About HeBS digital The Leader in Hotel Internet Marketing

Size: px

Start display at page:

Download "About HeBS digital The Leader in Hotel Internet Marketing"

Betty Julie Henderson
5 years ago
Views:

2 About HeBS digital The Leader in Hotel Internet Marketing Hospitality ebusiness Strategies (HeBS digital) is an award-winning, fullservice hotel Internet marketing, website design and Direct Online Channel Strategy firm. Why should you partner with HeBS digital? Hospitality is our Passion: HeBS digital is strictly dedicated to the travel and hospitality industries Pioneers in Hospitality Internet Marketing: Over 15 years of Internet marketing experience for hotels and hotel management companies, CVBs, and restaurants In-House Expertise: All HeBS digital services are provided by onsite experts Recognized Excellence: Over 85 awards for outstanding website design and Internet marketing Thought Leaders: Countless published articles and guest speakerships Fully Transparent: Know where each dollar is spent and the revenue it brings Proven results. In the past 12 months, HeBS digital clients had an average return on investment of 2240%.

Our Clients Here is just a sample of our client

(HeBS digital) has successfully developed

for over 500 hospitality and travel companies,

Brands Hotel Management Companies Luxury hotel

Hotel management companies Full Service Hotels,

companies Meeting and conference venues DMOs &

3 Our Clients Here is just a sample of our client portfolio: Hospitality ebusiness Strategies (HeBS digital) has successfully developed Internet marketing and distribution strategies for over 500 hospitality and travel companies, including: Major hotel brands Hotel & Resort Brands Hotel Management Companies Luxury hotel and resort brands Golf and spa resorts Casinos Hotel management companies Full Service Hotels, Resorts and Casinos Hotel representation companies Meeting and conference venues DMOs & CVBs Franchisees Independents Restaurants Franchised Properties Restaurants

4 Our Services Direct Online Channel Strategy Audit & Enhancement of your Direct Online Channel Strategy Best Industry Practices Social Media Strategy Mobile Marketing Strategy ecommerce Competitive Set Gap Analysis Ongoing Budget Proposals and Recommendations Online Travel Agency (OTA) Strategy ecrm Strategy (own your customer) Drive Revenue Directly from the Most Cost Effective Channel, Your Own Hotel Website Award Winning Website Design Hotel Website Design & Redesign Hosting & Maintenance Search Engine Optimization (SEO) Copywriting / Copy Enhancement Property Controlled: Featured Special Offers & Events erfp Blog Interactive Calendar Visual Galleries Segmented Capture Form (i.e. leisure, business, meetings, events) Interactive Map with Directions Full Service Internet Marketing Dedicated Account Manager Search Engine Marketing (SEM) Ongoing Website SEO Strategic Linking Marketing Ongoing Audits & Optimizations of Website and Campaigns Social Media & Web 2.0 Mobile Marketing Ongoing Professional Development and Training Latest Trends & Best Practices Monthly Reporting & Analysis

5 Direct Online Channel Strategy Why should hoteliers care where their Internet bookings come from? Not all Internet bookings are created equal. It is far more cost effective to sell your rooms via the direct online channel compared to the OTA channel (indirect online channel). HeBS digital will help you drive revenue directly from your own hotel website. Here is an overview of the Direct vs. Indirect Online Channel utilization in the travel sector Travel Sector Direct Online Distribution Indirect Online Distribution Case Study: Cost per Booking in the Direct vs. Indirect Online Channel Direct Online Channel (Hotel Website): $12.92 per booking Indirect Online Channel (Online Travel Agency-OTA): $ per booking Hospitality: Top 30 Hotel Chains Source: etrak Overall for the Industry Source: HeBS 70.9% 62.0% 29.1% 38.0% Difference between the cost of a Direct Online Channel and Indirect Online Channel booking = 8.3 times! *Based on average 2009 ADR in NYC = $ and 2 night LOS = $ x 25% OTA commission. Cost per booking via the hotel s own website, including website hosting and maintenance fees, marketing spend, campaign management fees, and Omniture analytics. Based on 530,000+ bookings in 2009 via hotel websites from HeBS digital hotel client portfolio.

Award Winning Website Design User-friendly: refers to the quality of the user experience on the website.

within seconds of landing on your home page. Web 2.

6 Award Winning Website Design User-friendly: refers to the quality of the user experience on the website. Search engine-friendly: HeBS digital own research shows that between 50%-70% of website traffic and revenue is a direct referral from the search engines. Booker-friendly: the goal of any hotel website is to generate bookings, and your website visitors must be able to find your booking engine within seconds of landing on your home page. Web 2.0/Social Media-friendly: encourage loyalty to your brand, promote the sharing of content, increase site stickiness, create buzz around your hotel, and ultimately increase bookings. Mobile Ready: the growing use of the mobile Internet increases the importance for hoteliers to offer a mobile website specially designed to provide an excellent user experience in a mobile environment.

Examples of HeBS digital Award Winning Website Design Website Design Case Study: Adrian Award, WebAward, IMA and w3 Award Winner IMA Best in Class and w3 Award Winner A new luxury boutique hotel in

Website Revenue: $517,386 Website Design Cost: $17,500 Marketing Spend: $16,176 Campaign Management, Hosting, Analytics Fees: $9,305 ROI: 1104% ROAS: 3098% HeBS has won almost every award in the

7 Examples of HeBS digital Award Winning Website Design Website Design Case Study: Adrian Award, WebAward, IMA and w3 Award Winner IMA Best in Class and w3 Award Winner A new luxury boutique hotel in the heart of Oregon s Wine Country was preparing to open its doors, and asked HeBS to design a website that would immediately start generating bookings and robust ROIs. Results? Website Revenue: $517,386 Website Design Cost: $17,500 Marketing Spend: $16,176 Campaign Management, Hosting, Analytics Fees: $9,305 ROI: 1104% ROAS: 3098% HeBS has won almost every award in the business over 85 website design and Internet marketing awards including Adrian Awards, Webby Awards, WebAwards, Magellan Awards, Interactive Media Awards and more. *Results based on a 9-month period after website launch in Sept 09

Calendar of Events Property Managed Featured Special Offers & Events

Multi-Channel Contests & Promotions Customer Testimonials & Reviews

equipped to handle the hyper-interactive travel consumer of today, and

8 Web 2.0 Functionality on the Hotel Website Property Managed SEO Friendly Calendar of Events Property Managed Featured Special Offers & Events Property Managed Blog Interactive Sweepstakes Social Media Integration Multi-Channel Contests & Promotions Customer Testimonials & Reviews Share this Site Functionality RSS Feeds erfp Most websites are not equipped to handle the hyper-interactive travel consumer of today, and offer dead, stale visual and textual content. How can you add engaging content to your website that will solicit the participation of your website visitors?

9 SEO & SEM HeBS will maximize your visibility in the search engines. Search Engine Marketing Services Include: Paid Search Search Engine Registrations Organic Search PPC Campaigns Local Search Paid Inclusions Local Search Meta Search Mobile Search Web 2.0 Search Organic Search

10 Full Service Internet Marketing HeBS digital is very professional and creative. We have found them to be responsive, creative and innovative. I think they are the best in the business. John Duponce GM of Le Parc Suite Hotel, West Hollywood CA Account Management Budget Planning & Recommendations Quarterly SEO Audits Search Engine Marketing (SEM) Marketing Strategic Linking HeBS digital and its talented team of seasoned ecommerce professionals have their pulse on the online world as well as the hospitality industry. They readily recognize and are able to capitalize on emerging trends--and their unique combination of industry knowledge, pioneering leadership, and technology support makes them a great partner for Choice Hotels International. Paula Valentine Senior Director, ecommerce for Choice Hotels International Banner Advertising Social Media & Web 2.0 Mobile Marketing Tracking & Analytics Monthly Reporting Direct Online Channel Strategy (increase bookings from your website!)

11 Banner Advertising & Online Sponsorships HeBS digital has extensive experience managing banner advertising campaigns and online sponsorships for more than 500 hospitality companies, from large hotel brands to small boutique properties. HeBS negotiates preferred rates on media purchases and savings are passed on to you. Banner Advertising & Online Sponsorship Services Include: Auditing to determine relevant media Building customized creative(s) Quality assurance and testing of creative Budgeting and campaign management Launching campaigns in major feeder markets Launching campaigns addressing the major market segments Providing tracking and reporting via Omniture or DoubleClick for Advertisers Recommending placements based on HeBS digital client experiences we know what works and what doesn t work

Email Marketing Are you sending valuable messages to your key customer

A resort in the Florida Keys was experiencing low occupancy in the months

Results: Sent: 56,567 email addresses Opened: 10,743 Clicks: 4,541 Click

26% Cost: $700 Revenue: $8947 ROI: 1178% What goes into every email

12 Marketing Are you sending valuable messages to your key customer segments? A resort in the Florida Keys was experiencing low occupancy in the months of April and May of 2010 and needed a quick way to generate bookings. Results: Sent: 56,567 addresses Opened: 10,743 Clicks: 4,541 Click through Rate: 42.26% Cost: $700 Revenue: $8947 ROI: 1178% What goes into every campaign at HeBS digital? Copywriting Creative template design Testing & client approval Launch Tracking & reporting Additional marketing services: ecrm (pre and post stay messaging) capture strategy

13 Social Media & Reputation Management HeBS digital will build your loyal fan base and followers, create buzz, communicate the hotel s value proposition and help manage your reputation on: We don t have a choice on whether we do social media; the question is how well we do it. HeBS digital Social Media Services Include: Facebook Fan Pages for the Hotel: Set-up or Optimization, Ongoing Campaign Management, Content Postings, Fan List Growth Twitter Profiles for the Hotel: Set-up or Optimization, Ongoing Campaign Management, Content Postings, Follower List Growth Flickr Profile for the Hotel: Set-up and Optimization, Ongoing Management, Content Postings YouTube: Flash Video Production, YouTube.com Hotel Profile Set-Up and Optimization, Ongoing Video Uploads Social Media Advertising (Web 2.0 Search, Banner Advertising, Sponsorships) Reservation Tracking and Conversion Reporting from the Social Media Initiatives Social Media Revolution Video

In other words, hotel guests past, current and potential are increasingly becoming mobile-ready and hoteliers have to respond adequately to this growing demand for mobile services.

14 Mobile Ready Websites & Mobile Marketing The number of mobile devices has already surpassed the number of personal computers worldwide. Mobile travel bookings are projected to grow 700% in two short years. U.S.M-Commerce will reach a staggering $1 billion in 2010 (ABI Research). In other words, hotel guests past, current and potential are increasingly becoming mobile-ready and hoteliers have to respond adequately to this growing demand for mobile services. Mobile Marketing Services include: Mobile Website Design Mobile Paid Search Mobile Marketing SMS Marketing Mobile Coupons Interactive Contests & Promotions Reservation Tracking and Conversion Reporting Via online booking engine Via special numbers Scan to visit the HeBS digital Mobile Website Now!

15 Conversion & Campaign Results Tracking & Reporting Omniture Analytics: the best analytical tool today, used by major hotel brands, OTAs and many independent hotels. Omniture s Search Center has made our search campaigns 30-40% more cost efficient across the board. DoubleClick for Advertisers: state-of-the-art dynamic ad serving tool. Track the activity of people that saw and/or clicked on your banner ad to get a complete understanding of results. Brand Vanity Site Measurement Models: for franchises which do not allow for Omniture or DoubleClick tracking, HeBS digital will put tracking code on the corporate booking engine, use the brand s own tracking method, or create a customized model to gauge success of all hotel Internet marketing campaigns. This method has been successful with Marriott, IHG, Choice Hotels International and Best Western franchisees. Max and his organization are true, passionate evangelists committed to driving e-business optimization throughout the lodging sector - one client at a time. Whether your hotel or resort is a single-location entity, or the largest brand in the industry, I sincerely suggest that HeBS digital be on any short list of potential strategic, consultative partners. William J Brown Executive in global digital marketing, interactive management and e-commerce

Content Management Systems HeBS digital clients that use the fully customized CMS: HeBS digital offers a choice of two types of Content Management Systems: Property Managed Featured Specials &

Perfect for independent property websites and vanity websites of franchised hotels. Fully Customized CMS: the most advanced in the industry today and best for deep content and multi-property websites.

16 Content Management Systems HeBS digital clients that use the fully customized CMS: HeBS digital offers a choice of two types of Content Management Systems: Property Managed Featured Specials & Events: We know that you sometimes need to make changes to your website on the fly. HeBS digital will provide you with the tools to easily update your hotel website s featured special and event tiles. Perfect for independent property websites and vanity websites of franchised hotels. Fully Customized CMS: the most advanced in the industry today and best for deep content and multi-property websites. The fully customized CMS allows the hotel to add and edit both textual and visual content on a 24/7 basis, add new hotel properties within minutes, publish/un-publish pages and hotel mini-sites, control the featured special and promo tiles, manage the photo selection on property pages and photo galleries, manage SEO and Omniture Analytics on every page, and more. Perfect for hotel chains, multi-property resort and hotel companies.

17 2240% ROI for HeBS digital Clients HeBS digital award-winning website design and hotel Internet marketing services, focused on driving revenue through the direct online channel, proved overwhelmingly successful during a very difficult year for most hoteliers. Below is a case study HeBS digital completed to demonstrate how holding every spent dollar fully accountable with analytics, not experimenting with unproven advertising platforms, enhancing and optimizing the hotel website, and very carefully targeting the right customer segments, resulted in 2240% return on investment (ROI) for HeBS clients in the last 12 months. Statistics for Full Service Clients (last 12 months): We are excited to be associated with the industry s best HeBS digital Bill Linehan CMO of Richfield Hospitality / Sceptre Hospitality Resources Total Revenue Generated: $63,900, Total Marketing Spend: $2,004, Return on Ad Spent (ROAS): 3088% ($30.88 : $1) Total Spend (includes Fees, Maintenance, Etc). $2,729, Total Return on Investment (ROI) 2240% ($22.40 : $1) HeBS digital brought our clients an average return on investment of 2,240% That means for every dollar they sent us, we sent them back $22.40* *Based on a study of 175 HeBS digital clients.

18 Contact Us HeBS digital industry expertise, ability to tailor their services to fit our unique needs, and attention to detail has been very helpful. I would highly recommend them to other hotel chains that want to stay up-to-date with constantly changing technology sales@hebsdigital.com 6 W 48 th St. 8 th Floor New York, NY Arnold Angeloni CEO of AmericInn International, LLC

19 Partner with the premier Internet marketing team in hospitality today. Hospitality ebusiness Strategies

Hotelier s 2009 Top Ten Internet Marketing Resolutions By Max Starkov and Jason Price

January 2009 Hotelier s 2009 Top Ten Internet Marketing Resolutions By Max Starkov and Jason Price Here at HeBS we firmly believe that a comprehensive, ROIcentric Internet marketing strategy is the hotelier