Hotel & Motel Management - September 1, 2008 - (Page 14) 14 Marketing Matters IN THE details Using online distribution Influence on travel Market to customer base Regular assessments H&MM September 1, 2008 | HotelMotel.com www.HotelMotel.com/digital_edition The Internet’s role in revenue management s the hospitality industry continues to evolve, so too does the discipline of distribution. “Demystifying Distribution 2.0,” a recent report published by the HSMAI Foundation, addresses the evolution of distribution, especially the shifts and changes in distribution channels that have been brought about by the A By Peter Winkler H&MM Columnist Internet. According to the HSMAI Foundation report, hotel Internet gross bookings will reach close to $40 billion by 2009, representing almost one-third of all hotel revenue booked. Just as important as the revenue stream created by online bookings is the related business that is influenced by an electronic distribution channel, according to the report. ROI Research cited statistics showing the average search user spends $2.56 offline for every $1 spent online. In developing your distri- bution strategy, consider the following: Tailor your online marketing plan to meet your customer base. Craft an online marketing plan for your website that includes business acquisition (media purchase, search engine optimization, guerilla marketing), bookings (transient and group) and customer engagement (customer relationship management and social media). Use the right channels for the right type of audience. Treat Be our guest. Check out RETROAIRE’s complete line of air conditioners and heat pumps. VPAC Vertical Stacked PTAC’s/PTHP’s Choose the VPAC/VPHP Corner-Concealed, Vertical Stacked Units that are ideal for new construction and renovation, for both single and suite room designs. • Dual motors – quiet operation. • Condition multiple rooms with ducting from one system. • No condensate drain needed. (most models) • Supplemental electric or hydronic heat options. distribution channels individually as you make decisions about the products and rates you sell through it. Know how to take advantage of the native environment of each distribution channel and consider your user base. Maintain an ongoing assessment of each channel. Measure RetroAire Thru-The-Wall Units For thru-the-wall PTAC / PTHP replacement and renovation, look to RetroAire for the most comprehensive selection of quiet, efficient, dependable and economical air-conditioning/heating solutions. • Replacement chassis for 50 plus models from more than 20 original manufacturers. • Designed to retrofit into existing wall sleeves and cabinetry. 800.228.9364 5780 Success Drive, Rome, NY 13440 www.retroaire.com retroaire@enviromaster.com The right fit for comfort the costs, revenue and yield of each channel and conduct periodic risk assessment for each channel. Understand which ones may be eclipsed by a new player or by a substantial development in an existing one. In addition, your distribution strategy should: Stimulate business to preferred channels whenever possible using promotional portals, search engines and other lead generators. Provide the best mix of channels on a daily basis by monitoring which channels are used most often. Provide sustainable revenue stream over time with high retention levels; and ensure price consistently across channels. Preserve your brand in the various distribution channels, particularly in search engine channels. It’s critical to regularly assess online adoption rates and usage patterns to be sure you are leveraging the proper channels for your brand—and allowing consumers to determine which channel works best for them. hmm@questex.com Peter Winkler is vice chair of HSMAI’s Travel Internet Marketing SIG Advisory Board and senior manager, E-Marketing, for the Preferred Hotel Group. He can be reached at pwinkler@ preferredhotelgroup.com. AN BRAND Gas & Oil-Fired Hot Water & Steam Boilers / Electric Boilers / Hydronic Controls / Baseboard Radiation / Indirect-Fired Water Heaters / Gas & Oil-Fired Furnaces / Ductless Mini-Split Air-Conditioning Systems / Hydronic Air Handlers / VPAC’s & VPHP’s / Replacement PTAC Chassis CIRCLE NO. 108 http://HotelMotel.com http://www.HotelMotel.com/digital_edition http://www.retroaire.com http://www.retroaire.com
Table of Contents Feed for the Digital Edition of Hotel & Motel Management - September 1, 2008 Hotel & Motel Management - September 1, 2008 Contents Element LEEDs Brand-wide Promise NABHOOD Speakers: Hold Rates Perspective Letters to the Editor Legally Speaking Satisfaction Trends AAHOA Update Energy Star Update Marketing Matters Events HotelWorld Update Trends & Stats Coffee Services Business Equipment Ad/Editorial Index Marketplace Classifieds Checking Out Hotel & Motel Management - September 1, 2008 Hotel & Motel Management - September 1, 2008 - Hotel & Motel Management - September 1, 2008 (Page 1) Hotel & Motel Management - September 1, 2008 - Hotel & Motel Management - September 1, 2008 (Page 2) Hotel & Motel Management - September 1, 2008 - Contents (Page 3) Hotel & Motel Management - September 1, 2008 - NABHOOD Speakers: Hold Rates (Page 4) Hotel & Motel Management - September 1, 2008 - NABHOOD Speakers: Hold Rates (Page 5) Hotel & Motel Management - September 1, 2008 - Letters to the Editor (Page 6) Hotel & Motel Management - September 1, 2008 - Letters to the Editor (Page 7) Hotel & Motel Management - September 1, 2008 - Satisfaction Trends (Page 8) Hotel & Motel Management - September 1, 2008 - Satisfaction Trends (Page 9) Hotel & Motel Management - September 1, 2008 - AAHOA Update (Page 10) Hotel & Motel Management - September 1, 2008 - AAHOA Update (Page 11) Hotel & Motel Management - September 1, 2008 - Energy Star Update (Page 12) Hotel & Motel Management - September 1, 2008 - Energy Star Update (Page 13) Hotel & Motel Management - September 1, 2008 - Marketing Matters (Page 14) Hotel & Motel Management - September 1, 2008 - Marketing Matters (Page 15) Hotel & Motel Management - September 1, 2008 - Events (Page 16) Hotel & Motel Management - September 1, 2008 - HotelWorld Update (Page 17) Hotel & Motel Management - September 1, 2008 - Trends & Stats (Page 18) Hotel & Motel Management - September 1, 2008 - Trends & Stats (Page 19) Hotel & Motel Management - September 1, 2008 - Trends & Stats (Page 20) Hotel & Motel Management - September 1, 2008 - Trends & Stats (Page 21) Hotel & Motel Management - September 1, 2008 - Coffee Services (Page 22) Hotel & Motel Management - September 1, 2008 - Coffee Services (Page 23) Hotel & Motel Management - September 1, 2008 - Coffee Services (Page 24) Hotel & Motel Management - September 1, 2008 - Coffee Services (Page 25) Hotel & Motel Management - September 1, 2008 - Business Equipment (Page 26) Hotel & Motel Management - September 1, 2008 - Business Equipment (Page 27) Hotel & Motel Management - September 1, 2008 - Business Equipment (Page 28) Hotel & Motel Management - September 1, 2008 - Business Equipment (Page 29) Hotel & Motel Management - September 1, 2008 - Ad/Editorial Index (Page 30) Hotel & Motel Management - September 1, 2008 - Ad/Editorial Index (Page 31) Hotel & Motel Management - September 1, 2008 - Marketplace (Page 32) Hotel & Motel Management - September 1, 2008 - Classifieds (Page 33) Hotel & Motel Management - September 1, 2008 - Classifieds (Page 34) Hotel & Motel Management - September 1, 2008 - Classifieds (Page 35) Hotel & Motel Management - September 1, 2008 - Classifieds (Page 36) Hotel & Motel Management - September 1, 2008 - Classifieds (Page 37) Hotel & Motel Management - September 1, 2008 - Checking Out (Page 38) Hotel & Motel Management - September 1, 2008 - Checking Out (Page 39) Hotel & Motel Management - September 1, 2008 - Checking Out (Page 40)
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