Using Online Resources to Gain Exposure and Capture Market Share
Hospitality Investment Services understands how integral online distribution and exposure is to generating revenue and capturing market share. A sophisticated eCommerce strategy is developed utilizing online distribution, website design, search engine optimization (SEO), search engine marketing (SEM), email advertising, and social media.
Search Engine Optimization (SEO) and Search Engine Marketing (SEM)
On a daily basis, Hospitality Investment Services eCommerce analysts monitor and research updates that are being implemented within large search engine sites. This fanatical approach quickly identifies changes in the search engine’s algorithm and allows for strategic planning and execution in order to minimize the impact the updates may have on the hotel’s direct website traffic and/or bookings.
In order to capitalize on the increased number of visitors to search engine websites, Hospitality Investment Services relies on search engine marketing as an effective way to gain exposure and promote the hotel’s seasonal opportunities.
FREQUENTLY USED SEARCH ENGINE MARKETING CAMPAIGNS
·Google Adwords
·Bing Ads
·Pay-per-click text advertising
·Display banner advertising
·Retargeting banner campaigns
·Mobile display advertising
·TripAdvisor business listings, pay-per-click and banner advertising
·Targeted eBlast campaigns by segmentation
·Social media campaigns through Facebook, Instagram, Twitter and Pinterest
Website Development
Hospitality Investment Services team uses an integrated sales and marketing approach to maximize the effectiveness of the hotel’s proprietary website and drive higher conversion rates. The conceptual design comprises current technology and rich content which allows for optimal functionality and higher conversion rates.
Online Distribution
Hospitality Investment Services possesses a deep understanding of the Global Distribution System (GDS) and how to effectively manage rates and inventory that is being distributed to thousands of websites throughout the world. Each of these sites offers the opportunity for a hotel to be discovered and capture new business. Research has indicated that conversions through these sites are primarily based upon positioning and the creation of value through various quality listings. A detailed audit is performed regularly to guarantee that the information content is accurately displayed.
Branding
Understanding, strengthening and maintaining a marketable brand is the foundation of property marketing. Hospitality Investment Services uses its creative experience to leverage and improve the effectiveness of a property’s existing branding, and will recommend and pursue rebranding or repositioning if there is opportunity in the market and asset.
Public Relations
Finding ways to create media buzz without the upfront cost can be one of the most compelling revenue drivers for a hotel. Garnering the attention of local media, however, requires experience and a proven track record, something that Hospitality Investment Services has established by leveraging our sales and marketing staff and property leadership to develop strategic relationships within our markets.
Advertising and Marketing Design Services
Effective design services are pertinent to creating and maintaining a strong hotel brand. Hospitality Investment Services marketing team and the qualified independent professionals understand the importance of quality and consistency which guides the design process to deliver clear, positive and actionable advertising and marketing.
Managing Online Distribution
Hospitality Investment Services consistently manages the complex myriad of online distribution channels to fully maximize the hotel’s revenue structure. The company’s approach to enhancing revenue and profit generation is at the core of what differentiates it from its competitors.
The most significant ingredient in the revenue maximization program is not going to be listed in any of the concepts below. Instead, Hospitality Investment Services implements a revenue management culture and belief system at each property without compromising the quality of the guest experience. This is the first step in the attempt to drive higher returns.
Inventory and Rate Management
·Evaluate the existing booking engine and property management system (PMS) to ensure these platforms are being fully maximized while costs are minimized.
·Evaluate current inventory restrictions and pricing structure.
·Determine all conditions that affect demand (including city-wide events, weather, and compression) and make necessary changes to maximize revenues.
·Determine appropriate maximum group ceiling commitments based on what the demand will permit.
·Review the pricing strategy to determine the highest rates that the market will bear in order to attain maximum revenue during peak-period.
·Create a detailed forecast model that is used for determining appropriate sell strategies.
·Track the pace of transient and group reservations on a daily basis to better determine projected demand.
Competitive Intelligence
Hospitality Investment Services utilizes Smith Travel Research (STR) as a tool to determine how the hotel is competing in the market. The competitive set is strategically determined by the Hospitality Investment Services executive team, revenue manager, and general manager to ensure that the hotel is fairly measured on occupancy, rate and RevPAR share.
A tour of the competing hotels in the market will be completed to analyze the hotel’s positioning within the competitive set. If necessary, a SWOT analysis will be performed to assure that each person responsible for generating revenue understands how the property’s positioning affects price points.
Market vision services provide consistent competitive shop program to gauge where the market is priced on any given day. These shops will include, but are not limited to, GDS/CRS, hotel direct, online travel agent sites, and proprietary websites.
Reporting
·Daily stats report
·Weekly segmentation report by day
·Weekly Smith Travel Research report
·Monthly Smith Travel Research report
·Monthly forecast report
·Monthly marketing revenue tracking report
·30-60-90 pacing summary
·Annual room revenue budget comparison
Daily Forecasting
A daily forecasting report provides management with a snapshot of the hotel’s predicted revenue performance during the following 90 days, and includes room nights, ADR, and segmentation (group and transient). This report is used as an operational tool to determine necessary staffing levels.