Hospitality eBusiness Strategies (HeBS), and National Trust Historic Hotels of America (HHA) today announced renewal and expansion of their strategic consulting services agreement. HeBS will continue consulting with HHA to assist in implementing a robust direct online distribution strategy. Expanded services include brand building strategies, website optimization and search engine strategies, keyword search and email marketing, best practices and professional development. These services will help HHA provide a more powerful and effective channel of distribution to their 213 member hotels throughout the United States and Puerto Rico.
The results of a commissioned “eBusiness readiness” study by HeBS of the HHA membership will be presented at the upcoming HHA annual meeting in New Orleans. The purpose of the study is to help HHA assess how well its members are utilizing the Direct vs. Indirect Online Distribution Channel, and establish a benchmark on how members are performing in Internet distribution and marketing.
HeBS president and CEO Max Starkov and VP of eMarketing Strategies Jason Price will present the study results and the latest industry trends in a session entitled, “Latest Trends in Implementing Internet Best Practices for a more Effective Online Presence” at the HHA annual meeting on November 18 in New Orleans.
“This year over 20% of all revenues in hospitality will be generated from the Internet, and for the first time Internet hotel bookings will surpass GDS hotel bookings. Smart hoteliers are looking to build their Internet marketing expertise, and HHA in partnership with HeBS is determined to become the ‘best practices resource’ for its members,” commented Starkov. “HHA is a ‘hotel-friendly’ channel of distribution that adds genuine value to member hotel marketing efforts by delivering a unique historic aspect of their message, and enabling hoteliers to maintain control over rates and inventory, in contrast to the more familiar third party merchant models.”
Many hoteliers appreciate how critical creating the right mix between a direct-to-consumer and indirect online distribution strategy is to a successful Internet strategy. The benefits can be substantial. Developing a robust total online distribution and marketing strategy that strengthens both direct channels and the right indirect channels can avoid price and brand erosion, control distribution costs, and enable hotels to maximize revenues by better managing their inventory.
By partnering with an organization such as HHA, hoteliers marketing strategies are being supported in ways that help meet both revenue and occupancy goals as well as enhancing market position.
“Our goal for the new year is to become a more relevant source of reservations for our member hotels,” commented Shirley Talbert, director of marketing distribution for HHA. “This is an important initiative and critical to the success of our long range strategic plan. We look to HeBS to provide valuable expertise as we increase online reservations.”