In the Hospitality eBusiness Strategies’ 2010 Benchmark Survey on Hotel Internet Marketing Budget Planning and Best Practices, participating hoteliers believed website design/redesign and Web 2.0 initiatives would prove to be two of the strongest revenue generating initiatives this year. In addition, hoteliers stated they believe that website re-designs, SEO and Web 2.0 produce the best results and highest return on investment (ROI):
Which Internet marketing formats do you believe produce the best results and the highest returns on investment (ROI)?
Website design/redesign 56.3% 61.7%
Website optimization 81.6% 70%
Search optimization – Organic search 60.9% 58.3%
Web 2.0/Social Media 37.9% 41.7%
In recognition of becoming true partners with its clients, carefully studying their business objectives, tailoring strategic marketing plans, and launching websites and multichannel marketing campaigns with the goal of generating incremental revenues, Hospitality eBusiness Strategies won six Adrian Awards from the Hospitality Sales & Marketing Association International (HSMAI) and seven Davey Awards.
The results of this strategic direct online channel approach are more than positive. The following case study is based on HeBS’ full-service Internet marketing and direct online channel strategy clients. The study illustrates that investments in the direct online channel (hotel website re-designs, multichannel marketing initiatives, etc.) pay off handsomely:
Return on Investment (ROI) from the Direct Online Channel in 2009:
Total Room Nights Booked: 530,605
Total Revenue Generated: $63,900,305
Total Marketing Spend: $2,004,093
Return on Ad Spent (ROAS) 3088% (31:1)
Cost of Website and Campaign Management: $2,729,893
Return on Investment (ROI) 2,240% (22:1)
“In the most recent HeBS Benchmark Survey, results showed that hoteliers believed website design and Web 2.0 initiatives produced the best results and highest returns. HeBS is in full agreement and designs and conceptualizes every website and multichannel marketing campaign with this in mind. We understand our clients’ principle need—driving hotel bookings in the most cost-efficient way, through the direct online channel. Our multiple Adrian Awards and Davey Awards are a testament to this, and we are honored to share these with our clients,” said Max Starkov, Chief eBusiness Strategist at HeBS.
HeBS received the following website design and multichannel marketing awards:
• Club Eldorado 60-Day Free Room and Show Giveaway (Eldorado Hotel Casino in Reno): Gold Adrian in Digital Marketing
• AmericInn Scavenger Hunt: Silver Adrian in Digital Marketing
• JW Marriott Indianapolis 30-Day Giveaway for Meeting Planners: Silver Adrian in Digital Marketing
• Shell Ultimate Summer Vacation Sweepstakes: Silver Adrian in Digital Marketing
• Loews Hotels Website: Bronze Adrian in Digital Marketing
• Viand Website: Bronze Adrian in Digital Marketing
• Greystone Hotels Website: Silver Davey in the Hotel/Lodging Category
• Champions Fort Wayne Website: Silver Davey in the Restaurant Category
• Viand Website: Silver Davey in the Restaurant Category
• Loews Hotels Website: Silver Davey in the Hotel/Lodging Category
• Valencia Group Website: Silver Davey in the Hotel/Lodging Category
• Urban Famer Website: Silver Davey in the Restaurant Category
• Club Eldorado 60-Day Free Room and Show Giveaway (Eldorado Hotel Casino in Reno): Silver Davey in the Microsite Category
• JW Marriott Indianapolis 30-Day Giveaway for Meeting Planners: Silver Davey in the Microsite Category
“In the ultra competitive casino industry, it is only through strategic partnerships with thought leaders like Hospitality eBusiness Strategies that we are able to achieve and maintain our role as market leaders. We are honored to have received these awards and look forward to more exciting marketing campaigns in 2011” said Chad Hallert, Director of E-Commerce & Internet Marketing.
About HEBS Digital:
Founded in 2001, the firm is headquartered in New York City and has global offices in Las Vegas, London, Europe, Singapore and Auckland. Through its Smart Guest Acquisition Suite, including the smartCMS®, Smart Personalization Engine, Smart Data Marketing, and full-stack digital consulting and marketing solutions, HEBS Digital helps hoteliers drastically boost direct bookings, lower distribution costs, and increase the lifetime value of guests.
With the combination of HEBS Digital and Serenata CRM, the most comprehensive Hotel CRM Suite today, the hospitality industry’s first Fully-Integrated 360-Degree Guest Engagement & Acquisition Platform.
A diverse client portfolio of top-tier luxury and boutique hotel chains, independent hotels, resorts and casinos, franchised properties and hotel management companies, convention centers, spas, restaurants, DMO and tourist offices across the globe are all benefiting from HEBS Digital’s direct online channel strategy and digital marketing expertise.
HEBS Digital’s technology, website design and digital marketing services have won more than 400 prestigious industry awards, including World Travel Awards, HSMAI Adrian Awards, Stevie Awards (American Business Awards), Travel Weekly’s Magellan Awards, and more.
The HEBS Digital team is comprised of thought leaders, a diverse team of experts comprised of over 33 nationalities speaking over 22 languages. Contact HeBS Digital’s consultants at 1 (800) 649-5076 (North America), +44 (0) 7730 779 213 (London), +64 (0) 9 889 8489 (Australia, New Zealand, South Pacific), +65 9005 1589 (Asia), or firstname.lastname@example.org.
Mariana Mechoso Safer
SVP - Global Marketing, HEBS Digital
Phone: (212) 752-8186