Many destinations have suffered steep declines in visitors over the past two years. And yet while travel to some destinations is down by 10%, 15% and in some cases 20%, online travel to these same destinations has grown by 30% annually over the past 3 years. Hoteliers cannot control the amount of travel to their destinations. In the same time Internet-savvy hoteliers can dramatically increase their online market share at the expense of their competitors that are “asleep at the wheel”. Hoteliers that employ robust Destination Web Strategies have an effective means to capture new lucrative markets, boost direct distribution and decrease the need for intermediaries.

One of the most effective means to market a cluster of properties within a particular destination is through a Destination Web Strategy. Leverage the popularity of the destination for the benefit of your multiple properties in a single destination.

The benefits of such a strategy are:

• Allows the hotel company to leverage the popularity of the destination for its benefit or for the benefit of its cluster of properties within the destination
• Allows the hotel management company or hotel brand to cross-sell its properties within the destination and leverage differences in location and price to appeal to a range of travel planning budgets, tastes, and desires
• Reduces the overall marketing cost (creation, development, maintenance, and search engine submissions) as the strategy bundles more than one property
• Allows users to locate a group of properties unique to a particular destination

What Does It Take to Develop a Destination Web Strategy?

The Destination Portal Strategy requires a complex destination-specific knowledge and extensive research. Some of required steps include:

• Identify patterns of consumer purchasing habits for the particular destination
• Destination research to identify relevant copy
• Research to identify relevant target keywords
• Research to rank the keywords according to their popularity
• Develop the copy with embedded target keywords
• Develop the Destination Page/Portal Navigation Map

Destination Web Strategy Formats:

• Destination page within a global website
• Stand-alone “One-Pagers"
• Stand-alone Destination Portals/Websites

Name of HeBS Service:
Destination Web Strategy

Consulting Service Type:
Written Report + Consultation

This HeBS service is ideal for:
Recommended for major brands, hotel management companies, hotel representation companies, and multi-property lodging companies--ideal for multiple properties in a single destination.

HeBS Service Features:

• Written blueprint for the new Destination Web Strategy with analysis and recommendations
• Domain and Sub-Domain Name Strategy
• Website Navigation Map
• Website Functionality
• Destination Pages Copy
• Target Keywords
• Website Page Titles
• Meta Tags
• Description Tags
• Develop and launch a comprehensive Destination-Focused Search Engine Strategy to dramatically enhance the positioning of the new Destination initiative
• Recommendations and Action Plan
• Website development and optimization implemented