A direct-to-consumer model of Internet distribution provides long-term competitive advantages to a major hotel brand franchisees, CVB member hotels, hotel management company’s properties. A direct distribution strategy lessens hotels’ dependence on intermediaries, discounters, and traditional channels that are becoming obsolete.

Commissioned by major brands, Convention and Visitors Bureaus (CVBs), hotel management companies, hotel representation companies, or other multi-property lodging companies, HeBS conducts “eBusiness Readiness” surveys aimed to identify current Internet utilization by lodging members, analyze findings, identify member needs and trends and recommend action plans for the various member categories.

HeBS analyzes current Internet strategies of the member hotels identifying performance, challenges, and needs. Based on the results of the survey, HeBS helps the lodging company conceptualize and develop a robust Internet Distribution Strategy for its lodging members.

Name of HeBS Service:
eBusiness Readiness Survey and Analysis

Consulting Service Type:
Survey, Written Report + Consultation

This HeBS service is ideal for:
Major hotel brands, Convention and Visitors Bureaus (CVBs), hotel management companies, hotel marketing companies, hotel representation companies, or other multi-property lodging companies

HeBS Service Features:

e-Categorization:
Analyze hotel membership and categorize them in several categories, based on their perceived Internet distribution needs and experience. Here are several sample categories of the lodging establishments:

eBusiness Survey:
Develop a customized eBusiness Questionnaire to address lodging members’:

• Current Internet experience
• Members’ utilization of online Direct & Indirect Online Channels
• What are the issues they would like solved
• What are they planning to do with their online distribution
• What are the customer segments they would like to reach
• Conduct the survey via the Internet, email and fax

Formulate Framework

• Analyze the results of the e-Business Questionnaire
• Based on the lodging members’ e-Categorization and the e-Business Questionnaire, develop the framework that will allow properties to be more competitive online
• Develop an easy to follow Action Plan for each of the e-Categories
• Develop various cost-effective consulting packages for comprehensive Direct and Indirect Web Distribution model

Formulate Joint Initiatives

• Institute approaches to address joint initiatives for the lodging members
• Joint online distribution initiatives
• Joint eMarketing initiatives

Report Survey Results

• Prepare a written report (20+ pages) with the Survey results, findings, analysis and recommendations for distribution to the survey participants
• Present results of the survey