New market International pHotel Online marketing

1. On-line Group Sales Channel
Optimisation
Duncan Osborn – 14th September 2010
1 | ©2010 by Newmarket International

2. Session Agenda
Evaluate Website Content
Diagrams WebView
Reach Content
3rd Party Listings Capture
Website RFP Form
Social Media / SEO
RFP Integration
2 | ©2010 by Newmarket International

3. Evaluate Your Current
Internet Presence
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4. Evaluate Your Website
Does your website » Content
encourage
group business? » Meetings and events
» Request for proposal
» Promotions
» Availability and rates
4 | ©2010 by Newmarket International

5. Evaluate Online Lead Channels Presence
» Lead channel
subscriptions?
» Lead conversion?
» Opportunities?
» Listings accurate?
» Up to date?
» Are enhanced listings
available?
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6. Evaluate Your Social Media Strategy
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7. Evaluate Your Competitive Set
Topic Your Property Competitor 1 Competitor 2
Can I get to group business or meeting No, 2 clicks Yes No, 3 clicks
and events within one click?
Are there special promotions or meeting Yes No Yes
packages?
How long did it take to submit the RFP? 8 minutes, required 4 minutes, no 10 minutes,
login, complex form login, 5 step form required login,
Are there social media links? No Yes, Facebook Yes, Facebook,
and Twitter Twitter, Digg
Is there a specific wedding area to the Yes Yes Yes
website?
Can I book group business online? No Yes No
Photos of function space, events, Yes, 4 in slideshow, Yes, 10+ of each Yes, 25, F&B,
common areas, and guestrooms? ballroom only room, 250+ total boardroom,
ballroom
Google Search – “City + hotel” results Page 9 Page 1 Page 2
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8. The Short List
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9. Website Content for
Group Business
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10. Meeting Planner Experience
» Simple Navigation
» Actionable Content
» Description of Services
» Meeting planning tools
» Banquet Menus
» Interactive Display of
Function Space
» Rich Images
» 3D tours
» RFP
10 | ©2010 by Newmarket International

11. Meeting Space Specific Images
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12. Interactive Display of Function Space
» Graphical images provide an online experience
» Consumers expect it from your website
» Conduct a Virtual site inspection
» Will assist in event planning
» Send RFP while looking
» Search meeting space
» Localized content
» Property map
12 | ©2010 by Newmarket International

13. Diagrams WebView
» 3D maps and buildings
» Graphical setup display
» Interactive capacity charts
» Flexible branded design
» Client collaboration tools
» Social media campaigns
» Integrated RFP
» Website analytics
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14. Interactive Floor Plan
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15. Integrated RFP
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16. Interactive Capacity Chart/Search
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17. Localized Content
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18. 3D Room Setup
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19. WebView Demonstrations
» Casino » Interactive capacity chart
» Downtown property » Localized content
» Pre-opening property » Resort with 3D setups
» Corporate branded » 3D meeting room tours
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20. Capture Group Business
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21. Finding Your RFP
“…50% of web sales are lost
because visitors cannot easily
find products, content, or
services they’re looking for on
websites.”
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22. Audience Specific RFPs
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23. RFP: Capture and Convert More Business
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24. RFP Redesign Results
600 1,105
RFPs in
Corporate Website RFPs
March 2010
500
400
300 2008
2009
200
100
0
September October November December
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25. Extending Your Reach
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26. Top Online Lead Channels
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27. Enhanced Listings
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28. Optimization Program
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29. Group Website Optimization Program
» Evaluation of current use of existing website against
captured best practices
» Assessment of capability versus comp set (3
competitors)
» Recommendation for improving website functionality:
• Virtual site inspections
• Enhanced 3rd party listings
• Enhanced search engine rankings
• Social media strategy
• Quality RFP design
• On-line booking
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30. Thank You
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