FAQs (Frequently Asked Questions)!

Q: How can hotel owners and operators succeed in internet marketing?
A: There are 3 main vehicles to promote your property on the internet:

• Customer focused, search engine optimized websites and search engine marketing
• Distribution channel management and marketing (Travel Sites and GDS)
• Email Marketing

Customer focused, search engine optimized websites and search engine marketing.
Think of websites as your online front desk. For any business, it is crucial to have websites that are designed for both your target audience (customers) and search engines – Customer-focused, content rich, search engine optimized websites have higher conversions and engine rankings because they posses the elements and content that customers are searching for in your area.

• Types of Websites
• Preparing for a Successful Website
• Content: Write Web Copy That Works
• Blueprint of a Successful Website
• Hosting Your Website
• Promoting Your Website

Q: What is Search Engine Marketing?
A: Search engine marketing is a destination, not a journey. It’s the art and science of increasing your website’s visibility in search engines and directories for a targeted list of “keywords” and phrases. Its effectiveness is measured in how well your target audience can find you when searching on the web. FYI: 20% of all bookings will be done online in year 2004. So, claim your position on the search engines!

Basically, there are two major categories: Paid searches and organic searches.

• Organic Searches – Use search engine’s algorithmic calculations and specific keyword phrases to elevate your hotel listing in the search results.
• Paid Search – Pay search engines for each click

Combining paid listings with organic searches will yield the highest conversion rates.
Are You Driving A Fast Car Without Wheels?
Read the article published in the CLIA Annual Buyer’s Guide.

Q: What are the most important search engines and what does it takes to rank high or get most out of these engines?
A: This is how current search engine market is divided.

Most Relevant Search Engines are:

• Google
• Yahoo
• MSN

Read more about . . .

• How to rank high on Google
• How to rank high on Yahoo

Q: What is the difference between Search Engine Marketing and Search Engine Optimization?
A: Search Engine Marketing as the act of marketing a web site via search engines, whether this be improving rank in organic listings, purchasing paid listings or a combination of these and other search engine-related activities. Search Engine Optimization is the strategy of altering a website so that it does well in the organic, crawler-based listings of search engines.

Q: What can you do to maximize exposure from the top ten travel sites?
A:

• Make sure you are signed up for Merchant Model (Area Specific)
• Work with your market manager to make sure the description of the property has unique selling points
• Understand what affects the sorting order
• Participate in bundled rates, packaged rates, and provide last room availability
• Check how your hotel’s description is displayed. Normally your hotel description is powered by your GDS
• Check your AAA rating, hotel reviews, and pictures

Read more about how to get the most out of these top travel sites!

Q: How does email marketing work?
A: People like to do business with people they know. Therefore, the main purpose of email marketing is to make sure you are keeping in touch with your customers daily.

Email marketing is becoming the most effective marketing and communications vehicle in today's technology-enhanced marketplace, targeting and delivering your message with lightening speed and managing customer relationships. You can market directly to your past and potential guests like the pros with an email solution that's well planned, well-executed and defined. You will know your guests and they will know you! Read more.

Here are some of examples of recent email campaigns executed by Milestone:

• E-Flyer, E-Newsletter, E-Brochure, E-card

Milestone News

• Click Play to listen

  The American Hotel & Lodging Association (AHLA) has signed Milestone to present a seminar series throughout the U.S. “We selected milestone to do series of internet marketing seminars because of their unique hospitality industry background, internet marketing expertise, practical knowledge and audience feedback, said Jessica Lytle, Senior Director, Member Services, and Publisher, Directory of Hotel & Lodging Companies. “We are looking forward to working closely with Milestone.”

• Milestone’s pioneering book, Hotels to HTMLs™™ – A Complete Guide to Internet Marketing for the Lodging Industry, is now available for purchase and download online.
  Covering Websites, Search Engines, Travel Sites, GDS, and Email Marketing, Hotels to HTMLs™ is step-by-step instruction on how to improve your online bottom line. Buy the book.

• Travel Distribution Summit
  The Travel Distribution Summit takes place on September 22-23 at the Hyatt Regency McCormick Place in Chicago.
  
  America's top marketing, technology and pricing executives will attend the conference and expo to hear from 60+ speakers, all leading suppliers and intermediaries including senior decision makers from ICH, Marriott, Hilton , Fairmont , Sol Group, Castle Resorts, Newcastle Hotels, Aston Hotels, Vail Resorts, Mandarin Oriental, Kimpton , Best Western. Attendees will meet to debate vital distribution issues and do business. Benu Aggarwal has arranged a discount for all her subscribers. Just mention "Milestone" when you register and we will take 10% from your registration cost. Valuable early bird discounts are also available so sign up now! A full agenda can be found at the EyeforTravel web site.

Milestone Introduces OTA Compatible Booking Engine

Milestone Internet Services – June 4, 2004

Milestone Internet Services introduces its state-of-the-art Booking Engine, built from the ground up in Framework.net technology. The connectivity platform is based on technology standards established by the OTA (Open Travel Alliance) and the adoption of industry technology standards based on the XML Web-services language. Hotels can take advantage of a sophisticated backend to upload promotions, packages and group sales.

Key Features in the Milestone Booking Engine:

• Framework.Net Platform – Enables full integration with web-based applications

• SQL Database – Provides unsurpassed data integrity and offers compatibility with third party report generators for custom reporting

• Remote Access – Allows the corporate office to fully access the system from a remote location

• Scaleable – From a single-user system to a full network enterprise

• OTA Compatible

• GDS & Pegasus – Working with Pegasus to develop the XML interface for seamless connectivity

• Full Backend Administrator

• Inventory (set up names, allocation and much more for 1 - 2 or 3 - 4 guests)
• Promotions and Packages Creation
• Detail Reservations (Guest Folios – Summary – Detail)
• Room Rack Color Coded
• Calendar (monthly, weekly) – View promotions and packages
• Room Prices (by date and room type)
• Availability

• Group Sales Reservation

• Reports – Revenue Manager Reports