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Success in Internet Marketing
Success in Internet Marketing
Agenda
The importance of the Internet to the hotel industry How to impact the bottom line Taking a strategic approach to Internet marketing Building an Internet marketing plan The value of measurement and analysis
TravelCLICKs experience
Developed and hosting almost 200 hotel web sites Managing online marketing campaigns for over 300 hotels Clients range from individual 2 star hotel to worldwide major luxury brands Delivered approximately $12 million in incremental business to our customers over the past 12 months
Incremental revenues
The internet is a level playing field in terms of sales and marketing Everyone can attract new clients through very targeted and measurable marketing Global distribution reach is available to all, not just the major brands that have global networks
Consumer Spend
$150.00
$275.00
$275.00
Travel Agent
$275.00
GDS
Pegasus
Brand / Rep Co. Brand / Rep Co. *
Brand or Rep Co
Net Revenue*
*industry averages
$90.00
$206.25
$235.50
$250.00
Develop strategies and employ specific tactics to shift business mix to the most profitable channels
2. Acquire
1. Convert
4. Analyse
3. Retain
4. Analyse
3. Retain
1. Convert
Existing customers
Email Marketing, Offline Marketing, Customer Service
2. Acquire
PPC Results
Existing customers
Existing customers are often overlooked in the fervour to find new ones If managed effectively they can:
Reduce the overall cost of sale through channel shifting Increase their loyalty and value
Communication of the online proposition in an offline environment is vital Regular, and relevant, email communication will build loyalty and reinforce the brand
3. Retain
Existing customers
Building the customer database is very important and can be achieved relatively easily:
Sign-up process on web site Run online promotions / competitions Sign-up at check-in / check-out Ensure offline communication encourages email sign-up
A communication calendar should be developed to ensure regular emails are sent with compelling offers
3. Retain
4. Analyse
This information will assist in changing the web site to meet the customers needs
4. Analyse
4. Analyse
Why TravelCLICK?
TravelCLICK is your ideal online marketing partner 21 years experience in hotel electronic distribution Specialist Internet Marketing Services team working only within the hospitality sector Offers a full service suite of Internet marketing solutions Ongoing relationships with over 12,000 clients worldwide Shared interest in your success
Summary
Today up to 80% of all bookings are influenced by the web A strategic, planned, approach to online marketing will produce far better returns than tactical activity Investing in existing customers, as well as prospecting for new ones, is crucial for overall success Measuring performance and adjusting campaigns will produce stronger returns