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Increase Hilton Scorecard Quality Score Ratings with Effective Website Marketing

February 2010 - The Hilton family of hotels uses a proprietary scorecard method to evaluate each of its Hilton brand websites. The points-based system allows the Hilton Quality Review team to learn how well the property’s site is meeting or exceeding expectations. The Hilton Scorecard has become an important tool for increasing reservations and Internet conversions.  When enhancing the property’s Internet channel, optimizing the Brand pages is the most cost effective and provides a measureable ROI.

Hilton uses a “self service” model when it comes to managing brand sites. While the management company or hotel owner is responsible for keeping the site updated, many do not have the time or expertise to execute the most effective online marketing plan for their site. If they did, their Hilton Scorecard results would always be “Exceeds Expectations”.
eMax Increases Scorecard Ratings

eMax Hotel Internet Marketing has effectively optimized hundreds of sites to help clients improve the property’s ‘Hilton Scorecard’ rating and drive additional room night  growth.  As a leader in online hotel Internet marketing, eMax has a proven method that not only increases traffic to branded hotel sites, but also generates additional reservations through the Hilton’s online booking system.  By optimizing the property’s Hilton pages, the property achieves the overall “Meets or Exceeds Expectation” score during the Quality Review process.

eMax’s methodology allows us to increase the property’s online exposure in several ways.  eMax Hotel Internet Marketing has found the following items are important to drive increase brand exposure online and attract the right type of guests:
  • Increasing traffic to the Photos and Specials pages – the two most visited sections of the Brand pages – so that the Scorecard results “Exceed Expectations”
  • Making sure map information is prominently displayed
  • Using a strategic banner ad placement strategy to highlight a special or targeted market segment such as Groups or Seniors
  • Enhancing landing pages by making sure the site has at least 12 optimized landing pages
  • Ensuring Group Value Dates are complete. If they are incomplete, the property will not be exposed to approximately 750,000 meeting planners via StarCite
  • Updating Search Engine Optimization information for key market drivers
  • Targeting leisure travelers with value-driven pages and marketing messages since these travelers tend to shop multiple sites.
As experts in hotel brand optimization and promotion systems, eMax has the experience to help your property get more reservations every quarter, and can help you succeed in even the most challenging times.
eMax Knows Hotel Marketing….We’re Hotel People Serving Hotel People.

Click here for a FREE Scorecard evaluation, or contact eMax Internet Marketing today for a no-obligation consultation on your optimization package!

About eMax Hotel Internet Marketing:
eMax Hotel Internet Marketing is a subsidiary of Resource Technology Management, Inc.  RTM provides Hotel Telecom Services, HSIA Project Management and tech support, HDTV Upgrade Project Management, as well as Hotel Internet Support in its eMax division. With a mission statement to increase hotel eCommerce reservations by optimizing Internet channels and providing a measurable ROI on all services, eMax delivers. Drawing on the expertise of our hospitality industry professionals as well as Internet development and marketing veterans, eMax provides results-based Internet marketing services across all channels to our hotel partners.  The company currently offers a suite of services including hotel web design, brand website optimization and pay-per-click management. Find out more about eMax by visiting


Terry Mueller
eMax Hotel Internet Marketing
(407) 998-8028

Also See: Crowne Plaza Houston Reliant Park / Medical Center Hotel Launches their Independent Website with eMax Hotel Internet Marketing / January 2010

eMax Hotel Marketing Boosts ROI for Crowne Plaza Brand / November 2009

Book More Reservations with a Powerful Brand Optimization Strategy / September 2009

Say Goodbye to Dying Media with an Effective Online Marketing Campaign / September 2009

eMax Makes Internet Marketing Affordable / September 2009

Maximize Your 2010 Marketing Budget with an Online Marketing Strategy; Your Internet Presence is Responsible for 30 to 50 Percent of your Property’s Revenue / August 2009

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