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).

Search engines are an essential component of the hotel direct online distribution strategy:

• According to Forrester research about 80% of overall website visits begin in a search engine or a directory service. Many other surveys also show that up to 85% of Internet users rely on search engines to locate relevant information on the Web (e.g. Google, Yahoo, MSN, etc).
• PhoCusWright surveys found that three-fifths of online travel shoppers cite search engines as resources to research their vacations.
• According to a recent study by the comScore Networks (February 2005), some 73% of online travel buyers conducted relevant keyword searches in the weeks prior to an online travel purchase.
• Merrill Lynch predicts that search-related travel bookings will double each year through 2007.

A recent report by DoubleClick states the following:

• Approximately one out of every two online purchases is preceded by research on a search engine.
• In the case of the travel segment, nearly three out of four travel buyers consulted search engines before making a purchase.
• Travel buyers averaged 6 relevant searches in the 12 weeks before their transaction.
• The study shows that brand names of online retailers were in the minority of all the purchase-related searches; most searched using generic terms like “Boston Hotel” or “Hotel in Boston” etc.

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, from large hotel brands to small boutique properties. This expertise translates into saving precious marketing dollars for its clients.

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

Name of HeBS Service Package:

Search Marketing for the Property Website

Consulting Service Type:

Budget, conceptualize, launch and manage search marketing campaigns + ongoing reporting and consultation

This HeBS service is ideal for:

Franchised and independent hotels, luxury and boutique hotels, condos and residential resorts, luxury and boutique hotels, beach and mountain resorts, spa and golf resorts, casinos, inns and other lodging establishments

Features of the Service Package: