Hospitality eBusiness Strategies (HeBS digital) is an award-winning, full-service hotel Internet marketing, website design and Direct Online Channel Strategy firm.

Why should you partner with HeBS digital?

• Hospitality is our Passion: HeBS digital is strictly dedicated to the travel and hospitality industries

• Pioneers in Hospitality Internet Marketing: Over 15 years of Internet marketing experience for hotels and hotel management companies, CVBs, and restaurants

• In-House Expertise: All HeBS digital services are provided by onsite experts

• Recognized Excellence: Over 85 awards for outstanding website design and Internet marketing

• Thought Leaders: Countless published articles and guest speakerships

• Fully Transparent: Know where each dollar is spent and the revenue it brings

About HeBS digital – The Leader in Hotel Internet Marketing

Proven results. In the past 12 months, HeBS digital clients had an average return on investment of 2240%.

Hospitality eBusiness Strategies (HeBS digital) has successfully developed Internet marketing and distribution strategies for over 500 hospitality and travel companies, including:

• Major hotel brands

• Luxury hotel and resort brands

• Golf and spa resorts

• Casinos

• Hotel management companies

• Hotel representation companies

• Meeting and conference venues

• DMOs & CVBs

• Franchisees

• Independents

• Restaurants

Our ClientsHere is just a sample of our client portfolio:

Hotel & Resort Brands

Hotel Management Companies

Full Service Hotels, Resorts and Casinos

Franchised Properties Restaurants

Our Services

Direct Online Channel Strategy• Audit & Enhancement of your Direct

Online Channel Strategy

• Best Industry Practices

• Social Media Strategy

• Mobile Marketing Strategy

• eCommerce Competitive Set Gap

Analysis

• Ongoing Budget Proposals and

Recommendations

• Online Travel Agency (OTA) Strategy

• eCRM Strategy (own your customer)

• Drive Revenue Directly from the Most

Cost Effective Channel, Your Own Hotel

Website

Award Winning Website Design• Hotel Website Design & Redesign

• Hosting & Maintenance

• Search Engine Optimization (SEO)

• Copywriting / Copy Enhancement

• Property Controlled:

• Featured Special Offers & Events

• eRFP

• Blog

• Interactive Calendar

• Visual Galleries

• Segmented Email Capture Form (i.e.

leisure, business, meetings, events)

• Interactive Map with Directions

Full Service Internet Marketing• Dedicated Account Manager

• Search Engine Marketing (SEM)

• Ongoing Website SEO

• Strategic Linking

• Email Marketing

• Ongoing Audits & Optimizations of

Website and Campaigns

• Social Media & Web 2.0

• Mobile Marketing

• Ongoing Professional Development and

Training

• Latest Trends & Best Practices

• Monthly Reporting & Analysis

Why should hoteliers care where their Internet bookings come from? Not all Internet bookings are created equal.

It is far more cost effective to sell your rooms via the direct online channel compared to the OTA channel (indirect online channel). HeBS digital will help you drive revenue directly from your own hotel website.

Case Study: Cost per Booking in the Direct vs. Indirect Online Channel

• Direct Online Channel (Hotel Website): $12.92 per booking

• Indirect Online Channel (Online Travel Agency-OTA): $107.57 per booking

Difference between the cost of a Direct Online Channel and Indirect Online Channel booking = 8.3 times!

*Based on average 2009 ADR in NYC = $215.14 and 2 night LOS = $430.28 x 25% OTA commission. Cost per booking via the hotel’s own website, including website hosting and maintenance fees, marketing spend, campaign management fees, and Omniture analytics. Based on 530,000+ bookings in 2009 via hotel websites from HeBS digital’ hotel client portfolio.

Direct Online Channel Strategy

Travel SectorDirect Online Distribution

Indirect Online Distribution

Hospitality:

• Top 30 Hotel Chains Source: eTrak

• Overall for the Industry Source: HeBS

70.9%

62.0%

29.1%

38.0%

Here is an overview of the Direct vs. Indirect Online Channel utilization in the travel sector

• User-friendly: refers to the quality of the user experience on

the website.

• Search engine-friendly: HeBS digital’ own research shows

that between 50%-70% of website traffic and revenue is a

direct referral from the search engines.

• Booker-friendly: the goal of any hotel website is to generate

bookings, and your website visitors must be able to find your

booking engine within seconds of landing on your home

page.

• Web 2.0/Social Media-friendly: encourage loyalty to your

brand, promote the sharing of content, increase site

stickiness, create buzz around your hotel, and ultimately

increase bookings.

• Mobile Ready: the growing use of the mobile Internet

increases the importance for hoteliers to offer a mobile

website specially designed to provide an excellent user

experience in a mobile environment.

Award Winning Website Design

Examples of HeBS digital’ Award Winning Website Design

Adrian Award, WebAward, IMA and w3 Award Winner IMA Best in Class and w3 Award Winner

HeBS has won almost every award in the business – over 85 website design and Internet marketing awards including Adrian Awards, Webby Awards, WebAwards, Magellan Awards, Interactive Media Awards and more.

Website Design Case Study:

A new luxury boutique hotel in the heart of Oregon’s Wine Country was preparing to open its doors, and asked HeBS to design a website that would immediately start generating bookings and robust ROIs.

Results?

• Website Revenue: $517,386

• Website Design Cost: $17,500

• Marketing Spend: $16,176

• Campaign Management, Hosting, Analytics Fees: $9,305

• ROI: 1104%

• ROAS: 3098%

*Results based on a 9-month period after website launch in Sept 09

Web 2.0 Functionality on the Hotel Website

• Property Managed SEO Friendly Calendar of Events

• Property Managed Featured Special Offers & Events

• Property Managed Blog

• Interactive Sweepstakes

• Social Media Integration

• Multi-Channel Contests & Promotions

• Customer Testimonials & Reviews

• Share this Site Functionality

• RSS Feeds

• eRFP

Most websites are not equipped to handle the hyper-interactive travel consumer of today, and offer dead, stale visual and textual content. How can you add engaging content to your website that will solicit the participation of your website visitors?

HeBS will maximize your visibility in the search engines.

Search Engine Marketing Services Include:

• Search Engine Registrations

• Organic Search

• PPC Campaigns

• Local Search

• Paid Inclusions

• Meta Search

• Mobile Search

• Web 2.0 Search

SEO & SEM

PaidSearch

LocalSearch

OrganicSearch

Full Service Internet Marketing

• Account Management

• Budget Planning & Recommendations

• Quarterly SEO Audits

• Search Engine Marketing (SEM)

• Email Marketing

• Strategic Linking

• Banner Advertising

• Social Media & Web 2.0

• Mobile Marketing

• Tracking & Analytics

• Monthly Reporting

• Direct Online Channel Strategy (increase bookings from your

website!)

“HeBS digital is very professional and creative. We have found them to be responsive, creative and innovative. I think they are the best in the business.”

John DuponceGM of Le Parc Suite Hotel, West Hollywood CA

“HeBS digital and its talented team of seasoned eCommerce professionals have their pulse on the online world as well as the hospitality industry. They readily recognize and are able to capitalize on emerging trends--and their unique combination of industry knowledge, pioneering leadership, and technology support makes them a great partner for Choice Hotels International.”

Paula ValentineSenior Director, eCommerce for Choice Hotels International

HeBS digital has extensive experience managing banner advertising campaigns and online sponsorships for more than 500 hospitality companies, from large hotel brands to small boutique properties. HeBS negotiates preferred rates on media purchases and savings are passed on to you.

Banner Advertising & Online Sponsorship Services Include:

• Auditing to determine relevant media

• Building customized creative(s)

• Quality assurance and testing of creative

• Budgeting and campaign management

• Launching campaigns in major feeder markets

• Launching campaigns addressing the major market segments

• Providing tracking and reporting via Omniture or DoubleClick for

Advertisers

• Recommending placements based on HeBS digital’ client experiences

– we know what works and what doesn’t work

Banner Advertising & Online Sponsorships

Are you sending valuable messages to your key customer segments?

What goes into every email campaign at HeBS digital?

• Copywriting

• Creative template design

• Testing & client approval

• Launch

• Tracking & reporting

Additional email marketing services:

• eCRM (pre and post stay

messaging)

• Email capture strategy

Email Marketing

A resort in the Florida Keys was experiencing low occupancy in the months of April and May of 2010 and needed a quick way to generate bookings.

Results:

• Sent: 56,567 email addresses

• Opened: 10,743

• Clicks: 4,541

• Click through Rate: 42.26%

• Cost: $700

• Revenue: $8947

• ROI: 1178%

HeBS digital will build your loyal fan base and followers, create buzz, communicate the hotel’s value proposition and help manage your reputation on:

“We don’t have a choice on whether we do social media; the question is how well we do it.”

– Social Media Revolution Video

Social Media & Reputation Management

HeBS digital’ Social Media Services Include:• Facebook Fan Pages for the Hotel: Set-up or Optimization, Ongoing

Campaign Management, Content Postings, Fan List Growth

• Twitter Profiles for the Hotel: Set-up or Optimization, Ongoing Campaign Management, Content Postings, Follower List Growth

• Flickr Profile for the Hotel: Set-up and Optimization, Ongoing Management, Content Postings

• YouTube: Flash Video Production, YouTube.com Hotel Profile Set-Up and Optimization, Ongoing Video Uploads

• Social Media Advertising (Web 2.0 Search, Banner Advertising, Sponsorships)

• Reservation Tracking and Conversion Reporting from the Social Media Initiatives

Mobile Marketing Services include:

• Mobile Website Design

• Mobile Paid Search

• Mobile Email Marketing

• SMS Marketing

• Mobile Coupons

• Interactive Contests & Promotions

• Reservation Tracking and Conversion

Reporting

• Via online booking engine

• Via special 1-800 numbers

The number of mobile devices has already surpassed the number of personal computers worldwide. Mobile travel bookings are projected to grow 700% in two short years. U.S.M-Commerce will reach a staggering $1 billion in 2010 (ABI Research).

In other words, hotel guests—past, current and potential—are increasingly becoming mobile-ready and hoteliers have to respond adequately to this growing demand for mobile services.

Mobile Ready Websites & Mobile Marketing

Scan to visit the HeBS digital Mobile Website Now!

• Omniture Analytics: the best analytical tool today, used by major hotel brands, OTAs and

many independent hotels. Omniture’s Search Center has made our search campaigns 30-

40% more cost efficient across the board.

• DoubleClick for Advertisers: state-of-the-art dynamic ad serving tool. Track the activity

of people that saw and/or clicked on your banner ad to get a complete understanding of

results.

• Brand Vanity Site Measurement Models: for franchises which do not allow for Omniture or

DoubleClick tracking, HeBS digital will put tracking code on the corporate booking engine,

use the brand’s own tracking method, or create a customized model to gauge success of all

hotel Internet marketing campaigns. This method has been successful with Marriott, IHG,

Choice Hotels International and Best Western franchisees.

Conversion & Campaign Results Tracking & Reporting

“Max and his organization are true, passionate evangelists committed to driving e-business optimization throughout the lodging sector - one client at a time. Whether your hotel or resort is a single-location entity, or the largest brand in the industry, I sincerely suggest that HeBS digital be on any short list of potential strategic, consultative partners.”

William J BrownExecutive in global digital marketing, interactive management and e-commerce

HeBS digital clients that use the fully customized CMS:

HeBS digital offers a choice of two types of Content Management Systems:

• Property Managed Featured Specials & Events: We know that

you sometimes need to make changes to your website on the

fly. HeBS digital will provide you with the tools to easily update

your hotel website’s featured special and event tiles. Perfect

for independent property websites and vanity websites of

franchised hotels.

• Fully Customized CMS: the most advanced in the industry

today and best for deep content and multi-property websites.

The fully customized CMS allows the hotel to add and edit

both textual and visual content on a 24/7 basis, add new hotel

properties within minutes, publish/un-publish pages and hotel

mini-sites, control the featured special and promo tiles, manage

the photo selection on property pages and photo galleries,

manage SEO and Omniture Analytics on every page, and

more. Perfect for hotel chains, multi-property resort and hotel

companies.

Content Management Systems

HeBS digital’ award-winning website design and hotel Internet marketing services, focused on driving revenue through the direct online channel, proved overwhelmingly successful during a very difficult year for most hoteliers.

Below is a case study HeBS digital completed to demonstrate how holding every spent dollar fully accountable with analytics, not experimenting with unproven advertising platforms, enhancing and optimizing the hotel website, and very carefully targeting the right customer segments, resulted in 2240% return on investment (ROI) for HeBS clients in the last 12 months.

2240% ROI for HeBS digital Clients

HeBS digital brought our clients an average return on investment of 2,240%

That means for every dollar they sent us, we sent them back $22.40**Based on a study of 175 HeBS digital clients.

Total Revenue Generated: $63,900,304.74

Total Marketing Spend: $2,004,092.56

Return on Ad Spent (ROAS): 3088% ($30.88 : $1)

Total Spend (includes Fees, Maintenance, Etc). $2,729,892.94

Total Return on Investment (ROI) 2240% ($22.40 : $1)

Statistics for Full Service Clients (last 12 months):

“We are excited to be associated with the industry’s best… HeBS digital”

Bill LinehanCMO of Richfield Hospitality / Sceptre Hospitality Resources

“HeBS digital’ industry expertise, ability to tailor their services to fit our unique needs, and attention to detail has been very helpful. I would highly recommend them to other hotel chains that want to stay up-to-date with constantly changing technology.”

Arnold AngeloniCEO of AmericInn International, LLC

212.752.8186sales@hebsdigital.com

6 W 48th St. 8th FloorNew York, NY 10036

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Hospitality eBusiness Strategies

Partner with the premier Internet marketing team in hospitality today.