eCommerce: Combining Service and Technology to Make Connections with Guests
Crestline believes that successful eCommerce is a balanced blend of eMarketing (including user-generated content and social media), direct sales, and eDistribution (including your own website and through online travel agencies). We continue to be viewed as a strategic partner to the major Internet distributors, by working closely with our market managers on a local level, while simultaneously working with our corporate teams to ensure a strong national alliance. Our focus and goal is to protect the interests of the hotel and its ownership, and we believe an appropriate balance of revenue and profit can be achieved through close supervision by the hotel's strategy team.
The goal of the eCommerce team is to strategically maximize the exposure of our properties across all online distribution and communication channels to ensure increased room revenues, decreased operational costs and optimal return on investment. The day-to-day operations of this discipline are led by Crestline's eCommerce Marketing Manager, who is focused on accomplishing this goal through:
The goal of the eCommerce team is to strategically maximize the exposure of our properties across all online distribution and communication channels to ensure increased room revenues, decreased operational costs and optimal return on investment. The day-to-day operations of this discipline are led by Crestline's eCommerce Marketing Manager, who is focused on accomplishing this goal through:
- Monitoring and reporting the key property web analytics, and when possible, compare against their top market competitors.
- Working with either brand partners or website management partners, to ensure content is optimized for searches, as well as relevant to consumers.
- Consulting with properties on web marketing strategies to ensure online ad spend is in-line with their strategic position.
- Identifying marketing channels and opportunities that will be deliver the maximum exposure to consumers looking to travel into the market.
- Developing relationships with third party vendors to ensure the property is marketed in the best possible placement with the latest, most accurate information.
- Identifying best practices and new opportunities for increasing new visitors to discover the property, increase the conversion of shoppers to buyers, and surpass the consumer's online experience expectations.
- Monitoring the top user review sites reporting on any trends that could potentially reflect negatively on the hotel and its online reputation.
- Engaging the consumers through emerging social media markets and channels
Crestline Hotels & Resorts, Inc. - Fairfax, Virginia (VA)
Email: info@crestlinehotels.com
3950 University Drive Suite 301, Fairfax, Virginia 22030
Telephone: 571-529-6100 Fax: 571-529-6095
