Growth in March 2004 v. March 2003
WASHINGTON, D.C. – May 10, 2004 – Thayer Interactive Group (TIG) announced today that its independent hotel clients realized a 104% increase in direct online revenue for March 2004 as compared to March 2003. This revenue increase is four times the average industry online growth of 26%.
“We’re pleased with these revenue results, which demonstrate the extraordinary potential of destination-based Internet marketing,” said Philip W. Schneck, TIG president. “Research shows that the majority of online hotel consumers are brand-agnostic, searching by geographic area without a specific hotel in mind. This, in turn, has leveled the playing field for independent hotels, which are now able to compete for the vast number of customers using destination-based searches to research and book lodging. To capitalize on this demand, TIG works closely with hotel staff members at the property level to identify opportunities within the localized market. By reaching out to online travel consumers on a national, regional, and local level, our program maximizes value extracted from the Internet distribution channel, which is expected to account for 25% of all hotel revenue by 2005.”
TIG provides each of its clients with a customized, five-part program – in effect becoming the property’s Internet marketing director – for a flat fee. The company’s full-service offering includes website development and content management; search engine optimization and pay-per-click marketing; strategic link partner management and online advertising; detailed reporting and analysis; and proactive client support. All five elements of the program share a basic underlying objective: to deliver travel consumers directly to the hotel’s own website, which allows clients to circumvent excessive third-party fees and maximize room-revenue margins.
“Thayer’s online-marketing program has become an important part of our overall marketing and branding process,” said Steven Andre, general manager of Hotel Derek in Houston, Texas. “By using the Internet to target all of the same customer segments – leisure transient, unmanaged business, conventions and meetings, catering and social groups, and seasonal events – its approach seamlessly integrates into our offline marketing efforts. The results speak for themselves: We received almost $50,000 in direct online revenue during March alone – which represents a 167% increase over the $18,675 generated during same period last year.”
TIG works with properties that range in size and type from 100-room mid-priced hotels to 1,350-room luxury resorts. Its online-marketing program delivers an average of $250,000 to $2 million in incremental revenue per client, depending on the market and property ADRs. Its service offering continues to produce strong results for leisure and transient markets, urban and suburban locations, branded and non-branded hotels, and resort and convention properties.
“Our return on investment in Thayer’s program has been absolutely incredible,” said Gail Isono, general manager of The Huntington Hotel in San Francisco, California. “The company’s proactive efforts have allowed us to reach an entirely new high-end customer segment, resulting in tremendous incremental growth. Last month alone, we received more than $41,500 in direct online bookings, and our results continue to trend steadily upward.”
Thayer Interactive Group (TIG) is a full-service Internet marketing firm designed to maximize online revenue and minimize effort for its hotel clients. The company’s clientele ranges from branded and franchised hotels – such as InterContinental, Marriott, Hilton, Choice Hotels, and Starwood properties – to family-owned, independent hotels and resorts.
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