2. Hotel Digital Content Services
Presentation Overview
About Us
Content Strategy and Travel Booking Cycle
Multi-lingual Hotel Property Descriptions
Bespoke Content Management System
Custom Unique Destination Content
Frommer’s Destinations Content
Events Guide Content
Rich Media Content
Additional Services
Case Studies
3. About Us
Frommer’s One of the most trusted names in travel publishing for over 50 years.
Part of John Wiley & Sons Inc. (Founded 1807 and NYSE listed)
Unlimited A one-stop, full-service travel content and delivery platform, specifically
designed to help businesses attract new prospects and convert them to high-value
Customers
4. Content Strategy linked to Travel Booking Cycle
“I’ve had a great time and I “I need a break and I want to
want to let friends, family be stimulated and challenged.
and others know about it” Where shall I go?”
Share recommendations Images
via applications on iPhone Video of destination
or iPad
Events
Competition to
encourage participation on Top things to do
Facebook page and leave
Itineraries
comments
“Which hotel shall I stay at
in which neighbourhood?”
“Now I’m in the destinations, I want to have Inspirational hotel
the best possible experience.” property
Mobile app with travel guide Overviews of
One, two and three day itineraries neighbourhood
Attractions, restaurants, shops (integrated Top places to
on maps) shop, eat, drink
5. Crowne Plaza Hotel Property Descriptions
Why book?
Opening paragraph generates excitement and
encourage booking
Brand promise
Emphasis on the brand experience. Welcomes
the guest into the hotel
Location
The key things that your guest can do in the local
area
In the hotel
Describes the hotels best assets: swimming
pools, fitness centres, restaurants etc.
Call to action
Final paragraph ties the hotel with an attraction
and persuades the customer to book
6. Bespoke Content Management System
Bespoke CMS designed to
manage all your content
needs
Built using the Drupal open
source platform
Publish content for your
entire website
Includes editorial &
translation project
workflow (multiple
languages supported)
Full reporting
User management
Integration with back end 6
systems
EMEA Business Update Jan 2010
7. Premium Custom Unique Content
The need for custom content
Growing requirement for quality unique
content optimised for search engines
Custom content process
Information gathering - we want to learn as
much as possible about your brand, tone of
voice, style and customer profiles
SEO Consultancy - we can devise your SEO
strategy, or work with your agency or in
house experts
Advise on the most effective content pages
and article types
Appoint Project Manager to deliver project
Agree project timelines
Deliver samples and receive feedback
Brief writers and roll out project in full
Key Custom Content Hotel Clients
Hotels.com
SLH
Crowne Plaza
8. Frommer’s destination content
Off-the-shelf content
Frommer’s 4,500 destination guides available to licence.
From inspirational overviews to one day itineraries and
practical information, they will help your customers
experience a unforgettable trip
Choose from over 60,000+ Frommer’s points of interest
(POIs) including: hotels, shopping, restaurants, attractions
and nightlife. All are geo-coded for map integration
Frommer’s expert team of developers can provide you
with the technical implementation to best suit your needs:
XML API, private label website, or reverse proxy solutions
9. Global events database
Over 15,000 of the best
events happening around
the world are included in the
database
Inspire your guests to travel
and tell them what’s on
close to the hotel
Events can be integrated
within
Hotel pages,
Travel guide sections
Google maps
Mobile apps
10. Mobile and Rich Media
Frommer’s mobile guides contain all
the latest reviews and authoritative
insight your customers need to make
the most of a trip
We can white label existing apps, or
create custom apps to meet your
mobile strategy requirements
Features include
Local travel tips
Practical information
Restaurant, shops and hotel reviews
Interactive location-based maps
Integrated itineraries
Destination content can also be
delivered via XML into your existing
mobile app
11. Case study: Hotels.com – deep unique content
Objective
To present hotels.com as an authority
on their destinations in key markets,
win traffic, inspire customers, increase
conversions to sale and brand loyalty
Strategy
To devise a network of relevant multi-
lingual articles and an intuitive content
taxonomy
To define the hotels.com tone of voice
and brand through the creation of high-
quality unique content
To optimise content for search and
enmesh with link-building strategy
Results
Substantial increases in basket value
‘Top 10 Paris Food & Drink’ #1 on
Google
‘Where to Stay in Berlin’ #1 on Google
‘Top 10 Valentines Destinations’ #3 on
Google
12. Case Study: Small Luxury Hotels of the World
Content objective
Convey brand values of luxury,
privilege and authentic travel
experiences
Improve search engine ranking with
content to capture key search terms
Strategy
Develop style and tone of voice to
engage SLH customers
Build and train a team of expert
hotel and specialist travel writers
Devise feature article package to
target search terms and audience
Results
Enhanced user experience
Exceeding revenue targets
SLH a hub for destination and hotel
information
