|
|
|
|
|
|
|
|
|
|
 |
|
 |
|
|
|
|
Lessen Dependence on Online Discounters
|
The direct-to-consumer distribution model
should become the foundation, the centerpiece of any hotel
company’s online distribution strategy. Why? First of all,
the Internet is the ultimate “Direct Distribution Medium”.
Why direct distribution is so important? It provides the
hotel with long-term competitive advantages and lessens
dependence on intermediaries, discounters or traditional
channels that are about to become obsolete.
Direct-to-consumer
online distribution has the following benefits:
- Puts the hotel in control of its Internet
presence and exposure
- Prevents brand and price erosion
- Lessens dependence on online discounters
and intermediaries
- Is the shortest path to establishing
interactive relationships with customers
- Provides long-term opportunities to
benefit from the lifetime customer value
- Is the least expensive way to distribute
hotel inventory--direct to consumer!
Direct online distribution is not just
a theoretical, “ideal scenario” approach. Many surveys show
that online customers prefer dealing directly with the travel
suppliers, including hotels, when purchasing travel online.
Here is how online US leisure travelers
respond to the question "If you knew that the price
of travel would be the same, who would you prefer to buy
travel from?"
Travel Supplier: 69%
Travel Agency: 27%
Other: 4%
(2002, Forrester Research)
|
|
|
|
 |
|
 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Direct Online Distribution Strategy
Consulting Services
|
The Direct Online Distribution Strategy
is all about benefiting from the Internet as the greatest
direct-to-consumer distribution medium. Direct online distribution
is a very complex undertaking that involves a variety of
steps, services, marketing approaches and sales techniques.
Therefore HeBS services are usually delivered in the form
of Ongoing Consulting Services with a commitment of 6 months
minimum.
HeBS direct online distribution services
include conceptualizing, developing and implementation of
a robust and comprehensive strategy that takes full advantage
of Internet business models, marketing programs, online
media techniques and direct online distribution services
to boost direct-to-consumer distribution and drastically
increase direct bookings and revenue.
The Internet is all about positioning your
hotel website at all "touch points" of interaction
with the potential online customer. When looking at the
Direct vs. Indirect market share in hospitality, it becomes
obvious that in at least 53% of the cases, the Online Bookers
should end up and transact on your hotel website in order
for your hotel to be in par with the national averages.
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Name
of HeBS Service:
Direct Online Distribution Strategy
Consulting Service
Type:
Monthly Retainer
This HeBS service
is ideal for:
Major brands, hotel management companies, independent hotels,
branded hotels and franchisees, resorts, casinos, hotel
representation companies, condos and time shares, boutique
hotels, extended stays and corporate stays, other lodging
companies
HeBS Service Features:
- Analysis of Direct vs. Indirect Channel
Utilization
- Direct Online Distribution Strategy
& Action Plan Development
- Hotel Website Audit
- Hotel Website Optimization
- Conversion Strategy
- Trust Issues and Trust Building
- Online RFPs
- Search Engine Strategy
- Destination-focused Web strategy and
initiatives
- 100+ Direct Online Distribution Services
beyond the hotel website
- Corporate Travel & Meeting Planner
Online Services
- Non-transactional travel and hotel
directories and portals
- Pay-per-click marketing
- Customer Email Capture Strategy (online
+ offline)
- Email marketing
- Link Creation Initiatives
- Online Event and Meeting Planner Services
- Affiliate programs
- Lowest price guarantees
- Loyalty programs
- Ongoing pro-active consultation &
monitoring services
- Weekly teleconferences and recommendations
- Ongoing online distribution channel
performance and analysis
- Ongoing eMarketing strategy
- Ongoing website performance and analysis
- New direct online distribution channels
and trends
- New Web technologies and applications
- New eMarketing tools
- eMarketing ROI
- New eBusiness key areas: eCRM and eKnowledge
Management
- Included are agreed-upon consultation
hours (10, 15, 20, 25, etc) per month of ongoing phone,
e-mail consultations, customized research, analysis, recommendations,
and staff seminars.
- Minimum 6-month commitment
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
