Marketing Results Through Technology

1. Marketing Results Through Technology

2. Hotel Distribution Options Prior to the Internet • Travel Agents • Hotel & Travel Index • Global Distribution System (GDS) • Print Advertising • Television & Radio • Billboards • CD ROM • Airline Reservation Systems • Telecom (800 numbers, phone & fax) • Direct Sales • Wholesale • Corporate Contracts

3. Hotel Distribution Options Since the Internet • Hotel & Travel Index (print & online) • GDS with Internet distribution channels • Third Party Discounters • Hotels.com • Travelocity • Rogue Web Sites • CD/DVD with Web Site Links • PMS System with Web site integration and real time booking • Pay-per-click Web Advertising • Search Engine/Directory Listings • Banner Ads • Property Web Site • E-mail marketing • Print tracking through Property Web site • Web Portals • Regional Web Guides • Wifi Channels

4. Impact Of The Internet On Hotels • The Internet modifies all distribution channels requiring a new marketing and management model. • Attempts to integrate Internet distribution channels into their current management and marketing models often create confusion and mixed results. • The new model requires placing the Internet at the center of a distribution and marketing strategy. The Internet is the ultimate “Direct Distribution Medium”. • Internet communication has become the hub for all distribution methods.

5. Impact Of The Internet On Hotels (Cont.) • Hoteliers can lose control of their revenue management by not shifting focus to the Internet. • Internet services are complex and fragmented offering few if any overall solutions. • Coordination of these diverse and often contradictory products and services falls on the shoulders of hoteliers. • Poor understanding and coordination results in rate dilution and control falling into the hands of online discounters. • By changing focus and gaining control over the Web, hoteliers can regain control of revenue management and have a significant edge over their competition who remain mired in the confusion the Web has created.

6. Internet Services Are Fragmented • Internet service options are fragmented. • Properties often use multiple providers with overlapping or contradictory services. • Our focus as a company is to help a property integrate and effectively make use of these fragmented services. • This approach allows us to provide our own products and services when appropriate and to use other vendors where appropriate without undermining our business. • The need for consulting and integration will continue regardless of the directions the Internet takes.

7. Internet Services Are Fragmented (cont.) • Overall coordination of Internet Services are lacking. • Overall coordination of Internet efforts with property and revenue management is lacking. • Coordination and effective use of Internet marketing with other marketing channels is lacking. • Internet companies may offer a consolidated approach to the marketing of a property Web site, but they rarely touch on overall revenue management or the management of third party distribution channels. • Internet services and distribution options are constantly changing • and success depends on the property’s ability to act quickly when • these changes occur.

8. Our Solution: Control The Internet • Begin from the top and let us help you control the Internet and not let it control your business and revenues • Perform overall evaluation of properties distribution channels and use of the Internet • Develop overall plan and strategy for property • Recommend & provide Internet solutions based upon overall strategy and plan • Provide ongoing oversight and management of property’s revenue management with primary focus on Internet channels • Coordinate integration of new products and services

9. C.I. Interactive Services • Consulting and Management • Internet Services • Products

10. C.I. Services: Consulting and Management • Revenue and distribution channel evaluation • Revenue and distribution channel management • Property management and consulting services through Master Link Club and Hospitality Management

11. C.I. Services: Internet Services • Evaluation of Current Use of Online Resources. • Search Engine Optimization and Positioning • Pay-Per-Click Marketing • E-mail Marketing Services • Travel Agent Marketing • Online Media Buying • Linkage Research and Interactive Advertising Management • Web Database Mining, Profiling and Marketing • Online & Offline Ad Tracking • Services and Event Marketing • Copy Writing Services • Photographic Services including Virtual Tours • Competitive Intelligence • Newsletter Service • Web Site Management • Proactive Web Site Traffic Analysis

12. C.I. Services: Products • Web Site Design and Hosting • Interactive Web Site Tools • Reservation Software (individual and multi-property versions) • Email Marketing Software (individual and multi-property versions) • Meeting and Event Planning Software • Wedding Planning Software • Menu Software • Newsletter Software • Lead Tracking Software • Integrated reporting (including reservations, arrivals, cancellations, web tracking) • Custom solutions