May 2010 - Over 50 percent of your hotel’s room revenue is generated online, and one of the best opportunities to increase online bookings is to fully optimize your Brand site, track your website activity and monitor visitor data. Hilton Brand Reports are designed to do just that, offering hotel property owners and managers in-depth reports containing a wealth of valuable information about your site’s performance.  You can find out what visitors are viewing the most, which special offers are bringing in the most bookings, and even which photos are attracting visitors each season.

How Hotel Website Tracking Works

Your on-line room revenue is generated by one of several Internet channels, including Brand.com, the Global Distribution System, a standalone website, or a third-party website. You can collect very valuable data about your Brand website using the On-line Opportunity Scorecard. The Opportunity Scorecard Report, combined with a Contribution Comparative Analysis by Sub-Channel and SRP Report, can help you maximize revenue each and every season. Reviewing these reports typically takes less than 30 minutes per month.

Features of an Online Opportunity Scorecard Review

An Online Opportunity Scorecard Review provides several data reports and recommendations, such as:

Property Rating – Hilton provides one of three ratings for the property’s website – “Below Expectations”, “Meets Expectations”, or “Exceeds Expectations.” Knowing your property rating will help you develop better content to improve conversions and increase reservations.

Property Self-Help Report –Find the areas needing the most improvement with any that received a “Below Expectations” rating.  Exceeds Expectations = Improved Conversions = More Sold Rooms.

Most Visited Areas – The most-visited areas of a hotel website are typically the photos and the specials pages. Make sure you have high-quality photos, including meeting rooms, to help “sell” your property. Most visitors are looking for value, so give them several choices by highlighting special offers strategically throughout your site. When you set up Group Value Dates, you let the Hilton Worldwide sales team and meeting planners know when you have available dates for business travel and groups.

Enhanced Landing Pages – Are you providing enough information about the local area? Landing pages that highlight local points of interest, as well as information specifically targeting wedding parties, seniors or government employees can boost your site’s search engine rankings and attract more prospects.

Referring Domain Report – information about visitors, revenue, reservations, room nights and referrals your site has received from the major search engines, Brand.com, independent property website and other channels such as MapQuest.

Banner Ad Effectiveness – Are you maximizing your banner ad space on the home page? Use these ads to highlight room opportunities such as AAA, Groups, Reunions, Government Rates and Special Events.

Features of a Contribution Comparative Analysis by Sub-Channel and SRP Report

This report provides important details about the effectiveness of Hilton system promotions, such as Advance Purchase, and AARP offers. It also provides information about the success of local promotions, such as Drive Market and Weekend offers, so you can make decisions on when and how often you should be running these types of programs. You’ll also receive key information about year over year room nights & revenue by SRP data, and the different channels that make up all sold rooms in your property.

Setting up a site monitoring system is a simple process, and tracking current information takes less than 30 minutes a month!  Managing your Brand website means room night growth and a higher ADR.

eMax Hotel Internet Marketing offers a FREE online Opportunity Scorecard Review, so you can start monitoring site activity and review data reports with ease.  Upon review of your Hilton On-line Opportunity Scorecard and the Brand website, eMax will provide an evaluation of each key area including Search Engine Optimization.

Call us at (407) 998-8028 for your free review today!