Measure Hotel Web Activity, ROI
|Bethesda, MD, June 8, 2004 – E-site Marketing announces the launch
of RezTrack™, a Web site traffic and analysis product that tracks the complete
life cycle of a Web site booking, from the originating source and booking
path to the final booking conversion. The product was developed by E-site
Marketing, specialists in Internet marketing and Web site development for
the hospitality industry, and the initial product launch will be in partnership
with SynXis, a leading hospitality industry provider of reservation services
and distribution systems.
RezTrack™ is a reporting system that provides hoteliers with the ability to view reservations booked via their property’s Web site. This reporting tool provides the ability to evaluate Web site and online marketing initiatives by measuring direct return on investment, calculated through actual conversions to online reservations. And, for the first time, hoteliers are able to track Web site visitors from their point of arrival on the Web site to completion of booking.
“The greatest frustration many of our clients have expressed about Internet marketing centers on reporting return on investment,” said Felix Laboy, president and CEO of E-site Marketing. “Until now, there really hasn’t been a precise way to measure the hotel’s online return on investment. Our next step is to analyze the collective data and marketing intelligence gathered via this new product to establish industry-wide metrics for determining a hotel Web site’s effectiveness based on look-to-book ratios,” he continued.
“This closes the loop on ‘look to book’ ratios that are so critical to our customers when evaluating the effectiveness of their marketing efforts and our booking engine,” said Jim Kelly, president and CEO of SynXis. “Integrating RezTrack™ into our reservation management system provides our customers with one more tool to help maximize revenue and their return on investment.”
RezTrack™ currently provides four levels of analysis:
1. Look to Book Report. This report analyzes the “look-to-book” ratio – the number of reservation inquiries made vs. the number of actual bookings completed. This metric can be analyzed along with total reservations, room nights, revenue and ADR on both a monthly and daily basis. The report also allows the revenue manager to take the analysis of Web site booking patterns one step further and analyze look-to-book ratios, revenue and room nights based on the day of the week—even the hour of day.
2. Booking Path Report. This report highlights the top 10 paths used by a Web site visitor to reach the booking engine. Each path is broken down by bookings, revenue and number of room nights. Hoteliers are able to track the path of each user through the Web site, helping them identify the amount of revenue generated by each path--information necessary to improve conversion rates and meet revenue objectives.
3. Referring URL Report. This report reveals the true source of Web site bookings, allowing the hotel to determine the true value of its Internet marketing initiatives. The source of business is broken down into five groups: Linkage partnerships, Search Engines, Search Engine Advertising, Undefined and Web URL. Drilldown reports are available for each group, enabling clients to pinpoint the precise origin of the booking. Customized elements (such as e-mail campaign tracking) can also be included in this tracking feature, providing personalized reporting capabilities.
4. Reservation Report. This report breaks down reservations by rate type. Any code provided by the property is tracked and identified by the number of confirmed bookings and total revenue. This report is accessible directly from the RezTrack™ system and saves time pulling data from separate CRS or PMS systems.
E-site Marketing, located in Bethesda, MD, specializes in creating Internet marketing solutions and Web sites exclusively for the hospitality industry. The company’s unique approach to building successful online marketing programs combines hospitality expertise, innovative Internet marketing techniques and an emphasis on return on investment. Customers include world-class hotels, resorts and destinations in the U.S., Canada, Europe, Mexico and the Caribbean. For more information on E-site Marketing and its products and services, please call 301-986-9566, e-mail firstname.lastname@example.org or visit our website at www.esitemarketing.com.
About SynXis Corporation
E-site Marketing, L.L.C.
President and CEO
|Also See:||E-site Marketing Wins Big with HSMAI's Golden Click Awards / March 2004|
|E-site Marketing Partners with Major Hospitality Companies in 2003 / January 2004|
|E-site Marketing Announces New Clients and Record Growth in 2002 / March 2003|
|Four Distinctive New Clients Seek Out The Internet Marketing Services of E-site Marketing in Bethesda, Maryland / June 2002|
|Bethesda-based E-site Marketing Expands With Prestigious New Clients / March 2002|