An effective Internet Marketing strategy utilizes all the market resources and channels available on the Internet. This includes implementing a robust Website Optimization strategy, eCRM strategy, Search Engine Marketing Strategy, Email Marketing Strategy, Link Popularity Strategy, Online Display Advertising and Internet sponsorships. All of these strategies are well within the reach of the hotel brand, independent brands, luxury and boutique hotel brands, hotel management companies (HMC), hotel representation and marketing companies, CVBs, and DMOs.

Hoteliers and destination marketers do not need a mere interactive agency or search marketing vendor. They need to partner with leading hospitality experts in Internet marketing and distribution strategies who can help them navigate the Internet and utilize the Direct Online Channel to its fullest potential. A consulting company that can provide expert advice on how to disseminate eKnowledge and best practices to their organizations. Experts, who can guide the hotel brand direct Internet distribution and marketing strategies, online brand building strategies, e-CRM, website optimization and search engine marketing strategies.

Name of HeBS Service Package:

Hotel Internet Marketing Strategy

Consulting Service Type:

Ongoing Monthly Retainer

This HeBS service is ideal for:

Major hotel brands, independent brands, luxury and boutique hotel brands, hotel management companies (HMC), condo and residential resort brands, hotel representation and marketing companies, CVBs, and DMOs.

Features of the Service Package:

Direct Online Distribution and Marketing Strategy

• Audit and Enhance or Conceptualize the brand's Direct Internet Marketing and Distribution Strategy, aiming to position the company as the premier eBusiness hospitality company and boost direct distribution and incremental reservations online.
• Assess the eMarketing Budget and Assist in Internet Budget Creation

Brand Website Strategy

• Hotel Website: first and last point of contact
• Brand building vs. brand erosion
• Best practices in hospitality
• Best practices in e-commerce
• Online Booking Engine Assessment

eCRM Strategy:

• Know your Customer
  • Who are the 20% of your customers that provide 80% of the business
  • Lifetime value of the brand’s customer base
• Personalization
• Building interactive relationships with the customer
• More Efficient Marketing
• Building Customer Loyalty
  • Trust Building Techniques
• Build Brand Awareness and Loyalty
  • National and region-level brand building
  • Build local brand value
  • Local Brand Ambassadors program
  • Build local customer relationships

Please read or article on the subject:

The Essence of e-CRM in Hospitality

By Max Starkov. How can hoteliers establish mutually beneficial relationships with the customers to increase repeat business, boost revenues, and retain loyalty?

Hotels Magazine, October 2004

Direct vs. Indirect Online Channel Strategy

• Direct Online Channel = Brand Building
• Indirect Online Channel = Brand Erosion
• Build a robust Direct Online Channel
• Controlled Exposure in the Indirect Online Channel
• Balanced Direct vs. Indirect Online Exposure as per industry best practices

Website Optimization

• Make the hotel website user-friendly
• Make it search engine friendly
• Make it travel booker friendly
• Best Practices

Destination Web Strategy

• Are your hotels the "hero of your destinations"

Customer Segmentation

• Identify key customer segments
• Create online and website initiatives specific to each segment
• Analyze possible perceptions of the property to exploit sub-population customer groups

Search Engine Marketing

• Natural/organic listings
• Paid Inclusion
• Keyword Search Marketing (Pay-per-click or PPC)
• Local Search (primarily US)
• Vertical/Meta Search
• Best practices

Please read or article on the subject:

Search Engine Marketing in Hospitality

Strategic Linking

• Link Creation and Link Popularity
• Exposure on non-transactional
  • Luxury travel and boutique hotel directories and sites
  • Destination, travel, hotel directories and travel guides
• Best Practices

Please read more in our article: Strategic Linking in Hospitality: Build a Robust Link Popularity

Customer email capture strategy

• online
• offline

Email marketing to

• Hotel own opt-in list
• Consumers
• Travel Agents
• Major customer segments (e.g. meeting planners)
• Best Practices

Please read more in our article: Developing an Email Marketing Strategy in Hospitality, Hotel Online, September 2004

Online Sponsorships

• Email sponsorships
• Online affinity sites sponsorships

Online Display Advertising

• e.g. banner ads

Loyalty Program Initiatives

• Overhaul of the existing reward program
• Best practices

Best Internet Rate Guarantees

Book with Confidence Initiatives

• Trust Building Initiatives
• Security and Privacy Initiatives

Affiliate programs

Professional development

• Educate Internet-savvy personnel
• Staff trainings and seminars
• E-learning programs