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Bali turning into a residential destination

Posted by Heru Nusantara on February 4, 2013 at 4:10 AM Comments comments (0)

25 January, 2013 | Source: The Jakarta Post

The surging tourism market is driving Bali’s real-estate sector, which has moved into top gear with large, listed Indonesian firms and wealthy individuals creating a land-buying frenzy on the southern part of the island, recent market research showed.

 photo 02_zps36f8dc9c.jpg

Bali’s active tourism market, coupled with improvements to the airport, highways and the construction of an underpass, would support its real-estate market, said a report by property consultant C9 Hotelworks and Horwath HTL.

 

One key benefactor highlighted in the report was the upward spike in hotel-branded villas and condo-hotel (condotel) offerings.

 

Indonesian buyers have played a vital role in property sales over the past few years. While most of the international buyers are from Europe, Australia and the US, it is anticipated that a demographic shift will see this gradually evolve over time.

 

Domestic buyers from Jakarta and Surabaya dominated the hotel-branded residential sector with potential return on investment and annual usage as key magnets.

 

“Bali has been inundated by domestic demand. Both investment and end users, primarily from Jakarta and Surabaya, have been buying off the units,” C9 Hotelworks managing director Bill Barnett said, as quoted on the company’s website.

 

Skyrocketing land prices in Kuta and Seminyak, with limited supply of large plots of land, has driven the development landscape to peripheral areas as Pererenan, Kerobokan and Umalas, where land prices are still relatively lower.

 

Ngurah Wijaya, chairman of the Indonesian Tourism Industry Association in Bali, said that the trend for real estate properties functioning as tourist accommodation would badly affect the island’s tourism, as the local administration would not receive hotel and restaurant tax revenue.

 

“Tourist-related businesses in Bali have shifted from hospitality to property. The taxes on these properties will go to the central government, and the local administration will only get revenue from granting the permit for the property’s establishment,” he said.

Selamat Kepada SEKOLAH TINGGI PARIWISATA BANDUNG

Posted by Heru Nusantara on January 30, 2013 at 11:20 AM Comments comments (0)


" Kami mengucapkan selamat kepada SEKOLAH TINGGI PARIWISATA BANDUNG" 

29-Nop-2012 11:50      

                          

Penandatangan Kerjasama antara Sekolah Tinggi Pariwisata Bandung dengan John College



Canada, 7 November 2012 | Dalam rangka peringatan 60 tahun hubungan diplomatic Indonesia-Canada, sekaligus penjajakan kerjasama dengan Mc. Gill University serta penandatanganan kerjasama dengan John Abbott College yang disaksikan oleh Duta Besar RI untuk Canada, Ibu Dienne H. Muhario. Sebagai langkah awal kerjasama, dalam bidang pertukaran tenaga pengajar John Abbott College dengan STP Bandung terutama dalam bidang bahasa Perancis.
Kegiatan yang lainnya adalah Kunjungan Kerja ke Leeds Metropolitan University adalah sebagai tindak lanjut kerjasama joint programme International Tourism & Hospitality Management, yang pada kesempatan ini pula ketua STP Bandung melakukan pertemuan dengan berbagai pihak guna kemajuan program di masa yang akan datang.

Serta berkesempatan juga untuk bertemu dengan Chairman Institute of Travel & Tourism (ITT), Dr. Steven Freudmann, serta Dr. Bill Maxwell, financial Director.  Dan disepakati bahwa ITT akan menunjuk STP Bandung sebagai international partner pertama di dunia untuk sertifikasi kompetensi manajerial di bidang Travel & Tourism.
   Sumber: Kementerian Pariwisata dan Ekonomi Kreatif Indonesia

 






Just for laugh ....

Posted by Heru Nusantara on January 29, 2013 at 4:30 AM Comments comments (1)

 

  photo laugh_zps1ca7efdd.gif


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A person checks into a hotel for the first time in his life, and goes up to his room. Five minutes later he calls the desk and say, "You've given me a room with no exit. How do I leave?"

The desk clerk says, "Sir, that's absurd. Have you looked for the door?"

The person says, " Well, there's one door that leads to the bathroom. There's a second door that goes into the closet. And there's a door I haven't tried, but it has a 'do not disturb' sign on it."

 

------------------------------------------


 

A drunk walks into a bar and says to the bartender, “Drinks for all on me. That is including you, bartender.”

 The bartender follows the man’s order and says, “That will be $42.50 please.”

 The drunk says he has no money, and the bartender slaps him around and throws him out.

 The next night, the same drunk comes in and orders a drink for everyone in the bar including the bartender. Again, the bartender follows the drunk’s instructions and the drunk says he has no money. So the bartender slaps him around and throws him out.

 On the third night he comes in, the drunk orders drinks for everyone except the bartender.

 The bartender says, “What, no drink for me?”

 “Oh, no. You get violent when you drink.”


Libur Nasional dan Cuti Bersama Tahun 2013

Posted by Heru Nusantara on January 17, 2013 at 10:10 PM Comments comments (0)


4-Jan-2013 13:43

 

Keputusan Bersama
Menteri Agama, Menteri Tenaga Kerja dan Transmigrasi, dan
Menteri Negara Pendayagunaan Aparatur Negara dan Reformasi Birokrasi
 
Nomor: 5 Tahun 2012
Nomor: SKB.06.MEN/VII/2012
Nomor: 02 Tahun 2012
 
Tentang
Hari Libur Nasional dan Cuti Bersama Tahun 2013
 
 
Hari Libur Nasional Tahun 2013

No
Tanggal
Hari
Keterangan
1.
1 Januari
Selasa
Tahun Baru Masehi
2.
24 Januari
Kamis
Maulid Nabi Muhammad SAW
3. 10 Februari Minggu Tahun Baru Imlek
4.
12 Maret
Selasa
Hari Raya Nyepi Tahun Baru Saka 1935
5.
29 Maret
Jumat
Wafat Isa Almasih
6. 9 Mei Kamis Kenaikan Isa Almasih
7.
25 Mei
Sabtu
Hari Raya Waisak Tahun 2557
8.
6 Juni
Kamis
Isra’ Mi’raj Nabi Muhammad SAW
9.
8 & 9 Agustus
Kamis– Jumat
Hari Raya Idul Fitri 1434 Hijriyah
10. 17 Agustus Sabtu Kemerdekaan RI
11.
15 Oktober
Selasa
Hari Raya Idul Adha 1433 Hijriyah
12.
5 November
Selasa
Tahun Baru 1435 Hijriyah
13.
25 Desember
Rabu
Hari Raya Natal

 

 
Cuti Bersama Tahun 2013

No
Tanggal
Hari
Keterangan
1.
5,6, dan 7 Agustus
Senin -  Rabu
Hari Raya  Idul Fitri 1 Syawal 1434 Hijriyah
2.
14 Oktober
Senin
Hari Raya Idul Adha 1434 Hijriyah
3.
26 Desember
Kamis
Cuti Bersama Hari Raya Natal

 

 

Western hoteliers targeting Muslim travelers

Posted by Heru Nusantara on January 16, 2013 at 4:40 AM Comments comments (0)



Story Highlights

  • Outbound leisure, business and other non-religious tourism expenditure by Muslims last year was $126 billion, according to DinarStandard.
  • Several Western brands like Kempinski now offer prayer carpets, Qurans, halal food and other Muslim-friendly amenities.
  • U.S. hoteliers have lagged their European counterparts in providing services to attract this rising segment.


GLOBAL REPORT—When well-heeled Muslim guests check into the Hotel Vier Jahreszeiten Kempinski in Munich, they know the management and staff will do everything they can to meet their special religious requirements—a marketing trend hoteliers in the West are beginning to emulate as Muslim travel takes off.

“We’ve had long experience with Arab guests, many of which are royalty from the Gulf region, and so we know that providing things like the proper cuisine, prayer carpets and Arabic-speaking staff is important,” said Axel Ludwig, GM of the 300-room property.

“And guest satisfaction.... [read more]




Penganugerahan Tahun Kunjungan Wisata 2012

Posted by Heru Nusantara on January 15, 2013 at 4:05 AM Comments comments (0)




28-Des-2012 22:00


Wakil Menteri Pariwisata dan Ekonomi Kreatif (Wamen Parekraf) Dr. Sapta Nirwandar memberikan penghargaan kepada segenap insan pariwisata yang telah memberikan kontribusi secara signifikan terhadap pencapaian target kunjungan 8 juta wisatawan mancanegara (wisman) ke Indonesia serta 245 juta wisatawan nusantara (wisnus) yang melakukan perjalanan di dalam negeri pada 2012.  Penghargaan tersebut disampaikan dalam acara  Penganugerahan Tahun Kunjungan Wisata 2012 yang berlangsung di Grand Sahid Jaya Hotel Jakarta, Jumat malam (28/12).
“Berdasarkan angka sementara, Januari – Oktober 2012, jumlah kunjungan wisman sudah mencapai 6.583.629 orang, diperkirakan apabila tidak meleset untuk dua bulan ke depan target wisman sebanyak 8 juta pada 2012 tercapai. Begitu pula untuk target perjalanan wisnus sebanyak 245 juta atau naik 6 juta dibandingkan tahun 2011 sebesar 239 juta optimis tercapai. Pada saatnya nanti Kepala Badan Pusat Statistik akan mengumumkan hasil perhitungan akhir,” kata Sapta Nirwandar.

Menurut Sapta Nirwandar prospek pariwisata nasional sangat menjanjikan, di mana pada 2024 mendatang Indonesia bisa meraih kunjungan wisman sebanyak 20 juta dengan perolehan devisa sebesar US$ 20 miliar. Namun untuk menuju ke sana, kita perlu melalui tahapan-tahapan dengan  menetapkan target pertumbuhan yang signifikan,  sebagaimana untuk tahun 2013 sebesar 9 juta kemudian naik menjadi 10 juta wisman pada 2014.
“Untuk mencapai target tersebut adalah bukan tidak mungkin, tapi juga tidak mudah. Oleh sebab itu kita memerlukan dukungan berbagai pihak seperti Kementerian Perhubungan untuk meningkatkan air seat capacity. Pada 2013, kita perlu meningkatkan pelayanan, diferensiasi produk, serta yang  tidak kalah pentingnya adalah pengembangan destinasi dan produk yang ada di setiap destinasi unggulan beyond Bali,” kata Sapta.
Pada kesempatan itu Wamen Parekraf mengajak semua pihak menyongsong tahun 2013 bersama-sama mengembangkan dan mempromosikan destinasi pariwisata Indonesia. Optimisme pencapaian target, Kata Sapta Nirwandar,  tidak terlepas dari komitmen kerja keras semua insan pariwisata, pemangku kepentingan pariwisata, termasuk mitra kita dari instansi terkait dan industri pariwisata dalam dan luar negeri.
“Sebentar lagi kita jelang 2013 dengan semangat dan optimisme yang baru. Kita mengharapkan kiranya 2013 akan lebih baik daripada 2012, untuk itu kita menetapkan target optimistis kunjungan wisman sebanyak 9 juta dan tahun 2014 sebesar 10 juta,” kata Sapta.
Wamen Parekraf Sapta Nirwandar pada kesempatan itu memberikan penghargaan Penganugerahan Tahun Kunjungan Wisata 2012  kepada PT Panorama Tour and Travel (Biro Perjalanan), Shangri La  (Perhotelan), PT Garuda Indonesia Tbk (Airlines), Kasim Ghazali dan Dwiki Darmawan (Ekonomi Kreatif), Pemkot Sawahlunto (Pemda), serta penghargaan lifetime achievement  yang diberikan kepada Joop Ave mantan Menteri Pariwisata, Pos dan Telekomunikasi (Menparpostel). (Puskompublik)

Kemenparekraf Promosikan Indonesia Sebagai Destinasi Pariwisata Syariah Dunia

Posted by Heru Nusantara on January 14, 2013 at 4:45 AM Comments comments (0)



20-Des-2012 19:00




Kementerian Pariwisata dan Ekonomi Kreatif (Kemenparekraf) bersama dengan Dewan Syariah Nasional hari ini mengadakan event soft launching Peningkatan Program Pariwisata Syariah di Indonesia bertempat di the Empire Palace, Surabaya, yang akan dihadiri  Wakil Menteri Pariwisata dan Ekonomi Kreatif, Dr. Sapta Nirwandar, Gubernur Jawa Timur dan Ketua Dewan Syariah Nasional, menandai mulai aktifnya pengembangan dan promosi Indonesia sebagai destinasi Wisata Syariah dunia.
Kemenparekraf menyadari adanya minat yang sangat tinggi untuk Wisata Syariah di Indonesia, sementara produk dan pelayanan untuk Wisata Syariah sendiri sudah ada sejak lama. Untuk itu Kemenparekraf berinisiatif mendorong potensi pengembangan Wisata Syariah di Indonesia. Seperti juga negara-negara lain di dunia, Indonesia memiliki beberapa destinasi wisata yang sudah mulai menawarkan produk dan pelayanan wisata dengan nilai-nilai syariah yang diminati oleh wisatawan muslim.
Data populasi muslim dunia sebanyak 1,8 milyar atau 28% total populasi dunia. Dan wisatawan muslim sudah berkontribusi sekitar sekitar US$ 126 milyar pada tahun 2011. Sedikitnya ada 9 destinasi wisata yang saat ini mempunyai potensi untuk dipromosikan sebagai destinasi Wisata Syariah yaitu Sumatera Barat, Riau, Lampung, Banten, Jakarta, Jawa Barat, Jawa Timur, Makasar, Lombok.
Pengembangan pariwisata syariah sejalan dengan amanat Undang Undang Nomor 10 Tahun 2009 tentang Kepariwisataan, dimana didalamnya disebutkan mengenai pembangunan pariwisata yang berkelanjutan dan juga tentang kode etik pariwisata dunia yang menjunjung tinggi budaya dan nilai – nilai lokal.

Pariwisata Syariah dapat didefinisikan sebagai berbagai macam kegiatan wisata yang didukung oleh berbagai fasilitas serta layanan yang disediakan masyarakat, pengusaha, pemerintah, dan pemerintah daerah yang memenuhi ketentuan syariah. Pariwisata Syariah memiliki karakteristik produk dan jasa yang universal, keberadaannya dapat dimanfaatkan oleh semua.
Semua pelaku usaha pariwisata dapat menyesuaikan atau mengaplikasikan nilai-nilai etika tersebut pada produk dan jasa usahanya sehingga dapat memperluas pasar tanpa meninggalkan pelanggan yang sudah dimilikinya. Produk dan jasa wisata, objek wisata dan tujuan wisata dalam Pariwisata Syariah adalah sama dengan produk, jasa, objek dan tujuan pariwisata pada umumnya selama tidak bertentangan dengan nilai-nilai dan etika Pariwisata Syariah, jadi tidak terbatas hanya pada wisata religi saja.
Dalam upaya mengembangkan dan  mempromosikan Wisata Syariah di Indonesia, Kementerian Pariwisata dan Ekonomi Kreatif membentuk Kelompok Kerja (Pokja) yang terdiri dari Industri Pariwisata, Akademisi, dll; melakukan serangkaian program yang antara lain diskusi dengan para pendidik, ulama, dan industri pariwisata, peninjauan lapangan ke daerah dan studi ke negara-negara yang sudah berkembang Wisata Syariah nya. Hasil akhir dari program ini mencakup :

1.      Dari sisi Produk, Kemenparekraf menyiapkan standarisasi usaha Wisata Syariah (Hotel, Restoran, Spa, Biro Perjalanan Wisata, dll).
2.    Dari sisi SDM, Kemenparekraf akan bekerja sama dengan beberapa pihak, antara lain dengan  universitas-universitas, dalam rangka menyiapkan SDM yang memenuhi kebutuhan industri Wisata Syariah (sertifikasi), seperti guide, customer service di hotel, dll.
3.    Dari sisi Promosi, Kemenparekraf mempromosikan Indonesia sebagai destinasi wisata yang ramah, aman dan nyaman bagi wisatawan muslim dan kedepannya akan melakukan sosialisi ke daerah – daerah serta mengikuti event-event bursa Pariwisata Syariah di luar negeri.


Pada kesempatan yang baik ini dilakukan peluncuran buku dan booklet Pariwisata Syariah dari Kemenparekraf, serta peluncuran 1 buku dari pelaku bisnis Wisata Syariah sebagai referensi pengembangan destinasi Wisata Syariah.
Selain itu pada acara hari ini dilakukan pula penandatanganan MoU antara :
·      Kemenparekraf dengan MUI terkait sosialisasi pembinaan  aspek kesyariahan untuk stakeholders Pariwisata Syariah;
·      Kemenparekraf dengan Universitas Pesantren Tinggi Darul ‘Ulum (UNIPDU) terkait peningkatan kapasitas SDM Pariwisata Syariah;
·      Sofyan Hospitality dengan Crescentrating.

Rangkaian acara soft launching diselenggarakan kegiatan seminar prospek bisnis wisata syariah, yang akan menghadirkan 4 pembicara  yaitu:
1.    Fazal Bahardeen, Crescentrating - Singapura
2.    Hj. Abdul Rahman Shaari, Islamic Tourism Center - Malaysia
3.    Riyanto Sofyan, pelaku bisnis Wisata Syariah
4.    Prof. A. Zahro,  Rektor Universitas Pesantren Tinggi Darul ‘Ulum (UNIPDU).

 

 

 

Eat This List: 7 deadly restaurant sins that keep customers from coming back

Posted by Heru Nusantara on January 8, 2013 at 11:25 AM Comments comments (0)

 



This is the third installment of "Eat This List" - a regularly recurring list of things chefs, farmers, writers and other food experts think you ought to know about.

Yesterday, I was happily slurping away at my noodle and bok choy soup, when suddenly I felt it: sand rasping against my molars. I pushed the bowl away and swished my mouth out with a few tall glasses of water, but I was haunted by phantom gravel for the rest of the day...Read More

 


 

Indonesian business prospect is promising

Posted by Heru Nusantara on December 31, 2012 at 3:10 AM Comments comments (0)

Survey: Indonesian business prospect is promising

Wednesday, 28 November 2012, 19:45 WIB
Antara/Teresia May
Survey: Indonesian business prospect is promising
Some local tourists enjoy a tourist destination in Bangka Belitung. According to a survey by Business Confidence Index (BCI), tourism is among promising business sectors in Indonesia. (illustration)
Related News

REPUBLIKA.CO.ID, JAKARTA - About 83 out of 100 respondents in a survey conducted by Business Confidence Index (BCI) say that business prospect in Indonesia is promising. However, only 65 percent of respondents say of the ease of doing business here.
This survey involves senior executives of British companies. Chairman of British Chamber of Commerce (Britcham), Haslam Preeston, said that the gap portrayed contradictory in business environment in Indonesia.
BCI states that the most potential business sectors are retail, infrastructure, hotel and tourism, and service. "It also has significant challenges such as regulatory uncertainty, inefficient bureaucracy, slow infrastructural development and manpower issue," he said on Tuesday.
He recommended Indonesia to simplify governmental service to create more conducive atmosphere. He also urged Indonesia to consult and discuss with local and international business sector before implementing new regulation.
Chairman of Indonesian Investment Coordinating Board (BKPM), Chatib Basri, welcomed the result of BCI survey. He said that even though the ease of doing business in Indonesia was not as high as its business prospect, investors still put their money in Indonesia.
"The problem does not prevent them to come and invest in Indonesia," Basri said.



 

 

 

Paid search producing results for hoteliers

Posted by Heru Nusantara on December 19, 2012 at 8:35 AM Comments comments (0)

Paid search producing results for hoteliers

By David M. Brudney
HotelNewsNow.com columnist


Story Highlights

  • Paid search advertising is a cost-effective, high-yielding e-marketing tool that helps drive consumer Internet searchers to hotel booking engines.
  • The more hoteliers bid on keywords the more likely a link to their website will show up in a consumer’s search results.
  • Paid search also yields a billboard effect—consumers might not book immediately, but after seeing the ad they might call later to book directly.

Paid search advertising is becomingmore commonplace with hotel marketers as a cost-effective, high-yieldinge-marketing tool to help drive consumers to their respective website bookingengines.

Paid search, such as Google AdWordsand pay-per-click (PPC), is generally a tactical outlet for driving short-termbookings—a direct-response advertising tool that allows hoteliers to achievestrong potential revenue. Paid search links search guests to hotel websitebooking engines.

Paid search including AdWords isspecial, too, because of the value represented as a branding outlet, a publicrelations channel and its ability to lower distribution costs versus thirdparties.

“We haveexperienced a 20% increase in PPC year over year,” said Agnelo Fernandes, VPsales & marketing, Terranea Resort, Rancho Palos Verdes, California. 

“Since implementing an aggressivesearch marketing strategy, overall website revenue is up 50% year over year,”said Steven V. Seghers, president of Hyperdisk Marketing in Irvine, California,referring to one of his hotel clients in the San Francisco Bay Area. “(Return on investment) for paid search alone is 6-1 and 8-1, and when you addin the total spend generated from paid search it is up to 15-1.”

AdWords and PPC advertising may beused in myriad ways:

1. Special promotions to fill“need” or “opportunity” dates or periods, where empty rooms are projected.

2. “Fire sale” or “flash sale” campaigns.

3. As a “shield” for special discounts or value-adds from other packagesand price points running concurrently on online travel agencies; these specialdiscounts and/or value-adds are available only to those visitors who haveclicked on to that particular key word or phrase, thus allowing the hotel toretain rate integrity.

Paid search strengths:

1. target need periods to growoccupancy;

2. speed of measurement and flexibility to craft multiple messages toreach different markets (e.g. transient, group, social/weddings and dealbuyers); and

3. ability to tightly control budget.


How it works

Terranea’s Fernandes explained howit all works.

“Terranea devotes countless hours tosearch for keywords and phrases that best describe Terranea’s attributes. Weput ourselves in our guests’ shoes—how the guest perceives the Terraneaexperience, how can we optimize that experience?  What are those words andphrases that best define those guest experiences?”

Terranea also learns from readingguest surveys. “They tell us how the guest found us,” Fernandes adds.

The information coming out of thatresearch is then analyzed, processed and converted into the keywords and keyphrases most likely to match what Internet visitors are seeking when searchingonline for types of hotels and hotel destinations.

A sample of keywords or phrasessearchers might use: “luxury golf resort,” “Hawaiian resort destination,““Rocky Mountain resort” experiences, “close to an R&D business park” and“affordable airport location.”

Then the process of purchasing thosekeywords or phrases begins. Based on demand—some of those words/phrases aresearched more often and thus are highly coveted by hotel competitors—prices canrange from US$1 to US$2 per word up to as much as just under US$5, according toTerranea’s Fernandes.

A consumer, using Google forinstance, might type in a word or phrase that might have already been purchasedby a number of hotels. The search results will include an ad with a link to theparticular hotel’s website and booking engine. Typically, the hotel that has“outbid” its competitors for that particular word or phrase will appear first.

Hotels are using a variety offull-service sales and hotel Internet marketing agencies and online marketingconsultants (e.g., Cendyn, Sabre and Hyperdisk) to help manage, monitor andoptimize their e-commerce strategies and campaigns.


Paidsearch produces higher room rates and at less cost than OTAs

Hotel marketers interviewed disagreewith the perception that paid search produces lower room rates. On thecontrary, in many cases hotels are achieving higher average daily rates throughkeyword buy campaigns.

Hyperdisk’s Seghers has created“unique landing pages” for one or more of his hotel clients. “These pages helpdrive up conversion rates … and there is evidence to support once visitors landon those unique pages they are ‘upselling’ themselves.” 

“The cost to capture per hotel roombooking through OTAs can range as high as 25% to 35% while paid search captureis 8% to 15%,” Seghers added.

Luxury resorts, in particular, arefinding paid search to be of tremendous value.

PGA National Resort & Spa inPalm Beach Gardens, Florida, uses paid search campaigns to help drive hotelrate and sell more golf packages, according to Seghers.

“A big part of our e-commercestrategy is paid search. It works,” Fernandes said.

David Burke, VP of sales &marketing for The Breakers in Palm Beach, Florida, concurred with Fernandes.“You have to use both … PPC and AdWords.  (However) we still use The NewYork Times and a few other newspapers in winter to drive leisure business toour website or call center.”

Burke shared the story of a golferfrom Cincinnati who via paid search found his way to the Breakers’ websitebooking engine. “Historically, Cincinnati would not be a market where we wouldbe spending any advertising dollars to reach golfers looking for a luxuryresort golf experience. Online helps us reach those ‘hard-to-find’ areas hometo potential customers for us.

“Today we spend about 30% to 35% ofour advertising budget on search engine optimization, paid search, PPC anddisplay advertising. A few years ago we were spending only 15% to 20%,” Burkesaid. 

Fernandes predicts within two tothree years Terranea’s e-marketing will grow to 50% of its total sales &marketing advertising budget.


Lookingbeyond the initial ROI metrics

AdWords and PPC are not getting thefull credit they deserve, Seghers said.

“Too many hoteliers focus too muchon paid search ROI for reservations booked exclusively online—actual bookingtransactions on the property website’s booking engine. They fail to credit allof the ‘website lookers’ and ‘website buyers’ who wind up calling the hotel.”

Some visitors to a hotel website’sbooking engine, Seghers pointed out, wait until later to book the actualreservations, often preferring to call the hotel directly or the hotel’s callcenter.

“We’ve created and integrated adistinct tracking system for our client PGA National Resort & Spa thatrecords how many guests—those who originally found the hotel website’s bookingengine via paid search—made reservations by calling direct. One-third of allbookings (with origins from paid search) come from phone calls,” adds Seghers.


Paidsearch checklist

Here’s a paid search “real” valuechecklist:

  • Total web bookings
  • Web growth statistics (visitors, traffic counts, geographical origins)
  • Call volume and inbound salesOrganic search & SEO
  • Bookings made via call center or hotel direct
  • Initiating dialogue (creating fewer opportunities for “public” critical reviews)
  • E-mail capturing
  • Brand strengthening, building and growth versus comp set
  • Public relations channel
  • Growing loyalty with new guests (retain the customer for life!)
  • Lead generation
  • Referrals (from partners & alliances, chambers of commerce, convention & visitor bureaus/destination marketing organizations and hotel management company inventories)

Seghers advises his clients to keepa balance between paid search and other electronic and print advertising andpublic relations. 

 


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