NEWS Topic of ThE moNTh markETiNg oN-liNE pulS Spa
Vip iNTErViEW rEporT coNcEpT & DESigN TEchNology & EquipmENT
MarKEting on-linE
week, etc.) and then link directly to the of- es can be read by search engines and re- To improve your conversion rates and your • Provide a profiled customer database
fer they want to book? There is nothing more turn in the search rankings. revenue you should have this information, with proactive customer-profile matching
frustrating than browsing to find the offer and and Reservations Analytics is the only place to identify future revenue opportunities
then clicking to book and being sent right Analyising your sales opportunities and cus- you can find it.
back to the start of the booking process to tomer behaviour Future Proofing
try and find the offer again. The quicker and Reservations Analytics is done Improving your Customer Relationship Man- There are certain things to be aware of
easier it is for a customer to get to what they through Reporting, and is more important agement (CRM) for Future Proofing your booking engine. Even
want, the better the conversion rate will be. than your website analyt- “The race is on for if you are not looking at these things now it is
Does every offer have a unique url? ics. Reservations Analytics the relationships, not important to know that your booking engine
This is known as ‘Deep Linking’ and means lets you see: Each time a customer just the click-throughs. can provide them in the future, such as:
you can include this link in your e-zines, or • What percentage of
searches your booking
Relationships yield sus- • Multilingual Functionality
pay-per-click ads or affiliate ads, and the your website visitors tainable revenue every • Yield Management Controls – setting Length
customer can click to link to this offer directly. ‘asked’ about availabil- engine for rooms time, while revenues Of Stay and stay-through is important to
ity and rates? It is the
and rates you have
derived without a plan yield correctly
Dynamic Packaging website’s job to entice of engagement do • Integration with the PMS – to allow full
The booking engine should support the customer to ‘want’ a ‘sales opportunity’, not!” TIG Distribution bi-directional flow of inventory and bookings
an a-la-carte range of options to allow the to stay. We can measure
and the booking
Report 2008. • Fraud Detection – as fraud is increasing
customer to build their own special pack- website effectiveness by A one-off customer and needs to be proactively tackled by
age if they do not see a ‘fixed package’ looking at what percent- engine should collect is a lifetime relationship the BE. Your booking engine should have
that suits them. age of website visitors
all the key information
thrown away, so the a fraud program issuing fraud reports which
The system should allow for post- move into the booking booking engine should: can be customised to block certain threats
booking additions to be made to the reser- process by asking about about these sales • Interface with a hotel’s
vation. When a customer recieves a pre-ar- rates and availability.
opportunities.
CRM system and other Other Integrations
rival email they should have options to add • On the basis of these data collection/profiling Consideration should also be given to
to their booking. This is a great way for the searches what were your systems being used by other key systems that the booking engine
hotel to up-sell. revenue opportunities? the hotel should handle or integrate with, such as:
Special offers should be accompa- • How many sales could you have made? • Automatically pre/post-email the custom- • Voucher Module – Allows customers to buy
nied by rich media. For example lifestyle • How many customers were told: ‘Sorry, no er with the objective of a) ensuring cus- vouchers or gift certificates at the hotel and
pictures beside the special offer in the availability?’ tomer requirements have been fully satis- use these vouchers when booking online
booking engine which help to sell the offer. • How many times were your top-selling fied and b) extending the customer profile • Corporate Functionality – Allows corpo-
Special offers should also be integrated with rooms/rates unavailable? with new information rate customers to login to access and
affiliate marketing so that digital advertis- • How far in the future are customers look- • Interface with a hotel’s customer survey book at their corporate rates
ments can be created and distributed. ing to book? system • Loyalty Program - Rewards customers for
Offer details should be search-engine • How flexible are their dates? • Interface with a hotel’s email marketing/ booking with you
SEND furThEr
optimised so that the booking engine pag- • How sensitive are they to your rates? newsletter system
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