Thayer Interactive Group
(TIG) announced today an Internet marketing partnership with
Driftwood Hospitality Management. According to the agreement, TIG will provide Driftwood with comprehensive Internet marketing services to enhance the online visibility and Web bookings of selected hotel assets.
“In evaluating sales distribution strategies, it became apparent that the Internet offers the most cost-effective means of reaching new customers and driving incremental revenue to our hotels,” said David Buddemeyer, president of Driftwood.
According to the agreement, TIG will provide each participating Driftwood hotel 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 marketing and online advertising; statistical reporting and analysis; and proactive client support.
Driftwood is the sixth major hotel ownership and management group that has joined TIG’s portfolio within the last three months. TIG’s program continues to produce strong results for branded and non-branded hotels, leisure and transient markets, and urban and suburban locations, delivering an average of $750,000 to $1.5 million in incremental revenue per hotel.
“Driftwood has a complex and sophisticated marketing platform, driven by a firm commitment to strong revenue generation and solid growth,” said Frederic W. Malek, TIG chief executive officer. “Our program fits well into the Driftwood marketing platform, as we have proven the ability to deliver significant incremental revenue with low customer acquisition costs in a multitude of markets. We deal directly with the participating properties to ensure that all available online revenue opportunities are tapped within the localized market.”
As the demand for leisure and corporate travel begins to improve, it is essential for hotels to present themselves aggressively and effectively to consumers searching for hotel accommodations in particular geographic markets. The Internet is the fastest-growing hotel distribution channel, predicted to account for 20 percent of all lodging revenue by 2005. As online marketing grows increasingly more competitive, field-tested industry knowledge is vital to success.
“Thayer’s full-service approach to Internet marketing, solid record of revenue generation and extensive knowledge of the hotel business were the key components that ultimately convinced us to select Thayer,” Buddemeyer said. “We anticipate a long-lasting partnership that results in the exceptional growth of our assets.”