This year over 30% of all revenues in hospitality will be generated from the Internet. By 2010 the Internet will contribute over 40% of all hotel bookings (HeBS).

In this highly dynamic industry, the hotel brand and its franchisees are challenged to stay competitive by adhering to best practices in Internet marketing and distribution. Franchisee Management must have a foundation of knowledge and baseline for best practices in order to stay ahead of its competition.

HeBS has created a best practices tool kit specially designed for Property GMs, DOSM and Revenue Managers, as well as for regional, and local hotel brand marketing teams. Hospitality eBusiness Strategies formulates its assessments, trends and projections by utilizing a comprehensive suite of analytic tools and best practices.

Name of HeBS Service Package:

Internet Marketing Toolkit with Best Practices for the Property GMs, DOSM and Revenue Managers

Consulting Service Type:

Audit, research, analysis & recommendation written report + phone 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.

Features of the Service Package:

Part I: Online Travel is Big Business

• The Online Travel Marketplace
• Online Leisure and Unmanaged Business Travel
• Online Managed Business Travel
• The Online Meetings Market
• Know Your Online Customer

Part II. Online Hospitality Marketplace

• How significant is Internet distribution in hospitality?
• Room bookings by distribution channel
• What Happened to Traditional Distribution in Hospitality?
• Hotel Companies vs. Third Party Online Intermediaries
• The Internet is the ultimate Direct-to-Consumer Channel
• Case Study
• Summary Online Hospitality Industry Trends
• Critical Questions in Hospitality

Part III. Direct Online Distribution Channel

• Strategic Intent
• Background
• Aspects of the Direct Online Channel
• Hotel Brand Website: First Point of Contact with the Customer
  • Brand Website
  • The property section on the brand website
  • The property independent website
• Website Optimization Strategy
• Customer Segmentation
• Destination Web Strategy
• Internet Marketing Strategy
• Search Engine Marketing
  • Natural (Organic) Listings
  • Paid Inclusion
  • Pay-per-click Marketing (PPC)
  • Local Search Marketing
  • Meta/Vertical Search
• Strategic Linking and Link Popularity
• Email Marketing
• Online Display Advertising
• Best Internet Rate Guarantee

Part IV. Indirect Online Channel (Third Party Intermediaries)

• Strategic Intent
• Background
• Why the online intermediaries can hurt you?
• Brand Third-Party Online Partner Programs
• Third Party Online Intermediaries Business Models
  • Agency Model
  • Opaque Rate Model
  • Dynamic Packaging
  • Merchant Model
• Recommended approach to manage third party online intermediaries