Tailored and Targeted Webinar

Copyright © 2014 Leonardo Worldwide Corporation

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Tailored and Targeted:Reaching DesiredGuest SegmentsMarch 20, 2014

Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo Sandra Taylor, Director, Worldwide Sales, Best Western InternationalDan Schetter, General Manager, Best Western Premier Waterfront Hotel

Technical Difficulties?Contact

Citrix GoToWebinar1-800-263-6317

support@citrixonline.com

Darlene RondeauVice-President,

Best Practices, Online Merchandising

Leonardo

@darlenerondeau

Sandra TaylorDirector Worldwide Sales Corporate

Government and Travel Agency Programs

Best Western International

Dan SchetterGeneral Manager

Best Western Premier Waterfront Hotel & Convention Centre

“ The average business traveler will check their smartphone 34 times a day

- PC Housing“

60% of business travelers plan to spend more time researching before booking travel because finding value is important

64% of business travelers start travel booking and planning process with search

- Google 2013 Traveler

“ 72% of business travelers are interested in the ability to view hotels on a map using their mobile devices.

- Sabre

Sandra TaylorDirector Worldwide Sales Corporate

Government and Travel Agency Programs

Best Western International

Corporate Travelers…

► More than 37,000 types of Businesses

► Employees 34% of U.S. Private sector

► Account for approx. 50% of all corporate travel spend in NA

► On average spend between $2M-$12M in Travel and Entertainment

Middle Market…

Source: GBTA

► Sales efforts

► Property descriptor program●3 descriptors in the U.S. and Canada

How Best Western International Attracts the Middle Market

Location, Location, Location

Rates, Rates, Rates

Value Added Amenities

Airport

Shuttle

► Travel Agencies●Regional Travel Agencies●Travel Management Companies

Self Booking Tools

► Brand.com► Consumer websites► Property direct

How They Book

► Does your hotel “attract” the buyer through good rate descriptions?Descriptions

► Make sure your hotel is accurately and consistently presented on other sites

Additional Touch Points

◦ Brand.com◦ Social media◦ Review sites◦ Online travel agencies◦ Mobile sites and apps

► Enrich shopping experience by utilizing current photo and video capabilities

Hotel Photos and Video

Show your rooms◦ Travelers more interested in

interior images than exteriorimages

Make sure media reflects what business travelers want

► Loyalty programs● If they’re part of it, recognize them when

they’re on site

► Taking care ofthe “guest” is key!

Guest Experience

►The “middle market” represents ~ half of corporate travelers

►Show your rooms & anticipated experience►Corporate guests are looking for value; which is

anticipated experience vs. price; communicate this!

Key Takeaways

Dan SchetterGeneral Manager

Best Western Premier Waterfront Hotel & Convention Center

Visual Storytelling Sells Rooms

Our VPowered Web Gallery allows us to share panoramic photos, still photos, and videos.

• Shared across numerous channels• Shows guests every detail of our spacious

amenities• Allows us to give short, accurate descriptions

for each photo• Travel Shoppers feel more confident in their

purchase because they can see the quality before they arrive and experience it after they arrive

VPoweredMulti-Media Web Gallery

► Integrated and consistent media display and distribution● Allows us to categorize our web gallery into

different tabs● We showcase separate galleries for

sleep, celebrate, special offers, tours, and meetings● All galleries in the same, easily accessible format

► Bridged gap between our important

channels● Standalone website and Facebook page● Enhanced user experience on both channels

through ease of use

Why VBrochure?

• Shows Best Western Premier as a unique hotel• “Downtown” Oshkosh located close to other dining and nightlife options and UW-Oshkosh –

Corporate travelers like selection especially for multiple night stays• Visually displays our differentiators – Only hotel located directly on the Fox River; Only full service

hotel with franchised on-sight& on water restaurant with exclusive water view meeting space• Total hotel renovated and modern design – newest product in the market • Potential guests can “view” the luxurious accommodations & amenities

• Whirlpool Fireplace Suite; Executive Suite; Meeting Rooms; Pool; Fitness Center; Meeting Space

• VBrochure allows us to showcase the hotel• Shows our hotel’s sophistication and services while promoting a spacious and polished atmosphere• Visually differentiates our hotel from the competition with #1 hotel in Oshkosh on Trip Advisor

supporting the confidence of their purchase.

• Integrated VBrochure with standalone and Facebook websites• Branded their hotel as the Oshkosh destination for corporate travelers

Benefits of VBrochure

► How Best Western Premier Waterfront Hotel and Convention Centre uses VBrochure

● Facebook

● http://www.oshkoshwaterfronthotel.com/

● OTAs

● Corporate Booking Tools

Writing Our Story

• VBrochure relatively new for us• Implemented VBrochure in the middle of January 2014• Relationship with Best Western International made it easy to get started• We expect that it will compliment our independent website, Facebook, BWI website and Co-op

website• Big selling point was the ease of distribution to OTA’s

• Differentiators are needed to put us in front of the competition• With a limited corporate supply in the market, VBrochure helps us to take market share• Our independent site has high traffic due to weddings, local meetings and events, franchised

restaurant and regional conference. VBrochure becomes an enhancement• The expectation is to have increased conversions of room reservations and increased RFP’s

and inquiries from conference and meeting clients

Why VBrochure and Anticipated Results

►Use all the marketing tools available to you►Visuals really help tell your hotel’s story►Showcase your differences (e.g. location, amenities, dining)

►Engage your guest before, during & after their visit on social channels like Facebook

Key Takeaways

The Ultimate Visual Storytelling Solution for Hotels

VBrochure

VScape Media Publishing

VNetwork Analytics Customer Success

BestSTART++ + ++

Online Players Mobile Web

GalleryFacebook

► About Leonardo

► Invitations to upcoming webinars●April is about “Leveraging Social Media for Hotels”●May’s topic is “Optimizing Your Story on Mobile”

► Recording of this webinar●Share it with your colleagues

It’s a Wrap

Copyright © 2014 Leonardo Worldwide Corporation