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Waterfront Hotel e Business Case Study

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stimulate higher return from website than other similar businesses ... Currency Convertor. Useful Links/Local Activities. 7/20/09. 7/20/09. www.waterfront.ie ... – PowerPoint PPT presentation

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Title: Waterfront Hotel e Business Case Study


1
Waterfront Hotele- Business Case Study
  • Joshana Davis-Twomey
  • Sales Marketing Executive

2
Overview of Presentation
  • Brief Background on Waterfront Hotel
  • Original e-Business strategy
  • Designing/Listing our Website
  • Tour of Site
  • Benefits/Statistics
  • Continued on-line Marketing

3
Hotel Background
  • Built 1998. Apartment-style design
  • 64 rooms medium operation
  • located on perimeter of Galway City overlooking
    Galway Bay
  • Independent hotel

4
Aims of e-business strategy
  • Drive browser to make enquiry/booking
  • Inform and entice consumer
  • Cater to primary needs of on-line consumer
    bargains, immediacy, info
  • Stand apart from competition
  • stimulate higher return from website than other
    similar businesses
  • highlight primary selling point view of Galway
    Bay

5
Initial Obstacles Goals
  • Galway busy/competitive market
  • Making a good 1st impression
  • Finding target markets
  • Leisure travel, tour groups, international guests
  • How to advertise outside of Ireland?
  • Web easiest and most reasonably priced method of
    advertising to broad customer base all over the
    world

6
Developing a Website
  • Who we contacted/consulted
  • Costs
  • Concentrate 70 total spend on marketing, and 30
    on website design
  • How long to develop?
  • 3-4 wks design
  • 3 months for search engine listing

7
Guidelines for Website Content
  • Good quality photos with quick download time
  • Virtual Views (VTRS)
  • boost consumer confidence in product
  • Specials/Competitions on home page
  • immediate demonstration of how consumer can
    benefit
  • Forms with quick download time
  • keeps customer feeling secure

8
www.waterfront.ie
  • Concise, appealing homepage
  • easy site navigation
  • Monthly Special/Competition Entry options readily
    visible
  • Rates Accommodation
  • Top two customer interests in hotel

Home
Rates
Accommodation
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12
www.waterfront.ie
  • Using Site as source of Tourist Information
  • show customer same service they would receive at
    hotel reception
  • selling location helps to sell hotel
  • Industry links
  • Golf Page
  • Currency Convertor

Useful Links/Local Activities
13
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14
www.waterfront.ie
  • Virtual Tours
  • Bar reflects hotel quality
  • Highlight primary product
  • Highlight primary selling point

Kitty OSheas
Bedroom
Penthouse Panorama
15
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18
Web Business
  • Between 10-15 of total business is web
    generated
  • approx. 96 of e-mail enquiries directly from
    website
  • Figure has increased consistently since
    establishment of site in November 1999
  • slow, steady process 4 month gap between est. of
    site first consumers
  • increase proportional to growth in on-line
    ranking/listing

19
Tracking Web Business
  • Using reservations database (IGS)
  • Livestats site
  • by nationality
  • by referring search engine
  • by referring URL
  • beneficial in determining which outside sites and
    search engines to get listed with
  • Ireland.com example

20
Top Referring Search Engines
Top 10 most active referring domains during
period waterfront.ie (51.59 of all referrals)
dir.yahoo.com (10.75 of all referrals)
yahoo.com (5.14 of all referrals) galway.net
(4.91 of all referrals) google.com (4.07 of
all referrals) galwayaccommodation.com (2.80 of
all referrals) ebookireland.com (2.23 of all
referrals) msn.com (2.03 of all referrals)
altavista.com (2.00 of all referrals)
idorla.com (0.96 of all referrals)
21
Hotel Guests by Nationality
Website Visitors by Nationality
22
Advertising Cost Benefits
  • Website as on-line brochure
  • visitors already have interest in product
  • cost vs. paper brochures
  • distribution 4,000-8,000 per month
  • Benefits of e-mail shoots
  • cost vs. print adverts
  • enables immediate customer reply
  • directs on-line consumer back to website

23
Offline Integration
  • Display URL(website address) everywhere the
    company name is displayed (letterheads,
    brochures, rate cards, business cards, print
    advertisements, TV teletext, outgoing e-mails)
  • Ensure that staff know and use web address
  • Tell people/clients about the website
  • Put your URL on promotional items (banners,
    matchbooks, pens)
  • Use offline adverts to actively drive people to
    the website, dont hide the URL in small print

24
Maintenance of On-Line Exposure
  • Site submitted to all top search engines
  • Using the right key words, ie.. galway hotel
  • Listing with external portals
  • Should be more than 5x larger to be worth
    enlisting
  • Use trial periods
  • Use livestats site to track traffic
  • Web Consultants should have software to do
    similar/more extensive tracking

25
On-going web marketing
  • Establishing mutual links
  • GDS on-line booking
  • Benefits of international exposure
  • Targeted e-mail
  • Offers sent monthly to over 1000 customers in
    e-mail database to announce
  • Special Rates/Offers
  • Upcoming Galway Events/Holidays

26
Future of e-strategy
  • Possible website overhaul within next few years
  • Keeping up with increasing public know-how
  • Relationship between increasing public awareness
    of computers their functions, and changes in
    technology which make on-line activity easier and
    quicker
  • Continued emphasis on overlap between marketing
    and IT awareness
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