Project HUGE Marketing & Sales Activities January 2015
- No tags were found...
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
<strong>Project</strong> <strong>HUGE</strong><br />
<strong>Marketing</strong> & <strong>Sales</strong> <strong>Activities</strong><br />
<strong>January</strong> <strong>2015</strong>
<strong>Marketing</strong> Strategies<br />
Drive revenue<br />
through the<br />
Wyndham Rewards<br />
programme<br />
Cost-effectively<br />
drive brand<br />
awareness and<br />
engagement<br />
Drive revenue<br />
through brand.com<br />
Maximise share of<br />
OTA business<br />
Increase share of<br />
corporate and<br />
MICE business<br />
Please Note: Full year plan displayed after fund meeting<br />
2
10 Million Wyndham Rewards – Staff incentive<br />
• Each hotel will receive 100 Wyndham Rewards points for every new member they enrol over and<br />
above their monthly target during <strong>January</strong> and February <strong>2015</strong>.<br />
• Each of those hotels will receive 100 points for every enrolment on top of the target at the end of<br />
the incentive period<br />
4
Wyndham Rewards Winter Promotion<br />
• Offer: WR members receive <strong>2015</strong> bonus points from the second qualifying stay. Up to 5 times<br />
through the Promotion Period for their 2 nd, 3 rd , 4 th , 5 th and 6 th qualified stay. This could be over<br />
10.000 points.<br />
• Timings: stays must be made between 15 October 2014 and 6 February <strong>2015</strong><br />
• <strong>Activities</strong>: Online, emails, newsletter and in-hotel collateral.<br />
5
Wyndham Rewards Promotion<br />
• Offer: WR members receive double points for their qualified bookings<br />
• Timings: stays must be made between 02 February and 30 April<br />
• <strong>Activities</strong>: Online, emails, newsletter and in-hotel collateral.<br />
6
Book now – get 500 Pts - Promotion<br />
• Promoting advanced booking on WR.de + 500 Bonus Points<br />
• Running until end of April <strong>2015</strong><br />
• Merchandised on wyndhamrewards.de<br />
7
Integration on Miles & More Partner Page<br />
RESULTS (as of JAN 26)<br />
• 638 stays<br />
• 1,502 nights<br />
• $121,395 revenue<br />
WR centrally funded 358,603bonus miles/Payback<br />
points Amongst GCH portfolio the sites that<br />
benefited the most in terms of revenue:<br />
Wyndham Mannheim: 138 nights and $14,350<br />
revenue, followed by Wyndham Grand Berlin<br />
Potsdamer Platz: 110 nights and $11,097 revenue<br />
• Previously 2 partner pages on the M&M website for Ramada and Wyndham Hotels & Resorts were live<br />
• As of November additional pages have been created for TRYP and Days Inn brands. Those 2 pages<br />
feature properties from GCH portfolio.<br />
• In addition, WHR page have also been updated to feature Wyndham Grand Frankfurt.<br />
• Promotion run until 15 th of <strong>January</strong> <strong>2015</strong><br />
8
Triple Miles Promotion<br />
• “Triple miles” partner promotion – earn triple miles from your 1st qualifying stay. Wyndham Grand<br />
Frankfurt has been chosen as the key image for the campaign. Attached are examples of Frankfurt<br />
being featured on M&M website and within the Payback NLs.<br />
• Triple Miles are eligible for the 1st, 2nd and 3rd qualified stay for stays wich are booked between 15<br />
October 2014 and 16 <strong>January</strong> <strong>2015</strong> and stays must be completed by 23 <strong>January</strong><br />
9
Wyndham Rewards Reception Mats<br />
• Wyndham Rewards Reception Mats provided to selected hotels<br />
• Great awareness activity for the program<br />
10
Payback<br />
• Displays distributed to all properties in order to promote the partnership with Payback<br />
11
Visits www.whg.de<br />
• Visitor numbers to wyndhamhotelgroup.de: 76,576 in the month of <strong>January</strong><br />
13
All Paid Media<br />
$900,000<br />
$800,000<br />
$700,000<br />
$600,000<br />
$500,000<br />
$400,000<br />
2014 ROI 2013 ROI 2013 Rev 2014 Rev<br />
Figures available until Dec<br />
2014. Jan data to follow.<br />
$60<br />
$50<br />
$40<br />
$30<br />
$300,000<br />
$200,000<br />
$100,000<br />
$-<br />
$7.28<br />
$5.50<br />
$0.00 $0.00<br />
$6.99<br />
$2.30<br />
$11.73 $11.33 $10.74<br />
$4.42 $3.28 $3.87<br />
$13.78<br />
$5.51<br />
$9.57<br />
$4.31<br />
$8.22<br />
$1.51<br />
$6.14<br />
$2.80 $3.33 $3.19 $3.49 $2.57<br />
$20<br />
$10<br />
$-<br />
• In Nov/Dec 2014 trackable revenue continued to fall ahead of the previous year, however ROI was<br />
reduced as we used Q4 budget for ‘brand awareness’ activities which are less likely to result in shortterm<br />
bookings.<br />
14
Paid Search<br />
$200,000<br />
$180,000<br />
$160,000<br />
$140,000<br />
$120,000<br />
$100,000<br />
$80,000<br />
$60,000<br />
2014 ROI 2013 ROI 2013 Rev 2014 Rev<br />
Figures available until Dec<br />
$60<br />
2014. Jan data to follow.<br />
$50<br />
$40<br />
$30<br />
$20<br />
$40,000<br />
$20,000<br />
$-<br />
$5.11 $5.00 $4.65 $5.60 $5.61 $5.87 $6.51<br />
$4.42 $4.30<br />
$2.30<br />
$3.31 $3.73 $3.19 $2.81 $3.13 $3.20 $1.99<br />
$3.38 $3.17<br />
$0.00 $0.00<br />
$1.31<br />
$3.13<br />
$4.55<br />
$10<br />
$-<br />
• With a focus on brand awareness activity in Q4 we saw a decline in ROI. Unbranded search was<br />
activated to drive long term awareness.<br />
15
Retargeted Display<br />
$700,000<br />
$600,000<br />
2014 ROI 2013 ROI 2013 Rev 2014 Rev<br />
Figures available until Dec<br />
2014. Jan data to follow.<br />
$60<br />
$50<br />
$500,000<br />
$40<br />
$400,000<br />
$300,000<br />
$200,000<br />
$100,000<br />
$-<br />
$22.74<br />
$25.70<br />
$13.78<br />
$15.97<br />
$8.45<br />
$0.00 $0.00 $0.00 $0.00 $0.00<br />
$19.39<br />
$4.66<br />
$26.62<br />
$21.24<br />
$11.29<br />
$8.24<br />
$17.59 $16.54<br />
$4.78 $4.23<br />
$1.05<br />
$2.68 $3.33<br />
$1.89<br />
$30<br />
$20<br />
$10<br />
$-<br />
• Retargeted display activity continued to drive conversions, with both Revenue and ROI<br />
improvements over last year.<br />
16
Feeds (TripAdvisor, Yelp, Google)<br />
Figures available until Dec<br />
2014. Jan data to follow.<br />
$8,000<br />
$7,000<br />
$6,000<br />
$5,000<br />
$4,000<br />
$3,000<br />
$2,000<br />
$1,000<br />
$-<br />
2014 ROI 2013 ROI 2013 Rev 2014 Rev<br />
$17.50<br />
$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<br />
$3.50<br />
$0.31 $0.50 $0.24 $1.11 $0.48 $0.36<br />
$3.22<br />
$0.39<br />
$60<br />
$50<br />
$40<br />
$30<br />
$20<br />
$10<br />
$-<br />
• Whilst revenue has increased in Nov & Dec, these channels are not providing many immediate direct<br />
bookings. When users visit these websites they are doing price comparison and usually are not ready to<br />
book. Our tracking only identifies users where this is the ‘last click’ before a booking. These channels<br />
should be viewed as tactical brand awareness, rather than direct response.<br />
17
New WHG.de SEO initiatives outlined<br />
• Aligned with Global SEO strategy<br />
• Optimise and amplify PR stories / press releases in conjunction with PR agency<br />
• Optimise back-link profile to ensure a varied array of links and removal of any poor<br />
quality links<br />
• Optimise German language content of Google+ Local pages<br />
• Distribute content to relevant blogs / info sites<br />
• New German SEO resource to continue authority building for the GCH portfolio hotel<br />
overview pages<br />
• Research phase completed so far<br />
18
New German Affiliate Programme<br />
• Setup and testing completed in <strong>January</strong><br />
• Final checks early February,<br />
• Account available for public access and signups on 5 th Feb<br />
• The German Affiliate programme is now live. In February and March we will ramp up<br />
exposure for the programme and recruit top German publishers.<br />
19
SEO (Hotel websites)<br />
• 145.258 visits to the Wyndham, TRYP and Days Inn stand alone websites in the month of<br />
December<br />
20
Website Merchandising: WHG.de<br />
• Ongoing update and refresh of banners and offers<br />
• Featuring Berlin as destination<br />
21
BBT Online Workshop<br />
• Participation of GCH to the MICE Speed-date workshop organized by BBT Online in Brussels on Jan 12,<br />
<strong>2015</strong> (only MICE workshop on the Belgian market)<br />
• GCH participation: Nina Allmeroth<br />
23
Renew GDS Listings <strong>2015</strong><br />
Live Amadeus Subscriptions<br />
Hotel Name<br />
Wyndham Grand Frankfurt<br />
Wyndham Grand Salzburg Conference Center<br />
Wyndham Hannover Atrium<br />
Wyndham Koeln<br />
Wyndham Stuttgart Airport Messe<br />
TRYP by Wyndham Bremen Airport<br />
TRYP by Wyndham Koeln City Centre<br />
Wyndham Berlin Excelsior<br />
Wyndham Garden Düsseldorf City Centre Koenigsallee<br />
Wyndham Grand Berlin Potsdamer Platz<br />
Wyndham Mannheim<br />
TRYP by Wyndham Duesseldorf City Centre<br />
TRYP by Wyndham Hamburg Arena<br />
Live Sabre Subscriptions<br />
Hotel Name<br />
Wyndham Stuttgart Airport Messe<br />
Wyndham Grand Frankfurt<br />
Wyndham Grand Berlin Potsdamer Platz<br />
Wyndham Berlin Excelsior<br />
Wyndham Berlin Excelsior<br />
Wyndham Garden Düsseldorf City Centre Koenigsallee<br />
• Renewal of <strong>2015</strong> GDS Listings for selected properties<br />
24
TMC Promotion<br />
GDS Promotion<br />
Hotel Name<br />
Wyndham Grand Frankfurt<br />
Wyndham Grand Frankfurt<br />
Wyndham Grand Frankfurt<br />
Wyndham Grand Frankfurt<br />
TRYP by Wyndham Bremen<br />
Wyndham Grand Salzburg Conference Center<br />
Wyndham Stuttgart Airport Messe<br />
• Renewal and Kick Off of TMC Promotions <strong>2015</strong><br />
25
HRG Promotion<br />
• HRG Banner campaign<br />
26
BCD GEO Targeting Banners<br />
• GEO Targeting Banners on the SME Portal<br />
• Destinations: Berlin, Frankfurt, Bremen, Mannheim, Hannover, Stuttgart<br />
27
CVENT enhanced listing<br />
• Renewal of CVENT listings for selected properties<br />
• Provision of new creative for the website<br />
28
Snapshot of big GSO wins in <strong>January</strong><br />
Frontiers group confirmed by BCD Travel<br />
Belgium at TRYP Antwerp - Sep <strong>2015</strong> - 50<br />
RN / 4 677 $<br />
Signed contracts for Hotel & Event<br />
Service GmbH to Wyndham Koeln & TRYP<br />
By Wyndham Koeln City Centre for<br />
September 2016 worth over $150k<br />
combined<br />
COFO group confirmed by Road Rebel<br />
Europe at Days Inn Dortmund West - Apr<br />
<strong>2015</strong> - 17 RN / 641 $<br />
MICE Promotion for Wyndham Garden<br />
Berlin Mitte sent to HelmsBriscoe for<br />
communication to all 1 200 HB associates<br />
29
Snapshot of big GSO wins in <strong>January</strong><br />
Group confirmed by Helms Briscoe at<br />
Wyndham Grand Frankfurt - Mar <strong>2015</strong> -<br />
15 RN / 2 524 $<br />
19th <strong>January</strong> – completed site visit of<br />
Wyndham Garden Berlin Mitte with client<br />
Jenny Rosales from Hotel & Event Service<br />
GmbH and on-property sales team of the<br />
Hotel. Showed client around the facilities,<br />
rooms and meeting space.<br />
Kick-Off Meetings with American Express,<br />
HRG in Frankfurt – BCD in Hamburg and<br />
Carlson Wagonlit to discuss strategy and<br />
<strong>Marketing</strong> activities for <strong>2015</strong><br />
Arrangement of Consortia Office Visits for<br />
1st half of the year, destinations will be:<br />
Hamburg, Berlin, Munich, Cologne,<br />
Duesseldorf, Vienna, Salzburg, Zuerich,<br />
Basel, Frankfurt<br />
30
Snapshot of big GSO wins in <strong>January</strong><br />
Meeting with Advito Team members in<br />
Hamburg to discuss cooperation and<br />
updates in our portfolio<br />
Meeting with Lufthansa City Center for<br />
future cooperation<br />
31
YTD <strong>January</strong> GSO TRYP Brand <strong>HUGE</strong><br />
• Jan 15: Room Nights 472, Room Revenue $ 43.803<br />
32
YTD <strong>January</strong> GSO DAYS INN Brand <strong>HUGE</strong><br />
• Jan 15: Room Nights 220, Room Revenue $ 17.469<br />
33
YTD <strong>January</strong> GSO WYNDHAM Brand <strong>HUGE</strong><br />
• Jan 15: Room Nights 4.198, Room Revenue $ 443.258<br />
34
4. Maximise OTA‘s<br />
35
Expedia Travel Ads<br />
Hotel ID New hotel name<br />
Costs/Budget<br />
HAM21 Wyndham Garden Hamburg City Centre 750.00 €<br />
DUE21 Wyndham Garden Duesseldorf City Centre Koenigsallee 500.00 €<br />
BER07 TRYP by Wyndham Berlin City East 1,000.00 €<br />
KOE22 TRYP by Wyndham Koeln City Centre 750.00 €<br />
DOR21 Days Inn Dortmund West 0.00 €<br />
DUE01 TRYP by Wyndham Düsseldorf City Centre 500.00 €<br />
MET21 Wyndham Garden Duesseldorf Mettmann 500.00 €<br />
BRE02 Tryp by Wyndham Bremen Airport 500.00 €<br />
HAN21 Wyndham Hannover Atrium 500.00 €<br />
HEN21 Wyndham Garden Hennigsdorf Berlin 1,000.00 €<br />
BER05 Wyndham Garden Berlin Mitte 1,000.00 €<br />
BER10 Wyndham Berlin Excelsior 1,000.00 €<br />
MUE21 TRYP by Wyndham Munich North 500.00 €<br />
FRA21 TRYP by Wyndham Frankfurt 1,000.00 €<br />
KAS21 Wyndham Garden Kassel 500.00 €<br />
KOE21 Wyndham Koeln 750.00 €<br />
FRA01 Wyndham Grand Frankfurt 750.00 €<br />
DRE02 Wyndham Garden Dresden 750.00 €<br />
HAM01 TRYP by Wyndham Hamburg Arena 750.00 €<br />
13,000.00 €<br />
• Expedia Travel Ads are running<br />
• Campaigns managed by Grand City / per property<br />
36
PR Coverage<br />
• Continued to publicise our presence in Germany in ongoing media outreach<br />
• Very positive blog article by the travelettes about the Wyndham Grand Potsdamer Platz<br />
• December clippings: 5<br />
• Coverage: 153.318<br />
38
Facebook<br />
• Facebook Site Wyndham Hotel Group – continued posting<br />
• Fanbase increased to 22.000 fans<br />
• Promoted through brand websites, email signature, collateral, digital display , Facebook advertising<br />
39
Facebook<br />
• 9 posts in <strong>January</strong> according to the Post Plan of the Social Media Agency<br />
• Goal: establish constant postings to have valid and interesting content on the site<br />
• Establishing of Wyndham Hashtags: #wyndhamlikes, #wyndhamstlye, #wyndhamaskingyou,<br />
#wyndhamnews, #wyndhammoments<br />
40
Social Media China<br />
• GNTO China is inviting a well-known Chinese blogger to Germany in the Wyndham Hannover<br />
Atrium and the Wyndham Garden Berliner Tor<br />
• Posts on Bloggers' and GNTO Weibo for each city (GNTO Weibo Fans: over 400.000) and 1<br />
Long Tweet for Wyndham Hotel on GNTO WeChat (GNTO WeChat Fans: over 20.000).<br />
• Accommodation sponsored by GCH<br />
41
IHIF/ ITB PARTY Invitation<br />
• Creating invitation for IHIF/ITB event<br />
• Sending it out to distribution list of GCH and WHG (PDF invitation and registration page)<br />
42
GCH Kick Off <strong>2015</strong><br />
• WHG participated at the GCH Annual Team Meeting<br />
• Speed Dates with GCH employees with the departments: <strong>Marketing</strong>, Operations, <strong>Sales</strong>, Training and<br />
Revenue Management<br />
43
TO BE CONTINUED…<br />
THANK YOU!<br />
44