INNOVATIONS IN HOTEL PRODUCTS AND SERVICES
Targeting Extended Stay
Since extended-stay hotels usually target guests with longer lengths of stay than do typical business-transient properties, marketing initiatives should focus on capturing longer-term guests. With a well-executed, strategic online marketing program, these hotels can effectively capture market share and gain a competitive advantage.
In June 2002, the Residence Inn by Marriott Bethesda (MD) Downtown partnered with TIG Global to create a strategic, aggressive interactive marketing plan that focuses on capturing and converting extended-stay travelers. TIG Global researched the extended-stay travel market and the Washington, DC area to identify all key demand drivers for the hotel's Internet marketing program.
In June 2005, TIG Global redesigned the Residence Inn's website and refreshed the optimized website copy to maximize the hotel's search engine visibility and directly target extended-stay travelers. This strategy included using popular extended-stay keywords such as “Washington DC extended-stay hotel” and “DC corporate housing rental.” These efforts were supported by a comprehensive pay-per-click (PPC) advertising campaign that leveraged local demand drivers and seasonal events through keyword bidding. PPC keyword campaigns included “Bethesda Naval Hospital,” “Smithsonian Museum” and “Cherry Blossom Festival.”
“Developing action-driven copy for paid search ads that focuses on extended-stay travelers helps qualify traffic and reduce errant click-throughs from short-term travelers, serving to increase conversions and maximize the hotel's online advertising budget,” says Michael Foschetti, client service director at TIG Global.
As a complement to the paid search marketing efforts, TIG Global implemented strategic linking initiatives to cost-effectively saturate online media through free and paid link and advertising placements on local, regional and national destination guides and directory sites. Sites like Biz-Stay.com, CitySearch.com and other business and leisure travel sites provided qualified website traffic through the development of banner ads and other calls to action targeting extended-stay consumers.
As a result of these efforts, the property garnered more than 20,500 unique monthly visitors and generated $140,000-plus in direct online revenue from January through May 2006. During this time, the hotel also increased its online ADR to $182.28 and its average length of stay for Internet bookers to five nights. In addition, the hotel received 15 online requests for availability (RFA), which account for 371 extended-stay room nights and $63,000 in revenue. Circle 70
Celebrating 10 years of providing traditional and contemporary designed cabinets to blend the ATM with the hotel's décor, ATM Systems is a premier provider to the hospitality industry. Circle 71
Classic Coffee Concepts presents the Classic 1100-watt model 16300 iron. The iron features 15-minute automatic shut-off with a power reset button plus a 13-foot heavy service cord to eliminate the need for extension cords. Other features: buttons for “spray mist” and “burst of steam,” non-stick coated sole plate, visible water level window and an easy-fill watering opening. Circle 72
Protect-A-Bed Premium fitted sheet-style mattress protectors, in conjunction with Bug Off mattress and box spring covers offer protection against bed bugs and liquid spills of any nature. The mattress protectors can be easily removed, washed together with the bed linen, tumbled dry and put back on the bed.
PhoneSuite, a division of Call Management Products, offers hospitality telephone systems for limited-service properties as large as 220 rooms. The company says it meets or exceeds all franchise requirements with features such as answer detection, T1 digital trunk support, wake-up calls, PMS interfaces, call accounting, voice mail and more. Circle 74
Rubbermaid Commercial Products introduces a new line of compact housekeeping carts. Design allows for excellent maneuverability without compromising overall storage capacity. Carts are available in several models. Circle 75
The HP Photosmart A716 Compact Photo Printer delivers the power of a PC in a printer. With a built-in handle and optional battery, the printer is easy to carry and convenient to print on the go. It features a 2.5-inch color display and lets users print a variety of different-sized photos. The printer stores up to 4,000 photos, with a 4 GB internal memory. Circle 76
P&G Pro Line Lodging, a division of Procter & Gamble Professional, offers a line of stain removal products to hotels as part of its On-Premise Laundry program. The additions include Tide multi Purpose Stain Remover, Tide Rust Spot Remover and Tide Stain Removal Treatment. Circle 77
Meyda Tiffany introduces the Meyer lantern indoor/outdoor wall sconce. The sconce features panels in a cornucopia of stained glass colors, including reds, blues, greens, ambers, gray and a variety of hues from Meyda Tiffany's palette. It can be used with incandescent lighting, as well as low voltage bulbs for outdoor use. Circle 78
Sherwin-Williams has introduced the GreenSure designation for its environmentally preferred products. GreenSure is applied to the company's coatings that offer long-term durability, the highest indoor air quality ratings with low VOCs and low odor, and meet or exceed the GS-11 criteria for coatings used in LEED certified buildings.
TCP, Inc. offers an energy-saving solution for hard-to-reach light fixtures with its line of flat PAR lamps, an alternative to standard halogen PAR lamps. Available in 14, 16 and 23 watts, this series features the same size, shape, look and feel of traditional PAR lamps with 75-percent energy savings and three times the lamp life, claims the company. Circle 80
To easily and conveniently accommodate writing or laptop use, Keilhauer's Tablett collection includes a lounge chair with four legs or swivel base and an extended two-person so-fa — all available with one-, two- or no-tablet arms. Tablett's fully integrated, discreet work surface results in seating that appears identical, regardless of options chosen.
Personal Ordering System
Tiare Technology's intelliChaise personal ordering system is a wireless handheld device bringing property f&b, merchandise and services directly to guests anywhere on a property. The device features a touch screen that allows guests to place orders directly from their chair, wherever that chair may be. The system works with a hotel's existing POS system or can be used as a stand-alone solution. Circle 82
Panasonic has a new series of displays created expressly for the hospitality market. The new models in the 9-Series include two advanced high-definition panels, and two lower-cost standard-definition panels. As in-room amenities, the high brightness, high-contrast plasma displays are also applicable for lobbies, ballrooms, entrances and hallways, fitness centers, restaurants and more. Circle 83
Life Fitness introduces the Circuit Series, a space-efficient line of 11 strength training machines that delivers time-efficient, total-body workouts in an approachable, easy-to-use format. The series combines a patented resistance system, user-friendly design and superior biometrics, says the company. Circle 84
The ZVOX Mini from ZVOX Audio is a small audio system for hotel guest-rooms. The Mini, no larger than a box of cigars, includes speakers, amplifiers, virtual surround-sound circuitry, and a powered subwoofer, all in one small box. Guests traveling with an iPod, laptop or CD player can attach it to the Mini to hear their music. Circle 85
Modular Carpet Design
Etage from Milliken Hospitality allows designers to select multiple layers of color and pattern and use them in different combinations to create hundreds of possibilities. Etage, which takes its name from the French word for “layer,” includes five design packages that have up to 10 layers. The collection is built on a palette of 3,600 colors that gives designs added depth and dimensionality. Circle 86
RISO's HC5500 full color ComColor printer offers the fastest print speed for full-color inkjet printers — 120 ppm — with running costs as low as three cents per page in full color. The printer can print on envelopes and card stock. It features two print controller options, advanced driver features and an optional high-speed scanner. Circle 87
Telegraph Hill's Steam Velour bathrobe is a velvet-like robe with a flattering stretch fit. Made of lightweight polyester microfiber and cotton blend, the fabric will not shrink, fade, wrinkle or pill, and is also stain, bacteria and mildew resistant, claims the company. Available in white, natural, chocolate or red.
Durkan Hospitality introduces DuraFlex Six Foot Releasable Carpet. DuraFlex features Duralon, the company's premier backing. The backing system offers the benefits of modular products without sacrificing the advantages expected of broadloom. It's ideal for installations where sub-floor access, reduced seams and ease of replacement are required. Circle 89
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