Project HUGE Marketing & Sales Activities January 2015

Project HUGE
Marketing & Sales Activities
January 2015

Marketing Strategies
Drive revenue
through the
Wyndham Rewards
programme
Cost-effectively
drive brand
awareness and
engagement
Drive revenue
through brand.com
Maximise share of
OTA business
Increase share of
corporate and
MICE business
Please Note: Full year plan displayed after fund meeting
2

10 Million Wyndham Rewards – Staff incentive
• Each hotel will receive 100 Wyndham Rewards points for every new member they enrol over and
above their monthly target during January and February 2015.
• Each of those hotels will receive 100 points for every enrolment on top of the target at the end of
the incentive period
4

Wyndham Rewards Winter Promotion
• Offer: WR members receive 2015 bonus points from the second qualifying stay. Up to 5 times
through the Promotion Period for their 2 nd, 3 rd , 4 th , 5 th and 6 th qualified stay. This could be over
10.000 points.
• Timings: stays must be made between 15 October 2014 and 6 February 2015
• Activities: Online, emails, newsletter and in-hotel collateral.
5

Wyndham Rewards Promotion
• Offer: WR members receive double points for their qualified bookings
• Timings: stays must be made between 02 February and 30 April
• Activities: Online, emails, newsletter and in-hotel collateral.
6

Book now – get 500 Pts - Promotion
• Promoting advanced booking on WR.de + 500 Bonus Points
• Running until end of April 2015
• Merchandised on wyndhamrewards.de
7

Integration on Miles & More Partner Page
RESULTS (as of JAN 26)
• 638 stays
• 1,502 nights
• $121,395 revenue
WR centrally funded 358,603bonus miles/Payback
points Amongst GCH portfolio the sites that
benefited the most in terms of revenue:
Wyndham Mannheim: 138 nights and $14,350
revenue, followed by Wyndham Grand Berlin
Potsdamer Platz: 110 nights and $11,097 revenue
• Previously 2 partner pages on the M&M website for Ramada and Wyndham Hotels & Resorts were live
• As of November additional pages have been created for TRYP and Days Inn brands. Those 2 pages
feature properties from GCH portfolio.
• In addition, WHR page have also been updated to feature Wyndham Grand Frankfurt.
• Promotion run until 15 th of January 2015
8

Triple Miles Promotion
• “Triple miles” partner promotion – earn triple miles from your 1st qualifying stay. Wyndham Grand
Frankfurt has been chosen as the key image for the campaign. Attached are examples of Frankfurt
being featured on M&M website and within the Payback NLs.
• Triple Miles are eligible for the 1st, 2nd and 3rd qualified stay for stays wich are booked between 15
October 2014 and 16 January 2015 and stays must be completed by 23 January
9

Wyndham Rewards Reception Mats
• Wyndham Rewards Reception Mats provided to selected hotels
• Great awareness activity for the program
10

Payback
• Displays distributed to all properties in order to promote the partnership with Payback
11

Visits www.whg.de
• Visitor numbers to wyndhamhotelgroup.de: 76,576 in the month of January
13

All Paid Media
$900,000
$800,000
$700,000
$600,000
$500,000
$400,000
2014 ROI 2013 ROI 2013 Rev 2014 Rev
Figures available until Dec
2014. Jan data to follow.
$60
$50
$40
$30
$300,000
$200,000
$100,000
$-
$7.28
$5.50
$0.00 $0.00
$6.99
$2.30
$11.73 $11.33 $10.74
$4.42 $3.28 $3.87
$13.78
$5.51
$9.57
$4.31
$8.22
$1.51
$6.14
$2.80 $3.33 $3.19 $3.49 $2.57
$20
$10
$-
• In Nov/Dec 2014 trackable revenue continued to fall ahead of the previous year, however ROI was
reduced as we used Q4 budget for ‘brand awareness’ activities which are less likely to result in shortterm
bookings.
14

Paid Search
$200,000
$180,000
$160,000
$140,000
$120,000
$100,000
$80,000
$60,000
2014 ROI 2013 ROI 2013 Rev 2014 Rev
Figures available until Dec
$60
2014. Jan data to follow.
$50
$40
$30
$20
$40,000
$20,000
$-
$5.11 $5.00 $4.65 $5.60 $5.61 $5.87 $6.51
$4.42 $4.30
$2.30
$3.31 $3.73 $3.19 $2.81 $3.13 $3.20 $1.99
$3.38 $3.17
$0.00 $0.00
$1.31
$3.13
$4.55
$10
$-
• With a focus on brand awareness activity in Q4 we saw a decline in ROI. Unbranded search was
activated to drive long term awareness.
15

Retargeted Display
$700,000
$600,000
2014 ROI 2013 ROI 2013 Rev 2014 Rev
Figures available until Dec
2014. Jan data to follow.
$60
$50
$500,000
$40
$400,000
$300,000
$200,000
$100,000
$-
$22.74
$25.70
$13.78
$15.97
$8.45
$0.00 $0.00 $0.00 $0.00 $0.00
$19.39
$4.66
$26.62
$21.24
$11.29
$8.24
$17.59 $16.54
$4.78 $4.23
$1.05
$2.68 $3.33
$1.89
$30
$20
$10
$-
• Retargeted display activity continued to drive conversions, with both Revenue and ROI
improvements over last year.
16

Feeds (TripAdvisor, Yelp, Google)
Figures available until Dec
2014. Jan data to follow.
$8,000
$7,000
$6,000
$5,000
$4,000
$3,000
$2,000
$1,000
$-
2014 ROI 2013 ROI 2013 Rev 2014 Rev
$17.50
$0.26 $0.00 $1.11 $0.00 $0.97 $0.00 $1.23 $0.00 $0.50 $0.00 $0.76 $0.00 $0.36 $0.94
$3.50
$0.31 $0.50 $0.24 $1.11 $0.48 $0.36
$3.22
$0.39
$60
$50
$40
$30
$20
$10
$-
• Whilst revenue has increased in Nov & Dec, these channels are not providing many immediate direct
bookings. When users visit these websites they are doing price comparison and usually are not ready to
book. Our tracking only identifies users where this is the ‘last click’ before a booking. These channels
should be viewed as tactical brand awareness, rather than direct response.
17

New WHG.de SEO initiatives outlined
• Aligned with Global SEO strategy
• Optimise and amplify PR stories / press releases in conjunction with PR agency
• Optimise back-link profile to ensure a varied array of links and removal of any poor
quality links
• Optimise German language content of Google+ Local pages
• Distribute content to relevant blogs / info sites
• New German SEO resource to continue authority building for the GCH portfolio hotel
overview pages
• Research phase completed so far
18

New German Affiliate Programme
• Setup and testing completed in January
• Final checks early February,
• Account available for public access and signups on 5 th Feb
• The German Affiliate programme is now live. In February and March we will ramp up
exposure for the programme and recruit top German publishers.
19

SEO (Hotel websites)
• 145.258 visits to the Wyndham, TRYP and Days Inn stand alone websites in the month of
December
20

Website Merchandising: WHG.de
• Ongoing update and refresh of banners and offers
• Featuring Berlin as destination
21

BBT Online Workshop
• Participation of GCH to the MICE Speed-date workshop organized by BBT Online in Brussels on Jan 12,
2015 (only MICE workshop on the Belgian market)
• GCH participation: Nina Allmeroth
23

Renew GDS Listings 2015
Live Amadeus Subscriptions
Hotel Name
Wyndham Grand Frankfurt
Wyndham Grand Salzburg Conference Center
Wyndham Hannover Atrium
Wyndham Koeln
Wyndham Stuttgart Airport Messe
TRYP by Wyndham Bremen Airport
TRYP by Wyndham Koeln City Centre
Wyndham Berlin Excelsior
Wyndham Garden Düsseldorf City Centre Koenigsallee
Wyndham Grand Berlin Potsdamer Platz
Wyndham Mannheim
TRYP by Wyndham Duesseldorf City Centre
TRYP by Wyndham Hamburg Arena
Live Sabre Subscriptions
Hotel Name
Wyndham Stuttgart Airport Messe
Wyndham Grand Frankfurt
Wyndham Grand Berlin Potsdamer Platz
Wyndham Berlin Excelsior
Wyndham Berlin Excelsior
Wyndham Garden Düsseldorf City Centre Koenigsallee
• Renewal of 2015 GDS Listings for selected properties
24

TMC Promotion
GDS Promotion
Hotel Name
Wyndham Grand Frankfurt
Wyndham Grand Frankfurt
Wyndham Grand Frankfurt
Wyndham Grand Frankfurt
TRYP by Wyndham Bremen
Wyndham Grand Salzburg Conference Center
Wyndham Stuttgart Airport Messe
• Renewal and Kick Off of TMC Promotions 2015
25

HRG Promotion
• HRG Banner campaign
26

BCD GEO Targeting Banners
• GEO Targeting Banners on the SME Portal
• Destinations: Berlin, Frankfurt, Bremen, Mannheim, Hannover, Stuttgart
27

CVENT enhanced listing
• Renewal of CVENT listings for selected properties
• Provision of new creative for the website
28

Snapshot of big GSO wins in January
Frontiers group confirmed by BCD Travel
Belgium at TRYP Antwerp - Sep 2015 - 50
RN / 4 677 $
Signed contracts for Hotel & Event
Service GmbH to Wyndham Koeln & TRYP
By Wyndham Koeln City Centre for
September 2016 worth over $150k
combined
COFO group confirmed by Road Rebel
Europe at Days Inn Dortmund West - Apr
2015 - 17 RN / 641 $
MICE Promotion for Wyndham Garden
Berlin Mitte sent to HelmsBriscoe for
communication to all 1 200 HB associates
29

Snapshot of big GSO wins in January
Group confirmed by Helms Briscoe at
Wyndham Grand Frankfurt - Mar 2015 -
15 RN / 2 524 $
19th January – completed site visit of
Wyndham Garden Berlin Mitte with client
Jenny Rosales from Hotel & Event Service
GmbH and on-property sales team of the
Hotel. Showed client around the facilities,
rooms and meeting space.
Kick-Off Meetings with American Express,
HRG in Frankfurt – BCD in Hamburg and
Carlson Wagonlit to discuss strategy and
Marketing activities for 2015
Arrangement of Consortia Office Visits for
1st half of the year, destinations will be:
Hamburg, Berlin, Munich, Cologne,
Duesseldorf, Vienna, Salzburg, Zuerich,
Basel, Frankfurt
30

Snapshot of big GSO wins in January
Meeting with Advito Team members in
Hamburg to discuss cooperation and
updates in our portfolio
Meeting with Lufthansa City Center for
future cooperation
31

YTD January GSO TRYP Brand HUGE
• Jan 15: Room Nights 472, Room Revenue $ 43.803
32

YTD January GSO DAYS INN Brand HUGE
• Jan 15: Room Nights 220, Room Revenue $ 17.469
33

YTD January GSO WYNDHAM Brand HUGE
• Jan 15: Room Nights 4.198, Room Revenue $ 443.258
34

4. Maximise OTA‘s
35

Expedia Travel Ads
Hotel ID New hotel name
Costs/Budget
HAM21 Wyndham Garden Hamburg City Centre 750.00 €
DUE21 Wyndham Garden Duesseldorf City Centre Koenigsallee 500.00 €
BER07 TRYP by Wyndham Berlin City East 1,000.00 €
KOE22 TRYP by Wyndham Koeln City Centre 750.00 €
DOR21 Days Inn Dortmund West 0.00 €
DUE01 TRYP by Wyndham Düsseldorf City Centre 500.00 €
MET21 Wyndham Garden Duesseldorf Mettmann 500.00 €
BRE02 Tryp by Wyndham Bremen Airport 500.00 €
HAN21 Wyndham Hannover Atrium 500.00 €
HEN21 Wyndham Garden Hennigsdorf Berlin 1,000.00 €
BER05 Wyndham Garden Berlin Mitte 1,000.00 €
BER10 Wyndham Berlin Excelsior 1,000.00 €
MUE21 TRYP by Wyndham Munich North 500.00 €
FRA21 TRYP by Wyndham Frankfurt 1,000.00 €
KAS21 Wyndham Garden Kassel 500.00 €
KOE21 Wyndham Koeln 750.00 €
FRA01 Wyndham Grand Frankfurt 750.00 €
DRE02 Wyndham Garden Dresden 750.00 €
HAM01 TRYP by Wyndham Hamburg Arena 750.00 €
13,000.00 €
• Expedia Travel Ads are running
• Campaigns managed by Grand City / per property
36

PR Coverage
• Continued to publicise our presence in Germany in ongoing media outreach
• Very positive blog article by the travelettes about the Wyndham Grand Potsdamer Platz
• December clippings: 5
• Coverage: 153.318
38

Facebook
• Facebook Site Wyndham Hotel Group – continued posting
• Fanbase increased to 22.000 fans
• Promoted through brand websites, email signature, collateral, digital display , Facebook advertising
39

Facebook
• 9 posts in January according to the Post Plan of the Social Media Agency
• Goal: establish constant postings to have valid and interesting content on the site
• Establishing of Wyndham Hashtags: #wyndhamlikes, #wyndhamstlye, #wyndhamaskingyou,
#wyndhamnews, #wyndhammoments
40

Social Media China
• GNTO China is inviting a well-known Chinese blogger to Germany in the Wyndham Hannover
Atrium and the Wyndham Garden Berliner Tor
• Posts on Bloggers' and GNTO Weibo for each city (GNTO Weibo Fans: over 400.000) and 1
Long Tweet for Wyndham Hotel on GNTO WeChat (GNTO WeChat Fans: over 20.000).
• Accommodation sponsored by GCH
41

IHIF/ ITB PARTY Invitation
• Creating invitation for IHIF/ITB event
• Sending it out to distribution list of GCH and WHG (PDF invitation and registration page)
42

GCH Kick Off 2015
• WHG participated at the GCH Annual Team Meeting
• Speed Dates with GCH employees with the departments: Marketing, Operations, Sales, Training and
Revenue Management
43

TO BE CONTINUED…
THANK YOU!
44