Hotel Online  Special Report



 Unusual Ways to Extract a Greater Share
of Business from Web Marketing
By Neil Salerno – December 2003

People, who know me, will tell you that I am a tireless reader; especially when it comes to the hospitality industry. Since I truly believe that the Internet is the best thing to happen to our industry since Eve’s shiny apple, I just cannot resist reading about its potential to produce room business. 

Judging by the amount of email I have received from my last article, it appears that many people are focusing on the Internet for ’04. 

In the spirit of gathering information, I attempted to find some little known articles on web marketing strategy and share my findings with my faithful readers. I looked far and wide to find articles, which provide unusual but exciting ways to extract a greater share of business from this all-important sales medium.

The following are the articles and their summaries I found:

How We Increased Our Web Generated Average Rates
By: Seymour Tolate

Seymour takes us on a journey through the decision-making process to only post rack rates on his website, eliminate packages, and cancel contracts with all third-party suppliers. He explains how, almost immediately, his web generated average rates increased by more than  $12.00 for the two reservations they received in November ‘03. Now he plans to attack his recent occupancy problem. He is trying to determine the reason for the sudden drop in business demand from the Internet.

“At least we no longer have to deal with those pesky third-party people”, he said. “We found that they were actually trying to make a profit from selling our hotel”. 

We Tripled Our Internet Business In Less Than Sixty Days 
By: Maxi Webber

Maxi details the many steps his company took to create their first website. His fantastic story takes you through each step they took, from finding a company tekkie to design the site, all the way through receiving their first three reservations in only sixty days. 

Read about Maxi’s unique web design and why he decided not to post the hotel’s address on the site. Maxi also outlines the considerable amount of money they saved in design cost by using someone on staff instead of one of those marketing companies.

An inspirational story you won’t want to miss reading. Maxi is available if you need assistance with your site. 

Adding Rich Media And A Cool Flash Intro To Your Site
By: Pride Maker

Pride takes us through the decision to add virtual tours, movies and, as he puts it, “lots of things to click” to his website. His article details the hardship they had to endure because they actually had to input reservations, from their online booking engine, into their front office system. He explains that his reservations people considered it a “real pain”. 

Since adding the flash-generated bells and whistles, this is now under control; his site now produces far fewer reservations thus relieving their reservations staff. “My people are now a lot happier and we know that the reservations we are now getting may be fewer, but a higher quality”. “Many people have also emailed us to tell us how much they enjoyed viewing our movies on line”.  He explains how you too can add those clever virtual tours of your room closets.

Pride is also seeking a new job, in case you need a company IT person.

I hope you all recognize the satire and humor (or at least the attempt). Any similarity to any person or persons living or not, is purely coincidental.  There is sometimes a little truth in satire, isn’t there? 

I wish everyone a very happy and healthy Holiday Season and a joyous and successful New Year!

Neil L. Salerno, CHME
Hotel Marketing Coach 
1369 South Wembley Circle
Port Orange, Florida 32128

Also See: No More Whining About Third-Party Suppliers; You Control Your Own Fate On The Net / Neil Salerno / December 2003
Six 'Maxi’s' Guaranteed To Boost Hotel Sales / Neil Salerno / November 2003
It’s Time To Take Back Control Of Rates & Rooms - But Is The Enemy...Us? / Neil Salerno / November 2003
Booking Engines Are Like A Box of Chocolates...You Never Know What You’re Gonna Get! / Neil Salerno / October 2003
Hotel Web Site & Search Engine Optimization; Always A Work In Progress / Neil L. Salerno / October 2003
Hotel Budgets and Marketing Plans; Oh No, Is It That Time Again? / Neil L. Salerno / September 2003
Increasing Hotel Internet Sales Is Not Rocket Science...And It Doesn’t Have To Be Costly Either / Neil L. Salerno / September 2003
Are You Treating Third Party eWholesalers As Competititon Or a Valuable Marketing Partner? / Neil L. Salerno / August 2003
How Often Have You Heard, 'I could have gotten a better rate but the client saw our rates on the Internet' ? It’s Time To Get Back To Selling Location, Facilities, and Services / Neil L. Salerno / August 2003
Before You Begin that Marketing Plan Challenge Your Sales Team; Expect More and Get More / Neil L. Salerno / July 2003
Jump Up and Shout Yes - Delivering Best Online Customer Experience, Nice Job Vividence! / Neil L. Salerno / July 2003
Is The Internet Delivering On Its Promise? Well, It Depends on How you Look at It / Neil L. Salerno / June 2003
Coaching and Mentoring, Sometimes A New Paradigm Can Go A Long Way / Neil L. Salerno / June 2003
Sales Training Works Well, But Sales Mentoring Makes It More Effective; Mentoring Lasts a Lifetime / Neil L. Salerno / May 2003
Is It Time For A Sales Tune-up? How Healthy Was Your Last Forecast? / Neil L. Salerno / May 2003
Hotel Web Sites; Want it Creative or Effective? / Neil L. Salerno / May 2003
If You Always Do What You Have Always Done.... You’ll Always Get What You Always Got! Hotelier’s Mantra... Thinking Outside The Box / Neil L. Salerno / April 2003
Good Sales Planning - The Basics Still Work / Neil L. Salerno / April 2003

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