Next Event:
Thursday, May 6, 2004
Holiday Inn Express Oakland Airport
Oakland, CA
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An Internet Marketing Seminar for the Lodging
Industry
The
internet has become the most critical marketing channel
for the lodging industry,
in terms of providing information, selling rooms, and
making hotels visible and accessible on the ever-growing World
Wide Web. How you position your company today is
vital to your future. With diverse internet marketing
expertise and hotel industry experience, Milestone Marketing is bringing
the latest internet marketing strategies to the lodging
industry through hands-on education and a sincere passion
for helping the lodging community excel in the online
arena. Through lectures, articles and workshops, Milestone has
taught hoteliers to understand and harness the power
of the internet. Milestone's approachable methodology and cutting-edge
strategy have led hotel owners on the continuous journey
of internet marketing and search engine optimization, teaching
us to stay ahead of the technology curve.
Read Milestone's article from the 2004 CLIA Buyer's Guide
Coining
a Keyword Phrase - From Ranking to Revenue
About
Hotels to HTMLs Workshop – The Agenda [ 
Printable
agenda ]
The internet is changing how we are
conducting business, and if you haven’t already readjusted
your sales and marketing strategy to maximize the opportunities
presented by an expanding marketplace, this workshop is
a must. Hotels to HTMLs is a hands-on, 3-hour workshop focused
firmly on the issues that are important to your business
and is designed to deliver the knowledge you need to prosper
in the online marketplace. Our goal is to ensure that by
the end of the workshop you know how to harness the vast
potential of World Wide Web.
Three essential distribution channels
will be covered during this session:
Websites
Are you driving fast car without
wheels? How can you make sure customers can find you on
the internet? Is there a secret formula that will attract
people to your website?
Yes. Search Engine Optimization
and the art of online sales and marketing!
Websites are your hotel’s
essential online front desk, providing Web surfers a unique
opportunity to see, feel and experience what your property
is really like. But, unless your site is optimized to
work
with search engines, it may never be found online and will
not be driving quality traffic to your online front doors.
Through interactive teaching methods, cutting-edge information
and real case studies, we will teach you how to create
effective
websites and the philosophy and techniques to optimizing
your website to achieve the highest ranking on search
engines
and directories.
This section will include:
- Search Engine Optimization – Organic and Pay-Per-Click
- How to create effective websites and the philosophy
and approaches to optimizing your website to achieve the
highest ranking on search engines and directories.
- How to ensure that your website is customer focused
and designed to do well on the engines and travel sites.
- Design and search engine submission practices that
can hinder a website’s ability to be search engine
friendly and are considered spamming.
- How to ensure your content drives bookings, how
to measure the success rate, what role your website
content plays in converting lookers into bookers.
- The most crucial search engines and directories that
drive 95% of online traffic, how to rank high
on these, and the secret formula to ranking high on Google.
- How to ensure that your website marketing is forward
looking, adapting to customer buying behavior and ensuring
that you are riding the technology wave?
Travel
Sites & GDS
The Global Distribution System –
GDS – is becoming more important every day because
it is powering all the travel agent/airline systems, which
are in turn powering online travel sites. The most demanding
question today in any hotel owner's/operator's mind is “how
can I make my hotel show up higher on the top travel
sites?
This section explains how you can
secure your slice of the GDS and Travel Site marketplace:
- Understanding how GDS, airline
systems and travel sites work, and who is powering whom.
- What you can do to ensure your
GDS is showcasing your property content, which can convert
lookers in to bookers.
- Some of the most important intermediaries
(travel sites, websites), and what you can do to make
sure you are getting the best of all.
- Pricing Strategies – How
to maximize the revenue your hotel can generate, understanding
opaque and where it fits into your pricing strategy,
when to use opaque and when to turn it off.
- Learn how to swim with the online
marketing sharks – the big travel or destination
sites.
Email
Marketing
A superb way to exponentially increase
your hotel’s sales and profits is to harness the power
of permission email marketing. Permission email is the guided
missile of online marketing and a powerful internet marketing
strategy.
This section includes:
- Tips on building a permission-based
email database of clients
- The difference between spamming
and permission based email marketing
- What kind of information you should
send you your target audience to entice them to make
a purchase
Filled with real-life case studies,
cutting-edge information, the Hotels to HTMLs handbook,
and specific workshop material, the entire workshop is
designed to give you a comprehensive understanding of
how you can
harness the far-reaching power of the internet and how
to ride the ever-changing wave of online technologies
and philosophies!
REGISTER
TODAY
What
attendees are saying about the workshop?
“I recently attended Milestone's
Hotels to HTMLs seminar, and without doubt it is the best
seminar I’ve attended regarding internet marketing.
Making hotel reservations online is rapidly becoming the
way our clients book rooms. I not only attended myself,
but also sent my hotel staff to attend the seminar. I now
reinforce every one to read the handbook and utilize it’s
extremely relevant information.”
– John Reinacher, GM, Santa Maria Inn
“The Hotels to HTMLs
seminar was incredible. I learned so much about website
optimization and internet marketing that by the time the
seminar was over I wanted to completely change my website
and knew what was missing. The seminar was full of practical
examples and taught by someone who truly understands both
search engine optimization and hotel sales/marketing in
and out. The workshop is an eye opener on how to sell and
promote your hotel on the Web.”
- JeanLuc Garon, GM, Radisson Hotel of Santa Maria
“Thank
you for the extremely informative seminar you delivered
in Santa Maria. I went home and read the book From Hotels
to HTMLs, as well as reviewed my hand-written notes and
literature from the event. Once again, thank you for providing
such expertise on the very significant subject of maximizing
your hotel website.”
- Cara Simkins, El Encanto Hotel & Garden
Villas
“I found the presentation this
afternoon very informative and I intend to finish up the
book tonight. I am very impressed with one thing in particular
- your passion to make things work.”
- Yatin Patel
“I thought I knew all there was about optimizing websites
but you added the extra detail that I was missing. Thank
you for your hard work and imagination. Your insight on
internet marketing is on the forefront of the hotel marketing
standards of the future.”
- Sagar Patel
REGISTER
TODAY
Hotels
to HTMLs – About the Book
The
brainchild of Milestone Founder and President Benu Aggarwal,
From Hotels to HTMLS – A Complete Guide to Internet
Marketing for the Lodging Industry, is a step-by-step
guide to understanding the internet as the most relevant
marketing tool in today’s
dynamic business environment. The handbook is designed
as a blueprint for understanding the elements of internet
presence,
developing effective websites, the role of search engines,
directories, global distribution systems, travel sites,
email marketing, and creating compelling customer-focused
Web content that maximizes your site’s presence.
Presenting case studies, real-life success stories and
problem/solution
scenarios, the book shows owners and operators how to make
the right decisions about Web marketing, and provides
vital
information on enhancing your online virtual visibility
and conversion rates. The book is a practical and solid
foundation for creating strong internet presence and utilizing
the world’s most powerful and dynamic marketing
medium.
Hotels
to HTMLs - Book Reviews
“Hotel marketing has turned
upside down in the era of the internet. Those hoteliers
who are not actively learning how to make the internet
work
for them will fall behind quickly in this new competitive
landscape. Benu Aggarwal's Hotels to HTMLs handbook
is the best source I've seen for explaining this new landscape,
as well as providing tactical strategies for maximizing
your hotel's exposure on the internet. If the internet
scares
you, this guide is a practical and easy-to-understand method
of becoming an expert overnight. It is well organized and
very usable.”
- Chip Conley, President, Joie De Vivre Hospitality,
Inc.
“Within two months of reading
Hotels to HTMLs, I was able to triple the number of visitors
to my property's website by implementing some of the strategies
discussed in the book. The book offers a straight-forward
approach to understanding the internet and what can be
done at the property level to strengthen your online presence.”
- Brett L. Loehr, General Manager, Comfort Inn
& suites- Vermont
"Hotels to HTMLs is a superb
guide that really shows what it takes to create a strong
Web presence. We all need to realize that it’s not
all about having an attractive website but having a website
that can produce tangible results. This guide makes it clear
that we have to change how we approach our target audience.
It touches all aspects of internet marketing, and it is
written by someone who truly understands hotel marketing.
I highly recommend this book for all lodging industry owners
and managers."
- Rick Tipton, President, American Hotels, Inc.
"The internet is a disruptive
technology that hoteliers will need to adapt to. This book
is perfect for those seeking to harness the internet."
- Vimal Kumar, General Partner, Silicon Valley
Hotels
"This is a very informative
handbook, and unlike most technology books written for a
non-technical audience, it does not bore you. The book is
written so anyone will understand it."
- Dilip Patel, Owner, Holiday Inn Express Hotel
& Suites, Mountain-View
"Wow, I can't tell you
how much I enjoyed your book. It is definitely a MUST READ
for anyone. The size is wonderful. It was short enough to
read quickly and made me want to keep going back."
- Scott Kammeyer, Manager, eCommerce Sales
REGISTER
TODAY
For
more information, please visit Milestone Marketing & Communications
on the web at www.milestonemc.com.
"From Hotels to HTMLs"