Hotel Online  Special Report


Study: Room Rates 6.5% Higher For
Reservations Booked From Hotel Sites
VIP International Launches Website Services
to Drive Traffic to Property Sites

Calgary, Alberta, Canada — December 10, 2003 — VIP International Corporation, a channel marketing provider committed to being the “number one producer of bookings per client,” today announced it is responding to a recent hospitality study showing property websites generate 6.25 higher percent average reservation rates at the lowest cost per reservation, by adding a suite of Website Services to funnel more business to clients’ Internet sites.  VIP’s new Website Services will include site design and Search Engine Optimization to give properties the ability to book more business over their most profitable reservation channel, their hotel’s website.

Hotel Websites Drive Higher Rates 

A study of forty leading hotels conducted from January through October 2003, comparing reservation rates booked through third-party channels versus property-controlled websites, showed 90 percent of properties generated rates significantly higher than those from non-property-based channels.  “In the past two years hotels have seen Internet-based reservations skyrocket,” said Kelly Blake, President of VIP International.  “Our recent booking study of high-volume properties made a strong business case for hotels becoming more Web-centric.  The 
Kelly Blake
President & CEO
VIP International Corporation
survey reveals that hotel-site rates are often 15 percent above those of any other electronic channel.”  Almost all channels like Expedia, Orbitz, and consortia provide negotiated rates.  Rooms sold through GDSes are assessed GDS charges and often carry a travel agent fee as well; together these fees can total 18 percent of the room rate.  Because a property’s website has the potential to bring in the highest rates at the lowest cost per reservation VIP International is launching a new suite of Website Services designed to maximize the traffic to clients’ booking sites.  VIP is partnering with SECURE-RES, a leading edge Internet specialist, to provide the most advanced search engine optimization and website design services to its clients.

For more than two years VIP International has supplied hotels with Book-A-Res, its website booking engine that allows guests to reserve hotel rooms in real-time directly on the property’s website.  Now, with VIP’s new Website Services package, it is providing hotels the ability to drive as much reservation business as possible through their own sites.  “A hotel can expect an effective website marketing program to generate 25 to 30% of its electronic bookings. Given the fact that the hotel’s website is its least expensive sales channel, the hotel will produce its greatest profit from these direct sales compared to the alternate channels.  The majority of our current 800 plus hotel clients have seen consistent growth in sales from their websites.  This growth is a direct result of our enhanced site design, search engine optimization, pay-per-click advertising and the hotel having the ability to adjust rates and availability instantly.  We look forward to delivering comparable success to the VIP hotel clients,” said Joe Hyman, President of SECURE-RES.  Mr. Hyman added, “We expect our partnership with VIP to bring a new level of sales success to their hotel clients. 

“VIP International has a responsibility to deliver the highest rates and greatest reservation reach across all channels for its clients, but ultimately a property’s website is the only channel they control completely,” explained VIP President, Kelly Blake.  “They decide the rate, the branding strategy, and how they market amenities.  We are giving hotels the option of making their website the focal point for new reservations.  Our new Website Services package will drive retail-rate reservations to hotel sites to create brand loyalty and higher rates.” 

SECURE-RES ( is an Internet marketing company dedicated to the hospitality industry.  The company’s headquarters are in Jacksonville, Florida with regional offices in Los Angeles, California, Washington DC, Atlanta, GA and Miami, Florida.  Founded in 1998 SECURE-RES is privately held.  Today they provide their business partners and clients with a complete selection of professional services; including reservations, marketing services and website design & hosting.  SECURE-RES has grown from an Internet reservation website to a leading supplier of Internet marketing services and solutions for the hospitality industry.  The company today hosts over 1,400 booking engines for its 800 plus business partners and hotels.  Its customers include luxury resorts like The Del Coronado in San Diego, hotel management companies such as Hersha Hotels and hundreds of hotels and resorts in all segments of the industry. 

About VIP
VIP International ( is a channel marketing organization that drives revenue for the hotel and car rental industries, and regional airlines through a multi-channel reservation sales center, the adoption of leading-edge technology, and partnerships with clients to provide ongoing education. Founded in 1979, the now privately held Calgary, Alberta-based firm pursues a mission of being "the number one producer of bookings per client."  This is accomplished through mastering the electronic channel marketing environment, developing and implementing strategies for each client's unique position, and educating customers about how to optimize participation in the changing electronic marketplace.  The company is a central distribution point to every viable Internet website, and to all of the major global distribution systems including Sabre, Galileo, Pegasus, WorldRes, Amadeus, and Worldspan.  Clients include Interstate Hotels and Resorts, Clubhouse Inns and Suites, Candlewood Suites, Bradford Homesuites, Regal Hotels, Best Rate Car Rental, E-Z Rent A Car, and Canadian North Airlines.  VIP International has business development offices in Denver, Colorado; Kansas City, Kansas; Toronto, Ontario; London, United Kingdom; Buenos Aires, Argentina; and Hong Kong.  For more information visit



Rick Shaum
Vice President Sales and Marketing
VIP International Corp.
Main: (403) 269-3566
[email protected]
Cell: (719) 487-0789

Richard Walsh
Vice President Sales and Marketing
Main: (904) 389-1130
[email protected]
Cell: (770) 833-7273

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Midwestern Chain Targets Value-Conscious Senior Market; Picks New Channel Marketing Provider to Power Goal of 100% Increase in Bookings / January 2003
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