1. 2010 Budget
Checklist
As you close out this year and prepare for 2010, use this checklist to assist in your hotel budget planning.
Internet Bookings – target up to 40% of bookings
‰ Design – look to refresh your site if it is over 2 years old. Demand a robust content management system where you can make copy and image
edits on your own without paying a third party.
‰ Search Marketing – ongoing campaigns that is the most cost effective for driving qualified traffic to your site.
‰ Dynamic Booking Engine – budget and plan for implementing or upgrading your primary conversion tool on the web.
‰ Email Marketing – if you don’t have internal resources, budget for full-service campaign management to keep your hotel top of mind with your
best guests.
‰ Social Networking – put money aside for some creative viral marketing applications that can create buzz and generate traffic.
‰ Monitoring – plan for tools that can track the success of your online marketing and validate your spend.
Travel Agent Business – reach the world’s travel agents at the point of sale
‰ GDS Connectivity – get a central reservation system that provides high value, seamless connectivity to ensure your inventory is loaded and
available in all GDS.
‰ Priority Placement/GDS Media – 98% of agent’s bookings are from the first screen, so plan for prime placement, near or at the top to ensure
visibility. Consider annual or seasonal/need period campaigns.
‰ Consortia – optimize your exposure by partnering with key programs.
‰ Agent Marketing – put some dollars behind direct mail and guerilla marketing to build agent relationships with your property and support
online efforts.
‰ Market Intelligence – budget to benchmark your performance and identify opportunities for new 2010 revenue with reports on your position
versus your competition.
‰ Monitoring – plan for tools that can track the success of your online marketing and validate your spend.
Rich-Media – differentiates your property
‰ Video – invest in the 360 tours and online video that differentiate your property — plus tools to manage and distribute them. Guests like to
see what they get. You can leverage these videos on social networks as well.
‰ Photography – if you do not have rich property and room photography, get it this year! You can use these across all marketing materials and it
will make a difference on your website as you encourage guests to upsell to higher rate rooms.
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