Brand Search Marketing and Banner Advertising Campaigns

Search Marketing and Online Display Advertising in hospitality requires in-depth knowledge and expertise in three critical areas: the hospitality industry, advertising & marketing, and the Internet. HeBS principals and consultants combine the best practices in all three critical areas: solid hospitality and travel background (25+ years), Madison Avenue advertising and marketing background (10+ years), and extensive Internet distribution and marketing experience as founders, CEOs and executives in two consecutive Internet start-ups in hospitality and travel (10+ years).

HeBS has pioneered some of the “best practices” in search marketing and online advertising in hospitality. HeBS has extensive experience managing the eMarketing activities for more than 300 hospitality companies, from large brand hotels to small boutique properties. This expertise translates into saving precious marketing dollars for its clients.

HeBS uses the DART advertising delivery and tracking application to track delivery and conversions of its online advertising campaigns. The DART application, which is used by the vast majority of online advertisers today, tracks post-impression, post-click activity and cross-sells.

Name of HeBS Service Package

Brand Search Marketing and Banner Advertising Campaigns

Consulting Service Type

Budget, conceptualize, launch and manage search marketing and online display ad campaigns with ongoing reporting and consultation.

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.

Online Display Advertising

Banner advertising continues to be the second most-popular online advertising format. This year over 21% of all advertising dollars in the U.S. will be spent on display ads (banners). Consistently HeBS banner ad campaigns have proved very successful and have generated average ROIs in excess of 2600%-3000%.

These online campaigns have proven to be far superior to any past offline or GDS marketing initiative. As hoteliers plan their annual marketing budgets we strongly recommended continuing the banner advertising and keyword buys campaigns.

Service Features

• Prepare the Internet Marketing Budget
• HeBS’ Creative & Campaign Set-up & Management Services
  • Budget proposal
  • Budget finalization
  • Banner Advertising
    • Banner creative services as per client and publisher specifications
    • Customized banner design
    • Banner set up
    • Banner ad delivery via DART
    • Banner conversions tracking via DART
  • Monthly campaign reporting
    • Summary of monthly advertising activities
    • Number of impressions served
    • Number of clicks generated
    • Number of reservations
    • Revenues generated
    • Cross-sells from other brand campaigns
    • Post-click and post-impression conversion tracking reporting

Search Marketing

Search Marketing has become the most popular online advertising format. Over 40% of all advertising dollars in the U.S. will be spent on search marketing (keyword buys).

Hospitality eBusiness Strategies is one of the very early adopters of Pay-per-click (PPC) Marketing. Our consultants have been actively using and devising PPC campaigns since 1997. Over the years HeBS has managed the PPC marketing campaigns of hundreds of hotel companies.

Search engine marketing has five unique aspects:

• Natural (Organic) Listings
• Paid Inclusion Listing Services
• Keyword Search Marketing (Pay-per-click Marketing - PPC)
• Local Search Marketing
• Meta (Vertical) Search Marketing.

HeBS foresees increasing importance of this channel and considers it as a major short-term distressed inventory disposal medium:

• Direct-to-consumer channel
• Customers visit and book on hotel website
• Preserve Brand Integrity
• Distressed hotel inventory disposal tool
• New customer segments

Smart hotel marketers can successfully use PPC marketing in a variety of ways:

• Global Search PPC Campaigns
• Local Search PPC Campaigns
• Direct Response PPC Campaigns
• Thematic PPC Campaigns
• Event-based PPC campaigns
• Brand Building PPC Campaigns

Service Features:

• Budget proposal
• Budget finalization
• Prepare the Search Marketing Action Plan
• HeBS’ Creative & Campaign Set-up & Management Services:
  • Keyword analysis
  • Destination focused research
  • Promotional copy creation
  • PPC services set up
  • PPC campaign management
  • PPC bid management
  • Branding PPC campaigns
  • Direct-response PPC Campaigns
  • Thematic PPC Campaigns
  • Event-related PPC Campaigns
  • Ongoing reporting