tOP MARKETINGPLAN 2017 - Hotelkooperation€¦ · tOP MARKETINGPLAN. ACTIVITIEs 2017 tOP Activities FOR YOUR sUccess this new marketing plan combines the activities from tOP iNteRNAtiONAL

2017tOP MARKETINGPLAN

ACTIVITIEs 2017

tOP Activities FOR YOUR sUccess

this new marketing plan combines the activities from tOP iNteRNAtiONAL Hotels, tOP city&country-Line (tOP ccL) which represents the tOP exclusive line our marketing alliance partner Falkensteiner Hotels & Residences and vcH-Hotels Deutschland. starting on the 01st January 2017 until 31st December 2017 the activity plan includes a lot of activities which will be organized for the fi rst time.

HOW DOes tHe HOteL WORK WitH tHe ActivitY PLAN

The structure of TOP INTERNATIONAL Hotels asks for certain fl exibility, therefore, changes in the time schedule might occur. In order to make the use of the marketing plan more effi ciently, we suggest to concentrate on the following points:

• Addresses- or contact reports will not given out without any proof of its purposes.

• sales activities are to be found on the homepage www.topinternational.com

• short summaries for various trade fairs will be given at www.topinternational.com under press room. Certain fairs have a co exhibitor contribution fee. Key travel trade fairs as ITB are meant to be meeting points for hoteliers and clients. All partners are most welcome to join in and take full advantage of our corporate stand.

This activity plan and permanent communication with the TOP/TOP CCL Head Offi ce combined with attendance to TOP trainings will ensure to get the most out of the partnership with TOP INTERNATIONAL Hotels & Corporate Partners. The training dates are set depending on urgency, new hotel staff and/or individual requests by hotels. We urge every partner to at least participate once a year in a training. Next to explanations on the fast moving development in electronic distribution the training will assist the hotel staff in understanding the meaning of successful handling of the TOPREZ system.

02 I Activities 2017

NEW IN 2017

eNLARGiNG PORtFOLiO OF MeRcHANt DistRiBUtiON PARtNeRs

Over the past years TOP INTERNATIONAL has enlarged its Merchant Partner Distribution list with various companies all over the world. With the fi rst signed co-operation with GTA/Kuoni over three years ago, the number of retail partners worldwide has risen to over 40 contracted agreements in the meantime with other partners. Because the technical paths are now set, in 2017 two additional international market leaders will follow. With HOTELBEDs, the biggest bed bank in the world and LAsTMINUTE.COM, long established travel site, two giant interface implemen-tations will be executed in the upcoming year.

tOPReZWeB iNteRNet BOOKiNG eNGiNe

staying ahead of the competition, setting new standards and closely following the technical developments is a hard task which requires an ongoing enhancement process. The relaunch of the topinternational.com was one of the fi rst steps in late 2016. In 2017 the new IBE (Internet Booking Engine) will follow. Customized layouts, intuitive booking step procedures, responsive design and fl exible rate calendars will push this turnover a further step ahead. Additionally an open API will allow every web designer to create their own look and feel according to the hotels website layouts. There will be no boundaries in sense of pre-programmed widgets where only colour codes can be changed.

UNDeRcUttiNG PARitY WitH tHe Nice PRice :-) RAte stRUctURe

Implementing the specifi c NICE PRICE :-) structure already lies three years back. This innovative rate is always lower than the offi cial public rate given to OTA´s and refl ects the hotels direct sell rate. This rate is only shown on topinternational.com and selected META sites. Next step is adding a so called dual mealplan structure for this rate and if wanted for any other rates like Daily rates, preferred rates or even company negotiated rates. Dual mealplan means that next to the mostly excluding breakfast loaded rates an separate copied over rate is set up and automa-ted adding the breakfast rate. This results in the fabulous feature that the eye catching rate is low due to being excluding breakfast, attracting potential bookers, and when coming to the booking process the option for an included breakfast rate is given. Past studies have proven that over 80% are choosing in this step to book the including breakfast rate.

NeW iN 2017 I 03

calendar activities/events location description visit stand

06. – 08. Jan

11. – 15. Jan

12. – 15. Jan

13. – 15. Jan

14. – 22. Jan

20. – 21. Jan

26. – 29. Jan

27. – 29. Jan

10. Jan

11. Jan

12. Jan

18. Jan

Mannheim

Utrecht

Vienna

Zwickau

Stuttgart

Potsdam

Zurich

Dresden

Frankfurt

Berlin

Cologne

Frankfurt

Stuttgart

Local end user fair

Dutch end user fair

Local end user fair

Local end user fair

Local end user fair

Public fair in shopping center

Local end user fair Switzerland

Local end user fair

Selecting the first batch of 10 hotels for uploading.

Setting the paths for an intensi-fied partnership with Germany´s most popular and successful tour operator, the DER Touristik.

Cleaning the electronic system and check-up for old, incorrect data.

Distribution strategies for the VCH key account booking system in the Akademie Hotel.

Distribution strategies for the VCH key account booking system in the Stadthotel Roemerturm.

Distribution strategies for the VCH key account booking system in the mainhaus Hotel.

Distribution strategies for the VCH key account booking system in the Wartburg Hotel.

Reisemarkt Rhein-Neckar-Pfalz

Vakantiebeurs

Ferien Messe Wien

Reise & Freizeit

C.M.T.

Reisebörse

Fespo

Dresdner ReiseMarkt

Phase I hotelbeds implementation

Strategic meeting DERtour

TOPREZ cleanup

Distribution meeting




activities 2017

january



X

23. Jan

30. – 31. Jan

02. – 05. Feb

06. – 07. Feb

08. – 12. Feb

11. – 12. Feb

22. – 23. Feb

22. – 26. Feb

23. – 25. Feb

Weimar

Thuringia

Duesseldorf

Brussels

Berlin

Hamburg

Utrecht

London

Munich

Nuremberg

Distribution strategies for the VCH key account booking system in the Hotel Amalienhof.

Sales drive action with selected VCH-Hotels

Combining the Sales forces of TOP and VCH

Mark this date for the most im-portant figures for Sales action.

Individual tracking pixel implementation in new TOP-Connect IBE completed.

Distribution brochure -Meetings & Incentive- to conference and seminar organizers.

TOP Hotels guarantee 10% off BAR dynamic pricing plus 10% commission for consortia emailing.

Belgian local end user fair

German hoteliers meet and discuss future trends

Local end user fair

Dutch local end user fair

International corporate and conference organizers trade fair

Local end user fair

Meeting and seminars for Christian company heads and exchange of thoughts on various values in Christian leadership roles.


Sales Drive

Sales Meeting

Yearly company turnover request

IBE Tracking Pixel

Distribution brochure -Meetings & Incentives-

DistributionTOP Guide 2017

Consortia Check up

Salon des Vacances

German Hotel Congress

Reisen

Fiets en Wandelbeurs

Business Travel Show

free Freizeitmesse

Congress Christian Leadership

X

activities 2017

january

Activities 2017 I 05

february


01. – 02. Feb

06. Feb

09. Feb

14. – 15. Feb

Magdeburg

Dresden

Stuttgart

Berlin



Presenting VCH Hotels as service partner for Group- and Individual Travel to potential clients.

Presenting VCH Hotels as service partner for Conference- and Seminar-organizers.

Updating the tracking pixel on OPEN Hospitality booking confirmation site.

New package booking tool will be finalized and pushed live on TOP Internationals own website.

How important is a straight commission clearing procedure? Information distribution with our partner ONYX.

Official announcement to all con-sortia connected travel agencies that TOP / TOP CCL Hotels are live and bookable on the electronic systems.

Part I covers the reminder for the AARO – Annual Availability Roll Over. A 360 days ahead inventory and rates technique.

Mailing to all hotels, checkingcompany rates loadings and following TOPREZ clean up.

Aggressive development acquisiti-on action for attending hoteliers and hotel owners to the ITB 2017.

X

X

Sales Drive

Sales Drive

Business Lunch

Business Lunch

Google Analytics TOP-Connect

Packaging tool

Kick off ONYX

-Ready to book- consortia mailing

Re-inventing the rate structure part I

Company rates loading check

ITB development

activities 2017

february


activities 2017



march

Mannheim

Berlin

Karlsruhe

Moscow

Nuremberg

Freiburg

Hamburg

Gothenburg

Berlin

Duesseldorf

LOCATIONS

ITB fair

Rehab

M.I.T.T. fair

Freizeit Garten Messe

Ferienmesse

INTERNORGA

TUR fair

Dynamissio 2017

Beauty Fair

Consortia 2nd round

Wellness Winning Game

Content update

FIT Reisen

07. Mar

08. – 12. Mar

11. – 13. Mar

14. – 16. Mar

15. – 19. Mar

17. – 19. Mar

17. – 21. Mar

tba

23. – 25. Mar

31. Mar – 02. Apr

X

X

X

X

X

Conference organizers trade fair

International travel trade and end user fair. Meeting point for all hoteliers and possibility of appointment scheduling on our stand.

Trade fair specialized on reha-bilitation, integrative and care studies and techniques.

Russian outgoing fair. In cooperation with ALPHA Travel Consultants, Berlin

End user fair

Local end user fair

Food, beverage and kitchen equipment exhibition

Leading tourism and travel trade fair in Scandinavia

Gathering and workshops of di-verse Christian groups, churches and townships throughout Germany.

Wellnessfinder.com in co-opera-tion with THALGO Cosmetics

Last chance to be included in the preferred programs.

Production of flyer and roll up for winning game and wellness-letter subscribers.

New database for hotel picture distribution

Combination of advertisement campaigns focused on Well-nessfinder.com online bookable packages.


activities 2017

march


Weimar

Stuttgart

Frankfurt

Duesseldorf

Milan

Dubai

Bonn, Cologne, Dusseldorf

Rhetoric Seminar

VCH Promotion

Phase II hotelbeds implementation

Recap of strategic meeting DERtour

White Label CM

Beauty Fair

BIT fair

ATM – Arabian Travel Market

Development TOP

Company contracting

Quarterly company turnover request

Sales Drive

Post departure emails

14. – 15. Mar

16. Mar

31. Mar – 02. Apr

02. – 04. Apr

24. – 27. Apr

04. – 06. Apr

X

X

Success with professional rhetoric and communication skills

Invitation for key accounts region Stuttgart

Selecting the second batch of 20 hotels for uploading.

How have the action points impro-ved the business for the DER City-Breaks Unlimited program so far.

Technical testing starting for the implemented channel manager solution powered by TOPs own system.

Wellnessfinder.comin co-operation with THALGO Cosmetics

Travel trade professional and end user fair in Italy

Travel trade professional fair in Saudi Arabia

“Success by TOP” advertisement series ctd.

Empowering sales leads and un-solicited bids for 2018 via Lanyon market leads.

Mark this date for the most important figures for Sales action.


Together with our good partner IIq – check sending out review mails to IBE bookings.

april


activities 2017

april

may


X

X

07. – 09. May

16. – 18. May

24. – 28. May

02. – 03. May

16. – 17. May

X

X

Phase III hotelbeds implementation

Consortia commission

RATEINFORMATION

Wellnessletter

GTM –German Travel Mart

IMEX fair

Dt. Ev. Kirchentag

TOP packages

HRG Travel Kick off Meeting

Sales Drive

Sales Drive

Phase I lastminute.com implementation

Expedia Renewal

Trivago enhanced version

Nuremberg

Frankfurt

Berlin

tba

Frankfurt a.M.

Berlin


Marketing action to the biggest consortia partners worldwide and showing the best commission pro-cessing hotels to their agents.

Changing the structure and sending of the RATEINFORMATION to the hotels.

Special spa and wellness offers for bank holidays

Germany incoming leisure business fair. Limited number of co exhibitor spaces available

International trade fair for conference- / seminar organizers

Biggest public fair of German protestants

Getting ready for the summer. Collecting and loading packages for TOP properties on TOP.com.

Presentation on the upcoming RFP season for the HRG consortia program.




New transaction fee and mark-up discussion on different markets.

Upgrading to the new connectivity with more detailed data per hotel and rate.


activities 2017

june


Dublin

Kiel

tba

Düsseldorf

Frankfurt

HEDNA meeting

Kieler Woche

BCD Travel Kick off Meeting

Rate / Hotel Information 2018

Preperation Company negotiations

Distribution of corporate company turnovers

Sales-Meeting

Requalification 2018

DER Corporate Kick off Meeting

Base rate

Check24.com partnership

New payment optionsTOP–connect

13. – 15. Jun

17. – 25. Jun

tba

X

X

X

System meeting with chief executive of travel industry

Local end user fair

Presentation on the upcoming RFP season for the BCD consortia program.

Collection of rates for 2018

Outlining and selection of key account companies.

Distribution of turnover statistics to corporate clients

1/2 year review of Corporate sales staff

Requalification for existing com-panies and new company acquisi-tion based on hotel feedback and figures.

Introduction on the upcoming RFP season for the DER corporate programs.

Turning around the internal rate strategy and set-up. No longer calculating down to the base rate, rather marking up for portals and OTAs.

Launching a new exciting partner-ship with Germany´s largest price comparison site.

Paypal, bitcoins and bank transferal as payment options


activities 2017


X

X

04. – 05. Jul

13. Jul

31. Jul

10. – 11. Jul

17. – 18. Jul

Cologne

Stuttgart

Munich

Switzerland

RDA Workshop

LOCATIONS

Consortia Selection 2018

Wellnessletter

Company contracting

Corporate company turnover requests

WF packages

Sales Drive

Sales Drive

Phase II lastminute.com implementation

Newsletter system

Meeting Market

Coach- and bus organizer travel trade fair

conference organizers trade fair

Hotel selection on various consortia participation for 2018

Special spa and wellness offers for summer

RFP season 2018 starts.

Turnover request of the top companies for preparation of the negotiations 2018.

Update of existing and new online bookable packages for wellnessREZ properties.




Enhancing the newsletter system and deploying to partners.

Implementing the EXPEDIA Mee-ting market online conference tool in the conferencefinder.com site.

july


activities 2017

august


05. Aug

20. – 21. Sep

tba

29. Sep – 01. Oct

04. – 05. Sep

20. – 21. Sep

Illuminating event in the monastery of Druebeck.

Update of existing packages for yearly fee properties.

New features on the TOP website, such as responsive, movie databases, interactive features.


Partnering with beauty24.com in a trial period.

TOPs commission clearing system will enable the payment by credit card functionality.

Conference-/Seminar organizer fair

B2B congress for hotels, travel agents, airlines and OTA´s

Exchange thoughts with professi-onals in spa treatments in order to optimize distribution of wellness and spa services.

TOP/TOP CCL hotels send their input and requests for the planning 2018.


Success with professional rhetoric and communication skills

Druebeck

Basel

Essen

Stegersbach

Hamburg

Berlin

Romantic Night

WF packages

Revamping TOP website

Phase III lastminute.com implementation

Wellness in the summer

ONYX credit card

Swiss Office Management

fvw Congress

SpaCamp

Preparation -Marketing Plan 2018-

Sales Drive

Rhetoric Seminar

X

september


activities 2017

september



GTA/Kuoni renewal

Company contracting

DER CBU 2018

Wellnessletter

Reha Care

Quarterly company turnover request

Wellnessfinder update

Preparation brochure - TOP Hotel Directory 2018 -

Merchant marketing

Consortia Check up

Picture update

04. – 07. Oct

Frankfurt

Duesseldorf

Analyzing and reconsidering the customer journey tracking information.

New merchant structure and margin discussion for 2018. Trial year is over.

RFP season 2018 and renegotiations ongoing

Selection of DER City Breaks Unlimited Hotel participation for 2018. Exclusively for TOPREZ full members.

Newsletter send to over 20.000 registrars.

end user fair

Mark this date for the most impor-tant figures for Sales action.

Updating pricing Wellness-finder.com media and banner ads.

Start: Collecting information for the - TOP Hotel Directory 2018 -

Preparation of various marketing actions with Merchant partners.

TOP Hotels guarantee 10% off BAR dynamic pricing plus 10% commissi-on for consortia emailing.

Covering all Meta Search sites like holidaycheck, trivago, tripadvisor.

october


activities 2017


WTM - World Travel Market

Consozial

LOCATIONS

Touristik & Caravaning

IBTM

Kick off Meeting PEGS 2018

Sales Requalification

Company contracting

Calendar mailing

VCH Year End Promotion

Rebranding wellnessfinder.com

Conferencefinder.com

06. – 08. Nov

08. – 09. Nov

09. Nov

22. – 26. Nov

tba

tba

X

X

X

London

Nuremberg

Frankfurt a. M.

Leipzig

Barcelona

Birmingham

Berlin

november

International travel trade and end user fair. Meeting point for all hoteliers and possibility of appointment scheduling at our stand.

Local end user fair

Conference organizers trade fair

Local end user fair

International trade fair for conference- / seminar organizers

Strategy, structure, enhance-ments and planning 2018 with our technology provider PEGASUSsolutions.

Check up with accepted / rejected company selections.

First acceptances / rejections are going out to the hotels.

1.000 desktop calendars mailing to partners, clients and potential clients from the TOP Head Office.

Combined client invitation of Hotel Morgenland and VCH Sales accounts

Website and look and feel undergo a complete rebranding in fresher look and feel.

Collecting facts and figures for the conferencefinder.com portal 2018.


activities 2017


Santa Clause Sales Drive

Wellnessletter

Sales Meeting


explanation

tba various destinations

Dusseldorf

Sales Drive Action VCH-Hotels

Newsletter send to over 20.000 registrars

Sales round up of the results in 2017 and projection 2018.

Retargeting action with selected properties and destinations, based on tracking.

december

New in 2017

Exclusively Wellnessfinder.com

in cooperation with FALKENSTEINER Hotels

in cooperation with VCH-Hotels

-

THE PARTNERs

Conferencefi nder.com lists extraordinary

conference hotels, conference centres

and event locations, serving as a preferred

planning tool for seminar and event orga-

nisers. simple enquiry options and stan-

dardised offer retrieval enable easy com-

parisons and decisions for the perfect

choice. As well as the online function, a

personal conference service offering

advice and assistance is also available to

customers at no cost. Planning and

booking events cannot be any easier!

TOP INTERNATIONAL takes over well-

nessfi nder.com, one of the leading inter-

net platforms in German speaking Euro-

pe. The outstanding placement in search

engines under the criteria wellness is

used by over 100 hotels, carefully se-

lected and upmarket properties, for ad-

ditional marketing activities in the well-

ness segment and to offer their specifi c

services and packages.

VCH-Hotels (Association of Christian Ho-

telkeepers e.V.) has been in existence for

over 110 years. The partner hotels of this

association represent the mindset of

Christian hospitality, social engagement

and fair trade. These attributes are re-

fl ected in the VCH slogan „On the road

and yet at home“. The 3 and 4 stars ho-

tels as well as the monasteries with their

offerings of culture, meeting places and

vacation packages are open to a wide

variety of guests. These criteria are all re-

presented in the partnership of TOP In-

ternational and VCH-Hotels.

R

powered byTOP INTERNATIONALHOTELS & CORPORATE PARTNERS

16 I tHe PARtNeRs

”Welcome Home“ is not a slogan to

us, but our mission to make you feel

at home during your holiday in one of

more than 30 Falkensteiner Hotels & Re-

sidences in Austria, Italy, Croatia, slova-

kia, serbia and the Czech Republic. From

the mountains to the sea, from hiking to

luxury, from the spa to the golf course,

be it just for two or as a family, enjoy a

dream holiday in our 4- and 5-star ho-

tels. Experience a unique combination

of alpine tradition and the southern way

of life.

„Human in focus – hospitality is our passi-

on“. The Günnewig hotels and restau-

rants are a privately owned group with al-

most 70 years of tradition. All Günnewig

Hotels, 3- and 4-star city and business ho-

tels, are centrally located. Whether you are

an individual traveler or a business guest,

you will enjoy the familiar and individual

character as well as the attentive service.

In addition to the hotels, Günnewig also

operates the Top 180 restaurant and the

Bar & Lounge M 168 in the Rheinturm, the

tallest building in Düsseldorf, as well as the

Opera Restaurant & Lounge in Chemnitz.

Hotels in Germany and Europe who sub-

scribe to the idea of including people with

disabilities, have joined together in the

Embrace Hotels Alliance. Their services fo-

cus on the special qualities and individual

needs of their guests and their emplo-

yees. In this way Embrace Hotels contri-

bute to a social paradigm shift that recog-

nises human differences as normal, and

believes that living and working condi-

tions must take these differences into ac-

count. Welcome as a guest – welcome as

a person!

tHe PARtNeRs I 17

18 I tOPReZ NG

TOPREZ NG

GDS-Systems connect your hotel to the world’s GDs and become available to thousands of professional travel bookers.

Pegasus IDS sites connect your hotel to the Pegasus IDs- powered sites and be available for sale through major online travel brands.

Call Centre connect your hotel to 44 international call centre, the reservation agent will be happy to book at your hotel.

Direct Connects connect your hotel to major travel websites and profi t from our preferred partner agreements.

tOPReZ NG I 19

CONNECTs YOU TO THE WORLD

Preferred Partner connect your hotel to preferred partner websites and increase your listing position and market. samples:

DER City Breaks connect your hotel to Europe’s most comprehensive wholesaler City Breaks program.

Hotel website IBE connect your website to our innovative website booking engine and sell accommodation plus additional services on your website.

Meta search sites connect your hotel with evolving rate comparison and hotel review sites as Trivago. special implemented rate structures ensure a high conversion ratio.

Layout 2017

TOP INTERNATIONAL HOTELs GmbH, speditionstraße 15, 40221 Düsseldorf

T +49 (0)211 55 98 55-55, F +49 (0)211 55 98 55-54, [email protected]

www.topinternational.com, www.topccl-hotels.de, www.wellnessfinder.com

www.topinternational.com

Documents

tOP MARKETINGPLAN 2017 - Hotelkooperation€¦ · tOP MARKETINGPLAN. ACTIVITIEs 2017 tOP Activities FOR YOUR sUccess this new marketing plan combines the activities from tOP iNteRNAtiONAL