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A special report from

the HSMAI Travel


Internet Marketing
Special Interest Group

Capturing Market Share


& Driving Revenue
Online: Effective Internet
Marketing Strategies for
Recessionary Times

www.hsmaifoundation.org

www.tigglobal.com

Capturing Market Share & Driving Revenue


Online: Effective Internet Marketing
Strategies for Recessionary Times

A special report from


the HSMAI Travel
Internet Marketing
Special Interest Group

Dear Colleagues:

The HSMAI Travel Internet Marketing Special Interest Group is pleased to present this report,
the first of a ten-part series, as part of its mission to increase members awareness and understanding of emerging issues, opportunities and trends; and, TIG Global is proud to sponsor the
report as part of its commitment to helping travel professionals drive revenue and profit online
by making smart, strategic marketing decisions.

Published by the HSMAI Foundation, this report, Capturing Market Share & Driving Revenue
Online: Effective Internet Marketing Strategies for Recessionary Times, is a valuable resource
for all hospitality marketers searching for the best methods to spend their limited online marketing dollars in order to increase their market share and stay ahead of the competition.
Amidst our current challenging economic times, the opportunities for growing ones hospitality
business online remains promising as travel marketers have an increasing array of technologies
and applications at their disposal to engage customers, generate demand, create value, and
book business. As the report explains, Not only are consumers overwhelmingly choosing the
Internet as their source for travel information, but the Web often provides the most cost-effective
solutions for travel marketers. By mounting an ROI-centric online marketing strategy, fueled by
industry best practices, travel suppliers can successfully boost revenues despite a dire economic
landscape.
We wish you the very best of success.

Trevor Stuart-Hill
Vice President,
Revenue Generation, SynXis
Co-Chair, HSMAI Travel
Internet Marketing Advisory
Board

Christine Beuchert
Director of Ecommerce,
Marcus Hotels & Resorts
Co-Chair, HSMAI Travel
Internet Marketing Advisory
Board

Frederic W. Malek, CEO


and Trip Schneck,
President,
TIG Global
301.841.4700

www.hsmaifoundation.org

www.tigglobal.com

page 2

Table of Contents

A special report from the HSMAI

The Web Site

Search Engine Marketing

E-mail Marketing

Social Media

Customer Loyalty Programs

Measurement, Analytics & Tracking

10 Value Proposition is King in this


Economy
10

Plan for the Future

12

HSMAI Members in the Arena

14

Useful Links & Resources

Capturing Market Share

15

Websites, Articles & Reference

& Driving Revenue

17

Tools

18

Contributors

Travel Internet Marketing


Special Interest Group

Online: Effective Internet


Marketing Strategies for
Recessionary Times

www.hsmaifoundation.org

www.tigglobal.com

19 Hospitality Sales & Marketing


Association International (HSMAI)
19

TIG Global

Capturing Market Share & Driving Revenue


Online: Effective Internet Marketing
Strategies for Recessionary Times

A special report from


the HSMAI Travel
Internet Marketing
Special Interest Group

These are tough economic times for travel marketers who are faced with reduced
consumer spending, lower occupancy rates and an assault on ADR brought
about by widespread discounting. With tightened budgets and reduced staffing added to
the mix, travel marketers are increasingly turning to online marketing solutions. The largest and
most important marketing and distribution channel in hospitality and travel, the Internet presents nearly limitless opportunities to engage with customers and offers the potential to develop
powerful, long lasting relationships that elevate their lifetime value. Not only are consumers
overwhelmingly choosing the Internet as their source for travel information, but the Web often
provides the most cost-effective solutions for travel marketers. By mounting an ROI-centric online
marketing strategy, fueled by industry best practices, travel suppliers can successfully boost
revenues despite a dire economic landscape.
It is a fact that the vast majority of consumers are now comfortable with online research,
comparison shopping and purchasing of travel. The Internet provides them with easy access to a
wealth of information, and consumers perceive it to be the best source for travel deals. In 2008,
83% of travel planning was done online in the U.S. (TIA) and approximately 38% of travel was
booked online, totaling more than $98.2 billion in sales, according to PhoCusWright. Online
bookings continue to grow year-over-year, and Internet marketers are finding online efforts to be
hugely cost-effective, powering a major shift from offline to online marketing.
In a crowded media environment, capturing interest is difficult and grabbing attention
means differentiating your product in the marketplace. A laundry-list of product features will
not capture attention or engage a customer, so focus on what makes your product different,
unique and memorable. Reinforce brand positioning and speak about your unique brand value.
In the current economy, highlighting your value proposition is crucial; special offers, rewards
and other incentives grab attention and increase the number of people converting, turning web
lookers to bookers.
Challenges of a down economy notwithstanding, the online tools available today make
for exciting times. As new technologies and applications appear on a daily basis, opportunities arise to collaborate, engage, optimize and create value online. But even with the array
of new technologies, a smart marketing strategy is one that embraces a back to the basics
approach, focusing on the fundamentals of marketing while leveraging them in new ways on
new channels.

The Web Site


Too often taken for granted, your own Web site is the single most valuable asset in the marketing
arsenal. It provides the first, and very often, the last impression to the consumer. A key customer
touch point, your Web site should reflect who you are and what you are about. Create an anticipatory experience that tells your brand story while also satisfying customers questions and
curiosity with worthwhile information.
Web site basics include keeping content fresh and accurate, ensuring the site is user-friendly, easy to search, navigate and book (61% of online reservations are made on supplier sites,
according to PhoCusWright). A picture is worth a thousand words, so current and compelling
photography will best tell your story and sell the guest experience. Videos and other rich media
can provide the extra creative edge to showcase your facilities, amenities and services in an
enticing visual format. Integrating Web 2.0 features, such as customer testimonials and on-site
photo sharing, will increase the stickiness of your site by providing relevant and engaging user-generated content. Similarly, blogging about the local area and events can establish rapport
and an opportunity for more consumer engagement while boosting search engine rankings.
Have your PR agency web-optimize press releases and place them on your Web site, which will

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Capturing Market Share & Driving Revenue


Online: Effective Internet Marketing
Strategies for Recessionary Times

A special report from


the HSMAI Travel
Internet Marketing
Special Interest Group

boost search engine visibility and Web traffic in the long-run.


Consumers are looking for travel deals in the current economic climate, so prominently
offer a strong value proposition. Load up your Web site with offers that wont compromise rate
integrity, such as seasonal packages, limited-time offers, free night specials, group deals and
enticing room upgrades. Remember that many consumers who start their searches using Online
Travel Agents (OTAs) will subsequently surf to your Web site as they consider their choices, so
be consistent in your pricing, content and messaging.

Search Engine Marketing


Search Engine Optimization (SEO) for your Web site represents one of the highest ROI opportunities. Although the upfront cost may seem high, SEO provides ongoing
benefits in the form of elevated site traffic. For those facing the tightest budgetary
cas e study :
constraints, there are a number of SEO initiatives that can cost effectively drive
traffic and reservations online.
Search engine spiders look for fresh content, so keep yours evolving and
Partner with Local Businesses for
updated. Letting customers know about new packages, special offers and local
Link Development
events not only gives them useful information, but is also a best practice that gives
Look to businesses and attractions in your
Google new content to crawl and may make your site more visible to search
local community for opportunities to partengines.
ner. Placing a banner ad or link to your
To leverage organic search, youll need to determine which keywords are
hotel website can increase both site trafmost important to your business objectives. Think about what phrases your cusfic and search engine rankings. The Ellis
tomers would be most likely to type into a search box and then scatter these
Hotel in Atlanta, GA placed a link to their
phrases throughout your site, particularly in page titles. For example, creating
website on their local theaters website and
a Girlfriends Value Getaway Package and listing it on your Web site will enreceived 6,734 click-thrus between March
hance your Google positioning for this term, in addition to the individual words
2008 - March 2009, which generated over
within the term. Often overlooked are geographic keywords that potential cus$15,800 in revenue.
tomers might use in a search. There are a number of free tools, such as Googles
Keyword Tool, available to assist you in identifying relevant key words so you
dont have to guess.
Link development is another great way to boost search engine rankings without paying a hefty price. While a good site will attract inbound links over time,
actively reach out to local attractions, local events, your convention and visitors
bureau, and general travel directories to request a listing and a link. Imagine what traffic could
be generated if an influential blogger or popular Web site links to you. Utilize videos, news
feeds, blogs, podcasts, press releases and product reviews as potential linking sources. Twitter
profiles, Facebook and LinkedIn groups engage active audiences and are ideal places to generate links. All these are crawled and ranked by search engines and can increase rankings.
Search engine result pages have grown richer in content, displaying more than simple
organic and paid listing results. Videos, images, links and local business results are also diswww.hsmaifoundation.org
played, so featuring products in multiple media portals such as YouTube and Flickr can really
pay off. Importantly, dont forget to claim your Google Local business listing and update the
information there; it costs nothing and can provide tremendous additional exposure with the
opportunity to display photos and a link to your Web site.
Pay-per-click (PPC) advertising on Internet search engines is another medium for gaining
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online visibility. It is a measurable, accountable and scalable way to gain incremental bookings and can provide a solid ROI for savvy marketers. While your competition may be cutting
their Search Engine Marketing (SEM) budgets, it is the time to maintain or even increase yours.
page 5
Building your brand and promoting specials through paid ads can generate tremendous traffic

Capturing Market Share & Driving Revenue


Online: Effective Internet Marketing

the HSMAI Travel


Internet Marketing

Strategies for Recessionary Times

and increase online revenue.


To best leverage this channel, create a series of test ads using lead rates, featured packages and other value offers and monitor the click-thru rate, and ideally
the conversion rate, of each. Change these ads regularly as you track their effectiveness and your ROI should improve. Be sure to direct your ads to relevant landing
pages that display the advertised rate with a click-thru to make a reservation. Ads
can also be created for destination attractions and events. For example, if your
destination offers a food and wine event, develop a package related to that and
promote it with food and wine key words.
People are doing a lot more research and browsing before booking these days,
so having your ads in the number one position for PPC campaigns is not critical;
the third and fourth spot will still generate traffic and can cost significantly less. To
further stretch PPC campaigns, identify niche audiences as well as overlooked geographical and lingual markets, and consider PPC campaigns in different languages;
these keywords can often yield a higher ROI due to lower costs.

A special report from

Special Interest Group

cas e study :

Create a Series of Paid Search


Ads to Test What Works
The four ads below are an example of
test PPC ads (in descending order):
1) Official Site
2) Lead Rate
3) Special Offer
4) Recession Special.

cas e study :

Manhattan Mid-scale Hotel Realizes Results from a


Multi-lingual Paid Search Campaign
An 800+ room hotel located in lower Manhattan looked to combat the
spiraling domestic economy by focusing on new international markets.
The hotel executed an international paid search campaign in German,
French, Spanish and Italian to deliver traffic to translated landing pages. In
September 2008 alone, the hotel saw a 52% increase in international visitors to its Web site.In addition, the hotel has ramped up its overall Internet
marketing efforts, which have in turn, driven nearly $3 million in direct
Web site revenue (a 21% year-over-year increase) and lead to a 22%
YOY increase in unique monthly visitors an impressive feat in the current
marketplace. They were happy enough with the results to add Japanese
translations several months later.
The hotels budget is going further now as acquisition costs are proving
to be lower on a cost per click basis for the foreign language paid search
programs because there is less competition in the space.

E-mail Marketing
By 2011, Forrester predicts e-mail marketing will be a $4 billion industry. With the reins on
spending dollars, the focus on this low cost communications tool becomes further intensified.
Consider and implement ways to grow your list, finding ways to collect more customer data and
then develop an ongoing relationship via periodic email communications.
A strong database of opted in prospects and past guests is a valuable marketing asset.
It is important to always keep the consumers wants and needs in mind when developing email
messages as subscribers may opt out due to lack of relevance or too-frequent sends. Get out of

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Capturing Market Share & Driving Revenue


Online: Effective Internet Marketing
Strategies for Recessionary Times

A special report from


the HSMAI Travel
Internet Marketing
Special Interest Group

the blast mentality and create compelling content and offers that break through the clutter. In
crafting e-mail copy, go beyond the hard hitting sales approach to book now and establish
that value proposition. What is your offer? Whats in it for the customer?
To maintain contact with customers and generate repeat business, send post stay messages
thanking the customer for their visit and offering an incentive to return. As many peoples travel
patterns repeat, send consumers a timely offer a few months before the anniversary of their visit
to entice a return stay. Personalize your email messaging, maintain consistency, and design it
in keeping with the look of your Web site and other marketing tools. And be sure to always
incorporate a call-to-action button that leads to a landing page that delivers on the promised
content.

Social Media
When marketing via the Internet, engagement is a basic first step. Todays online consumer is
in charge, more Web savvy and connected with other consumers. In many instances, they are
creating the content that appears in the form of online consumer reviews, blogs and other usergenerated information. Via online channels, these consumers are likely to respond negatively to
overt marketing efforts, preferring to be in control and select how and when they will interact
with brands. While Web 2.0 tools have enabled consumer-to-consumer communication and
community-building, online tools have also created unique new opportunities for Web marketers to build brands and, cultivate lifetime loyalty. Through the power of social media, marketers
can reach out and connect with consumers in a meaningful way. An added bonus during these
uncertain times: it doesnt cost much.
According to Forrester Research, 75% of the online population is now engaged in online
social behaviors, and with social strategies getting more integrated and accountable, marketers
are starting to depend on their customers to do the marketing for them.
As buyers spend more time researching and seeking trusted information sources, online
communities such as TripAdvisor have thrived. These user-generated content sites allow individuals to gather via online communities to share information and ideas. These communities
can provide invaluable insight about how consumers perceive your products and services. The
price of admission for the most part is free, so spend some time looking, listening and learning. Engaging with your customer on these forums will allow you to stay connected with your
customer and utilize their feedback to learn and strengthen products and services. When you
find loyal fans via blogs, tweets or review sites, motivate them further by connecting directly
with them online. These customers like to be heard and will appreciate the one-to-one engagement. As you strengthen these relationships, these evangelistic customers will continue to further
spread the word.
Social media is all about promoting dialogue to build trust. Recommendations from a friend
or trusted source will be more powerful than any other form of marketing. It is not a platform
for hard hitting sales pitches, but rather authentic messaging that is relevant and provides value
to your customers. Pay close attention to the way consumers speak online about your brand or
product. This natural voice of the customer can provide language that will resonate as authentic
to consumers. Integrate these words and phrases into both your advertising and search engine
marketing strategies.
The downside to social media is that it can be time consuming, so develop a strategy and
focus in advance. Be selective where and how you participate and concentrate on communities
that will add the greatest value for your brand.
As consumers look beyond search engines to find information, they are tuning into new
channels such as YouTube, Flickr, Facebook, Twitter and others. Facebook is all about social in-

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Capturing Market Share & Driving Revenue


Online: Effective Internet Marketing
Strategies for Recessionary Times

A special report from


the HSMAI Travel
Internet Marketing
Special Interest Group

teraction and sharing, a prime location to insert


cas e study :
your brand into the conversation. Create a Facebook page for your company and keep it updatProactively Use Twitter to Reach Out to Other Twitter Used, but spread the word via badges (banners)
on your Web site and in e-mails that allow users
ers to Drum Up Business
to click through to become a fan. Your existing
After youre comfortable tweeting about your hotel and have set up a
fans may share their interest with their friends,
system for publishing continuous tweets, take the next step and setup some
leading to more fans. Also, be sure to include
TweetBeeps or keyword alerts that notify you when other Twitter users talk
your Facebook link within your auto signature.
about your hotel or destination. Then, take the opportunity and proactively
Update your page frequently with events, offer
contact the interested individual with a special promotion or more informafriends savings, Facebook only special packagtion through an @reply or direct message.
es and incentives, as well as unique content.
The Annapolis Marriott Waterfront Hotel set up TweetBeeps to alert
Flickr and YouTube are sites where consumthem to people who tweeted about the hotel. Upon finding someone writers share photos and video, allowing more oping about the hotel, they proactively sent them a message inviting them to
portunities to extend your reach. Place your phoconsider the Annapolis Marriott Waterfront for their trip to Annapolis.
tos and video on these types of media content
sites along with appropriate brand messaging
and keywords to make them visible via search
engines. By utilizing unique landing pages, you
can provide additional tracking opportunities
as well. As YouTube becomes the go-to place
for video content, go for maximum visibility by
posting property videos on a brand channel. Set
up a Flickr account for your company and create a photo album of products, services, events,
guests, etc.
Twitter, the microblogging site, offers creative ways (within 140 characters) to extend the
brand and engage the customer. From releasing
news tweets and answering customer questions
to offering deals and insight, Twitter can provide
an alternate forum for engaging a younger and
very plugged-in demographic. Set up your company Twitter account in less than a minute and
start following the tweets of friends and local
businesses. As you become comfortable in this
new format, youll find opportunities to tweet about events and specials, news in the area, seasonal menus and community outreach. Supplement your regular blog posts with tweets about a
topic and a URL link back to your Web site and tweet about a special offer sent to e-mail subscribers. Retweets (RT) drive viral marketing by spreading the conversation to new audiences,
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and @replies and direct messages open up opportunities for one-to-one marketing. There are
many opportunities to integrate Twitter into your Facebook company page and blog as well;
be sure to cross-reference these channels to increase your links and exposure. Connect the dots
by including your Twitter ID, Facebook page, blog URL and any other social media channel on
your auto signature and Web site.
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Social networking sites are an endless source of commentary regarding travel, and you
want to be listening. Closely monitor and respond quickly to customer reviews on travel specific
sites such as TripAdvisor, HotelChatter and HotelGuide, as well as OTAs like Expedia. Youll
page 8
want to monitor both good and bad commentary and respond quickly, so watch these sites via

Capturing Market Share & Driving Revenue


Online: Effective Internet Marketing
Strategies for Recessionary Times

Google alerts or by creating an RSS feed.


Negative comments should be answered
with an upbeat, honest response. Positive
comments can be graciously responded
to with a thank you. To further capitalize on high rankings with Trip Advisor,
consider incorporating a live feed on your
Web site. Its a great way to increase the
time consumers spend on your site in a
positive, engaging way.
In the end, it comes down to connecting with consumers where theyre
already sharing, linking, blogging, tweeting, publishing and tagging. Participate
in the movement by adding value to their
experiences online. True success comes
when a very satisfied customer spreads
the word in the social universe.

A special report from


the HSMAI Travel
Internet Marketing
Special Interest Group

cas e study :

Consistently Monitor Your


Online Travel Reviews on
Sites Like TripAdvisor
If you dont have the time or
resources to do this, there are
many companies that offer review
monitoring services such as
www.HotelProtect.com. Respond
properly to both positive and
negative reviews it is the key to
keeping loyal customers and attracting new ones.

Customer Loyalty Programs


Knowing your customer and communicating the right message is crucial to engaging and being relevant to that customer. Finding ways
to build loyalty during a down economy is critical. Loyalty and points programs are experiencing a renaissance as consumers search for the greatest value. With everyone motivated to earn
points, brands are proactively playing with special point offers, double points and partnering
for points; you should be leveraging these opportunities. Use your own loyalty program to
maintain an ongoing dialogue with your best customers.

Measurement, Analytics & Tracking


It is the age of ROI. As budgets downsize and demand more efficiency, emphasis must be
placed on tracking the return on spend. Utilize a good analytics program (many are inexpensive or free such as Google Analytics), measure everything and put the data to work. The only
way to improve the quality of traffic and customer experience is to understand where theyre
coming from and how they behave once they arrive. Then put plans in place to increase conversion and conquer the competition. Track everything: every dollar, impression, click, booking,
room night and campaign revenue, and be ready to adjust your marketing spend based on
ROIs at any given moment.

Take time on a monthly basis to review your Web traffic statistics. If these reports are
intimidating to you, start with the basic reports: Visitors, Top Pages, Referring URLs and Search
Engine Referrals. Number of visitors to your Web site is a measurement of whether your marketing efforts are paying off, while top pages visited will show where customers spend most of
their time on your Web site. If your customers are focused on these pages, you should be too.
Delving into referring URL data will quickly reveal which directories and paid listings are sending customers to your Web site. These top generators of referrals are the best places to look for
deeper partnerships and greater advertising opportunities. Search engine statistics will show
over time whether your SEO and pay-per-click advertising is providing ROI.

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page 9

Capturing Market Share & Driving Revenue


Online: Effective Internet Marketing
Strategies for Recessionary Times

A special report from


the HSMAI Travel
Internet Marketing
Special Interest Group

Value Proposition is King in this Economy


The Web is increasingly cluttered with travel offers, and breaking through this noise is not easy.
Offering up a value proposition front and center is a winning strategy. This does not necessarily
mean dropping rates, but rather differentiating your product or service via packaging, value
added items and promotions. Protect rate integrity by discounting in the guise of special packages and complimentary add-ons, such as breakfast, Internet access, parking and spa treatments. Free night promotions (i.e.: third night free) protect the perceived per-night rate, limited
time offers are useful in giving a sense of urgency, while percent off deals provide a quantifiable
discount that appeal to many consumers.
And when the mandate is that you must move rooms, use drastic rate cutting strategically.
Dont show regular customers a rock-bottom price that they will expect to receive each time they
visit. Instead, fence aggressive rate offers by making them available only on certain channels
and for a limited amount of time. Bargain-hungry consumers can be found in many places, so
work different channels to selectively offer your down-and-dirty rates. Consider working with
local businesses and special interest groups, or partnering with upcoming local event organizers in your area to offer a fenced rate directly to their customers and drive traffic. A friends and
family rate can be extended to employees as well as partner businesses, local organizations
or vendors. And special rates can even be offered exclusively to select foreign market customers
using Expedia.
Online travel agencies (OTA) should be leveraged to create greater visibility. If you dont
come up on the first page of sites like Expedia, Travelocity, Orbitz and Hotels.com, you likely
arent in the consideration set for most customers. Playing on these channels is critical to drive
room nights and revenue when you need it most, so be sure to keep your listings current with
updated information and photos. Be sure to work closely with your OTA market managers to
elevate your ranking on their sites.
The AIG Effect has tremendously impacted the entire hotel industry, though it has been
most detrimental to luxury hotels and resorts. This once lucrative segment of upscale business
trips and meetings has retracted, leaving a void of empty meeting space and guest rooms. As
properties scramble for a piece of the much-smaller pie, a shift in marketing strategy is required
as meeting planners themselves are pressured to drastically reduce costs. The new focus is on
practical and productive meetings, so hoteliers must tone down splashy events and instead focus on how to deliver value to the customer at an affordable price. Ultimately, it is about helping
your customer with the bottom line and supporting their business objectives.
With fewer travel planners and administrative staff at many companies, smart sales people
will find this an opportunity to provide superior service; from printing meeting materials to anticipating problems and questions in advance. To get the meeting sold, planners need tools that
make their jobs easier. Improve content on the meetings and groups pages of your Web site
and retool your message to focus on productive meetings, steering clear of terms or language
that convey luxury. This is no longer the area to heavily promote spa or golf, but rather focus
on team-building activities and events. Consider a value-meeting package and offer planners
specific options that will keep their costs down.

www.hsmaifoundation.org

Plan for the Future


Even in the current economic climate, it is important to plan for the future. Investing in the
groundwork of Web site development, search engine marketing and social media will have
long-term payoffs and position you to take full advantage of the economic upswing that is
sure to come. In the meantime, members of the travel industry can come together to support
each other and promote our industry. Be involved in travel and hotel organizations, including

www.tigglobal.com

page 10

Capturing Market Share & Driving Revenue


Online: Effective Internet Marketing
Strategies for Recessionary Times

A special report from


the HSMAI Travel
Internet Marketing
Special Interest Group

HSMAI chapter meetings, newsletters, and Webinars. There are also many online LinkedIn
groups, blogs, e-mail newsletters and Twitterers devoted to hotel and travel marketing, offering
new ideas, sharing industry information and even answering specific questions via discussion
groups. Most importantly, stay positive and upbeat by being involved in your local business
community, supporting area businesses and charities whenever possible. Youll find that your
local community and industry relationships may provide the greatest benefits of all.

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page 11

Capturing Market Share & Driving Revenue


Online: Effective Internet Marketing

A special report from


the HSMAI Travel
Internet Marketing

Strategies for Recessionary Times

Special Interest Group

HSMAI Members in the Arena*


A preferred vendor and HSMAI partner, TIG Global provides interactive marketing
services for the hospitality and travel industry. Serving an extensive portfolio of clients
worldwide, TIG Global combines its industry knowledge and e-business expertise to
help clients maximize the online channel. TIG Global offers multi-language websites,
a vast network of internationally based strategic linking partners, email and pay-perclick marketing campaigns tailored to all international markets, custom Web 2.0 solutions, and websites optimized for major search engines around the world.
301-841-4700
www.tigglobal.com
COMPANY

CONTACT

SPECIALTIES

A Couple of Chicks Dist Mktg

416-817-5595

Search Engine Marketing

ACRO Global

207-633-3934

Search Engine Marketing

Barkley REI

412-683-3700

Search Engine Marketing


Website Development

Blue Tent Marketing

www.bluetentmarketing.com

Search Engine Marketing


Website Development

Captivate Hotel Website


Design

617-275-5512

Internet Advertising
Website Development

Carib Media / Visit Aruba

297-583-4144

Website Development

Cendyn

www.cendyn.com

Search Engine Marketing


Website Development

Cheryl Andrews Marketing

305-444-4033

Website Development

ConventionPlanit.com

www.conventionplanit.com

Search Engine Marketing


Electronic Distribution

DragonFly Media NV(Curacao)

5999 465 4520

Search Engine Marketing


Internet Advertising
Website Development

E-Marketing Associates

626-444-9111

Website Development

page 12

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www.tigglobal.com

Capturing Market Share & Driving Revenue


Online: Effective Internet Marketing

A special report from


the HSMAI Travel
Internet Marketing

Strategies for Recessionary Times

Special Interest Group

HSMAI Members in the Arena* cont.


COMPANY

CONTACT

SPECIALTIES

E-Site Marketing, LLC

301-986-9566

Search Engine Marketing


Internet Advertising
Website Development

First in Search LLC

www.firstinsearch.com

Search Engine Marketing

GenaRes Worldwide Reservation Services

www.genares.com

Electronic Distribution

Green Team Advertising

212-966-6365

Internet Advertising
Website Development

Hill & Co Integrated Marketing


& Advertising

970-926-6700

Website Development

Hospitality eBusiness Strategies

www.HospitalityeBusiness.com

Search Engine Marketing


Website Development

InnLink Central Reservation


Services

www.innlink.com

Electronic Distribution

LEONARDO

800-518-3239

Electronic Distribution

Lodging Interactive

877-291-4411

Search Engine Marketing


Internet Advertising
Website Development

MMG Works

816-472-5988

Search Engine Marketing


Website Development

Pegasus Solutions, Inc.

214-234-4000

Website Development

PinPoint Local

954-255-7772

Search Engine Marketing


Internet Advertising
Website Development

ProjectWest

970-925-4234

Website Development

Resort Technology Partners /


RTP

www.rtp.com

Search Engine Marketing


Website Development

page 13

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Capturing Market Share & Driving Revenue


Online: Effective Internet Marketing

A special report from


the HSMAI Travel
Internet Marketing

Strategies for Recessionary Times

Special Interest Group

HSMAI Members in the Arena* cont.


COMPANY

CONTACT

SPECIALTIES

Screen Pilot | Full Service


Digital Agency

704 900 3369

Search Engine Marketing

Standing Dog Interactive

214-696-9600

Electronic Distribution
Website Development

USDM.net

361-883-8833

Search Engine Marketing


Internet Advertising
Website Development

VIZERGY formerly SECURE-RES

904-389-1130

Internet Advertising

*This resource listing is pulled from the HSMAI Marketplace. For additional information on any of the HSMAI members listed above,
and for additional resources, search the HSMAI Marketplace at www.hsmaimarketplace.com.

Useful Links & Resources


HSMAI Travel Internet
Marketing Special
Interest Group

www.travelinternetmarketing.org

This subgroup of the HSMAI membership connect travel


marketers in a way that leverages interactive customer
engagement as a marketing medium while increasing
the awareness of emerging issues, opportunities and
trends.

TIG Global

http://blog.tigglobal.com/

The TIG Global Blog is the premier source for online


marketing strategy and scoop. Written by marketing
gurus and designed for hotel and travel professionals,
this educational resource is constantly updated with
e-marketing tips, case studies, breaking industry news,
Ask the Expert columns, new research, and much
more.

HSMAI Foundation

http://www.hsmai.org/foundation.cfm

As the research and educational arm of the Hospitality


Sales and Marketing Association International, HSMAI
Foundation expands and enhances the educational
opportunities available to hospitality sales and marketing executives and increases the amount of in-depth
research conducted on behalf of this fast-paced, increasingly demanding profession.
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www.tigglobal.com

Capturing Market Share & Driving Revenue


Online: Effective Internet Marketing
Strategies for Recessionary Times

A special report from


the HSMAI Travel
Internet Marketing
Special Interest Group

Websites, Articles & Reference


eConnect: Research
& Resources from the
HSMAI Foundation

http://www.hsmaieconnect.org

eConnect is a one-stop portal to global information


and resources on hospitality sales and marketing
topics. Provided by the HSMAI Foundation through
its Corporate Membership program, many of eConnects resources are available exclusively to HSMAI
members.

The Travel Marketers


Guide to Social Media
and Social Networks

http://www.hsmai.org/Resources/research.cfm

This comprehensive educational report covers


emerging issues in social media important to travel
marketers.

Demystifying Distribution 2.0

http://www.hsmai.org/Resources/research.cfm

The hospitality industry deals with a wide and


varied array of partners, intermediaries and
electronic distribution channels in order to deliver
guests to a hotel. Among many other cutting edge
issues, this resource covers GDS functionality and
competitive response to OTAs and supplier websites, the range of search engine marketing options,
the emerging role of meta-search, consumer trends
and more.

Marketing Sherpa

www.marketingsherpa.com/#

Free case studies, how-to articles and reports covering e-mail marketing, search marketing and online
marketing for various industries including travel &
hospitality.

Marketing Experiments

www.marketingexperiments.com/

Free case studies, how-to articles and reports covering e-mail marketing, search marketing and online
marketing for various industries including travel &
hospitality.

eMarketer Daily Newsletter

https://www.emarketer.com/Newsletter.aspx

A source for market research and trend analysis on


Internet, e-business, online marketing, media and
emerging technologies. Reporting on new trends
such as blogs, social networking, podcasting,
mobile marketing and many others that affect the
business landscape.

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Capturing Market Share & Driving Revenue


Online: Effective Internet Marketing
Strategies for Recessionary Times

A special report from


the HSMAI Travel
Internet Marketing
Special Interest Group

Websites, Articles & Reference cont.


Internet Marketing This
Week Podcast

www.internetmarketingthisweek.com/

A non-promotional, candid look at whats going on


in the world of Internet marketing each week.Not
just about hospitality, it provides insight and learning form other industries.

HotelMarketing.com

http://www.HotelMarketing.com

Industry news and business information in online


travel, Internet marketing and the hospitality industry, available as an online magazine, daily email
newsletter or RSS newsfeed.

HoteleMarketer.com

http://www.hotelemarketer.com/

A platform for sharing of knowledge, best practices, case studies, resources, ideas, research and
stories from the world of hotel Internet marketing
and digital media.

Hotel Online

http://hotel-online.com

The hospitality industrys on-line meeting place,


providing the latest and most relevant news, trends
and discussion forums.

HSMAI Marketplace

www.hsmaimarketplace.com

The products and services search engine dedicated


to sales and marketing professionals in hospitality,
travel, and tourism.

Rich Page

http://rich-page.com/

A self-confessed Web site improver junkie and


provides free information on his twitter feed and
blog. A post entitledWebsite Optimization 101:
Questions and Answers provides insight into how
one can improve online revenues with no additional cost. Visit: http://rich-page.com/websiteoptimization/website-optimization-101-questionsand-answers/

Occamz Razor

www.kaushik.net/avinash/

Author of Web Analytics: An Hour A Day and an


expert in Web site optimization, he is enthusiastic
about helping Web marketers get the most out of
their Web sites.

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Capturing Market Share & Driving Revenue


Online: Effective Internet Marketing
Strategies for Recessionary Times

A special report from


the HSMAI Travel
Internet Marketing
Special Interest Group

Tools
Google Analytics

http://www.google.com/analytics/

Google Do More with Less

http://www.google.com/intl/en_ALL/domorewithless/index.html

Google Key Word Tool

https://adwords.google.com/select/KeywordToolExternal

WordPress

http://www.wordpress.org

Woopra

http://woopra.com

Social Media Sites


Twitter

http://www.Twitter.com

LinkedIn

http://www.LinkedIn.com

YouTube

http://www.YouTube.com

Flickr

http://www.flickr.com

Facebook

http://www.Facebook.com

Trip Advisor

http://www.TripAdvisor.com

Hotel Chatter

http://HotelChatter.com

Meetings-related Initiatives


Article on the AIG Effect: http://www.usatoday.com/travel/news/2009-01-26-aig-effect_N.htm


The Broadmoor is offering a satisfaction guarantee that credits the master account if not completely satisfied: http://www.
broadmoor.com/colorado-meetings-events.php.
Marriott Meetings Go Green takes the focus off of luxury resorts and places it on doing good for the environment, promoted
on their site and externally on sites such as YouTube: http://www.youtube.com/watch?v=61_-VNLwDcg.

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Capturing Market Share & Driving Revenue


Online: Effective Internet Marketing
Strategies for Recessionary Times

A special report from


the HSMAI Travel
Internet Marketing
Special Interest Group

Contributors
Christine Beuchert, Director of E-Commerce for Marcus Hotels and Resorts, was the Advi-

sory Board lead for this issue paper. She has more than 13 years of experience in travel marketing and distribution. Her email address is christinebeuchert@marcushotels.com.
The Travel Internet Marketing Advisory Board members are:














Co-Chair: Christine Beuchert, Director of e-Commerce, Marcus Hotels


Co-Chair: Trevor Stuart-Hill, VP Accounts & Revenue Management, SynXis
John Fuhr, Vice President of Marketing, Anaheim/Orange County CVB
Isaac Gerstenzang, Corporate Director of E-Commerce, Destination Hotels & Resorts
Loren Gray, Director of E-commerce, Ocean Properties, Ltd.
Katherine Huske, Internet Consultant, The Broadmoor
Kerry Kennedy, Director of E-Commerce, Omni Hotels
Oral Muir, Senior Director, Global Ecommerce Channels, Marriott International
Kurt Paulson, Head of Travel, West, Google Inc.
Jessica Rivera, Regional Director, Revenue Management, Interstate Hotels & Resorts
Aaron Stenhoff, Director, Marketing and E-Commerce, Red Roof Inns
Tiffany Tchida, Manager, Consumer Websites, Best Western International
Victoria Treyger, Vice President, Marketing, Travelocity
Peter Winkler, Senior Manager, E-marketing, Preferred Hotel Group
James Zito, Corporate Director E-Commerce, Morgans Hotel Group, Corporate

Taryn Schneider, president of Taryn Schneider Communica-

tions, has more than 28 years of hospitality, travel and tourism experience as a writer, editor and marketing communications specialist. She has worked on behalf of a select group of clients requiring
highly specialized communications services, promotions, writing,
publishing, and special events. She began her career as a writer
and editor for Travel Agent Magazine, and spent the next decade
working in a diverse range of travel publishing, television producing, and journalistic endeavors. Her articles have appeared in
both travel consumer and trade publications. Her email address is
taryn@tarynschneider.com.

Molly Israel, director of marketing at TIG Global, contributed many of the best practices

and case studies to this issue paper. She works closely with many of the top global hotel brands
and currently aids in the development of new social media services for hotels. Other recent
contributions have included Profits and Pitfalls of Online Marketing: A Legal Desk Reference for
Travel Executives and a variety of articles on Internet marketing published by various hospitality
industry trade publications.

www.hsmaifoundation.org

www.tigglobal.com

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Capturing Market Share & Driving Revenue


Online: Effective Internet Marketing
Strategies for Recessionary Times

Hospitality Sales & Marketing Association


International
HSMAI is the hospitality industry source for knowledge,
community, and recognition
for leaders committed to professional development, sales growth, revenue optimization, marketing, and branding.
With a strong focus on education, HSMAI has become the
industry champion in identifying and communicating trends in the
hospitality industry, and bringing together customers and members at annual events, including HSMAIs Affordable Meetings.
New and upcoming resources and events include:



Affordable Meetings West June 10-11, 2009 in San Jose,


California
Revenue Management & Internet Marketing Strategy Conference June 25, 2009 in Anaheim, California
Affordable Meetings National September 9-10, 2009 in
Washington, DC
HSMAI University Webinars Ongoing & Archived
www.hsmaiuniversity.org

As the research and educational arm


of the Hospitality Sales and Marketing Association International, HSMAI
Foundations mission is to expand
and enhance the educational opportunities available to hospitality
sales and marketing executives and
to increase the amount of in-depth research conducted on behalf of the profession. Today, and in the years ahead, the HSMAI Foundation plans to accelerate its research and publishing
activities to contribute even more to the continuing education of
those engaged in this fast-paced, increasingly demanding profession. For more information on the HSMAI Foundation, contact the
Hospitality Sales & Marketing Association International Foundation, 1760 Old Meadow Road, Suite 500, McLean, Va. 22102;
(703) 506-3280; fax (703) 506-3266, or visit the website at
www.hsmaifoundation.org.

the HSMAI Travel


Internet Marketing
Special Interest Group

TIG Global
As the leader in online
marketing for the travel
industry, TIG Global
(www.tigglobal.com) remains steadfast in its mission to assist hotels and destinations in
exceeding their online marketing goals. During this time of decreased travel demand, we realize the unique opportunity that
exists for our clients to gain market share.
TIG Global has developed a proven set of strategies to successfully leverage the marketing efforts of hotels and destinations
worldwide, delivering unrivaled incremental revenue and visitors
online.
Serving an extensive portfolio of clients worldwide, TIG Global combines its e-business expertise and industry knowledge to
maximize client exposure in the online channel. TIG Global works
closely with each client to create a custom marketing strategy and
provide ongoing support and consultation. Our extensive service
offering provides the benefits that include:

HSMAI Foundation

A special report from

Award-winning, multi-language Website Design streamlines


the conversion process and clearly communicates with visitors.
Search engine optimization prominently places clients at the
top of the search engines for direct visibility.
Paid search marketing captures and delivers traffic to landing
pages for increased conversion.
Strategic linking and online advertising delivers pre-qualified
leads from our established network of over 2,000 media partners.
E-mail marketing strengthens customer loyalty and establishes
relationships with interested travelers.
Custom social media programs, ranging from Facebook,Twitter
and Flickr promotions to blogs and travel review monitoring,
push your brand to the forefront and establish direct communication with customers.

Should you have any questions about the information in this report, or comments about how TIG Global can assist your company
in gaining market share, please feel free to contact us at info@tigglobal.com or 301.841.4700. We also invite you to visit our
blog for additional eMarketing tips and advice from our
marketing experts blog.tigglobal.com.

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