2010 Budget Checklist

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As you close out this year and prepare for 2010, use this checklist to assist in your hotel budget planning.

Internet Bookings – target up to 40% of bookingsDesign – look to refresh your site if it is over 2 years old. Demand a robust content management system where you can make copy and image �

edits on your own without paying a third party.

Search Marketing – ongoing campaigns that is the most cost effective for driving qualified traffic to your site. �

Dynamic Booking Engine – budget and plan for implementing or upgrading your primary conversion tool on the web. �

Email Marketing – if you don’t have internal resources, budget for full-service campaign management to keep your hotel top of mind with your �

best guests.

Social Networking – put money aside for some creative viral marketing applications that can create buzz and generate traffic. �

Monitoring – plan for tools that can track the success of your online marketing and validate your spend. �

Travel Agent Business – reach the world’s travel agents at the point of saleGDS Connectivity – get a central reservation system that provides high value, seamless connectivity to ensure your inventory is loaded and �

available in all GDS.

Priority Placement/GDS Media – 98% of agent’s bookings are from the first screen, so plan for prime placement, near or at the top to ensure �

visibility. Consider annual or seasonal/need period campaigns.

Consortia – optimize your exposure by partnering with key programs. �

Agent Marketing – put some dollars behind direct mail and guerilla marketing to build agent relationships with your property and support �

online efforts.

Market Intelligence – budget to benchmark your performance and identify opportunities for new 2010 revenue with reports on your position �

versus your competition.

Monitoring – plan for tools that can track the success of your online marketing and validate your spend. �

Rich-Media – differentiates your propertyVideo – invest in the 360 tours and online video that differentiate your property — plus tools to manage and distribute them. Guests like to �

see what they get. You can leverage these videos on social networks as well.

Photography – if you do not have rich property and room photography, get it this year! You can use these across all marketing materials and it �

will make a difference on your website as you encourage guests to upsell to higher rate rooms.