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Copyright © 2015 Leonardo Worldwide Corporation
Technical Difficulties?Contact
Citrix GoToWebinar1-800-263-6317
[email protected] Darlene Rondeau, VP, Best Practices, Online Merchandising, LeonardoElana Palmer, VP, Global Sales, Leonardo Randy Howat, VP, Inns of Distinction
Technical Difficulties?Contact
Citrix GoToWebinar1-800-263-6317
December 10, 2015
4 Steps to Win Business From Your Competitors
Copyright © 2015 Leonardo Worldwide Corporation
Darlene RondeauVice-President, Best Practices, Online MerchandisingLeonardo
@darlenerondeau
Follow:
@VFMLeonardo
Tweets & Questions:
#LeoWebinar
Elana PalmerVice-President, Global SalesLeonardo
@VFMLeonardo
Randy HowatVice-PresidentInns of Distinction
@GlasbernInn
How can I better position my property so travel shoppers choose mine over another?
Z Loft increased direct bookings by 50%
Hillard House Inn increased business traveler bookings by 20%
Standing Out From the Competition
#LeoWebinar
Elana PalmerVice-President, Global SalesLeonardo
@VFMLeonardo
The #1 Challenge We Hear: How Can I Shift Market and Better Position My Property Against the Competition?
Understand your market
Include the content travel shoppers care about
Identify your property's unique value proposition
Tell a better story on direct and indirect sales channels
4 Keys to Winning Business From Your Competitors
Understand Your Market
1. Guest Rooms2. Restaurant3. Recreation4. Lobby5. Map6. Business Center
7. Pool8. Amenity9. Exterior10. Bar/ Lounge
Viewed Images on Travel WebsitesTop 10
What Do Travel Shoppers Care About?They want to see what is unique about your hotel, they want to see your rooms, and they want a deal!
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Why do guests book with you?
Positive reviews
Feedback from the front desk
Information upon check-in
Identify Your Property’s Value Proposition
Your role Know the story Tell a consistent story
Tell a Better Story
J House Increased Occupancy by 19% in 45 Days
Digital Marketing System
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Click to add Image (optional)
Understand how consumers are engaging with your content• What stories they’re
interested in• What room types they’re
interested in• What media they’re
interested in What motivates them to purchase• Which promotions are
driving visitors to the booking engine
• Where are they interacting with your hotel online
• Which channels are they visiting
Track, Strategize & Measure Your Success
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Click to add Image (optional)
Multiple template designs
Create visual stories • Room Types• Special Offers• Unique Features
Visually designed• Full image capability• Multimedia support – photos,
virtual tours and video
Integrated with TripAdvisor reviews
Integrated with Google Maps
SEO-enabled
Hosted on Amazon Cloudfront
Add web widgets to existing website
Build & Manage Your Own Property Website
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Click to add Image (optional)Supports both smartphone and tablet on Apple, Android and Blackberry
Visually designed• Full image capability• Multimedia support – photos,
virtual tours and video
Optimized for device with zooms, pans, landscape and portrait
Hosted on Amazon Cloudfront
Booking widget integration with your current mobile booking engine
Promote mobile specific special offers
Showcase rooms with visually driven room type presentation
Click to call and map integration
Build & Manage Your Own Mobile WebsitesSmartphone and Tablet Optimization
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Click to add Image (optional)
Multiple topic-based themes • Corporate Travel• Events and Special Occasion
Travel• Offers and Deals• Room Types
Multiple template designs
Visually designed • Full image capability • Multimedia support (photos,
virtual tours and video)
Easily integrates into Facebook page
Booking widget integration
Customizable
Build & Manage Your Own Facebook Apps
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6000+ Hotels of All Types, Sizes and Brands
Randy HowatVice-PresidentInns of Distinction
@GlasbernInn
Overview
Growth of the web and OTAs Growth of reward programs Ultra competitive market Revenues began to decline
Challenges the Digital Era Brought
#LeoWebinar
5-Step Action Plan to Tackle These Challenges
Multi-year deal with Historic
Hotels of America
Flags and affiliations
Started telling our digital story
GDS capability and OTA
connectivity
First class booking platform
Drive rates on weekends Fill rooms mid-week
2 Measures of Success
Wedding business grew 400% in 4 years
Focus on small, intimate weddings at premium price points
Emphasis on weddings from Philadelphia, NJ, where wedding guests had to stay the night
Show value, generate return business year after year
The Results
Why Vizlly?
#LeoWebinar
“ But, consistently achieving the highest occupancy hotel levels in Philadelphia and RevPar numbers that impress Marriott, Omni and Kimpton, adds a dimension requiring smart marketing, yielding and some first class storytelling.
Philadelphia history
Prime location
Authentic architecture
First class product
Awesome staff
Our Recipe for Success
Strong digital campaign Establish trust Be consistent across channels Tell a better story
Our (New) Biggest Challenges
#LeoWebinar
Focus on digital storytelling, rich content and targeted selling Our history and uniqueness matters It’s like deciding on McDonalds for lunch or a great deli. One is a
commodity, one is an experience. Sell the experience
What Works For Us
The Big Picture: My Results Single digit dependency on OTAs in many properties
Control of our own destiny
Consistent growth, year after year
Wedding sales at incredible rates Little to no franchise
fees
“ I honestly believe that with proper marketing, a story and good management you do not need a flag or affiliation.
About Leonardo
Invitations to upcoming webinars
Recording of this webinar Share it with your
colleagues
It’s a Wrap
Connect With Us!
leonardo.com1.877.593.6634@VFMLeonardo blog.leonardo.com
leonardo.com
glasbern.com thehotellancaster.com
@GlasbernInn
[email protected]@VFMLeonardo
Elana Palmer Randy Howat
