The Internet as the Ultimate Direct Distribution Channel in Hospitality

Hospitality eBusiness Strategies (HeBS) experts are recognized "thought leaders" in Internet strategies for the hospitality and travel verticals.  As a full-service Internet marketing firm, HeBS has pioneered many of the "best practices" in the direct online channel and hotel Internet marketing, and specializes in helping hoteliers boost their direct hotel Internet marketing presence, establish interactive relationships with their customers, and significantly increase direct online bookings and ROIs.

A direct-to-consumer model should become the foundation or centerpiece of any hotel’s online distribution strategy. It conforms to the lowest cost and most inexpensive method to distribute inventory. A direct-to-consumer model provides long-term competitive advantages by lessening dependence on intermediaries, online discounters and traditional channels that may soon become obsolete.

Features:

A. Internet Marketing Budget: audit, enhance or propose, including

• Search Engine Marketing
• Strategic Linking
• Email Marketing
• Online Sponsorships
• Display Advertising
• Web 2.0/Social Media

B. Website Optimization: make the website

• User-friendly
• Search engine friendly
• Booker friendly
• Customer Interactivity-friendly (Web 2.0 friendly)

C. Destination Web Strategy

• Make the hotel the “hero of the destination”

D. Search Engine Strategy

• Search Engine Registrations
• Organic Search
• Keyword Buys (PPC) campaigns
• Local Search
• Paid Inclusions
• Meta Search
• Mobile Search
• Web 2.0 Search

E. Strategic Linking

• Boost Link Popularity of the website site
• Improve the Google PageRank
• List website on regional and local directories
• Key Customer Segment directories

F.  Email Marketing to Own Email Opt-in List

• Audit and enhance the Customer Email Capture Strategy:
• Online and Offline
• Consolidate the opt-in email list from various sources (website sign-ups; online leads; etc.)
• eNewsletter email campaigns to opt-in list

Click here to view examples of eNewsletters

G. eCRM Strategy

• Audit, enhance or launch an eCRM Program to establish interactive relationship with the customer:
• Pre-arrival email communications with Up-selling opportunities
• Post-stay email communications with interactive elements
• Online Comment Cards

H. Major Feeder Markets Initiatives

• Email Sponsorship campaigns
• Banner advertising
• Paid search campaigns
• Strategic linking

I. Major Customer Segments Initiatives

• Family Travel
• Group Travel
• Travel Agents
• Meetings & Events, etc.

J. Reporting and Analysis

• Ongoing Website Traffic Analysis
• Omniture Analytics Reporting and campaign tracking
• Next Steps and Action Plans
• Prepare Monthly Internet Activity Reports    

Strategic Advice+ Best Practices:

• Overall Internet Marketing Strategy
• Web Asset Management Program
• Brand Website Strategy and Optimization
• eCRM strategy for the future, including all aspects of eCRM
• Strategy for Brand Building on the Web
• New eMarketing Initiatives and Opportunities
• Best Practices and Latest Trends
• Gap Analysis
• Internet Marketing ROIs
• Develop the Corporate Internet Marketing Budget
• Website Analytics
• Online Reservation Technology
• Search Engine Marketing
• Email and Online Sponsorships
• Web 2.0 and Social Media initiatives