A special report from Internet Marketing Special Interest ... · Internet Marketing Special Interest Group pAGe 5 boost search engine visibility and Web traffic in the long-run. Consumers

Capturing Market Share & Driving Revenue

Online: Effective Internet Marketing Strategies for

Recessionary Times

A special report from

the HSMAI Travel

Internet Marketing

Special Interest Group

www.hsmaifoundation.org

www.tigglobal.com

http://www.hsmaifoundation.org

http://www.tigglobal.com

Capturing Market Share & Driving Revenue Online: Effective Internet Marketing Strategies for Recessionary Times


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Dear Colleagues: The HSMAI Travel Internet Marketing Special Interest Group is pleased to present this report, the first of a ten-part series, as part of its mission to increase members’ awareness and under-standing of emerging issues, opportunities and trends; and, TIG Global is proud to sponsor the report as part of its commitment to helping travel professionals drive revenue and profit online by making smart, strategic marketing decisions. published by the HSMAI Foundation, this report, “Capturing Market Share & Driving Revenue Online: effective Internet Marketing Strategies for Recessionary Times,” is a valuable resource for all hospitality marketers searching for the best methods to spend their limited online market-ing dollars in order to increase their market share and stay ahead of the competition.

Amidst our current challenging economic times, the opportunities for growing one’s hospitality business online remains promising as travel marketers have an increasing array of technologies and applications at their disposal to engage customers, generate demand, create value, and book business. As the report explains, “Not only are consumers overwhelmingly choosing the Internet as their source for travel information, but the Web often provides the most cost-effective solutions for travel marketers. By mounting an ROI-centric online marketing strategy, fueled by industry best practices, travel suppliers can successfully boost revenues despite a dire economic landscape.”

We wish you the very best of success.

Trevor Stuart-HillVice president, Revenue Generation, SynXisCo-Chair, HSMAI Travel Internet Marketing Advisory Board

Christine BeuchertDirector of ecommerce, Marcus Hotels & ResortsCo-Chair, HSMAI Travel Internet Marketing Advisory Board

Frederic W. Malek, CeO and Trip Schneck, president, TIG Global301.841.4700



Capturing Market Share & Driving Revenue

Online: Effective Internet Marketing Strategies for

Recessionary Times

A special report from the HSMAI

Travel Internet Marketing


www.hsmaifoundation.org www.tigglobal.com

Table of Contents

4 The Web Site

5 Search engine Marketing

6 e-mail Marketing

7 Social Media

9 Customer Loyalty programs

9 Measurement, Analytics & Tracking

10 Value proposition is King in this economy

10 plan for the Future

12 HSMAI Members in the Arena

14 Useful Links & Resources

15 Websites, Articles & Reference

17 Tools

18 Contributors

19 Hospitality Sales & Marketing Association International (HSMAI)

19 TIG Global





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These are tough economic times for travel marketers who are faced with reduced consumer spending, lower occupancy rates and an assault on ADR brought about by widespread discounting. With tightened budgets and reduced staffing added to the mix, travel marketers are increasingly turning to online marketing solutions. The largest and most important marketing and distribution channel in hospitality and travel, the Internet pres-ents nearly limitless opportunities to engage with customers and offers the potential to develop powerful, long lasting relationships that elevate their lifetime value. Not only are consumers overwhelmingly choosing the Internet as their source for travel information, but the Web often provides the most cost-effective solutions for travel marketers. By mounting an ROI-centric online marketing strategy, fueled by industry best practices, travel suppliers can successfully boost revenues despite a dire economic landscape.

It is a fact that the vast majority of consumers are now comfortable with online research, comparison shopping and purchasing of travel. The Internet provides them with easy access to a wealth of information, and consumers perceive it to be the best source for travel deals. In 2008, 83% of travel planning was done online in the U.S. (TIA) and approximately 38% of travel was booked online, totaling more than $98.2 billion in sales, according to phoCusWright. Online bookings continue to grow year-over-year, and Internet marketers are finding online efforts to be hugely cost-effective, powering a major shift from offline to online marketing.

In a crowded media environment, capturing interest is difficult and grabbing attention means differentiating your product in the marketplace. A laundry-list of product features will not capture attention or engage a customer, so focus on what makes your product different, unique and memorable. Reinforce brand positioning and speak about your unique brand value. In the current economy, highlighting your value proposition is crucial; special offers, rewards and other incentives grab attention and increase the number of people converting, turning web “lookers” to “bookers.”

Challenges of a down economy notwithstanding, the online tools available today make for exciting times. As new technologies and applications appear on a daily basis, opportuni-ties arise to collaborate, engage, optimize and create value online. But even with the array of new technologies, a smart marketing strategy is one that embraces a “back to the basics” approach, focusing on the fundamentals of marketing while leveraging them in new ways on new channels.

The Web SiteToo often taken for granted, your own Web site is the single most valuable asset in the marketing arsenal. It provides the first, and very often, the last impression to the consumer. A key customer touch point, your Web site should reflect who you are and what you are about. Create an an-ticipatory experience that tells your brand story while also satisfying customers’ questions and curiosity with worthwhile information.

Web site basics include keeping content fresh and accurate, ensuring the site is user-friend-ly, easy to search, navigate and book (61% of online reservations are made on supplier sites, according to phoCusWright). A picture is worth a thousand words, so current and compelling photography will best tell your story and sell the guest experience. Videos and other rich media can provide the extra creative edge to showcase your facilities, amenities and services in an enticing visual format. Integrating Web 2.0 features, such as customer testimonials and on-site photo sharing, will increase the “stickiness” of your site by providing relevant and engaging us-er-generated content. Similarly, blogging about the local area and events can establish rapport and an opportunity for more consumer engagement while boosting search engine rankings. Have your pR agency web-optimize press releases and place them on your Web site, which will





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boost search engine visibility and Web traffic in the long-run. Consumers are looking for travel deals in the current economic climate, so prominently

offer a strong value proposition. Load up your Web site with offers that won’t compromise rate integrity, such as seasonal packages, limited-time offers, free night specials, group deals and enticing room upgrades. Remember that many consumers who start their searches using Online Travel Agents (OTAs) will subsequently surf to your Web site as they consider their choices, so be consistent in your pricing, content and messaging.

Search engine Marketing Search engine Optimization (SeO) for your Web site represents one of the highest ROI op-portunities. Although the upfront cost may seem high, SeO provides ongoing benefits in the form of elevated site traffic. For those facing the tightest budgetary constraints, there are a number of SeO initiatives that can cost effectively drive traffic and reservations online.

Search engine spiders look for fresh content, so keep yours evolving and updated. Letting customers know about new packages, special offers and local events not only gives them useful information, but is also a best practice that gives Google new content to crawl and may make your site more visible to search engines.

To leverage organic search, you’ll need to determine which keywords are most important to your business objectives. Think about what phrases your cus-tomers would be most likely to type into a search box and then scatter these phrases throughout your site, particularly in page titles. For example, creating a “Girlfriends Value Getaway package” and listing it on your Web site will en-hance your Google positioning for this term, in addition to the individual words within the term. Often overlooked are geographic keywords that potential cus-tomers might use in a search. There are a number of free tools, such as Google’s Keyword Tool, available to assist you in identifying relevant key words so you don’t have to guess.

Link development is another great way to boost search engine rankings with-out paying a hefty price. While a good site will attract inbound links over time, actively reach out to local attractions, local events, your convention and visitors bureau, and general travel directories to request a listing and a link. Imagine what traffic could be generated if an influential blogger or popular Web site links to you. Utilize videos, news feeds, blogs, podcasts, press releases and product reviews as potential linking sources. Twitter profiles, Facebook and LinkedIn groups engage active audiences and are ideal places to gener-ate links. All these are crawled and ranked by search engines and can increase rankings.

Search engine result pages have grown richer in content, displaying more than simple organic and paid listing results. Videos, images, links and local business results are also dis-played, so featuring products in multiple media portals such as YouTube and Flickr can really pay off. Importantly, don’t forget to claim your Google Local business listing and update the information there; it costs nothing and can provide tremendous additional exposure with the opportunity to display photos and a link to your Web site.

pay-per-click (ppC) advertising on Internet search engines is another medium for gaining online visibility. It is a measurable, accountable and scalable way to gain incremental book-ings and can provide a solid ROI for savvy marketers. While your competition may be cutting their Search engine Marketing (SeM) budgets, it is the time to maintain or even increase yours. Building your brand and promoting specials through paid ads can generate tremendous traffic

partner with Local Businesses for Link DevelopmentLook to businesses and attractions in your local community for opportunities to part-ner. placing a banner ad or link to your hotel website can increase both site traf-fic and search engine rankings. The ellis Hotel in Atlanta, GA placed a link to their website on their local theater’s website and received 6,734 click-thrus between March 2008 - March 2009, which generated over $15,800 in revenue.

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and increase online revenue. To best leverage this channel, create a series of test ads using lead rates, fea-

tured packages and other value offers and monitor the click-thru rate, and ideally the conversion rate, of each. Change these ads regularly as you track their effective-ness and your ROI should improve. Be sure to direct your ads to relevant landing pages that display the advertised rate with a click-thru to make a reservation. Ads can also be created for destination attractions and events. For example, if your destination offers a food and wine event, develop a package related to that and promote it with food and wine key words.

people are doing a lot more research and browsing before booking these days, so having your ads in the number one position for ppC campaigns is not critical; the third and fourth spot will still generate traffic and can cost significantly less. To further stretch ppC campaigns, identify niche audiences as well as overlooked geo-graphical and lingual markets, and consider ppC campaigns in different languages; these keywords can often yield a higher ROI due to lower costs.

e-mail MarketingBy 2011, Forrester predicts e-mail marketing will be a $4 billion industry. With the reins on spending dollars, the focus on this low cost communications tool becomes further intensified. Consider and implement ways to grow your list, finding ways to collect more customer data and then develop an ongoing relationship via periodic email communications.

A strong database of “opted in” prospects and past guests is a valuable marketing asset. It is important to always keep the consumer’s wants and needs in mind when developing email messages as subscribers may opt out due to lack of relevance or too-frequent sends. Get out of

Manhattan Mid-scale Hotel Realizes Results from a Multi-lingual paid Search Campaign An 800+ room hotel located in lower Manhattan looked to combat the spiraling domestic economy by focusing on new international markets. The hotel executed an international paid search campaign in German, French, Spanish and Italian to deliver traffic to translated landing pages. In September 2008 alone, the hotel saw a 52% increase in international visi-tors to its Web site. In addition, the hotel has ramped up its overall Internet marketing efforts, which have in turn, driven nearly $3 million in direct Web site revenue (a 21% year-over-year increase) and lead to a 22% YOY increase in unique monthly visitors – an impressive feat in the current marketplace. They were happy enough with the results to add Japanese translations several months later.

The hotel’s budget is going further now as acquisition costs are proving to be lower on a cost per click basis for the foreign language paid search programs because there is less competition in the space.

C A S e S T U D Y :

Create a Series of paid Search Ads to Test What WorksThe four ads below are an example of test ppC ads (in descending order):

1) Official Site

2) Lead Rate

3) Special Offer

4) Recession Special.

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the blast mentality and create compelling content and offers that break through the clutter. In crafting e-mail copy, go beyond the hard hitting sales approach to “book now” and establish that value proposition. What is your offer? What’s in it for the customer?

To maintain contact with customers and generate repeat business, send post stay messages thanking the customer for their visit and offering an incentive to return. As many people’s travel patterns repeat, send consumers a timely offer a few months before the anniversary of their visit to entice a return stay. personalize your email messaging, maintain consistency, and design it in keeping with the look of your Web site and other marketing tools. And be sure to always incorporate a call-to-action button that leads to a landing page that delivers on the promised content.

Social MediaWhen marketing via the Internet, engagement is a basic first step. Today’s online consumer is in charge, more Web savvy and connected with other consumers. In many instances, they are creating the content that appears in the form of online consumer reviews, blogs and other user-generated information. Via online channels, these consumers are likely to respond negatively to overt marketing efforts, preferring to be in control and select how and when they will interact with brands. While Web 2.0 tools have enabled consumer-to-consumer communication and community-building, online tools have also created unique new opportunities for Web market-ers to build brands and, cultivate lifetime loyalty. Through the power of social media, marketers can reach out and connect with consumers in a meaningful way. An added bonus during these uncertain times: it doesn’t cost much.

According to Forrester Research, 75% of the online population is now engaged in online social behaviors, and with social strategies getting more integrated and accountable, marketers are starting to depend on their customers to do the marketing for them.

As buyers spend more time researching and seeking trusted information sources, online communities such as TripAdvisor have thrived. These “user-generated content” sites allow in-dividuals to gather via online communities to share information and ideas. These communities can provide invaluable insight about how consumers perceive your products and services. The price of admission for the most part is free, so spend some time looking, listening and learn-ing. engaging with your customer on these forums will allow you to stay connected with your customer and utilize their feedback to learn and strengthen products and services. When you find loyal fans via blogs, tweets or review sites, motivate them further by connecting directly with them online. These customers like to be heard and will appreciate the one-to-one engage-ment. As you strengthen these relationships, these evangelistic customers will continue to further spread the word.

Social media is all about promoting dialogue to build trust. Recommendations from a friend or trusted source will be more powerful than any other form of marketing. It is not a platform for hard hitting sales pitches, but rather authentic messaging that is relevant and provides value to your customers. pay close attention to the way consumers speak online about your brand or product. This natural voice of the customer can provide language that will resonate as authentic to consumers. Integrate these words and phrases into both your advertising and search engine marketing strategies.

The downside to social media is that it can be time consuming, so develop a strategy and focus in advance. Be selective where and how you participate and concentrate on communities that will add the greatest value for your brand.

As consumers look beyond search engines to find information, they are tuning into new channels such as YouTube, Flickr, Facebook, Twitter and others. Facebook is all about social in-





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teraction and sharing, a prime location to insert your brand into the conversation. Create a Face-book page for your company and keep it updat-ed, but spread the word via badges (banners) on your Web site and in e-mails that allow users to click through to become a fan. Your existing fans may share their interest with their friends, leading to more fans. Also, be sure to include your Facebook link within your auto signature. Update your page frequently with events, offer friends savings, Facebook only special packag-es and incentives, as well as unique content.

Flickr and YouTube are sites where consum-ers share photos and video, allowing more op-portunities to extend your reach. place your pho-tos and video on these types of media content sites along with appropriate brand messaging and keywords to make them visible via search engines. By utilizing unique landing pages, you can provide additional tracking opportunities as well. As YouTube becomes the go-to place for video content, go for maximum visibility by posting property videos on a brand channel. Set up a Flickr account for your company and cre-ate a photo album of products, services, events, guests, etc.

Twitter, the microblogging site, offers cre-ative ways (within 140 characters) to extend the brand and engage the customer. From releasing news tweets and answering customer questions to offering deals and insight, Twitter can provide an alternate forum for engaging a younger and very plugged-in demographic. Set up your com-pany Twitter account in less than a minute and start following the tweets of friends and local businesses. As you become comfortable in this new format, you’ll find opportunities to tweet about events and specials, news in the area, sea-sonal menus and community outreach. Supplement your regular blog posts with tweets about a topic and a URL link back to your Web site and tweet about a special offer sent to e-mail sub-scribers. Retweets (RT) drive viral marketing by spreading the conversation to new audiences, and @replies and direct messages open up opportunities for one-to-one marketing. There are many opportunities to integrate Twitter into your Facebook company page and blog as well; be sure to cross-reference these channels to increase your links and exposure. Connect the dots by including your Twitter ID, Facebook page, blog URL and any other social media channel on your auto signature and Web site.

Social networking sites are an endless source of commentary regarding travel, and you want to be listening. Closely monitor and respond quickly to customer reviews on travel specific sites such as TripAdvisor, HotelChatter and HotelGuide, as well as OTAs like expedia. You’ll want to monitor both good and bad commentary and respond quickly, so watch these sites via

proactively Use Twitter to Reach Out to Other Twitter Us-ers to Drum Up BusinessAfter you’re comfortable tweeting about your hotel and have set up a system for publishing continuous tweets, take the next step and setup some TweetBeeps or keyword alerts that notify you when other Twitter users talk about your hotel or destination. Then, take the opportunity and proactively contact the interested individual with a special promotion or more informa-tion through an @reply or direct message.

The Annapolis Marriott Waterfront Hotel set up TweetBeeps to alert them to people who tweeted about the hotel. Upon finding someone writ-ing about the hotel, they proactively sent them a message inviting them to consider the Annapolis Marriott Waterfront for their trip to Annapolis.

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Google alerts or by creating an RSS feed. Negative comments should be answered with an upbeat, honest response. positive comments can be graciously responded to with a “thank you.” To further capital-ize on high rankings with Trip Advisor, consider incorporating a live feed on your Web site. It’s a great way to increase the time consumers spend on your site in a positive, engaging way.

In the end, it comes down to con-necting with consumers where they’re already sharing, linking, blogging, tweet-ing, publishing and tagging. participate in the movement by adding value to their experiences online. True success comes when a very satisfied customer spreads the word in the social universe.

Customer Loyalty programsKnowing your customer and communicat-ing the right message is crucial to engaging and being relevant to that customer. Finding ways to build loyalty during a down economy is critical. Loyalty and points programs are experienc-ing a renaissance as consumers search for the greatest value. With everyone motivated to earn points, brands are proactively playing with special point offers, double points and partnering for points; you should be leveraging these opportunities. Use your own loyalty program to maintain an ongoing dialogue with your best customers.

Measurement, Analytics & Tracking It is the age of ROI. As budgets downsize and demand more efficiency, emphasis must be placed on tracking the return on spend. Utilize a good analytics program (many are inexpen-sive or free such as Google Analytics), measure everything and put the data to work. The only way to improve the quality of traffic and customer experience is to understand where they’re coming from and how they behave once they arrive. Then put plans in place to increase conver-sion and conquer the competition. Track everything: every dollar, impression, click, booking, room night and campaign revenue, and be ready to adjust your marketing spend based on ROIs at any given moment.

Take time on a monthly basis to review your Web traffic statistics. If these reports are intimidating to you, start with the basic reports: Visitors, Top pages, Referring URLs and Search engine Referrals. Number of visitors to your Web site is a measurement of whether your market-ing efforts are paying off, while top pages visited will show where customers spend most of their time on your Web site. If your customers are focused on these pages, you should be too. Delving into referring URL data will quickly reveal which directories and paid listings are send-ing customers to your Web site. These top generators of referrals are the best places to look for deeper partnerships and greater advertising opportunities. Search engine statistics will show over time whether your SeO and pay-per-click advertising is providing ROI.

Consistently Monitor Your Online Travel Reviews on Sites Like TripAdvisorIf you don’t have the time or resources to do this, there are many companies that offer review monitoring services such as www.Hotelprotect.com. Respond properly to both positive and negative reviews – it is the key to keeping loyal customers and at-tracting new ones.

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Value proposition is King in this economyThe Web is increasingly cluttered with travel offers, and breaking through this noise is not easy. Offering up a value proposition front and center is a winning strategy. This does not necessarily mean dropping rates, but rather differentiating your product or service via packaging, value added items and promotions. protect rate integrity by discounting in the guise of special pack-ages and complimentary add-ons, such as breakfast, Internet access, parking and spa treat-ments. Free night promotions (i.e.: third night free) protect the perceived per-night rate, limited time offers are useful in giving a sense of urgency, while percent off deals provide a quantifiable discount that appeal to many consumers.

And when the mandate is that you must move rooms, use drastic rate cutting strategically. Don’t show regular customers a rock-bottom price that they will expect to receive each time they visit. Instead, fence aggressive rate offers by making them available only on certain channels and for a limited amount of time. Bargain-hungry consumers can be found in many places, so work different channels to selectively offer your “down-and-dirty” rates. Consider working with local businesses and special interest groups, or partnering with upcoming local event organiz-ers in your area to offer a fenced rate directly to their customers and drive traffic. A “friends and family” rate can be extended to employees as well as partner businesses, local organizations or vendors. And special rates can even be offered exclusively to select foreign market customers using expedia.

Online travel agencies (OTA) should be leveraged to create greater visibility. If you don’t come up on the first page of sites like expedia, Travelocity, Orbitz and Hotels.com, you likely aren’t in the consideration set for most customers. playing on these channels is critical to drive room nights and revenue when you need it most, so be sure to keep your listings current with updated information and photos. Be sure to work closely with your OTA market managers to elevate your ranking on their sites.

The “AIG effect” has tremendously impacted the entire hotel industry, though it has been most detrimental to luxury hotels and resorts. This once lucrative segment of upscale business trips and meetings has retracted, leaving a void of empty meeting space and guest rooms. As properties scramble for a piece of the much-smaller pie, a shift in marketing strategy is required as meeting planners themselves are pressured to drastically reduce costs. The new focus is on practical and productive meetings, so hoteliers must tone down splashy events and instead fo-cus on how to deliver value to the customer at an affordable price. Ultimately, it is about helping your customer with the bottom line and supporting their business objectives.

With fewer travel planners and administrative staff at many companies, smart sales people will find this an opportunity to provide superior service; from printing meeting materials to an-ticipating problems and questions in advance. To get the meeting sold, planners need tools that make their jobs easier. Improve content on the meetings and groups pages of your Web site and retool your message to focus on productive meetings, steering clear of terms or language that convey luxury. This is no longer the area to heavily promote spa or golf, but rather focus on team-building activities and events. Consider a value-meeting package and offer planners specific options that will keep their costs down.

plan for the Futureeven in the current economic climate, it is important to plan for the future. Investing in the groundwork of Web site development, search engine marketing and social media will have long-term payoffs and position you to take full advantage of the economic upswing that is sure to come. In the meantime, members of the travel industry can come together to support each other and promote our industry. Be involved in travel and hotel organizations, including





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HSMAI chapter meetings, newsletters, and Webinars. There are also many online LinkedIn groups, blogs, e-mail newsletters and Twitterers devoted to hotel and travel marketing, offering new ideas, sharing industry information and even answering specific questions via discussion groups. Most importantly, stay positive and upbeat by being involved in your local business community, supporting area businesses and charities whenever possible. You’ll find that your local community and industry relationships may provide the greatest benefits of all.





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HSMAI Members in the Arena*

A preferred vendor and HSMAI partner, TIG Global provides interactive marketing services for the hospitality and travel industry. Serving an extensive portfolio of clients worldwide, TIG Global combines its industry knowledge and e-business expertise to help clients maximize the online channel. TIG Global offers multi-language websites, a vast network of internationally based strategic linking partners, email and pay-per-click marketing campaigns tailored to all international markets, custom Web 2.0 solu-tions, and websites optimized for major search engines around the world.

301-841-4700www.tigglobal.com

COMPANY CONTACT SPECIALTIES

A Couple of Chicks Dist Mktg 416-817-5595 Search engine Marketing

ACRO Global 207-633-3934 Search engine Marketing

Barkley ReI 412-683-3700 Search engine MarketingWebsite Development

Blue Tent Marketing www.bluetentmarketing.com Search engine MarketingWebsite Development

Captivate Hotel Website Design

617-275-5512 Internet AdvertisingWebsite Development

Carib Media / Visit Aruba 297-583-4144 Website Development

Cendyn www.cendyn.com Search engine MarketingWebsite Development

Cheryl Andrews Marketing 305-444-4033 Website Development

Conventionplanit.com www.conventionplanit.com Search engine Marketingelectronic Distribution

DragonFly Media NV (Cura-cao)

5999 465 4520 Search engine MarketingInternet AdvertisingWebsite Development

e-Marketing Associates 626-444-9111 Website Development




http://www.bluetentmarketing.com

http://www.conventionplanit.com




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e-Site Marketing, LLC 301-986-9566 Search engine MarketingInternet AdvertisingWebsite Development

First in Search LLC www.firstinsearch.com Search engine Marketing

GenaRes Worldwide Reserva-tion Services

www.genares.com electronic Distribution

Green Team Advertising 212-966-6365 Internet AdvertisingWebsite Development

Hill & Co Integrated Marketing & Advertising

970-926-6700 Website Development

Hospitality eBusiness Strategies www.HospitalityeBusiness.com Search engine MarketingWebsite Development

InnLink Central Reservation Services

www.innlink.com electronic Distribution

LeONARDO 800-518-3239 electronic Distribution

Lodging Interactive 877-291-4411 Search engine MarketingInternet AdvertisingWebsite Development

MMG Works 816-472-5988 Search engine MarketingWebsite Development

pegasus Solutions, Inc. 214-234-4000 Website Development

pinpoint Local 954-255-7772 Search engine MarketingInternet AdvertisingWebsite Development

projectWest 970-925-4234 Website Development

Resort Technology partners / RTp

www.rtp.com Search engine MarketingWebsite Development

HSMAI Members in the Arena* cont.



http://www.firstinsearch.com

http://www.genares.com

http://www.HospitalityeBusiness.com

http://www.innlink.com

http://www.rtp.com



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Screen pilot | Full Service Digital Agency

704 900 3369 Search engine Marketing

Standing Dog Interactive 214-696-9600 electronic DistributionWebsite Development

USDM.net 361-883-8833 Search engine MarketingInternet AdvertisingWebsite Development

VIZeRGY formerly SeCURe-ReS 904-389-1130 Internet Advertising

*This resource listing is pulled from the HSMAI Marketplace. For additional information on any of the HSMAI members listed above, and for additional resources, search the HSMAI Marketplace at www.hsmaimarketplace.com.

Useful Links & Resources

HSMAI Travel Internet Marketing Special Interest Group

www.travelinternetmarketing.org This subgroup of the HSMAI membership connect travel marketers in a way that leverages interactive customer engagement as a marketing medium while increasing the awareness of emerging issues, opportunities and trends.

TIG Global http://blog.tigglobal.com/ The TIG Global Blog is the premier source for online marketing strategy and scoop. Written by marketing gurus and designed for hotel and travel professionals, this educational resource is constantly updated with e-marketing tips, case studies, breaking industry news, “Ask the expert” columns, new research, and much more.

HSMAI Foundation http://www.hsmai.org/foundation.cfm As the research and educational arm of the Hospitality Sales and Marketing Association International, HSMAI Foundation expands and enhances the educational opportunities available to hospitality sales and market-ing executives and increases the amount of in-depth research conducted on behalf of this fast-paced, increas-ingly demanding profession.

HSMAI Members in the Arena* cont.



http://www.travelinternetmarketing.org

http://blog.tigglobal.com/

http://www.hsmai.org/foundation.cfm



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Websites, Articles & Reference

eConnect: Research & Resources from the HSMAI Foundation

http://www.hsmaieconnect.org eConnect is a one-stop portal to global information and resources on hospitality sales and marketing topics. provided by the HSMAI Foundation through its Corporate Membership program, many of eCon-nect’s resources are available exclusively to HSMAI members.

The Travel Marketer’s Guide to Social Media and Social Networks

http://www.hsmai.org/Resources/research.cfm This comprehensive educational report covers emerging issues in social media important to travel marketers.

Demystifying Distribu-tion 2.0

http://www.hsmai.org/Resources/research.cfm The hospitality industry deals with a wide and var¬ied array of partners, intermediaries and electronic distribution channels in order to deliver guests to a hotel. Among many other cutting edge issues, this re¬source covers GDS functionality and competitive response to OTAs and supplier web-sites, the range of search engine marketing options, the emerging role of meta-search, consumer trends and more.

Marketing Sherpa www.marketingsherpa.com/# Free case studies, how-to articles and reports cover-ing e-mail marketing, search marketing and online marketing for various industries including travel & hospitality.

Marketing experiments www.marketingexperiments.com/ Free case studies, how-to articles and reports cover-ing e-mail marketing, search marketing and online marketing for various industries including travel & hospitality.

eMarketer Daily News-letter

https://www.emarketer.com/Newsletter.aspx A source for market research and trend analysis on Internet, e-business, online marketing, media and emerging technologies. Reporting on new trends such as blogs, social networking, podcasting, mobile marketing and many others that affect the business landscape.



http://www.hsmaieconnect.org

http://www.hsmai.org/Resources/research.cfm

http://www.hsmai.org/Resources/research.cfm

http://www.marketingsherpa.com/#

http://www.marketingexperiments.com/

https://www.emarketer.com/Newsletter.aspx



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Internet Marketing This Week podcast

www.internetmarketingthisweek.com/ A non-promotional, candid look at what�s going on in the world of Internet marketing each week. Not just about hospitality, it provides insight and learn-ing form other industries.

HotelMarketing.com http://www.HotelMarketing.com Industry news and business information in online travel, Internet marketing and the hospitality indus-try, available as an online magazine, daily email newsletter or RSS newsfeed.

HoteleMarketer.com http://www.hotelemarketer.com/ A platform for sharing of knowledge, best prac-tices, case studies, resources, ideas, research and stories from the world of hotel Internet marketing and digital media.

Hotel Online http://hotel-online.com The hospitality industry’s on-line meeting place, providing the latest and most relevant news, trends and discussion forums.

HSMAI Marketplace www.hsmaimarketplace.com The products and services search engine dedicated to sales and marketing professionals in hospitality, travel, and tourism.

Rich page http://rich-page.com/ A “self-confessed Web site improver junkie” and provides free information on his twitter feed and blog. A post entitled“Website Optimization 101: Questions and Answers” provides insight into how one can improve online revenues with no addi-tional cost. Visit: http://rich-page.com/website-optimization/website-optimization-101-questions-and-answers/

Occam’z Razor www.kaushik.net/avinash/ Author of ”Web Analytics: An Hour A Day” and an expert in Web site optimization, he is enthusiastic about helping Web marketers get the most out of their Web sites.

Websites, Articles & Reference cont.



http://www.internetmarketingthisweek.com/

http://www.HotelMarketing.com

http://www.hotelemarketer.com/

http://hotel-online.com

http://www.hsmaimarketplace.com

http://rich-page.com/

http://rich-page.com/website-optimization/website-optimization-101-questions-and-answers/



http://www.kaushik.net/avinash/



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ToolsGoogle Analytics http://www.google.com/analytics/

Google Do More with Less http://www.google.com/intl/en_ALL/domorewithless/index.html

Google Key Word Tool https://adwords.google.com/select/KeywordToolexternal

Wordpress http://www.wordpress.org

Woopra http://woopra.com

Social Media Sites

Twitter http://www.Twitter.com

LinkedIn http://www.LinkedIn.com

YouTube http://www.YouTube.com

Flickr http://www.flickr.com

Facebook http://www.Facebook.com

Trip Advisor http://www.TripAdvisor.com

Hotel Chatter http://HotelChatter.com

Meetings-related InitiativesArticle on the “AIG effect: • http://www.usatoday.com/travel/news/2009-01-26-aig-effect_N.htmThe Broadmoor is offering a satisfaction guarantee that credits the master account if not completely satisfied: • http://www.broadmoor.com/colorado-meetings-events.php. “Marriott Meetings Go Green” takes the focus off of “luxury” resorts and places it on doing good for the environment, promoted •on their site and externally on sites such as YouTube: http://www.youtube.com/watch?v=61_-VNLwDcg.



http://www.google.com/analytics/

http://www.google.com/intl/en_ALL/domorewithless/index.html

https://adwords.google.com/select/KeywordToolExternal

http://www.wordpress.org

http://woopra.com

http://www.Twitter.com

http://www.LinkedIN.com

http://www.YouTube.com

http://www.flickr.com

http://www.Facebook.com

http://www.TripAdvisor.com

http://HotelChatter.com

http://www.usatoday.com/travel/news/2009-01-26-aig-effect_N.htm

http://www.broadmoor.com/colorado-meetings-events.php

http://www.broadmoor.com/colorado-meetings-events.php

http://www.youtube.com/watch?v=61_-VNLwDcg



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www.tigglobal.com

Contributors

Christine Beuchert, Director of e-Commerce for Marcus Hotels and Resorts, was the Advi-sory Board lead for this issue paper. She has more than 13 years of experience in travel market-ing and distribution. Her email address is [email protected].

The Travel Internet Marketing Advisory Board members are:

Co-Chair: Christine Beuchert, Director of e-Commerce, Marcus Hotels •Co-Chair: Trevor Stuart-Hill, Vp Accounts & Revenue Management, SynXis •John Fuhr, Vice president of Marketing, Anaheim/Orange County CVB •Isaac Gerstenzang, Corporate Director of e-Commerce, Destination Hotels & Resorts •Loren Gray, Director of e-commerce, Ocean properties, Ltd. •Katherine Huske, Internet Consultant, The Broadmoor •Kerry Kennedy, Director of e-Commerce, Omni Hotels •Oral Muir, Senior Director, Global ecommerce Channels, Marriott International •Kurt paulson, Head of Travel, West, Google Inc. •Jessica Rivera, Regional Director, Revenue Management, Interstate Hotels & Resorts •Aaron Stenhoff, Director, Marketing and e-Commerce, Red Roof Inns •Tiffany Tchida, Manager, Consumer Websites, Best Western International •Victoria Treyger, Vice president, Marketing, Travelocity •peter Winkler, Senior Manager, e-marketing, preferred Hotel Group •James Zito, Corporate Director e-Commerce, Morgans Hotel Group, Corporate•

Taryn Schneider, president of Taryn Schneider Communica-tions, has more than 28 years of hospitality, travel and tourism ex-perience as a writer, editor and marketing communications special-ist. She has worked on behalf of a select group of clients requiring highly specialized communications services, promotions, writing, publishing, and special events. She began her career as a writer and editor for Travel Agent Magazine, and spent the next decade working in a diverse range of travel publishing, television produc-ing, and journalistic endeavors. Her articles have appeared in both travel consumer and trade publications. Her email address is [email protected].

Molly Israel, director of marketing at TIG Global, contributed many of the best practices and case studies to this issue paper. She works closely with many of the top global hotel brands and currently aids in the development of new social media services for hotels. Other recent contributions have included Profits and Pitfalls of Online Marketing: A Legal Desk Reference for Travel Executives and a variety of articles on Internet marketing published by various hospitality industry trade publications.



mailto:[email protected]




the HSMAI Travel

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TIG GlobalAs the leader in online marketing for the travel industry, TIG Global (www.tigglobal.com) re-mains steadfast in its mission to assist hotels and destinations in exceeding their online marketing goals. During this time of de-creased travel demand, we realize the unique opportunity that exists for our clients to gain market share.

TIG Global has developed a proven set of strategies to suc-cessfully leverage the marketing efforts of hotels and destinations worldwide, delivering unrivaled incremental revenue and visitors online.

Serving an extensive portfolio of clients worldwide, TIG Glob-al combines its e-business expertise and industry knowledge to maximize client exposure in the online channel. TIG Global works closely with each client to create a custom marketing strategy and provide ongoing support and consultation. Our extensive service offering provides the benefits that include:

Award-winning, multi-language • Website Design streamlines the conversion process and clearly communicates with visi-tors. Search engine optimization prominently places clients at the •top of the search engines for direct visibility.paid search marketing captures and delivers traffic to landing •pages for increased conversion.Strategic linking and online advertising delivers pre-qualified •leads from our established network of over 2,000 media part-ners.e-mail marketing strengthens customer loyalty and establishes •relationships with interested travelers.Custom social media programs, ranging from Facebook,Twitter •and Flickr promotions to blogs and travel review monitoring, push your brand to the forefront and establish direct commu-nication with customers.

Should you have any questions about the information in this re-port, or comments about how TIG Global can assist your company in gaining market share, please feel free to contact us at [email protected] or 301.841.4700. We also invite you to visit our blog for additional eMarketing tips and advice from our marketing experts – blog.tigglobal.com.

Hospitality Sales & Marketing Association InternationalHSMAI is the hospitality in-dustry source for knowledge, community, and recognition for leaders committed to pro-fessional development, sales growth, revenue optimization, mar-keting, and branding.

With a strong focus on education, HSMAI has become the industry champion in identifying and communicating trends in the hospitality industry, and bringing together customers and mem-bers at annual events, including HSMAI’s Affordable Meetings®. New and upcoming resources and events include:

Affordable Meetings West – June 10-11, 2009 in San Jose, •CaliforniaRevenue Management & Internet Marketing Strategy Confer-•ence – June 25, 2009 in Anaheim, CaliforniaAffordable Meetings National – September 9-10, 2009 in •Washington, DCHSMAI University Webinars – Ongoing & Archived – •www.hsmaiuniversity.org

HSMAI FoundationAs the research and educational arm of the Hospitality Sales and Market-ing Association International, HSMAI Foundation’s mission is to expand and enhance the educational op-portunities available to hospitality sales and marketing executives and to increase the amount of in-depth research conducted on be-half of the profession. Today, and in the years ahead, the HS-MAI Foundation plans to accelerate its research and publishing activities to contribute even more to the continuing education of those engaged in this fast-paced, increasingly demanding profes-sion. For more information on the HSMAI Foundation, contact the Hospitality Sales & Marketing Association International Founda-tion, 1760 Old Meadow Road, Suite 500, McLean, Va. 22102; (703) 506-3280; fax (703) 506-3266, or visit the website at www.hsmaifoundation.org.




http://www.tigglobal.com)

http://www.tigglobal.com/solutions/creative_design.cfm






http://www.hsmaiuniversity.org


Documents

A special report from Internet Marketing Special Interest ... · Internet Marketing Special Interest Group pAGe 5 boost search engine visibility and Web traffic in the long-run. Consumers