Website Analysis

1. Honolulu, HI (Oahu)
INITIAL WEBSITE ANALYSIS
Search Engine Optimization
Presentation for
prepared by
Judy Collins
The Collins Group
August 24, 2011

2. OVERVIEW – ITEMS FOR DISCUSSION
• Websites - Brand, Independent, Corporate
• Objectives
• Fact Finding: Hotel Questionnaire/About the Hotel
• Competition
• Segmentation
• Traveler Profile
• Packages/Promotions
• Seasons, Rates, Avg. Occupancy, RevPar
• Hotel Reports Needed for Future Analysis
• Search Engine Optimization/Management
• Google Analytics, Key Words, AdWord Campaigns
• Organic & Paid Placement
• Social Media/Mobile Media
• Rich Media/Video
• Website Content Management

3. OVERVIEW – ITEMS FOR DISCUSSION CONT.
• Revenue Management
• Reputation Management
• Trip Advisor
• Google Reviews/Google Places
• Online Media
• OTA
• Management, Promotional Opportunities
• Sponsored Travel Ads
• Sales & Marketing
• CRM/e-Marketing
• Sales Team – Travel Segments
• Strategic Partnerships
• Marketing & Sales Plan/Budget/Goals
• Initial Recommendations-Examples
• Follow up/Action Plan

4. OBJECTIVES
• Implement and manage innovative well-executed web
marketing & sales initiatives :
• Search Engine Optimization and Management
• Increase visibility, conversions, bookings
• Facilitate E-marketing and interactive sales strategies
• Develop dynamic strategic partnerships for long term relationships
• Manage effective revenue management & reputation management
• Drive online revenues
• Improve ROI and performance
• Attain market share thru social and mobile media
• Best of all ……out-smart the competition!”

5. WEBSITES
• http://www.hiltonwaikikibeach.com/ (Independent)
• http://www.stanfordhotels.com/Waikiki_Hawaii_Hotel/index.htm
(Corporate/management/owner)
• http://www1.hilton.com/en_US/hi/hotel/HNLWAHF-Hilton-
Waikiki-Beach-Hawaii/index.do (Brand)

6. HOTEL FACTS
• Tastefully renovated, beautiful, understated elegance, sleek & contemporary
• Distinctive décor South America complemented with vibrant island colors
• Guestrooms: 37-floors; award-winning; 601 guestrooms with private balconies
• Views: Spectacular Ocean/Mountain views
• Location: Heart of island paradise
• One Block from Waikiki Beach
• Easy walking distance to shops and restaurants
• Nearby Attractions: Honolulu Zoo, Kapiolani Park, Waikiki Aquarium
• Full Service Hotel
• Restaurant, Lobby Bar, Pool Bar, 24 hr in-room dining
• Meeting & Banquet Facility (12,000 sq ft -500 persons)
• 24 Hr Business Center
• Fitness Center, Pool (10th floor)
• Cutting Edge technology (Wi-Fi)

7. HOTEL – FACT FINDING
• List 3 top “hidden gems/brag worthy” features/amenities of your
hotel which you wish to convey to travelers (which separates you from
the competition?)
• List 3 weaknesses and why?
• List Best 3 Sales Attributes of the hotel?
• List 3 features your competitor offers giving them an advantage?
• What is your biggest challenge? How do you overcome?
• Main complaints from guests?
• What type of travel segment would you like to attract
more of? Why?
• What is your website NOT saying?
• Referrals from other specific hotels or attractions? List

8. SEASONS/RATES
Describe your Seasons, Rack Rate Range, Special Event Dates/Blackout Dates:
• High Season: Mid Dec-Mid April Rate Ranges: _________
• Off Season: Mid April-Mid June Rate Ranges: _________
Sept-Nov? Rate Ranges:__________
• Shoulder Seasons June-Aug? Rate Ranges: _________
Jan-March?
• Last week April/first week May - Japanese "Golden Week" holiday
• Other Events/Groups/Blackout Dates:

9. HOTEL TRAVELER PROFILE
• Profile of your hotel‟s • Avg. booking window
avg. traveler • Nearby attractions
• Percentage of • Distance to airport
Leisure/Corporate • Percentage of website bookings
• Average Age range vs. total
• Geographical areas • Single, couples, families
• Average Income • Groups
• Activities of interest • Meetings
• Percentage of Hilton Honor • International travelers
guests
• Percentage of repeat guests
• Avg. length of stay

10. PACKAGES/PROMOTIONS
List Current Packages/Offers/Promotions Thru 2012:
• Romance
• Adventure
• Nearby Attraction Package (includes tickets, etc) Watersports,
Entertainment, Cultural, etc
• Advance Purchase (book by specific date, travel dates)
• Promotional: ex- Stay 2 or 3 Nights, Get one Free
• Golf Package/ Spa Package
• Family Vacation Offers
• Event Related
• Value Add (gas cards, breakfast, late check out, gift
cards, CVB, manager‟s reception, other, etc.)

11. COMPETITON
See Separate Excel
• Hilton Hawaiian Village Waikiki Beach Resort
Spreadsheet
• Hyatt Regency Waikiki Beach Resort & Spa
Competitive Grid
• The Outrigger Reef on the Beach
• The Outrigger Waikiki on the Beach To review (STAR
• Waikiki Beach Marriott Resort & Spa Report) for top 3 and
• Aston Hotel Waikiki Beach additional information
• Embassy Suites Hotel - Waikiki Beach Walk
• Moana Surfrider, A Westin Resort & Spa

12. SEGMENTATION
CURRENT % Mix WISH LIST % Mix
• Business/Corporate • Business/Corporate
• Leisure • Leisure
• Global/Consortium • Global/Consortium
• Local Negotiated Rates • Local Negotiated Rates Discuss how
• Groups • Groups to shift for
• Meetings • Meetings max
• SMERF • SMERF profitability
• OTA/BTA • OTA/BTA
• Package (air/hotel/car) • Package (air/hotel/car)
• Opaque • Opaque
• Advance Purchase • Advance Purchase
• Airline/Cruise • Airline/Cruise
• International (FIT) • International (FIT)
• Associations (AAA) • Associations
• Internet • Internet
• CRO • CRO
• Discounted • Discounted

13. 4 STAR HOTELS IN OAHU
• #10 Hilton Waikiki Beach 601 rooms
• The Outrigger Reef on the Beach 635 rooms
• #8 Aston Waikiki Beach Tower 645 rooms
• The Outrigger Waikiki on the Beach 644 rooms
• #7 Hawaii Prince Hotel Waikiki 521 oceanfront rooms, 57 suites
• #4 Waikiki Parc Hotel 297 rooms
• #3 Waikiki Beach Marriott Resort & Spa 1,175 rooms/135 suites
• #1 Hilton Hawaiian Village Waikiki Beach Resort 2,860 rooms
• #2 Sheraton Waikiki Beach 1,636 Rooms
• #5 Hyatt Regency Waikiki Beach Resort & Spa 1,229 rooms
• #6 Moana Surfrider, A Westin Resort & Spa 793 rooms
• #9 Grand Waikikian Suites by Hilton Grand Vacations
(located within Hilton Hawaiian Village)

14. OTHER NAMES
Hilton Waikiki Beach Also Known As:
•Hilton Hotel Honolulu Do you still own these
domains for link to
•Hilton Honolulu
sites?
•Hilton Waikiki Prince Kuhio
•Prince Kuhio
•Honolulu Hilton
•Radisson Waikiki Prince Kuhio

15. AREA ATTRACTIONS
Address: 2500 Kuhio Avenue, Honolulu, Oahu, HI 96815
• 1 block -Waikiki Beach, Kuhio Beach, Queen Beach, Honolulu Zoo &
Kapiolani Park
• Ala Moana Beach Park - 2MI – W Expand this list on
• Ala Moana Shopping Center - 1.9MI - W websites- see
• Ala Wai Golf Course - 1MI - E Comp website
• Aloha Stadium - 10MI - W examples
• Aloha Tower Marketplace - 4MI – W
• Bishop Museum - 8MI – W
• Honolulu International Airport (HNL)– 20 min
• Hawaii Convention Center – 5 minutes
• Others

16. HOTEL REPORTS NEEDED
• STAR Report (2011 Current, QTD, YTD, 2010)
• Hotel Intelligence Report, Opera
• Occupancy, RevPar, Trending, Comp Set
• Historical Data, Forecast, Budget
• Google Analytics, Google Ad Words Campaign, Key Search Words
• OTA Reports
• Sponsored Travel Ad Reports
• Reservations: CRO, hotel, voice, internet, conversions, web booking
reports
• Revenue by Rate Code
• All Hotel, Groups, Travel Segment, OTA Reports
• Current, MTD, YTD, previous year
• Sales: Room/F&B/Groups/Meeting Revenue
• Forecast, Projections, Goals, Budgets

17. KEY FACTORS FOR SEARCH ENGINE OPTIMIZATION
• Stickiness of Website (staying power leading to conversions)
• Emotion (what is drawing traveler in?) Usage of lifestyle photography
• Font, headings, layout, overall design (Updated/Cutting Edge)
• Rich Media/Video/ Hi-Resolution Photography/Distribution Channels
• Social Media/Mobile Media – booking engines
• Call to Action (urgency – attention grabber)
• Meta Key Words, Title, Description
• Reviews, Area Attractions, Updated News, Blogs

18. HOW SEO WORKS
80% of people use Search Engines to
find and book hotels
• Creating a hotel website that looks great and has a high conversion rate is
essential to succeed online today…but you also need traffic and visitors to
convert those lookers into bookers!
• Search engine optimization gives hotels a natural and more sustainable
search engine presence than paid search advertising, which marketers can use
to generate website traffic and online conversions
• To understand how SEO works, it can be broken down into four core
components:
• Keywords – both „money‟ and „broad‟ keywords
• Technical infrastructure – how a Search Engine accesses your Web pages
• Content – both „on-page‟ and „off-page‟
• Link profile – external and internal range, depth and scale

19. GOOGLE ANALYTICS
Traffic Sources
Referral
Search Engines
Bookmarked/Direct
Where are your visitors coming from?

20. GOOGLE ANALYTICS
What is important to analyze . . .
• Total Visits to Your Site
• Page Views, Page Visits, Avg. Time Guest spends on your site
• Key Entrance /Exit Words
• New Visitors/Repeat Visitors
• Bounce Rate (very important
• if over 50% not enough stickiness-evaluate)
• Length & Depth of Visit
• Days of the Week visited, patterns, trends
• Referral Traffic (Source)
•Direct, Search Engines, Referrals
• Benchmarking
• Comparison tools to see how you stack up with your competitors
• Landing Pages
• Geographical areas (top markets)
• Overall percent increase or decrease - why
• Most Important – Conversions to Bookers!
• Review Google Analytics Report

21. GOOGLE ADWORDS
Google Ad Words Campaign (Key Words/Ads to Drive Traffic to
Your Website) If you have built a wonderful website, but now you
need to drive more traffic to your site, then Google Ad Words (PPC)
Pay Per Click Campaign is ideal. Your goal is of course to be in the
top placement on the first page of google in “natural placement”;
however, sometimes we all need a little help in getting there with
paid sponsored search campaigns.
• Create Your Ad and Keywords You create and ad, and choose
keywords, which are words or phrases related to your business. You
can choose key phrases from your website, Google recommended, or
the best exercise is to pull up your competition and note the search
words. Start with limited words and analyze. Do not go crazy with
hundreds of different key word phrases with a broad match.
Concentrate a few select key words. Review these words on a daily
weekly/basis to track and update accordingly.
• Your Ads appear on Google When guests search on Google using
one of your keywords, your ad may appear next to the search results.
Now you're advertising to an audience that's already interested in
you. The goal is to get to the number #1 position. Pay close attention
to this area of your report per key word.

22. GOOGLE Adwords
• Campaigns/Bidding Choose the appropriate
geographical area you want to target, and highly
recommend starting out with a maximum monthly
amount in order to manage your bid process. Start
out with one month and monitor and try a different
ad and track your progress.
• Return on Your Investment (ROI) In today‟s
highly competitive Google AdWords pay per click
(PPC) search engine, it is now more important than
ever to ensure that your PPC campaigns are
optimized to their utmost potential.
•You should be achieving maximum return on
investment (ROI) for the keywords or phrases that
are most relevant to your business and are most
likely to provide you with targeted traffic to your
website.

23. KEY WORDS
„Keywords‟ or „keyword phrases‟ are the terms given to the words that people use
to search for your website on a Search Engine. Choosing the most relevant hotel-
related keywords is fundamental to the success of a hotel SEO campaign. How
SEO works is that each keyword or keyword phrase is evaluated by its relevancy,
search volume and level of competition.
A quality keyword portfolio will focus on both „broad‟ keywords (attracting hotel
lookers) and „money‟ keywords (attracting hotel bookers). For example if you are
searching for a Sydney hotel such as Sebel Pier One, you may search for the „broad‟
keyword phrase „Sydney waterfront hotel‟ or the „money‟ keyword phrase
„Weekend packages Sydney‟.
Review of Google Analytics Report and Google AdWords

24. TECHNICAL INFRASTRUCTURE
The technical infrastructure focuses on the architecture and the „bones‟ of your
website. There are many factors that can affect the performance of a website from a
SEO perspective. As part of its initial audit, an expert SEO company ideally should
evaluate any potential site structural problems including but not limited to:
• Domain strategy
• Web host
• Content management system
• Site navigation
• Page Speed
• Duplicate content issues
• Redirects and broken links
• Site Maps

25. CONTENT is KEY!
The keyword research lays the foundation for on-page optimization. Keep in mind that
website content needs to be written for humans, not Search Engines – you do not want to
disappoint your website visitors and see them turning away because of your low-quality
copy.
Chosen keywords need to be seamlessly integrated into the on-page content in a way that
is organic to the site. The on-page optimization lets the Search Engines know what the
page is about and helps Search Engines rank your web page accordingly, for appropriate
keyword searches.
On-page optimization includes:
• Title tags
• Meta keyword and description tags
• H1, H2, and H3 tags
• URL structure
• Alt tags for images and filenames
• Page (body) content
• Internal linking strategy

26. Link Profile
A quality link building campaign is an important component of hotel SEO and a heavily
weighted factor in Search Engine algorithms. Search Engines see a link to your web site
like a vote of confidence in your website, so in theory the more links, the higher your
site‟s authority. However, not all votes have the same weight and links ideally should
come from quality, trustworthy and on topic websites.
Hotel link building strategies include:
• Hotel blogging
• Participating in industry-related forums
• Commenting on related websites
• Listing links on community websites such
as CVB, State, or city industry associations, cruise, airline,
chamber, vacation, attractions, etc.
• Writing guest posts on industry-related blogs
• Distributing media releases and article marketing
• Listing links on quality directories
• Listing links on clients, suppliers and partners websites
• Creating a Google Places Page
• Commenting on videos related to your industry
• Linking on social media sites

27. Google Reviews/Placement
Paid/Organic
Sponsored Ads
Natural
Organic
Placement
Sponsored Ads

28. GOOGLE SEARCHES
The three key processes in
delivering search results to you
are:
Crawling: Does Google know
about your site? Can we find it?
Indexing: Can Google index your
site?
Serving: Does the site have good
and useful content that is relevant
to the user's search?

29. Call to Action/Layout
Competitor
Website
Call to Action
Headings
Colored Font
Special Offers
SEO friendly
Easy to Nav
Buttons
Updated site

30. Call to Action
SEO is Useless if You Have a Weak or
Non-Existent Call to Action
• Make sure your call to action is clear and
present. SEO is not a one-shot process.
• The search landscape changes daily, so expect
to work on your optimization daily. With
limited budgets these days, there is a critical
need to “prioritize” with a goal of maximize
ROI, in the shortest amount of time.
• As we all are aware, nothing is guaranteed. It
takes constant monitoring, evaluating,
analyzing, and strategic planning on a daily
basis.
• It involves a combination of effective
measurement tools, customized for your
specific property in order to reach your
maximum amount of occupancy, revenues,
bookings and conversions!

31. Hotel Shoppers Are On The Move. Are You?
Mobile Media: 42% of travelers research or book accommodations
on their mobile device, according to Trip Advisor‟s mobile device travel survey.
If you don‟t have a mobile-friendly website, you could be losing a significant
number of bookings.
A VPowered Mobile Website Gives Mobile Shoppers What They Want
The VPowered Mobile Website is part of the VBrochure Ultra Premium Online
Merchandising System and provides travel shoppers on the go with everything
they‟re looking for, including:
• Media (photos, virtual tours, video) and text that tell your hotel's story
features, amenities and overall experience
• Social media sharing buttons
• Book now button that links directly to your booking engine
• Click to dial phone number and hotel address
• Displays Seamlessly for the Smartphone They‟re Using
• Your media will be displayed in VPowered Multi-Media Player with high
resolution, text, multi-language capabilities and full-screen viewing options
that engage travel shoppers with the rich experiences they‟re looking for

32. Five ways to win the hotel mobile booking game
There is a war being fought on the “mobile”
battlefield, and if you‟re not charging forward,
you risk losing your guests, according to
panelists during last week‟s third annual Hotel
Data Conference. August 10, 2011 | Hotel
Marketing
1. Get in the mobile game
Though the mobile category holds a relatively low percentage of a hotel‟s total website
traffic, the channel is growing exponentially, said Vikram Singh, principal and CEO of
Evision. “People who aren‟t investing in mobile this year are going to regret it for a
very, very long time,” he said.
Sometime between 2013 and 2015, more people will access the Internet using mobile
devices than desktop or laptop computers, Singh said. Additionally, about 10% of all
Google searches happen via mobile. “That should be a call to action for all hotels right
now,” he said.

33. 2. Forget “mobile friendly;” think “mobile commerce” While it‟s certainly important for
hoteliers to make their property websites mobile friendly, the next step is to enhance the
mobile booking engine. “Mobile friendly is dead. … now it‟s about mobile
Commerce.
.
3. Lose the unicorns and rainbows Less is more when designing mobile websites and
booking engines. Not only do crowded visuals and graphics slow down wireless download
times and processing speeds, but they create extra steps for guests that deter bookings.
Keep it simple and straightforward. The easier it is for a guest to book on your mobile site the
better. The best applications allow users to book a room in less than two minutes!.
4. Engage your guests in real time Mobile devices represent a constant, personalized touch
point between a hotel and its guests, the panelists agreed. Hoteliers should leverage these
capabilities both before guests arrive (e.g. with welcome, update, pre-visit messages and offers)
and after they arrive. Mobile devices are a perfect way to push incremental sales. If your spa
has a number of vacant slots on a particular Tuesday afternoon, for example, send a quick
email or text to checked-in guests offering them a 10% discount if they book within the next 15
minutes. Also encourage hoteliers to sign up for Gowalla and FourSquare to allow guests to
check in and share their experiences with the broader online community.
5. Catch the bad reviews Why wait for bad reviews to hit TripAdvisor when
you can resolve issues immediately on site? Encouraged hoteliers to post
signs throughout their hotels that say, “Have a problem? Text 665.” Hotel
staff can monitor that account and address any and every issue as they
present themselves

34. RICH MEDIA
The Influence of Rich Media (Videos)
Video and virtual tours increase conversion rates compared to
viewing still photos alone.
360 degrees or virtual tours - 67% more likely
Videos– 89% more likely
Virtual and Videos – 115% more likely
Source: Results of a tracking study conducted by VFM Leonardo and a North American hotel chain
that tracked the behavior of 1,000,000 travel shoppers
•To Increase Bookings You Need to:
Capture the attention of the travel researcher at every stage of the planning process.
Leverage OTAs and Third Party Travel sites as tools to increase the visibility of your hotel
in your market.
Differentiate your property by engaging travel shoppers with rich visual content that tells a
story.
Influence purchase decisions by merchandising your property in a compelling way using
rich visual content to maximize conversion.
Have a license to a system that helps you to achieve all of this (to discuss)

35. HOW TO BETTER MERCHANDISE YOUR
HOTEL ONINE
• 91% of people research online Regardless of how they make their final
booking. Online travel is a lot more than just making reservations… Source:
Digital Media and User Experience in Online Travel 2010 E-digital Research, for
Frommers.
• The average holiday booked online takes 29 days from 12 searches and
visits to 22 different travel sites. Source: Google Europe
• Travelers Use Multiple Sources to Plan their Trips. Hoteliers need to be
well merchandised throughout the travel planning process. Source: TIA –
Traveler’s Use of the Internet
66% Travel Sites (Trip Advisor, Expedia, Hotels.com, etc)
60% Search Engines (Bing, Google, Yahoo)
57% Hotel Sites (yourproperty.com)
46% Destination Sites (city, CVB, or state tourism)

36. HOW TO BETTER MERCHANDISE YOUR
HOTEL ONINE
• Online Travel Agents (OTA) Listings Increase Bookings on Other
Channels Source: The Billboard Effect, Cornell Hospitality Report, Vol 9, No
16, Oct 2010 Maximize opportunities!
• Rich Visual Experiences - Enhance the Travel Shopping Experience
and Increase Conversions
• Content-Sensitive Travelers - Will avoid your hotel if you don‟t have
good content. They will spend 22% more on travel or will trade up for
better quality. If your content is inadequate, you risk losing a premium
guest. Source: Forrester’s North American Technographics®, Travel Online
Study, Q1 2010
• Visual representations help consumers evaluate for themselves.
Take control of your online content; don‟t let others do it for you!

37. CONTENT MANAGEMENT SYSTEM
• Make sure and invest is a good CMS System in order to make edits to your
website content, specials, news, photos, rates, promotions, etc. on a daily basis.
• Ask your webmaster about pricing as there are many systems out there, to offer you
as much control or as little as you feel comfortable with, so you are not paying someone
to manage every change, which can get rather costly.
• Utilize Brand CMS website in addition to independent and corporate
• It more than pays for itself, as well as having your content live on a timely
basis, so you are not missing opportunities or bookings!

38. HOW TO GET CONVERSIONS
E-business professionals with rich media in their online merchandising strategies are
finding great success!
• The top three of five features deployed are more heavily rooted in the social media-
based category. These include:
• Branded social community pages, (Facebook, MySpace, Twitter) (71%)
• User ratings and rankings (65%)
• User comments and reviews (63%)
• Videos for merchandising, advertising and demonstration (56%)
• Hotel tours, combinations of guided spin, zoom imagery, videos
and animation (43%)
How do you stack up?
Source: VFM Leonardo Hotel E-Business Survey 2010. In this quantitative study, ten key questions were asked to identify and analyze the features hotel
e-business professionals find most useful and to provide quantitative findings to help other e-business professionals create ideal visual merchandising
experiences to improve conversions.

39. GIVE TRAVEL SHOPPERS A REASON TO STAY
ON YOUR WEBSITE OR COME BACK
• Content is one way to increase the “stickiness” of any website. Not just any content, but high
quality visual content. If you're not engaging online travel shoppers, they‟re more likely to leave
your site and not return, meaning you‟ll lose the booking to one of your competitors. According
to a study by Google and OTX, The Traveler’s Road to Decision, the use of online travel videos is steadily
increasing in all stages of the planning process.
• Over half of business and personal travelers interact with online travel videos in all stages of
their travel planning. More importantly, 57% of personal travelers and 66% of business travelers
use online video when deciding on accommodations. So what‟s the key takeaway?
• Displaying visual content (particularly video) on your website, whether it be
a hotel site, brand site or third-party travel site is a great way to engage travel
shoppers when they‟re on your site and keep them coming back (hopefully
to make a booking)!

40. DISTRIBUTION
Multi-Media Viewer + V-Network + VScape
= V-Brochure
• Distribute consistent visual content to all electronic channels
in the VNetwork™ where your property is listed.
• Take control of your online presence with well-merchandised
media, targeting specific travel shoppers based on their needs.
(similar to your own CMS system)
• Engage travel shoppers with visual content that tells your whole story.
• Manage and distribute your media from a single source entry point, to quickly and
easily control and update your media.
• Measure your effectiveness with reporting metrics; know where and what visual
content is being viewed by travel shoppers, to maximize conversion effectiveness and
increase your ROI
• Prices are based on monthly fee from $242 mo for 2 hrs. plus set up fee of under $500.

41. EFFECTIVE REVENUE MANAGEMENT
• There is little room for guesswork when planning your sales strategy. Revenue
management is essential!
• Know the business flow of your hotel and adjust rates/promotions based upon
knowledge; NOT guesswork!
• Optimize income revenue from a fixed, but perishable inventory
• Sell the right rooms to the right traveler at the right time for the right price
• Supply vs demand economics– tactical strategy to generate incremental revenues
•Essential conditions for revenue management
• Inventory (guestrooms) available (fixed amt)
• Perishable (unsold rooms)
• Travelers are willing to pay a different price for same resources
• Different segments of business are willing to pay different
rates under various circumstances.

42. • Concentrate on occupancy first and avg. rate, second!
• As advance reservations increase, rates should also increase.
• Many hoteliers think the opposite. How many times have you seen hotel
rates suddenly decrease a week or so before the arrival dates? This is the
direct opposite of good revenue management.
• Too many hoteliers set rates blindly for the future and then, panic when
reservations are disappointing just a week or two in advance.
• Most hotels should take a picture of reservations at least 6 mos. out in
advance or some a year or more depending on group business. Do not miss
opportunities as leave money on the table.
• Advance reservations represent occupancy demand for each night in the
future.
• Use special rates, packages, and group discounts to build future demand;
then adjust rates upwards to match that demand.
• When reviewing future reservations remember to check past history for
those dates, movable holiday dates, current and past booking pace.

43. Trip Advisor – No Business Listing
Website Link Management Responses
Phone, email address Popularity Index #11 908 reviews
Special Offers Business Ranking #5
Reputation Management
Highly Recommend Business
Listing & hotel management
response to every review;
positive or negative
see Epic Hotel – Miami

44. Trip Advisor Rankings Honolulu
out of 85 Hotels (Most Popular)
#1 Trump International Hotel Waikiki Beach Walk 94% 249 Reviews $279-$508
#2 Hotel Renew 94% 1,009 Reviews $144-$239
#3 Aston Waikiki Beach Tower 95% 442 Reviews $333-$772
#4 Outrigger Reef on the Beach 90% 1,504 Reviews $224-$300
#5 Halekulani Hotel 90% 777 Reviews $436-$672
#6 BEST WESTERN PLUS Coconut Waikiki 95% 852 Reviews $140-$215
#7 The Kahala Hotel & Resort 86% 498 Reviews $395-$685
#8 Embassy Suites Waikiki Beach Walk 91% 661 Reviews $251-$449
#9 Outrigger Waikiki on the Beach 90% 1,308 Reviews $224-$692
#10 Aqua Bamboo & Spa 86% 770 Reviews $119-$215
#11 Hilton Waikiki Beach 90% 909 Reviews $199-$329
#12 Ilikai Hotel & Suites 91% 345 Reviews $138-$249
#13 The Royal Hawaiian, a Luxury Collection Resort 87% 579Reviews $335-$531
#14 The Waikiki EDITION 85% 125 Reviews $223-$479
#15 Grand Waikikian Suites Hilton Grand Vacations 87% 144 Reviews $290-$463
#16 Holiday Inn Waikiki Beachcomber Resort Hotel 89% 566 Reviews $162-$259
#17 Aston Waikiki Circle Hotel 88% 496 Reviews $105-$174
#18 Ilima Hotel 90% 345 Reviews $138-$250
#19 Outrigger Luana Waikiki 88% 372 Reviews $134-$157
#20 Diamond Head Beach Hotel 76% 78 Reviews $100-$300
#21 Moana Surfrider, A Westin Resort & Spa 83% 1,231 Reviews $260-$527

45. Trip Advisor Specials - 15 Hotels
Missing Opportunities
Here due to No
Business Listing, no
special offers
ASt

46. OTA - Expedia Travel Sponsored Ads
Reviews/Placement (1st, 2nd, 3rd)
#1 Hilton Hawaiian Village Waikiki Beach
Rotates Bidding Max Bid
#2 Hilton Waikiki Beach Dateless Searches
#3 Waikiki Beach Marriott Resort 0-21 days Weekdays
22 days + Weekdays
0-21 days Weekends
22 days + Weekends
#1 Placement – Top
#2 Bottom
#3 Bottom

47. Expedia Placement
Expedia Picks Dateless Search
4.6 out of 5 415 reviews
Hilton Waikiki - #15 Poor Placement
ASt

48. Expedia Travel Sponsored Banner
Ad Copy
• No slash thru sale price
• No value add
• No demand marketing
• No call to action
• Rewrite – top features
only
• Book Now!!
• New thumbnail photo
needed
• Hi-resolution image
• Bid higher for top
placement
• No Expedia promotion
offered

49. Living Social Opportunities
http://livingsocial.com/escapes
Great marketing tool for
excess inventory/packages
as well as possible
direct book!

50. Stanford Hotels Corporate Website
• Website Analytics Report Review (need access to review)
• Google Ad Words Campaign Reports/Key Words (review reports)
• Perform Needs Assessment
• Current website presentable – markets properties
• Address Current Content Management System
• Who maintains?
• Satisfied with current CMS?
• Hosting Company? Other functions
• Last Re-design?
• Would like to see website work harder for the properties?
• Add industry blogs, links, more SEO, social, mobile friendly
• Add Property Highlighted or Hotel Spotlight (rotate)
• Add Group Rates and other items per examples
• Update Design, Layout, font, etc.

51. Stanford Hotels Corporate Website
Note Overall Design
and Layout
Photo gallery/
Properties

52. Stanford Hotels Corporate Website
SEO
Friendly
Designed
Block Style
Buttons
With Call
to
Action

53. Stanford Hotels Corporate Website
Social
Media
Friendly
Accolades
Layout
Design

54. http://www.aquaresorts.com/oahu/lotus-honolulu/
Website Examples
Appealing
Design

55. http://www.aquaresorts.com/oahu/lotus-honolulu/
Website Examples
Call to Action

56. http://www.aquaresorts.com/oahu/lotus-honolulu/
Drop Down Website Examples
Menu Groups

57. http://www.aquaresorts.com/oahu/lotus-honolulu/
Website Examples
Page
Layout
Headings

58. http://www.aquaresorts.com/oahu/lotus-honolulu/
Website Examples

59. Corporate (Owner Management) Websites
Website Examples
High
Resolution
photos

60. Corporate (Owner Management) Websites
Social Media Friendly

61. Corporate (Owner Management) Websites
Group
Hotel
Rates

62. Corporate (Owner Management) Websites
Hotel
Spotlight

63. PHOTOGRAPHY
Brand, Independent, Corporate
Very Poor resolution
photos
New professional
photography needed ASAP
Exterior very bad
Interior Needed
Pool Area
This does not sell the hotel
Video Needed
for all Websites

64. Competitor
Property Map with
Interactive Hawaii Map,
CVB, Airport Directions

65. Great
Usage of
Attractions
Page
Allows
more
visitors to
plan trip,
SEO

66. INDEPENDENT WEBSITE RECOMMENDATIONS
• Stickiness (What is grabbing visitor attention to remain/book?)
View reports – Needs work - Poor
• Emotion (What is drawing the buyer in – lack of emotion?) Poor
Use hi-res stock photography to draw in travelers
• Font/Layout (Very Outdated – headings, content, body)
• Photography (New hi-res photography needed; exterior & interior) Poor
• Content Not SEO friendly - Redesign
• Rich Media Poor – Needs Montage Premium Video, VFM Leonardo.
Distribution)
• Social Media/Mobile Media Poor - Redesign
• Call to Action None – New website Redesign
• CMS To discuss

67. INDEPENDENT WEBSITE RECOMMENDATIONS
No Links, No headings,
No call to action
No high resolution images
Not SEO, social, or mobile
friendly
•

68. BRAND HILTON WEBSITE
• Utilize CMS system
• Keep updated
• Better usage of local attractions, events
• New copywriting
• Better usage of hotel specials and promotions
• New photography needed and rich media
• Who maintains?
• To evaluate reports

69. Follow up
Sales & Marketing
Action Plan
Questions & Answers
Next Step
Thank You!