TechnoloyPlus Insightful Training On Using Emerging Internet Technology & Media Effectively For Business Success & Hotel Success.

TechnoloyPlusTechnoloyPlus

Insightful Training OnInsightful Training On

Using Emerging Using Emerging

Internet Technology & Media Internet Technology & Media

Effectively For Effectively For

Business Success & Hotel Success.Business Success & Hotel Success.

Our CommitmentOur Commitment

(1) Enable you to SELL ALL ROOMS – (1) Enable you to SELL ALL ROOMS – Everyday.Everyday.

(2) Provide you with tools to get the (2) Provide you with tools to get the HIGHEST rate for your hotel room in your HIGHEST rate for your hotel room in your city or category.city or category.

(3) Suggest simple but powerful steps to (3) Suggest simple but powerful steps to build your brand.build your brand.

Sell All Rooms - EverydaySell All Rooms - EverydayHotel IndustryHotel Industry

ContentContent

Traveller Generated Content (TGC)Traveller Generated Content (TGC)SEO, PPC & Email MarketingSEO, PPC & Email Marketing

Social Media OptimizationSocial Media OptimizationSecond Life & Virtual Hotels Second Life & Virtual Hotels

Conclusion Conclusion

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US Hotel Industry StatisticsUS Hotel Industry Statistics

U.S. Lodging Industry

Number of Lodging Properties 48,837 2006 STR

Number of Rooms 4.4 Mil. 2006 STR

Annual Revenues 133.9 Bil. US$ 2006 AH&LA

Estimated Annual Profits 26.6 Bil. US$ 2006 STR

Average Occupancy Rate 63.4 % 2006 AH&LA

Average Hotel Room Rate 97.31 US$/Day 2006 AH&LA

The importance of the WebThe importance of the Web

Worldwide online travel sales is valued at Worldwide online travel sales is valued at $147 billion in 2007$147 billion in 2007**

Forecast to grow at 17% per year over the Forecast to grow at 17% per year over the next 3 yearsnext 3 years**

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Travel & Technology FactsTravel & Technology Facts

86% of all travel and vacation research now 86% of all travel and vacation research now done online done online

Over 50% of all travel reservations done onlineOver 50% of all travel reservations done online If you are NOT Strongly Online - If you are NOT Strongly Online - You Are Not You Are Not

In the GameIn the Game

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The importance of the webThe importance of the web

Online travel sales will represent 48% of Online travel sales will represent 48% of total travel sales by 2008total travel sales by 2008**

A further 38% of consumers make their A further 38% of consumers make their decision online, but purchase offlinedecision online, but purchase offline****

This means that almost 86% of travel sales This means that almost 86% of travel sales will either be made online, or strongly will either be made online, or strongly influenced by onlineinfluenced by online

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Why are search engines important?Why are search engines important?

89% of Internet users regularly use a search 89% of Internet users regularly use a search engineengine

In Europe, Google accounts for 76% of all In Europe, Google accounts for 76% of all searchessearches

In Asia Pacific Google accounts for 67%In Asia Pacific Google accounts for 67% In the US Google accounts for 49%In the US Google accounts for 49% It is important to know where users are It is important to know where users are

searching to adjust the approach accordingly searching to adjust the approach accordingly 1515

New and incremental customersNew and incremental customers

SEO does take up to 4 - 8 months to make a SEO does take up to 4 - 8 months to make a significant impactsignificant impact

The best results require an iterative process, The best results require an iterative process, not a one-time effortnot a one-time effort

Ensuring high-quality incremental traffic is Ensuring high-quality incremental traffic is delivered is vitaldelivered is vital

For short-term, tactical, traffic deploy Pay-per-For short-term, tactical, traffic deploy Pay-per-click marketing as a complimentary activity click marketing as a complimentary activity

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2. Acquire

New and incremental customersNew and incremental customers

PPC is a fantastic medium for turning on PPC is a fantastic medium for turning on traffic immediatelytraffic immediately

A well-researched PPC campaign will A well-researched PPC campaign will deliver significant returns and will quickly deliver significant returns and will quickly become an ongoing activitybecome an ongoing activity

PPC campaigns compliment SEO activities PPC campaigns compliment SEO activities Running SEO and PPC side-by-side, Running SEO and PPC side-by-side,

ensures that you own the page ensures that you own the page 1818

2. Acquire

Email MarketingEmail Marketing Managed effectively they can:Managed effectively they can:

– Reduce the overall cost of sale through Reduce the overall cost of sale through channel shiftingchannel shifting

– Increase their loyalty and valueIncrease their loyalty and value Communication of the online proposition in Communication of the online proposition in

an offline environment is vitalan offline environment is vital Regular, and relevant, email communication Regular, and relevant, email communication

will build loyalty and reinforce the branwill build loyalty and reinforce the bran

2020

Email MarketingEmail Marketing Building the customer database is very Building the customer database is very

important and can be achieved relatively important and can be achieved relatively easily:easily:– Sign-up process on web siteSign-up process on web site– Run online promotions / competitions Run online promotions / competitions – Sign-up at check-in / check-outSign-up at check-in / check-out– Ensure offline communication Ensure offline communication

encourages email sign-upencourages email sign-up A communication calendar should be A communication calendar should be

developed to ensure regular emails are developed to ensure regular emails are sent with compelling offerssent with compelling offers

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3. Retain

SummarySummary Today up to 80% of all bookings are Today up to 80% of all bookings are

influenced by the webinfluenced by the web A strategic, planned, approach to online A strategic, planned, approach to online

marketing will produce far better returns marketing will produce far better returns than tactical activitythan tactical activity

Investing in existing customers, as well as Investing in existing customers, as well as prospecting for new ones, is crucial for prospecting for new ones, is crucial for overall successoverall success

Measuring performance and adjusting Measuring performance and adjusting campaigns will produce stronger returnscampaigns will produce stronger returns

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QuestionQuestion

Can an independent non-rated hotel 50 Can an independent non-rated hotel 50 Room Property charge more rate than 3-Room Property charge more rate than 3-Star Franchise property in the same city and Star Franchise property in the same city and same area?same area?

QuestionQuestion

What do we look for when we travel outside What do we look for when we travel outside our home and decide to stay at some other our home and decide to stay at some other location?location?

Traveler Generated Content Traveler Generated Content (TGC)(TGC)

Reviews About Your Hotel On Reviews About Your Hotel On InternetInternet

1

What is TGS?What is TGS?

Traveler-Generated Content (TGCTraveler-Generated Content (TGC):): Traveler-Generated Content refers to all Traveler-Generated Content refers to all

travel-related reviews and blog entries travel-related reviews and blog entries

posted on the Internet for fellow travelers posted on the Internet for fellow travelers

to read. to read.

TGC is being read it has become a trusted TGC is being read it has become a trusted

resource that travelers rely on during their resource that travelers rely on during their

purchasing process.purchasing process.

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Travel ReviewsTravel Reviews

Millions of reviews on all hotels are available Millions of reviews on all hotels are available on Internet. Even if your hotel is small, you on Internet. Even if your hotel is small, you will have some review.will have some review.

Over 86 % of traveler rely on Internet Over 86 % of traveler rely on Internet Research and Travel Reviews to make Research and Travel Reviews to make purchase decisions.purchase decisions.

Experts fear that with growing popularity of Experts fear that with growing popularity of reviews, franchisor brand may become reviews, franchisor brand may become irrelevant.irrelevant.

Search Engine Optimization Search Engine Optimization

The process of getting higher traffic to your The process of getting higher traffic to your website through search engine is called website through search engine is called Search Engine Optimization.Search Engine Optimization.

The traffic coming through search engine is The traffic coming through search engine is free. You don’t need to pay anything to free. You don’t need to pay anything to search engines to get the traffic.search engines to get the traffic.

What is SEO What is SEO (Search Engine Optimization)?(Search Engine Optimization)?

The process of improving web pages so they rank higher in search engines The process of improving web pages so they rank higher in search engines

for your targeted keywords.for your targeted keywords.

Crawlability / Optimized Code

Internal Link Structure

Link Popularity / Relevance

Key Factors

Content Relevance

Where are the Organic Results?Where are the Organic Results?

Organic

Pay Per Click

Pay Per Click

Virtual World – The next phaseVirtual World – The next phase

Virtual worlds are 3-D Internet Websites and Virtual worlds are 3-D Internet Websites and software that make the experience of using software that make the experience of using Internet completely immersive.Internet completely immersive.

Virtual Worlds are exploding in popularity Virtual Worlds are exploding in popularity because of the higher bandwidth and because of the higher bandwidth and unlimited creative options.unlimited creative options.

The FutureThe Future

It is likely that more and more hotel It is likely that more and more hotel properties will set-up their business in virtual properties will set-up their business in virtual world and in second life.world and in second life.

You can start earning money by creating You can start earning money by creating and selling Virtual Hotel rooms.and selling Virtual Hotel rooms.

What is Second Life?What is Second Life?

““Second Life is a 3-D virtual world entirely Second Life is a 3-D virtual world entirely built and owned by its Residents … with … built and owned by its Residents … with … a Resident population of over 21,851,664 a Resident population of over 21,851,664 (and growing) …”(and growing) …”

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