Digital Resurgence & Revenue.

MARRIOTT, HILTON & CARLSON REZIDOR HOTEL PROPERTIES

The Opportunity.

Brought on in fall 2014 to provide renewed digital marketing & e-commerce strategy for a large hotel owner/management company with over 45 Marriott, Hilton & Carlson Rezidor properties - with installed F&B & entertainment venues. 

The Challenge.

Align the holding company's internal staff, the properties' yearly budget, & build digital readiness & revenue capabilities across EXTENDED-STAY, SELECT-SERVICE & FULL SERVICE hotel brands.  

The Solution.

Redefine & execute cross-channel digital foundation-building & revenue growth for each property a) INDIVIDUALLY, b) as a SPECIFIC HOTEL  brand, & c) as a part of an UMBRELLA HOTEL brand. 

The Outcome. 

In just four months, our focused property, company, brand & channel efforts resulted in: 

  • Longtail SEM efforts quickly resulting in 564% ROI
  • A resurgence in digital support across property DOSs, GMs, AGMs & staff 
  • A 19% increase in direct online booking revenue - over $63M
  • A 4% decrease in OTA-booked revenue (for Marriott properties)
  • A 109% increase in reach across social channels for all brands

This success included development of REPEATABLE PROCESSES & oversight for the digital success of: 

  • Newly ACQUIRED & DIVESTED hotel properties
  • REBRANDING of current hotel properties
  • Installed property F&B & ENTERTAINMENT VENUES

Platforms Included:

  • PROPRIETARY hotel brand management, content, website, e-commerce, email, reviews/sentiment & analytics platforms 
  • OTAs: Expedia, Hotwire, Orbitz, Booking.com & Travelocity cross-platform & singular needs
  • SOCIAL: Facebook, Twitter, Google+, LinkedIn
  • RATINGS & REVIEWS: TripAdvisor, Yelp, Google Places/Reviews, FourSquare, MVRs
  • AUDIENCE & CHANNEL TARGETING/management: Leonardo, Revinate

 


Ongoing, Optimized Openings.

HYATT & STARWOOD HOTEL PROPERTIES

The Opportunity.

Provide a quick-turn digital marketing & e-commerce PROPERTY LAUNCH STRATEGY for a large hotel ownership company's opening of its first Hyatt & Starwood properties. 

The Challenge.

Build COLLABORATION across hotel brand teams, the holding company's staff, and the property staff around extensive digital requirements across both parallel and rolling timelines.  

The Solution. 

Develop a comprehensive, REPEATABLE CROSS-CHANNEL property-opening strategy.

Channels & Platforms Included: 

  • HYATT PROPRIETARY  brand, content, website, review & analytics platforms
  • CMS: Adobe CQ 
  • OTAs: Expedia, Hotwire, Orbitz, Booking.com & Travelocity cross-platform & singular needs
  • RATINGS & REVIEWS CHANNELS: TripAdvisor, Yelp, Google Places/Reviews
  • SOCIAL:  Facebook, Twitter, LinkedIn, Google+
  • AUDIENCE & CHANNEL TARGETING: ICE

The Outcome. 

FDG's repeatable processes provided seamless digital marketing & e-commerce preparedness for both the HYATT PROPERTY LAUNCH as well as the launch of STARWOOD ELEMENT & ALOFT properties on the Microsoft campus in Redwood, WA. 

 


E-Commerce Exploration 

ATLANTIS RESORTS

 

The Opportunity.

Brought in by Atlantis's AOR, develop pre-and-post vacation online product & service purchase-driving strategy for Atlantis guests.

The Challenge.

Explore options across disparate websites, user experience journeys & technology platforms.

The Solution. 

PROVISION OF A DIGITAL STRATEGY  outlining opportunities to prompt both pre-and-post vacation product & service purchases from Atlantis guests, including: 

  • Improved user-experience across websites
  • Analysis of and insights into improved iteration of digital metrics 
  • Single platform e-commerce solutions allowing each resort to offer its own flavor of products and items for purchase
  • Triggered email strategy to prompt guests to make purchases in preparation for their stay, and to ensure memories of their stay once they'd returned home