HEBS Digital

Shri Lildharrie

Director, Business Development

shri@hebsdigital.com

646-247-1764

Prepared for:

Port of Call Hotel

Our mission.

To help you acquire, engage and retain your best guests throughout the travel planning

journey.

The result? A drastic increase in direct bookings and customer loyalty at lower

acquisition costs.

Focused exclusively on

hospitality and the direct

online channel

150+ employees, all

technology and services

in-house

Over 2,000 clients in

40+ countries

Global offices in Las

Vegas, London, Europe,

Singapore &

Australia/New Zealand THE INDUSTRY’S 1ST

FULLY-INTEGRATED 360-DEGREE

GUEST ENGAGEMENT,

ACQUISITION, RETENTION AND

MARKETING PLATFORM

400+ Major Industry Awards for Website Design, Digital Marketing & Technology

W E B S I T E D E S I G N

Design Discovery

Customer Persona

Content Mapping

UX & UI

Wireframing

D I G I TA L

M A R K E T I N G

SEO & SEM

Content Marketing

Smart Data Marketing

Loyalty Marketing

Social Media Marketing

Multichannel Campaigns

W E B S I T E

O P T I M I Z AT I O N

C O N S U LT I N G

Direct Online Channel Strategy

Website Revenue Optimization

Budget Planning & Creation

Lowering Distribution Costs

Gap Analysis & Comp Set Analysis

Research & Industry Trends

Website Technology Platform (smartCMS®)

Interactive Marketing Applications

Reservation Abandonment Applications

Smart Personalization Engine

W E B S I T E

D E V E L O P M E N T

Our Clients

DESTINATION MARKETING

ORGANIZATIONS

BRANDED

PROPERTIES

INDEPENDENT

HOTELS & RESORTS

HOTEL MANAGEMENT

COMPANIES

MAJOR MULTI-PROPERTY

BRANDS

BOUTIQUE MULTI-

PROPERTY BRANDS

A C C O U N T M G M T / C ONSULTING

WEB SITE

D E V E LO P M E N TPA I D S E A R C H /

SEM

C O P Y W R I T I N G

& SEO

W E BA NA LY TIC S

PROJEC T

M A N A G E M E N T

D I G I TA L

C R EATIV E

S E R V I C E S

D I G I TA L M ED IA

& S T R AT E G Y

FRONT- END

D E V E LO P M E N T

W E B

A P P L I C AT I O N S / PROGR A M M ING

S A L E S &M A R KETING

C R M

I M P L E M E N TAT I O N

& C O N S U LT I N G

Our in-house team has your back.

Website Design Best Practices

MOBILE-FIRST

Reach the customer at every touchpoint with cohesive brand presence

and content.

VISUAL CONTENT CARDS

A way for hotels to tell their story and make the guest experience

come to life with a series of lifestyle images.

STREAMLINED & VISUAL NAVIGATION

Use of hamburger navigation and visual cards in sub-navigation

plays a strong role in creating a user experience across devices.

DESTINATION CONTENT

Information about hotel destination, making it effortless for potential

guests to plan their trip.

FULL-SCREEN FORMS

Immersive, and fully-responsive booking and RFP experiences are

imperative.

RIGHT MIX OF BEAUTY + SCIENCE

50% of the website sparks users to complete bookings with visually pleasing

content while the other 50% uses data-drive science to drive conversions.

− Ease-of-Use + Intuitive capabilities

built specifically for the hospitality

industry.

− Complete Merchandising Platform

allows you to "sell on value."

− Sustainable Hotel Website

Technology – releasing system

updates and enhancements every 6

weeks.

− SEO Optimization – continuously

innovating the smartCMS® for SEO so

that hospitality partners continue to

have websites that rank in the search

engine results pages.

− Watch the Video – smartCMS: The

Award-Winning Website Technology

Platform.

W I N N E R O F T H E S T E V I E

AWA R D 4 Y E A R S I N A RO W

Overview of the smartCMS®

S M A R T

P E R S O N A L I Z A T I O N

W H A T ’ S

N E A R B Y

R F P

M A N A G E R

M O D U L E S

B U I L T

T O D R I V E

B O O K I N G S

M O D U L E S

T H A T

I N C R E A S E

E N G A G E M E N T

M E R C H A N D I S I N G M O D U L E S

S M A R T

B O O K I N G

W I D G E T

P R O M O

T I L E SR O O M S

S H O W C A S E

S P E C I A L

O F F E R S

U s e r s c o n t i n u e t h e

r e s e r v a t i o n w h e r e

t h e y l e f t o f f

P r e s e n t r o o m s a n d

s u i t e s b y c a t e g o r y

i n a h i g h l y v i s u a l

d i s p l a y

P r o m o t i o n a l

b a n n e r s +

m e s s a g e s o n

w e b s i t e p a g e s

U n l i m i t e d

a m o u n t o f

s p e c i a l o f f e r s

a n d p a c k a g e s

p a g e s

T a r g e t w i t h p e r s o n a l i z e d

p r o m o s , s p e c i a l o f f e r s

& c o n t e n t b a s e d o n

l o c a t i o n , d e m o g r a p h i c s ,

l o y a l t y p r o g r a m

a f f i l i a t i o n , b o o k i n g

h i s t o r y , & m o r e

A n i n t e r a c t i v e , a p p

o n t h e w e b s i t e

s h o w c a s i n g t h e

l o c a t i o n b a s e d o n

d i f f e r e n t c a t e g o r i e s .

A Website Module For Every Business Need

A s s i g n R F P S a s t a t u s ,

a d d n o t e s , c h o o s e

e m a i l r e c i p i e n t s , a n d

a d d ‘ t h a n k y o u ’

p a g e s .

WEBSITE DESIGN & TECHNOLOGY

W H Y Y O U N E E D I T

― A website is the first impression of any property. Having a beautiful website is the first step touchpoint a potential guest has with your brand.

― An engaging and highly visual experience for the website visitor on the three screens (Fully Responsive) is a must in order to keep them on your website.

― A website can not only beautiful; It has to leverage fundamental features that drive direct online revenues.

― With Google’s mobile-first indexing being rolled out, its more important than ever to have a fully responsive website.

WEBSITE DESIGN | Designs that have a mobile-first approach

DEF INE DES IGN

DEVELOP DEPLOY

The creative process to launch a new website design begins with a robust discovery process. The discovery entails the completion of a brand questionnaire

and creative brief, including detailed design discussions. We need to understand your branding, your desires, review your competitive set, examine SWOT

that you’ve identified and use this information as the basis to start the creative process. From there, we’ll outline the full needs of each department and

develop an official timeline and production schedule.

Define project goals and specifications through a full discovery.

OUR DELIVERABLES

─ Project timeline and production schedule

─ Website architecture / Navigation Map

─ UX / UI guidelines

─ Branding specifications

─ Full technical and functional specifications

DEF INE DES IGN

DEVELOP DEPLOY

At HEBS Digital, we leverage award-winning design expertise, industry trends, and corporate brand guidelines to create innovative website designs that tell

a compelling story and drive direct bookings. During the design phase, we utilize key findings and specifications from the discovery process to design a fully-

responsive, highly visual website with rich content that is optimized for the search engines. Through creativity, collaboration, and data-driven design, we’ll

elevate your digital presence to help you achieve your goals.

Take your digital presence to the next level with cutting-edge design.

OUR DELIVERABLES

─ Master wireframing

─ Website mock-ups

─ Website blueprint

─ Design collateral

DEF INE DES IGN

DEVELOP DEPLOY

Once all of the designs are completed, we will move into the development phase where website development and programming occur. During this phase,

we will establish the cloud hosting environment, build all smartCMS® modules and components as per functional specifications, and develop and connect

the site structure and layout templates to the smartCMS®. We will also implement website analytics and internet booking engine (IBE) links, and integrate a

CRM, loyalty program, or any other API.

Build a website backed by state-of-the-art CMS technology.

OUR DELIVERABLES

─ Development site

─ Back-end / smartCMS® delivery

─ CRM / loyalty program integration

─ Adobe Analytics

─ smartCMS® training

DEF INE DES IGN

DEVELOP DEPLOY

Before website launch, we will utilize the development site as a live test environment for final acceptance testing. All website content, functionalities, and

analytics tracking will be tested for quality assurance. We will also ensure that the website meets the minimum page speed and complies with ADA and

GDPR requirements. Post-launch, we will continually monitor the website and conduct extensive QA. Our Website Revenue Optimization Consultants will

provide ongoing support for any website updates and strategies to get the most out of your website.

Conduct extensive testing and QA pre and post website launch.

OUR DELIVERABLES

─ Migrate code base from the staging environment to the live environment

─ Test all functionalities on different browsers and devices

─ Provide post-launch monitoring and QA

─ Ongoing support and website optimization strategies

WEBSITE DESIGN | Examples of some of our favorites

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WEBSITE DESIGN | Examples of some of our favorites

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WEBSITE DESIGN | Examples of some of our favorites

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WEBSITE DESIGN | Examples of some of our favorites

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WEBSITE DESIGN | Examples of some of our favorites

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DESIGN OPTIONS

Option 1

Professional Website Design Package

Select design from our Design Library

• Website Design • Choice of template design from Design Library• Including 2-page layouts (home page, secondary page) based on chosen

template design• smartCMS Technology Platform with over 30 modules, includes complete

content control and advanced merchandising modules. • Operations Setup Hosting and Analytics

• Website Features and Functionalities• Google Accelerated Mobile Pages • Points of Interest Module• Promo Tile• RFP Module• Rooms Module• Smart Booking Widget• Social Media Feed• Special Offers Module• Direct Response Copy Creation• AWS CDN Hosting, Enterprise Analytics by Adobe Analytics• smartCMS license

One Time Setup: $13,540Hosting and Analytics: $295/mo

Design Library

Option 2Digital Marketing Essentials Package -Professional Website Design

Package + Digital Marketing & Website Revenue Optimization

• Website Design • Choice of template design from Design Library• Including 2-page layouts (home page, secondary page) based on chosen template design• smartCMS Technology Platform with over 30 modules, includes complete content control

and advanced merchandising modules. • Website Features and Functionalities

• Google Accelerated Mobile Pages • Points of Interest Module• Promo Tile• RFP Module• Rooms Module• Smart Booking Widget• Social Media Feed• Special Offers Module• Direct Response Copy Creation• AWS CDN Hosting, Enterprise Analytics by Adobe Analytics• smartCMS license

• Digital Marketing Essentials • Email Promo Template Design• Monthly Email Campaign Management• Call Tracking• Website Revenue Optimization Consulting (Account Management) - 4 Hours Per Month• Ongoing SEO - 5 hours/month of ongoing SEO optimizations and consultation services

One Time Setup: $2,240Ongoing: $3,128/per month

Month-to-Month Agreement

Design Library

Option 3Premium Custom Design

Click Here Link to The Cadillac Hotel Click Here Link to South Coast Winery

What’s included:

• Custom full-responsive website design• 2 cstom design mock up based on

• Creative Brief• Discovery Call

• 2 custom pages based on approved design mockup

• Up to 10 hours for revision• Up to 30 professional on-page SEO and Copy

Enhancement (includes technical SEO)

• Website Interactive Modules Include:• Rooms Showcase• Calendar of Events• Special Offers

$27,745 + hosting

Option 4 Elite Custom Website Design

What’s included:

• Custom full-responsive website design• 2 Custom design mockups

• Based on Creative Brief • Discovery Call

• 4 Custom page design • 5 Specialty page design with Client's

logo, color scheme, photography, etc.• 3 full design RORs (up to 30 hrs. ROR

(Round of Revision) • Professional Technical SEO

• Up to 40 Professional on-page SEO and copy enhancement (includes technical SEO)

• Account Management- Strategy, Project Management & Support

• Website Modules Included:• Rooms Showcase• Points of Interest• Press Room• Calendar of Events• Special Offer

$36,995 + hosting

Click Here Link to Bisha HotelClick Here Link to The Watergate Hotel

MODULES INCLUDED IN OPTION 1 & 2

Simpl i fy t h e u s e r e x p e r i e n c e

— Booking widget pre-populates based on property needs or the

return visitor’s previous selection criteria.

— Improves user experience by displaying information more relevant

to them.

— Serves as a strategic merchandising functionality tool to drive

business that directly meets your property’s needs (seasonality,

advanced purchase, length of stay, etc.).

— Through the smartCMS®, property can control Default Booking

Window, Default Booking Length, and Default Number of Adults

that displays on the website booking widget. A ‘smart’ booking widget remembers the

dates of stay and number of adults/kids

previously input by the user.

Smart Booking Widget

Complete merchandising capabilities to create

promotional offers on demand:

• Full control over imagery

• Full control over copy

• Include rate code and display special rate

• Customer segment specific targeting

• Tie promotions to calendared dates and events

• Leads to dedicated landing page of the offer

Turn your website into a merchandising machine

Special Offers Module (Included)

Featured Offers on the home page

HEBS Digital designs websites with strong calls

to action for user-generated content integration

and social media engagement. For an example,

Lucerne Hotel in NYC. Features a social media

feed from Instagram, Facebook, & Twitter as

well as icons to inspire people to connect with

the brand on social media.

The smartCMS® also offers the ability to share

special offers and promotions from the website

onto social media platforms.

Available in standard or custom

Social Media Integration (Standard included)

The Interactive Calendar of Events

provides hotels a way to inform potential

visitors of upcoming events in the area,

such as concerts, exhibitions or sporting

events.

The Calendar of Events page helps

destination-oriented travelers get the

most out of their vacations. Once users

have viewed the Calendar, they tend to

return the site, and then either go on to

view more information about the area or

begin checking rates.

Available in standard or custom (shown)

Calendar of Events (Included)

₋ Points of Interest: has a drop down that allows

the user to select different categories of interest.

There’s a scrolling mileage bar that enables the

user to change the distance and see more or

less of the map. A large blue map marker

indicates the hotel’s location, while the smaller

tan map markers indicate points of interest.

When you click on a point of interest, the

address and phone number pop up.

₋ Footer: nice and simple. It contains a few

navigation items, but most of the navigation is

found in the hamburger menu. There’s an email

widget to stay connected and basic contact

information.

Points of Interest – (Included)

Help guests envision

their stay.

R O O M S S H O W C A S E M O D U L E

Features rooms in a highly visual way, improving user experience and

conversions.

Easily compare and contrast room choices prior to entering the

booking engine.

Helps upsell rooms, speak to specific customer segments, highlight

room features, and provide pricing (if desired).

Increases likelihood website visitors will have all the information they

need about accommodations to move forward in booking.

Photo galleries

help guests

visualize their

room options and

increases

likelihood of

satisfaction with

their stay

Descriptive copy

to specify what

each room type

has to offer

Create an interactive

and visual experience

to showcase your

meeting & event

spaces.

GOOGLE AMP ENABLER

MODULE.

I N C R E A S E H O T E L V I S I B I L I T Y O N M O B I L E D E V I C E S T O B O O S T V I S I T S A N D

B O O K I N G S V I A G O O G L E A M P ( A C C E L E R A T E D M O B I L E P A G E S )

— Increase visibility on mobile devices to boost visits and

bookings

— Promote news-worthy content pages about hotel

amenities and services

— Manage Google AMP via the smartCMS®

Automated & Custom Schema Ready for Voice Search

Calendar of Events

Rooms Showcase

Special Offers

Home Pages

Auto-Coded ModulesYour entire website is coded in schema seamlessly

throughout our CMS platform to ensure your website is present in voice search results on platforms like Siri, Alexa,

Google Home, etc.

Voice Search Optimized

Website accessibil ity and ADA compliance.

W E B C O N T E N T A C E S S I B I L I T Y G U I D E L I N E S ( W C A G ) 2 . 0

— Provide text alternatives for non-text content

— Provide captions and other alternatives for multimedia

— Create content that can be presented in different ways, including

by assistive technologies, without losing meaning

— Make it easier for users to see and hear content

— Make all functionality available from a keyboard

— Give users enough time to read and use content

— Maximize compatibility with current and future user tools

Website Operations Package

• Hosting package includes:

1. AWS Website Hosting: State-of-the-art cloud hosting and CDN (Content Delivery Network)

2. SSL Certification (2 years)

3. Up to 60 GB / month

4. Email Capture Functionality

5. Adobe Analytics (Omniture) (up to 60,000 Primary Server Calls/Month)

6. SmartCMS Software Application Usage Fee

Benefits:

✓ “Elastic” disk space to host large format images and videos.

✓ Flexible bandwidth accommodates spikes in web traffic due to

seasonality & promotions.

✓ CDN (Content Delivery Network) + State-of-the-art CMS

technology = 2.5 -3x faster download speeds, a major factor

in search engine rankings.

✓ 99.95% Monthly Availability Service Commitment Guarantee.

✓ No downtime due to physical server or datacenter

maintenance and upkeep.

✓ Provides liquid –virtually unlimited –secure storage space to

turn the CMS backend into the hotel's digital asset library,

storing all photography, PDF brochures, etc.

✓ High availability by deploying multiple servers in different

physical locations, supported by automatic fail-over and

dynamic traffic load balancing.

Analytics & Reporting

Monthly reporting

of key metrics

including:

• Impressions

• Website Visits

• Initiated Bookings

• Initiated Leads

• Conversions

• Revenue

Overall breakdown

of the marketing mix

to determine which

channels are

generating the most

conversions.

Pathing reports to

attribute ROI across

all touchpoints

including

campaigns,

channels, and

devices.

Detailed analysis

and insights

surrounding:

• Audience

• Content Optimization

• Search

• Conversation

• Competition

• Trends & Developments

Report Dashboard | D a t a o n t o p ke y p e r f o r m a n c e i n d i c a t o r s

FEATURES

Adobe Analytics, the most advanced analytical

technology, used by major hotel brands and OTAs

(Marriott, Expedia).

Make data driven decisions to increase direct

bookings and target key feeder markets.

Measure key performance indicators (KPIs).

Add-Ons

CONSULTING & OPERATIONS

WEBSITE REVENUE OPTIMIZATION & CONSULTING | An Extension of Your Team

W H Y Y O U N E E D I T

― As your dedicated partner, we look forward to functioning as a part of your team to address key business needs and boost direct bookings.

― This service distinguishes us from the competition. A pro-active work ethic combined with hospitality industry expertise drives results.

― We will work closely with you this year to:― Create digital marketing budgets & campaigns― Address last-min property business needs― Increase bookings from key customer segments― Keep on top of comp set, market parity, rate parity, & more― Propose new revenue opportunities― Keep you updated on best practices & performance

Target website visitors with personalized promotions, special

offers and content based on any of the following and more:

• Feeder Market/Geo Targeting: Serve targeted promotions

based on location

• For Example: Website visitors in Primary Markets such as New York and

Florida could see on homepage or in promo tiles, landing pages, etc.

• “Hello New Yorkers, Get out of the cold its 90 degrees in Aruba!

$195/nt. Book Now!”

• Repeat Visitor Targeting

• Group Planners Targeting

• Target by gender (Facebook Integration Needed)

• Social media and Referrer traffic

• And more

Smart Personalization EngineWebsite Home Page

Website Personalization Engine Backend

$1,500/Setup

$150/mo

Smart Rates/Live Rates (Optional)

Sabre’s In Context Suite:

• Not fully responsive

• Works on the smartCMS

Alternative:

• HEBS Smart Rates

• Dynamically pulls the desired rate per client settings

• Responsive for desk top and mobile

• Can be added later

Setup: $750

R e s e r v a t i o n A b a n d o n m e n t A p p l i c a t i o n

S u i t e - r e c o m m e n d e d

— Email and lightbox retarget and incentivize website visitors to

initiate a booking

— Delivers customized marketing messages or one-to-one

promotions

— Creates a “shortcut” to the booking process

— 98% of online traffic leaves a site without filling out a form or

completing a purchase – get a second chance.

Setup: $950

$295/month

Get a second chance.

What’s Included:

• Reservation Abandonment Emailer: Client chooses emailer template from

library.

• We customize for logo, photo and message. Up to 2 versions with different

message, appearing in random order (A/B testing).

Reservation Abandonment Lightbox Displays: Client chooses 1 lightbox

display template from library.

•We customize for logo, photo and message. Up to 4 versions with different

message, appearing in random order (A/B testing)

•Unlimited Impressions

•Up to 500 reservation abandonment emailers, conversion tracking, monthly

Reporting

ROOM NIGHTS

1,714

BOOKINGS

857

REVENUE

$738,710

CASE STUDY:MID-SIZE LUXURY HOTEL BRAND

Capture customer and booking

details and send an email with a

deep link back to where they

left off.

Live Chat

• Live Chat allows hotels to build and maintain

relationships with customers by providing

website visitors with the opportunity to chat

with a representative in real time.

• Not only is the Live Chat functionality

available on the website, it can be

implemented on Facebook, Twitter, emailers,

banners and the mobile site, making it a true

multi-channel marketing tool.

Setup: $750

$70/month/2 seats

Limited-Time Offer (Optional)

A Limited-Time Offer is a great way to

increase hotel awareness, build the email opt-

in list, drive traffic to your website, and boost

destination revenue during specific need

periods. Designed to match the look and feel

of the website, HEBS Digital’s Limited-Time

Offer microsite includes a countdown ticker,

sign-up form, login capabilities for daily

entries, email confirmation with booking link,

and a “Forward to a Friend” functionality.

$4,500/onetime setup

Examples

Be the l ife of the party

V E N U E S S H O W C A S E M O D U L E

— Improves user experience with highly visual, organized, and

interactive meetings and events content.

— Provides effective merchandising: highlight special offers,

communicate the value proposition of the space, and more.

— Target specific customer segments: weddings, meetings,

SMERF, conferences, special events, and more.

— Great SEO benefits from deeper and highly relevant meetings

and events content. Imagery and

descriptive

copy help

guests envision

their event in

your hotel

List event

types to

direct

guests to

the perfect

venue for

their special

occasion

$2,000/onetime setup

Instant Rewards will help increase direct website referrals

and members bookings and guarantee that the best available

rates and offers will be found only on your hotel website.

With Instant Rewards, website visitors unlock members

exclusive rates and promotions in real time through a private

page only accessible after the user enters their email.

$1500/one time setup

Instant Rewards (optional)

Group Pages Module | Create pr i va te pages to d i sp lay ra tes and in fo rmat ion to groups

W H Y Y O U N E E D I T

H O W I T W O R K S

Ability to publish private landing pages for weddings, groups, corporate

clients

Creating a private landing page helps properties differentiate themselves to

potential brides, clients and meeting planners. Helping business

development win business.

Full WYSIWYG editing

Custom layouts for Groups and Weddings

Automatic page publish and un-publish

s m a r t C M S ® W e b s i t e T e c h n o l o g y P l a t f o r m

Set Group Block Code or Corporate ID Code

Minimum Length of Stay Earliest possible check-in date

$4500/one time setup

GUEST PORTAL | Curated fo r Gues ts On -Proper ty

W H Y Y O U N E E D I T

H O W I T W O R K S

Guests are directed to the Guest Portal upon connecting to the hotel’s Wi-Fi, or

from typing in the hotel website URL.

Can feature on-property information about dining reservations, spa services,

quick hotel facts, local weather, nearby attractions, TV channel list, etc.

Boosts incremental revenue by promoting on-site amenities and special offers.

Also keeps the guest engaged with valuable content relevant to their stay,

increasing loyalty and satisfaction.

Guest Portal Design (branded to match the look and feel of the website)

Controllable via the smartCMS®

Copy & SEO of content creation

Features & Functionality: Responsive design, homepage image rotation, points

of interest map, social media icons, and more.

s m a r t C M S ® W e b s i t e T e c h n o l o g y P l a t f o r m

$3450/one time setup

Feature accolades from press and media publications to communicate their exclusive guest experience. The smartCMS provides the functionality to easily update featured press coverage while the enhanced design creates a seamless user experience. Linking to high-valued press influences the website’s overall Google Quality Score, enhancing both organic and paid search initiatives.

Press release summaries displayed with thumbnail images of publication automatically inserted above copy as a default.

$975/One time setup

Enhanced Press Room (Optional)

W H Y Y O U N E E D I T

― Displays limited time offers and promotions as a banner on the top of the homepage.

― Full integration with the Smart Personalization Engine to target specific website visitors.

― Improves the user experience, and increases website traffic.

COUNTDOWN BANNER | Create a Sense of Urgency for Important Information or Offers

With our Serenata @mail solution, youset the stage for an improved guestexperience. From the moment they bookyou lead and own the conversations withthe costumer pre-, in-, and post-stay.Send automated emails: confirmreservations throughout all channels(multi-channel solution for PMS, OTA,CRS, IBE) with a message of how muchyou appreciate their business and offer avalue add; reduce cancellations with prearrivalreservation reminders and includeupgrade / upsell offers; upsell onsiteamenities and offers via in-stay messaging,continue the conversation with a ´thankyou for staying with us´ email includingguest satisfaction survey.

@mail Transactional Emails & Guest Surveys

Quoted

GUEST ACQUISITION MARKETINGPhase 2

The best way to achieve results is by being present at every phase of the journey.

DREAMINGI want to get away

PLANNINGTime to make a plan

BOOKINGLet’s book it

EXPERIENCINGCan’t wait to explore

Core Digita l Market ing Init iat ives

S E A R C H E N G I N E M A R K E T I N G

( S E M )

S E A R C H E N G I N E O P T I M I Z AT I O N ( S E O )

O N L I N E M E D I A A D V E R T I S I N G

E M A I L M A R K E T I N G

S M A R T D ATA M A R K E T I N G

M E TA S E A R C H M A R K E T I N G

S O C I A L M E D I A M U L T I C H A N N E L C A M PA I G N S

C O N T E N T M A R K E T I N G

SEARCH ENGINE MARKETING | Targeted Messaging to Key Customer Segments

W H Y Y O U N E E D I T

― SEM is one of the highest revenue drivers for hotels, with more than 25% of direct online revenue coming as a direct result of SEM/paid search.

― SEM is a great way to increase market share within the SERP and allows delivery of a concise marketing message to a highly relevant marketing segment with measurable results.

― As an Official Google Partner, we will help you remain competitive amid results, drive direct revenues at a high return-on-ad-spend, and continuously optimize campaigns.

SEARCH ENGINE OPTIMIZATION | Maintain visibility and drive traffic via organic search

W H Y Y O U N E E D I T

― SEO plays a critical role in driving direct bookings, with at least 30%-35% of hotel website revenue generated as a direct result of organic search engine referrals.

― Creating quality SEO-optimized content, refreshing website content regularly, claiming and optimizing local listings, and maintaining a spam-free inbound link portfolio are the pillars of a successful SEO and content strategy.

― SEO specialists will use BrightEdge to identify new keyword opportunities, report on your competitors’ strategy, and implement changes that will boost organic search engine bookings.

ONLINE MEDIA ADVERTISING | Show ads on relevant networks

W H Y Y O U N E E D I T

― With the increase in travelers using multiple devices during the dreaming phase of their travel planning, it’s becoming more important to use cross device targeting to reach travelers across devices- desktop, mobile, and tablet.

― Traditional banners are yesterday’s news. Invest in rich media banner ads that feature an interactive element, video, or even current weather information about a hotel’s destination.

― Native Ads appear in an online publication which resembles the publication's editorial content. They help establish the brand of a property and drive traffic to the hotel site to be capitalized on by other initiatives.

SMART DATA MAR

DRMDYNAMIC RATEMARKETING

INTENT

DRIVEN

DISPLAY

Display banners across the web with real time

rates and availability based on the exact dates

searched by the travel consumer.

Serve seasonal messaging or a special offer

to travelers who have searched for flights,

rental cars, or hotels in a particular

destination.

KETING OPTIONS

W H Y Y O U N E E D I T

― Top travel ad networks use first-party data from airlines and OTAs to reach travel consumers who are in-market and likely to book a stay at your property.

― Reach consumers researching travel to the hotel’s destination and retarget those who have visited the hotel website.

― Launch cross-device banners, native ads, and private marketplace placements with intent data, and/or with real-time rates to reach your best guest throughout the travel planning journey.

SMART DATA MARKETING | Target Potential Guests With Intent Travel Data

W H Y Y O U N E E D I T

― Organic reach is declining as many social media platforms are adjusting their algorithms to prioritize content from family and friends, thereby lowering the visibility of brand content.

― Social media advertising allows brands to expand their reach given the large audiences spending time on social media throughout the travel planning journey.

― Through social media advertising, brands can significantly increase engagement and buzz, drive website traffic, build followers, and increase brand awareness.

SOCIAL MEDIA MARKETING | Increase Reach, Engagement, and Website Traffic

W H Y Y O U N E E D I T

― Given the high volume of daily traffic on social media platforms, brands can use social media to reach a large audience and amplify their messages.

― Consumers are more likely to follow and engage with brands that are active on social media.

― Social media trends and best practices are constantly evolving, making it a challenge to create content consistently and effectively.

SOCIAL MEDIA MARKETING | Maintain an Active Social Media Presence

W H Y Y O U N E E D I T

― Living in a multi-device world means people are connected to their email at all times.

― Email marketing is a low cost, effective digital marketing initiative which generates average returns of 800 – 1,200% (HEBS Digital clients).

― Promotions, events nearby, property updates – email newsletters responsive and provide value to the reader, driving bookings at a high rate.

EMAIL MARKETING CAMPAIGNS | Ongoing Email Marketing Management

W H Y Y O U N E E D I T

― A cost per click format, the property only pays when someone clicks on their listing and lands on the hotel booking engine.

― In search results, Google +, and Google Maps, Hotel Ads appear globally whether travelers are searching on their desktop or on mobile.

― A placement on TripAdvisor will help level the playing field with OTAs and encourage potential guests to book direct.

METASEARCH MARKETING | Display Real-time Rates and Availability

MAINTENANCE & MARKETING CREATIVE RETAINER| Keep the Website Fresh

W H Y Y O U N E E D I T

― Consistently updating promotional slides and banner messaging keeps the property’s value proposition fresh and the consumer coming back to the website to see what the latest offering is. Adding logos and badges (i.e. awards, TripAdvisor, etc.) to the website adds credibility and helps the website visitor feel secure in their booking choice.

― The addition of a maintenance & marketing creative retainer can keep the website fresh, and simplify the approval process.

― The retainer includes a certain number of hours per month and may be used for minor design & build-out projects such as: addition of secondary logos & badges to the websites, updating hardcoded booking widget CTA, etc.

WHAT’S THE RESULT OF AN

INVESTMENT WITH

HEBS DIGITAL?

Hotel

Website Conversion

Rate IBE Conversion Rate

Before

HEBS

Digital

After HEBS

Digital

Before

HEBS

Digital

After HEBS

Digital

Loews Hotels 1.20%

2.40% (103%

increase) 2.49%

5.90% (136%

increase)

AKA 0.70%

0.84% (19%

increase) 1.18%

1.86%

(58% increase)

Pure Salt 0.9%

1.38% (17%

increase) N/A 3.76%

InterContinental

Miami 0.9%

1.65% (83%

increase) 2.11%

4.49% (112%

increase)

The investment pays off with proven

performance .

The expected monthly ROI from a website relaunch on the HEBS Digital platform.