LDV Italy Digital Marketing, Revenue Management and Business Development
Project Type
Sales & Commercial
Country
Italy
Case Study Title
LDV Italy Digital Marketing, Revenue Management and Business Development
The Client
The Client owns a beautifully appointed leisure and corporate luxury apartment complex with 32 keys located in the Italian city of Verona.
Background
The property, though well-located, was not achieving its fair share of market revenues. Bookings could not be taken on its website and it was not being offered on the appropriate set of OTAs.
Client Need
The Client wished to engage HSP on the following six elements:
- Recommended enhancements to the client’s website to be able to take direct bookings
- The introduction of day-to-day management of booking engine and associated rate plans and promotions
- Digital Marketing
- Revenue Management, Yielding and Distribution
- Data Analysis, Intelligence/Reporting and recommended sales & marketing actions
- Business Development
Scope of Work
HSP appointed a dedicated team of experts led by Jankarl Farrugia, a fluent Italian speaker, to provide the services listed above. Ghislaine Oliver delivered the revenue management workstream with Katrina Craig, CEO, providing client liaison.
Site Realisation on Content Management System (CMS)
HSP worked alongside an appointed company and advised on the effectiveness of the site and its optimisation. HSP submitted two blogs a month for the website and these were promoted via social media. HSP created 8 social media posts per month (i.e. 2 per week), which supplemented the hotel’s own social media posts. HSP analysed website analytics and data capture to provide pointers for the evolving routes to market.
Online booking / package management and promotions
- Identifying best of class booking engine and coordinating the implementation and testing
- Identifying suitable tools and partnerships for improved booking conversion, up-selling, loyalty and retention with defined viewership capabilities and tracking.
- PMS connection and set-up of booking engine / template / Special offer and connect to channel manager and/or PMS
- Providing on-going management of the web booking engine.
Web Marketing   Â
HSP provided ongoing marketing of the website, suggested new offers and helped maintain a balance of content and opportunities for customers to book real time specific offers.
Revenue Management, Yielding and Distribution
- HSP combined hands-on yielding and management, blended with technology for the optimal solution: high touch combined with quality data resources.
- Rate management took place twice daily including weekends.
- All channels were maintained by HSP, new channels identified, built, created, activated and operated on an on-going basis.
- HSP provided ongoing market analysis on 5 competitors
 Reporting / Business Intelligence
Set up of data capture to provide business intelligence
Business Development & Specialist Sales
We prepared a calendar of business development and specialist sales activities. This included a campaign to raise awareness and develop business in new and untouched markets.
What did Hotel Solutions Partnership achieve for the client? Â
Our team worked closely with the client’s GM and sales team to develop and implement a sales and distribution strategy to drive up revenues. Within a relatively short period, our efforts helped to establish market awareness, optimise pricing and generate bookings both to the property’s direct website and via OTA booking sites.
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