INITIAL WEBSITE ANALYSIS

Search Engine OptimizationPresentation for

prepared by

Judy Collins The Collins Group

August 24, 2011

Honolulu, HI (Oahu)

• Websites - Brand, Independent, Corporate• Objectives• Fact Finding: Hotel Questionnaire/About the Hotel

• Competition• Segmentation • Traveler Profile• Packages/Promotions• Seasons, Rates, Avg. Occupancy, RevPar• Hotel Reports Needed for Future Analysis

• Search Engine Optimization/Management• Google Analytics, Key Words, AdWord Campaigns• Organic & Paid Placement • Social Media/Mobile Media• Rich Media/Video• Website Content Management

OVERVIEW – ITEMS FOR DISCUSSION

• Revenue Management • Reputation Management

• Trip Advisor • Google Reviews/Google Places • Online Media

• OTA • Management, Promotional Opportunities• Sponsored Travel Ads

• Sales & Marketing• CRM/e-Marketing • Sales Team – Travel Segments• Strategic Partnerships• Marketing & Sales Plan/Budget/Goals

• Initial Recommendations-Examples• Follow up/Action Plan

OVERVIEW – ITEMS FOR DISCUSSION CONT.

OBJECTIVES

• Implement and manage innovative well-executed web marketing & sales initiatives : • Search Engine Optimization and Management

• Increase visibility, conversions, bookings• Facilitate E-marketing and interactive sales strategies• Develop dynamic strategic partnerships for long term relationships • Manage effective revenue management & reputation management• Drive online revenues• Improve ROI and performance • Attain market share thru social and mobile media• Best of all ……out-smart the competition!”

• http://www.hiltonwaikikibeach.com/ (Independent)

• http://www.stanfordhotels.com/Waikiki_Hawaii_Hotel/index.htm(Corporate/management/owner)

• http://www1.hilton.com/en_US/hi/hotel/HNLWAHF-Hilton-Waikiki-Beach-Hawaii/index.do (Brand)

WEBSITES

HOTEL FACTS

• Tastefully renovated, beautiful, understated elegance, sleek & contemporary• Distinctive décor South America complemented with vibrant island colors• Guestrooms: 37-floors; award-winning; 601 guestrooms with private balconies • Views: Spectacular Ocean/Mountain views• Location: Heart of island paradise

• One Block from Waikiki Beach• Easy walking distance to shops and restaurants• Nearby Attractions: Honolulu Zoo, Kapiolani Park, Waikiki Aquarium

• Full Service Hotel • Restaurant, Lobby Bar, Pool Bar, 24 hr in-room dining• Meeting & Banquet Facility (12,000 sq ft -500 persons)• 24 Hr Business Center• Fitness Center, Pool (10th floor)• Cutting Edge technology (Wi-Fi)

HOTEL – FACT FINDING

• List 3 top “hidden gems/brag worthy” features/amenities of your hotel which you wish to convey to travelers (which separates you from the competition?)• List 3 weaknesses and why?• List Best 3 Sales Attributes of the hotel? • List 3 features your competitor offers giving them an advantage? • What is your biggest challenge? How do you overcome?• Main complaints from guests? • What type of travel segment would you like to attract

more of? Why?• What is your website NOT saying? • Referrals from other specific hotels or attractions? List

Describe your Seasons, Rack Rate Range, Special Event Dates/Blackout Dates:

• High Season: Mid Dec-Mid April Rate Ranges: _________• Off Season: Mid April-Mid June Rate Ranges: _________

Sept-Nov? Rate Ranges:__________• Shoulder Seasons June-Aug? Rate Ranges: _________

Jan-March?

• Last week April/first week May - Japanese "Golden Week" holiday• Other Events/Groups/Blackout Dates:

SEASONS/RATES

• Profile of your hotel‟s avg. traveler

• Percentage of Leisure/Corporate

• Average Age range• Geographical areas• Average Income• Activities of interest • Percentage of Hilton Honor

guests• Percentage of repeat guests• Avg. length of stay

• Avg. booking window • Nearby attractions• Distance to airport• Percentage of website bookings vs. total• Single, couples, families• Groups• Meetings• International travelers

HOTEL TRAVELER PROFILE

List Current Packages/Offers/Promotions Thru 2012: • Romance• Adventure• Nearby Attraction Package (includes tickets, etc) Watersports, Entertainment, Cultural, etc • Advance Purchase (book by specific date, travel dates) • Promotional: ex- Stay 2 or 3 Nights, Get one Free• Golf Package/ Spa Package • Family Vacation Offers• Event Related• Value Add (gas cards, breakfast, late check out, giftcards, CVB, manager‟s reception, other, etc.)

PACKAGES/PROMOTIONS

• Hilton Hawaiian Village Waikiki Beach Resort• Hyatt Regency Waikiki Beach Resort & Spa• The Outrigger Reef on the Beach• The Outrigger Waikiki on the Beach • Waikiki Beach Marriott Resort & Spa• Aston Hotel Waikiki Beach• Embassy Suites Hotel - Waikiki Beach Walk • Moana Surfrider, A Westin Resort & Spa

COMPETITON

See Separate Excel Spreadsheet Competitive Grid

To review (STAR Report) for top 3 and additional information

SEGMENTATION

CURRENT % Mix • Business/Corporate

• Leisure• Global/Consortium• Local Negotiated Rates• Groups• Meetings• SMERF• OTA/BTA• Package (air/hotel/car)• Opaque• Advance Purchase• Airline/Cruise• International (FIT)• Associations (AAA)• Internet • CRO• Discounted

WISH LIST % Mix • Business/Corporate

• Leisure• Global/Consortium• Local Negotiated Rates• Groups• Meetings• SMERF• OTA/BTA• Package (air/hotel/car)• Opaque• Advance Purchase• Airline/Cruise• International (FIT)• Associations• Internet• CRO• Discounted

Discuss how to shift for

max profitability

• #10 Hilton Waikiki Beach 601 rooms• The Outrigger Reef on the Beach 635 rooms• #8 Aston Waikiki Beach Tower 645 rooms• The Outrigger Waikiki on the Beach 644 rooms• #7 Hawaii Prince Hotel Waikiki 521 oceanfront rooms, 57 suites • #4 Waikiki Parc Hotel 297 rooms• #3 Waikiki Beach Marriott Resort & Spa 1,175 rooms/135 suites• #1 Hilton Hawaiian Village Waikiki Beach Resort 2,860 rooms• #2 Sheraton Waikiki Beach 1,636 Rooms• #5 Hyatt Regency Waikiki Beach Resort & Spa 1,229 rooms• #6 Moana Surfrider, A Westin Resort & Spa 793 rooms• #9 Grand Waikikian Suites by Hilton Grand Vacations(located within Hilton Hawaiian Village)

4 STAR HOTELS IN OAHU

Hilton Waikiki Beach Also Known As:

•Hilton Hotel Honolulu•Hilton Honolulu•Hilton Waikiki Prince Kuhio•Prince Kuhio•Honolulu Hilton•Radisson Waikiki Prince Kuhio

OTHER NAMES

Do you still own these domains for link to

sites?

Address: 2500 Kuhio Avenue, Honolulu, Oahu, HI 96815

• 1 block -Waikiki Beach, Kuhio Beach, Queen Beach, Honolulu Zoo & Kapiolani Park• Ala Moana Beach Park - 2MI – W• Ala Moana Shopping Center - 1.9MI - W• Ala Wai Golf Course - 1MI - E• Aloha Stadium - 10MI - W• Aloha Tower Marketplace - 4MI – W• Bishop Museum - 8MI – W• Honolulu International Airport (HNL)– 20 min• Hawaii Convention Center – 5 minutes • Others

AREA ATTRACTIONS

Expand this list on websites- seeComp website

examples

• STAR Report (2011 Current, QTD, YTD, 2010) • Hotel Intelligence Report, Opera • Occupancy, RevPar, Trending, Comp Set• Historical Data, Forecast, Budget• Google Analytics, Google Ad Words Campaign, Key Search Words• OTA Reports• Sponsored Travel Ad Reports • Reservations: CRO, hotel, voice, internet, conversions, web booking reports• Revenue by Rate Code

• All Hotel, Groups, Travel Segment, OTA Reports• Current, MTD, YTD, previous year

• Sales: Room/F&B/Groups/Meeting Revenue• Forecast, Projections, Goals, Budgets

HOTEL REPORTS NEEDED

• Stickiness of Website (staying power leading to conversions)• Emotion (what is drawing traveler in?) Usage of lifestyle photography • Font, headings, layout, overall design (Updated/Cutting Edge) • Rich Media/Video/ Hi-Resolution Photography/Distribution Channels• Social Media/Mobile Media – booking engines• Call to Action (urgency – attention grabber)• Meta Key Words, Title, Description• Reviews, Area Attractions, Updated News, Blogs

KEY FACTORS FOR SEARCH ENGINE OPTIMIZATION

• Creating a hotel website that looks great and has a high conversion rate is essential to succeed online today…but you also need traffic and visitors to convert those lookers into bookers!

• Search engine optimization gives hotels a natural and more sustainable search engine presence than paid search advertising, which marketers can use to generate website traffic and online conversions

• To understand how SEO works, it can be broken down into four core components:

• Keywords – both „money‟ and „broad‟ keywords• Technical infrastructure – how a Search Engine accesses your Web pages• Content – both „on-page‟ and „off-page‟• Link profile – external and internal range, depth and scale

HOW SEO WORKS 80% of people use Search Engines to

find and book hotels

GOOGLE ANALYTICS

Traffic Sources

Referral

Search Engines

Bookmarked/Direct

Where are your visitors coming from?

GOOGLE ANALYTICS

• Total Visits to Your Site• Page Views, Page Visits, Avg. Time Guest spends on your site • Key Entrance /Exit Words• New Visitors/Repeat Visitors• Bounce Rate (very important

• if over 50% not enough stickiness-evaluate)• Length & Depth of Visit • Days of the Week visited, patterns, trends • Referral Traffic (Source)

•Direct, Search Engines, Referrals• Benchmarking

• Comparison tools to see how you stack up with your competitors• Landing Pages• Geographical areas (top markets)• Overall percent increase or decrease - why • Most Important – Conversions to Bookers! • Review Google Analytics Report

What is important to analyze . . .

GOOGLE ADWORDS

Google Ad Words Campaign (Key Words/Ads to Drive Traffic to Your Website) If you have built a wonderful website, but now you need to drive more traffic to your site, then Google Ad Words (PPC) Pay Per Click Campaign is ideal. Your goal is of course to be in the top placement on the first page of google in “natural placement”; however, sometimes we all need a little help in getting there with paid sponsored search campaigns.

• Create Your Ad and Keywords You create and ad, and choose keywords, which are words or phrases related to your business. You can choose key phrases from your website, Google recommended, or the best exercise is to pull up your competition and note the search words. Start with limited words and analyze. Do not go crazy with hundreds of different key word phrases with a broad match. Concentrate a few select key words. Review these words on a daily weekly/basis to track and update accordingly.

• Your Ads appear on Google When guests search on Google using one of your keywords, your ad may appear next to the search results. Now you're advertising to an audience that's already interested in you. The goal is to get to the number #1 position. Pay close attention to this area of your report per key word.

GOOGLE Adwords

• Campaigns/Bidding Choose the appropriate geographical area you want to target, and highly recommend starting out with a maximum monthly amount in order to manage your bid process. Start out with one month and monitor and try a different ad and track your progress.

• Return on Your Investment (ROI) In today‟s highly competitive Google AdWords pay per click (PPC) search engine, it is now more important than ever to ensure that your PPC campaigns are optimized to their utmost potential.

•You should be achieving maximum return on investment (ROI) for the keywords or phrases that are most relevant to your business and are most likely to provide you with targeted traffic to your website.

KEY WORDS

„Keywords‟ or „keyword phrases‟ are the terms given to the words that people use to search for your website on a Search Engine. Choosing the most relevant hotel-related keywords is fundamental to the success of a hotel SEO campaign. How SEO works is that each keyword or keyword phrase is evaluated by its relevancy, search volume and level of competition.

A quality keyword portfolio will focus on both „broad‟ keywords (attracting hotel lookers) and „money‟ keywords (attracting hotel bookers). For example if you are searching for a Sydney hotel such as Sebel Pier One, you may search for the „broad‟ keyword phrase „Sydney waterfront hotel‟ or the „money‟ keyword phrase „Weekend packages Sydney‟.

Review of Google Analytics Report and Google AdWords

TECHNICAL INFRASTRUCTURE

The technical infrastructure focuses on the architecture and the „bones‟ of your website. There are many factors that can affect the performance of a website from a SEO perspective. As part of its initial audit, an expert SEO company ideally should evaluate any potential site structural problems including but not limited to:

• Domain strategy• Web host• Content management system• Site navigation• Page Speed• Duplicate content issues• Redirects and broken links• Site Maps

CONTENT is KEY!

The keyword research lays the foundation for on-page optimization. Keep in mind that website content needs to be written for humans, not Search Engines – you do not want to disappoint your website visitors and see them turning away because of your low-quality copy.

Chosen keywords need to be seamlessly integrated into the on-page content in a way that is organic to the site. The on-page optimization lets the Search Engines know what the page is about and helps Search Engines rank your web page accordingly, for appropriate keyword searches.

On-page optimization includes:• Title tags• Meta keyword and description tags• H1, H2, and H3 tags• URL structure• Alt tags for images and filenames• Page (body) content• Internal linking strategy

Link Profile

A quality link building campaign is an important component of hotel SEO and a heavily weighted factor in Search Engine algorithms. Search Engines see a link to your web site like a vote of confidence in your website, so in theory the more links, the higher your site‟s authority. However, not all votes have the same weight and links ideally should come from quality, trustworthy and on topic websites.

Hotel link building strategies include:

• Hotel blogging• Participating in industry-related forums• Commenting on related websites• Listing links on community websites such

as CVB, State, or city industry associations, cruise, airline, chamber, vacation, attractions, etc.

• Writing guest posts on industry-related blogs• Distributing media releases and article marketing• Listing links on quality directories• Listing links on clients, suppliers and partners websites• Creating a Google Places Page• Commenting on videos related to your industry• Linking on social media sites

Google Reviews/PlacementPaid/Organic

Sponsored Ads

NaturalOrganic

Placement Sponsored Ads

GOOGLE SEARCHES

The three key processes in delivering search results to you are:

Crawling: Does Google know about your site? Can we find it?

Indexing: Can Google index your site?

Serving: Does the site have good and useful content that is relevant

to the user's search?

Call to Action/Layout

Call to ActionHeadingsColored FontSpecial OffersSEO friendlyEasy to NavButtonsUpdated site

Competitor Website

Call to ActionSEO is Useless if You Have a Weak or Non-Existent Call to Action

• Make sure your call to action is clear and present. SEO is not a one-shot process.

• The search landscape changes daily, so expect to work on your optimization daily. With limited budgets these days, there is a critical need to “prioritize” with a goal of maximize ROI, in the shortest amount of time.

• As we all are aware, nothing is guaranteed. It takes constant monitoring, evaluating, analyzing, and strategic planning on a daily basis.

• It involves a combination of effective measurement tools, customized for your specific property in order to reach your maximum amount of occupancy, revenues, bookings and conversions!

Hotel Shoppers Are On The Move. Are You?

Mobile Media: 42% of travelers research or book accommodations on their mobile device, according to Trip Advisor‟s mobile device travel survey.

If you don‟t have a mobile-friendly website, you could be losing a significant number of bookings.

A VPowered Mobile Website Gives Mobile Shoppers What They WantThe VPowered Mobile Website is part of the VBrochure Ultra Premium Online Merchandising System and provides travel shoppers on the go with everything they‟re looking for, including:

• Media (photos, virtual tours, video) and text that tell your hotel's story features, amenities and overall experience

• Social media sharing buttons• Book now button that links directly to your booking engine• Click to dial phone number and hotel address• Displays Seamlessly for the Smartphone They‟re Using

• Your media will be displayed in VPowered Multi-Media Player with high resolution, text, multi-language capabilities and full-screen viewing options that engage travel shoppers with the rich experiences they‟re looking for

Five ways to win the hotel mobile booking game

1. Get in the mobile gameThough the mobile category holds a relatively low percentage of a hotel‟s total website traffic, the channel is growing exponentially, said Vikram Singh, principal and CEO of Evision. “People who aren‟t investing in mobile this year are going to regret it for a very, very long time,” he said.

Sometime between 2013 and 2015, more people will access the Internet using mobile devices than desktop or laptop computers, Singh said. Additionally, about 10% of all Google searches happen via mobile. “That should be a call to action for all hotels right now,” he said.

There is a war being fought on the “mobile” battlefield, and if you‟re not charging forward, you risk losing your guests, according to panelists during last week‟s third annual Hotel Data Conference. August 10, 2011 | Hotel Marketing

2. Forget “mobile friendly;” think “mobile commerce” While it‟s certainly important for hoteliers to make their property websites mobile friendly, the next step is to enhance the mobile booking engine. “Mobile friendly is dead. … now it‟s about mobile Commerce.

3. Lose the unicorns and rainbows Less is more when designing mobile websites and booking engines. Not only do crowded visuals and graphics slow down wireless download times and processing speeds, but they create extra steps for guests that deter bookings. Keep it simple and straightforward. The easier it is for a guest to book on your mobile site the better. The best applications allow users to book a room in less than two minutes!.

4. Engage your guests in real time Mobile devices represent a constant, personalized touch point between a hotel and its guests, the panelists agreed. Hoteliers should leverage these capabilities both before guests arrive (e.g. with welcome, update, pre-visit messages and offers) and after they arrive. Mobile devices are a perfect way to push incremental sales. If your spa has a number of vacant slots on a particular Tuesday afternoon, for example, send a quick email or text to checked-in guests offering them a 10% discount if they book within the next 15 minutes. Also encourage hoteliers to sign up for Gowalla and FourSquare to allow guests to check in and share their experiences with the broader online community.

5. Catch the bad reviews Why wait for bad reviews to hit TripAdvisor whenyou can resolve issues immediately on site? Encouraged hoteliers to post signs throughout their hotels that say, “Have a problem? Text 665.” Hotel staff can monitor that account and address any and every issue as they present themselves

.

RICH MEDIA

The Influence of Rich Media (Videos)

Video and virtual tours increase conversion rates compared to viewing still photos alone.

360 degrees or virtual tours - 67% more likelyVideos– 89% more likelyVirtual and Videos – 115% more likely

Source: Results of a tracking study conducted by VFM Leonardo and a North American hotel chain that tracked the behavior of 1,000,000 travel shoppers

•To Increase Bookings You Need to:Capture the attention of the travel researcher at every stage of the planning process.Leverage OTAs and Third Party Travel sites as tools to increase the visibility of your hotel

in your market.Differentiate your property by engaging travel shoppers with rich visual content that tells a

story.Influence purchase decisions by merchandising your property in a compelling way using

rich visual content to maximize conversion.Have a license to a system that helps you to achieve all of this (to discuss)

• 91% of people research online Regardless of how they make their final booking. Online travel is a lot more than just making reservations… Source: Digital Media and User Experience in Online Travel 2010 E-digital Research, for Frommers.

• The average holiday booked online takes 29 days from 12 searches and visits to 22 different travel sites. Source: Google Europe

• Travelers Use Multiple Sources to Plan their Trips. Hoteliers need to be well merchandised throughout the travel planning process. Source: TIA –Traveler’s Use of the Internet

66% Travel Sites (Trip Advisor, Expedia, Hotels.com, etc)60% Search Engines (Bing, Google, Yahoo)57% Hotel Sites (yourproperty.com)46% Destination Sites (city, CVB, or state tourism)

HOW TO BETTER MERCHANDISE YOUR

HOTEL ONINE

• Online Travel Agents (OTA) Listings Increase Bookings on Other Channels Source: The Billboard Effect, Cornell Hospitality Report, Vol 9, No 16, Oct 2010 Maximize opportunities!

• Rich Visual Experiences - Enhance the Travel Shopping Experience and Increase Conversions

• Content-Sensitive Travelers - Will avoid your hotel if you don‟t have good content. They will spend 22% more on travel or will trade up for better quality. If your content is inadequate, you risk losing a premium guest. Source: Forrester’s North American Technographics®, Travel Online Study, Q1 2010

• Visual representations help consumers evaluate for themselves.Take control of your online content; don‟t let others do it for you!

HOW TO BETTER MERCHANDISE YOUR

HOTEL ONINE

CONTENT MANAGEMENT SYSTEM

• Make sure and invest is a good CMS System in order to make edits to your website content, specials, news, photos, rates, promotions, etc. on a daily basis.

• Ask your webmaster about pricing as there are many systems out there, to offer you as much control or as little as you feel comfortable with, so you are not paying someone to manage every change, which can get rather costly.

• Utilize Brand CMS website in addition to independent and corporate

• It more than pays for itself, as well as having your content live on a timely basis, so you are not missing opportunities or bookings!

E-business professionals with rich media in their online merchandising strategies are finding great success!

• The top three of five features deployed are more heavily rooted in the social media-based category. These include:

• Branded social community pages, (Facebook, MySpace, Twitter) (71%)• User ratings and rankings (65%)• User comments and reviews (63%)• Videos for merchandising, advertising and demonstration (56%)• Hotel tours, combinations of guided spin, zoom imagery, videos

and animation (43%)

How do you stack up?

Source: VFM Leonardo Hotel E-Business Survey 2010. In this quantitative study, ten key questions were asked to identify and analyze the features hotel e-business professionals find most useful and to provide quantitative findings to help other e-business professionals create ideal visual merchandising experiences to improve conversions.

HOW TO GET CONVERSIONS

• Content is one way to increase the “stickiness” of any website. Not just any content, but high quality visual content. If you're not engaging online travel shoppers, they‟re more likely to leave your site and not return, meaning you‟ll lose the booking to one of your competitors. According to a study by Google and OTX, The Traveler’s Road to Decision, the use of online travel videos is steadily increasing in all stages of the planning process.

• Over half of business and personal travelers interact with online travel videos in all stages of their travel planning. More importantly, 57% of personal travelers and 66% of business travelers use online video when deciding on accommodations. So what‟s the key takeaway?

• Displaying visual content (particularly video) on your website, whether it be a hotel site, brand site or third-party travel site is a great way to engage travel shoppers when they‟re on your site and keep them coming back (hopefully to make a booking)!

GIVE TRAVEL SHOPPERS A REASON TO STAY

ON YOUR WEBSITE OR COME BACK

DISTRIBUTION

Multi-Media Viewer + V-Network + VScape = V-Brochure

• Distribute consistent visual content to all electronic channels in the VNetwork™ where your property is listed.• Take control of your online presence with well-merchandisedmedia, targeting specific travel shoppers based on their needs. (similar to your own CMS system)• Engage travel shoppers with visual content that tells your whole story.• Manage and distribute your media from a single source entry point, to quickly and easily control and update your media.• Measure your effectiveness with reporting metrics; know where and what visual content is being viewed by travel shoppers, to maximize conversion effectiveness and increase your ROI • Prices are based on monthly fee from $242 mo for 2 hrs. plus set up fee of under $500.

• There is little room for guesswork when planning your sales strategy. Revenue management is essential! • Know the business flow of your hotel and adjust rates/promotions based upon knowledge; NOT guesswork!• Optimize income revenue from a fixed, but perishable inventory• Sell the right rooms to the right traveler at the right time for the right price• Supply vs demand economics– tactical strategy to generate incremental revenues•Essential conditions for revenue management

• Inventory (guestrooms) available (fixed amt)• Perishable (unsold rooms) • Travelers are willing to pay a different price for same resources • Different segments of business are willing to pay different rates under various circumstances.

EFFECTIVE REVENUE MANAGEMENT

• Concentrate on occupancy first and avg. rate, second!• As advance reservations increase, rates should also increase. • Many hoteliers think the opposite. How many times have you seen hotel rates suddenly decrease a week or so before the arrival dates? This is the direct opposite of good revenue management. • Too many hoteliers set rates blindly for the future and then, panic when reservations are disappointing just a week or two in advance. • Most hotels should take a picture of reservations at least 6 mos. out in advance or some a year or more depending on group business. Do not miss opportunities as leave money on the table. • Advance reservations represent occupancy demand for each night in the future.• Use special rates, packages, and group discounts to build future demand; then adjust rates upwards to match that demand.• When reviewing future reservations remember to check past history for those dates, movable holiday dates, current and past booking pace.

Trip Advisor – No Business ListingWebsite Link Management Responses Phone, email address Popularity Index #11 908 reviewsSpecial Offers Business Ranking #5

Reputation ManagementHighly Recommend Business Listing & hotel management

response to every review; positive or negative

see Epic Hotel – Miami

Trip Advisor Rankings Honoluluout of 85 Hotels (Most Popular)

#1 Trump International Hotel Waikiki Beach Walk 94% 249 Reviews $279-$508#2 Hotel Renew 94% 1,009 Reviews $144-$239#3 Aston Waikiki Beach Tower 95% 442 Reviews $333-$772#4 Outrigger Reef on the Beach 90% 1,504 Reviews $224-$300#5 Halekulani Hotel 90% 777 Reviews $436-$672#6 BEST WESTERN PLUS Coconut Waikiki 95% 852 Reviews $140-$215#7 The Kahala Hotel & Resort 86% 498 Reviews $395-$685#8 Embassy Suites Waikiki Beach Walk 91% 661 Reviews $251-$449#9 Outrigger Waikiki on the Beach 90% 1,308 Reviews $224-$692#10 Aqua Bamboo & Spa 86% 770 Reviews $119-$215#11 Hilton Waikiki Beach 90% 909 Reviews $199-$329#12 Ilikai Hotel & Suites 91% 345 Reviews $138-$249#13 The Royal Hawaiian, a Luxury Collection Resort 87% 579Reviews $335-$531#14 The Waikiki EDITION 85% 125 Reviews $223-$479#15 Grand Waikikian Suites Hilton Grand Vacations 87% 144 Reviews $290-$463#16 Holiday Inn Waikiki Beachcomber Resort Hotel 89% 566 Reviews $162-$259#17 Aston Waikiki Circle Hotel 88% 496 Reviews $105-$174#18 Ilima Hotel 90% 345 Reviews $138-$250#19 Outrigger Luana Waikiki 88% 372 Reviews $134-$157#20 Diamond Head Beach Hotel 76% 78 Reviews $100-$300#21 Moana Surfrider, A Westin Resort & Spa 83% 1,231 Reviews $260-$527

Trip Advisor Specials - 15 Hotels

ASt

Missing Opportunities Here due to No

Business Listing, no special offers

OTA - Expedia Travel Sponsored Ads Reviews/Placement (1st, 2nd, 3rd)

Bidding Max BidDateless Searches0-21 days Weekdays22 days + Weekdays0-21 days Weekends22 days + Weekends

#1 Placement – Top#2 Bottom#3 Bottom

#1 Hilton Hawaiian Village Waikiki Beach Rotates#2 Hilton Waikiki Beach#3 Waikiki Beach Marriott Resort

Expedia Placement

ASt

Expedia Picks Dateless Search 4.6 out of 5 415 reviews Hilton Waikiki - #15 Poor Placement

Expedia Travel Sponsored Banner Ad Copy

• No slash thru sale price• No value add• No demand marketing• No call to action• Rewrite – top features only • Book Now!!• New thumbnail photo needed• Hi-resolution image• Bid higher for top placement • No Expedia promotion offered

Living Social Opportunitieshttp://livingsocial.com/escapes

Great marketing tool for excess inventory/packages

as well as possible direct book!

Stanford Hotels Corporate Website

• Website Analytics Report Review (need access to review) • Google Ad Words Campaign Reports/Key Words (review reports) • Perform Needs Assessment • Current website presentable – markets properties• Address Current Content Management System

• Who maintains?• Satisfied with current CMS? • Hosting Company? Other functions • Last Re-design?

• Would like to see website work harder for the properties?• Add industry blogs, links, more SEO, social, mobile friendly• Add Property Highlighted or Hotel Spotlight (rotate)• Add Group Rates and other items per examples• Update Design, Layout, font, etc.

Stanford Hotels Corporate Website

Note Overall Design and Layout

Photo gallery/ Properties

Stanford Hotels Corporate Website

SEO Friendly

Designed

Block StyleButtons

With Call to

Action

Stanford Hotels Corporate Website

Social Media

FriendlyAccolades

LayoutDesign

http://www.aquaresorts.com/oahu/lotus-honolulu/

Website Examples

Appealing Design

http://www.aquaresorts.com/oahu/lotus-honolulu/

Website Examples

Call to Action

http://www.aquaresorts.com/oahu/lotus-honolulu/

Website Examples Drop Down Menu Groups

http://www.aquaresorts.com/oahu/lotus-honolulu/

Website Examples

Page Layout

Headings

http://www.aquaresorts.com/oahu/lotus-honolulu/

Website Examples

Corporate (Owner Management) Websites

Website Examples

High Resolution

photos

Corporate (Owner Management) Websites

Social Media Friendly

Corporate (Owner Management) Websites

Group Hotel Rates

Corporate (Owner Management) Websites

Hotel Spotlight

PHOTOGRAPHYBrand, Independent, Corporate

Very Poor resolutionphotos

New professional photography needed ASAP

Exterior very badInterior Needed

Pool AreaThis does not sell the hotel

Video Neededfor all Websites

CompetitorProperty Map with

Interactive Hawaii Map, CVB, Airport Directions

Great Usage of

Attractions Page

Allows more

visitors to plan trip,

SEO

• Stickiness (What is grabbing visitor attention to remain/book?)View reports – Needs work - Poor

• Emotion (What is drawing the buyer in – lack of emotion?) PoorUse hi-res stock photography to draw in travelers

• Font/Layout (Very Outdated – headings, content, body)

• Photography (New hi-res photography needed; exterior & interior) Poor

• Content Not SEO friendly - Redesign

• Rich Media Poor – Needs Montage Premium Video, VFM Leonardo. Distribution)

• Social Media/Mobile Media Poor - Redesign• Call to Action None – New website Redesign• CMS To discuss

INDEPENDENT WEBSITE RECOMMENDATIONS

•

INDEPENDENT WEBSITE RECOMMENDATIONS

No Links, No headings,No call to action

No high resolution imagesNot SEO, social, or mobile

friendly

BRAND HILTON WEBSITE

• Utilize CMS system• Keep updated• Better usage of local attractions, events• New copywriting• Better usage of hotel specials and promotions • New photography needed and rich media• Who maintains?• To evaluate reports

Follow upSales & Marketing

Action PlanQuestions & Answers

Next Step

Thank You!