Hotel Online  Special Report

Hospitality eBusiness Strategies to Boost
Phoenix Inn Suites Direct Internet Sales 

Firm Delivers Direct Internet Distribution Strategies for Online Brand Building

New York, NY – October 20, 2004 – Hospitality eBusiness Strategies (HeBS), a leading direct Internet distribution and marketing consulting firm for the hospitality industry, today announced a strategic consulting services agreement with Phoenix Inn Suites, Wilsonville, Oregon.  Phoenix Inn Suites, a leading hotel group with premier all-suite hotels conveniently located in important business and leisure destinations in Oregon, Washington and Arizona, will work with HeBS to develop a comprehensive direct online distribution strategy to substantially increase direct Internet bookings, and decrease dependence on online intermediaries. 

HeBS services will consist of several components:  Direct online distribution strategy, Website optimization services, and comprehensive eMarketing services that include online brand building, Pay-Per-Click and email marketing, link popularity and link creation, and a destination Web strategy to leverage the popularity and the exceptional features of the destinations in which Phoenix Inn Suites are located.  Implementation of this comprehensive strategy can deliver a more profitable booking mix, higher revenue per available room (RevPAR), and substantially lower distribution costs attributed to third party vendors.

According to Max Starkov, HeBS President and CEO, "Many hoteliers appreciate how critical an effective direct-to-consumer online distribution strategy is to the very existence of their hotels.  Phoenix Inn Suites clearly understands the competitive advantages of lessening dependence on online intermediaries and discounters and avoiding price and brand erosion for enhanced long term economic health, combined with an aggressive direct distribution strategy and creative Web initiatives."

The hotel website has become the “first point of contact” with the overwhelming majority of hotel customers in North America. This year 75% of North Americans will research travel online and 44 million will book travel online (TIA).  Unfortunately for some hoteliers, on many occasions a visit to the hotel website turns out to be the “last point of contact” with the customer.

Hoteliers are now committing more resources to strengthen their presence in the Direct Online Channel, including the hotel website, because they understand the substantial benefits of reinforcing direct communication with their customers.  Increasingly, hoteliers are recognizing the importance of direct-to-consumer online distribution and marketing, the long-term competitive advantages of creating direct interactive relationships with their clients, and the opportunities of leveraging the appeal of the hotel destination to create a center of attention for customers.

HeBS has pioneered some of the “best practices” in direct online distribution and marketing in hospitality. HeBS has extensive experience managing and consulting on the eMarketing activities for more than 200 hospitality companies, from large brand hotels to small boutique properties. This expertise translates into saving precious marketing dollars for its clients.

Developing a direct online distribution strategy that strengthens direct channels can avoid price and brand erosion, control distribution costs, and enable hotels to maximize revenues by better managing their inventory.  This is accomplished by creating a pro-active strategy that combines evolving best Internet practices with a comprehensive destination web strategy and an aggressive direct web presence.

“We have long understood the cost challenges with third party intermediaries and recognize the importance of enhancing our direct distribution strategy and increasing direct bookings by communicating directly with customers.” noted Greg V. McManus, V.P. Operations, Phoenix Inn Suites.  “Adopting a direct online distribution strategy coupled with a destination-based approach will help us more effectively manage the distribution of our product because we realize that direct online distribution cuts costs, preserves brand and price integrity, attracts affluent customers and lessens dependence on intermediaries.”

About HeBS

Hospitality eBusiness Strategies, Inc. (HeBS), based in New York City, is a leading Internet strategy consulting firm for the hospitality and travel verticals. HeBS specializes in helping hoteliers build their direct-to-consumer online distribution and eMarketing strategy. HeBS helps hoteliers regain control of their online brand and price integrity from the online discounters and lessen their dependence on the online wholesalers. 

The firm has integrated the latest research and developments in eCRM, eMarketing and eDistribution into a comprehensive set of Internet-based consulting products and services designed to help hotels increase occupancy rates, open new markets, attract more affluent customers and reduce costs by utilizing the Internet to its fullest potential.  The firm brings a unique perspective in the hospitality industry gained through working with over 200 hospitality companies: major brands, independent hotels, casinos, convention bureaus and hotel management companies nationwide and Europe, Asia, Asia-Pacific, North America and Latin America.

Max Starkov / Jason Price
Hospitality eBusiness Strategies, Inc.
14 E. 60th Street, Suite 400, New York, NY 10022
Phone 212-752-8159

Also See Hospitality eBusiness Strategies and Blue Square Studios Roll Out Internet Marketing Investment Survey for Hoteliers; Strategy to Develop ROI Benchmarks for Competitive Internet Marketing Investments / October 2004
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2004 the Year of Direct Online Distribution; Now is the Time to Fight Back with a Smart Direct-to-Consumer Internet Strategy / Max Starkov & Jason Price / February 2004
Hotelier’s 2004 Top Ten Internet Strategy Resolutions / Max Starkov & Jason Price / January
New Hospitality Intelligence Report Tracks User Satisfaction and Website Performance / January 2004
Hospitality eBusiness Strategies to Help Historic Hotels of America Enhance Internet Reservations / October 2003
Hospitality eBusiness Strategies to Expand Joie De Vivre Hospitality Online Presence / September 2003
Building a Destination Web Strategy in Hospitality / Max Starkov & Jason Price / September 2003
Lowest Price Guarantees in Hospitality; Age Old Wisdom to Beat the Intermediaries at Their Own Game! / Max Starkov / July 2003
Brand Erosion, or How Not to Market Your Hotel on the Web / Critical Online Distribution Issues Revisited a Year Later / Max Starkov / June 2003
In Search of the Internet Intelligence Report That Makes Sense - Growing online distribution drives demand for new intelligence tools / Max Starkov and Jason Price / January 2003
Hotelier’s 2003 Top Ten Internet Resolutions / Max Starkov and Jason Price / January 2003
The Internet: Hotelier's Best Ally or Worst Enemy? What Went Wrong with Direct Web Distribution in Hospitality? / Max Starkov / October 2002
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Do You Know Where Your Hotel is in Cyberspace? / Max Starkov and Jason Price / Jan 2002 
Convention and Visitors Bureaus: Ten Action Steps To Soften the Impact / Max Starkov / Oct 2001
How to Turn Lookers into Bookers- Recommendation Engines in Travel and Hospitality / Max Starkov / Aug 2001

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