel industry
Agenda
• The importance of the Internet to the hotel industry
• How to impact the bottom line
• Taking a strategic approach to Internet marketing
• Building an Internet marketing plan
• The value of measurement and analysis
INTERNET MARKETING SOLUTIONS
for the international hotel industry
TravelCLICK’s experience
• Developed and hosting almost 200 hotel web sites
• Managing online marketing campaigns for over 300
hotels
• Clients range from individual 2 star hotel to worldwide
major luxury brands
• Delivered approximately $12 million in incremental
business to our customers over the past 12 months
INTERNET MARKETING SOLUTIONS
for the international hotel industry
Incremental revenues
• The internet is a level playing field in terms of sales
and marketing
• Everyone can attract new clients through very targeted
and measurable marketing
• Global distribution reach is available to all, not just the
major brands that have global networks
INTERNET MARKETING SOLUTIONS
for the international hotel industry
Consumer
Spend $150.00 $275.00 $275.00 $275.00
Travel
p e rty
Agent
Pro site
b Booking
We
GDS
Engine
GDS Provider
ha n t
ue Me rc
q
Op a
Pegasus
Brand / Brand /
Rep Co. Rep Co. *
Brand or
Rep Co
Net
Revenue*
$90.00 $206.25 $235.50 $250.00
Develop strategies and employ specific tactics to
*industry averages shift business mix to the most profitable channels
INTERNET MARKETING SOLUTIONS
for the international hotel industry
4. Analyse
3. Retain
INTERNET MARKETING SOLUTIONS
for the international hotel industry
1. Convert
INTERNET MARKETING SOLUTIONS
for the international hotel industry
Total number of
availability enquiries
Total number of
completed reservations
1. Convert
INTERNET MARKETING SOLUTIONS
for the international hotel industry
PPC Results
INTERNET MARKETING SOLUTIONS
for the international hotel industry
Existing customers
• Existing customers are often overlooked in the fervour
to find new ones
• If managed effectively they can:
– Reduce the overall cost of sale through channel shifting
– Increase their loyalty and value
• Communication of the online proposition in an offline
environment is vital
• Regular, and relevant, email communication will build
loyalty and reinforce the brand
3. Retain
INTERNET MARKETING SOLUTIONS
for the international hotel industry
Existing customers
• Building the customer database is very important and
can be achieved relatively easily:
– Sign-up process on web site
– Run online promotions / competitions
– Sign-up at check-in / check-out
– Ensure offline communication encourages email sign-up
• A communication calendar should be developed to
ensure regular emails are sent with compelling offers
3. Retain
INTERNET MARKETING SOLUTIONS
for the international hotel industry
4. Analyse
INTERNET MARKETING SOLUTIONS
for the international hotel industry
Total number of
availability enquiries
Total number of 4. Analyse
completed reservations
INTERNET MARKETING SOLUTIONS
for the international hotel industry
4. Analyse
INTERNET MARKETING SOLUTIONS
for the international hotel industry
Why TravelCLICK?
TravelCLICK is your ideal online marketing partner
• 21 years experience in hotel electronic distribution
• Specialist Internet Marketing Services team working
only within the hospitality sector
• Offers a full service suite of Internet marketing
solutions
• Ongoing relationships with over 12,000 clients
worldwide
• Shared interest in your success
INTERNET MARKETING SOLUTIONS
for the international hotel industry
Summary
• Today up to 80% of all bookings are influenced by the
web
• A strategic, planned, approach to online marketing will
produce far better returns than tactical activity
• Investing in existing customers, as well as prospecting
for new ones, is crucial for overall success
• Measuring performance and adjusting campaigns will
produce stronger returns
INTERNET MARKETING SOLUTIONS
for the international hotel industry
TravelCLICK Webinar
May 2007
Jerome Wise
VP - eCommerce “there is a better way”