NASHVILLE-Attendees at the 2000 Travelodge/Thriftlodge Annual Conference here were reminded that theres no arguing over the bottom-line importance of Internet business no matter what the percentage.
Mark Blundell, CEO of New Paradigm Strategic Communications, noted during a session at the event entitled Into The Future, that the most important way to look at Internet-derived business is with respect to how it impacts each hotels lodging operations. To that end, Blundell contended “people use the Internet not so much to search for lower prices but rather for the [information and reservations]convenience it offers.”
Accordingly, Blundell noted it is imperative that hoteliers maximize their on-line informational opportunities, whether those opportunities constitute the propertys own website or are simply part of the overall corporate portal (such as Travelodge.com). “Know what the potential guest is seeing when he/she accesses your information,” he said. “Make sure your listing includes [to the fullest extent possible]pictures, a complete description, line-up of amenities offered, and reference to nearby attractions.”
As Blundell pointed out: “Websites work. Our findings show some 60% of all Travelodge television advertising response went to the website and not to an 800 number. Furthermore,” he said, “not only were 105,000 room-nights booked via Travelodge.com over the past year, but an additional 57,138 calls to the reservations center were similarly spurred [by the site].”
Weighing the inherent value of website-spawned business, Blundell said Travelodge posted an Internet-generated ADR of $67.47 as against an overall ADR systemwide of $55. (10/24/00) –Michael Billig