01_project_seeburg

Group 3

Meeting 29/03/2010

Group members:


 * 1) Valerie Zelger, 308420@vle.imi-luzern.com

2. Tommy Chui, 307873@vle.imi-luzern.com

3. Takico Choi, 307540@vle.imi-luzern.com

4. Rico Lai, 308407@vle.imi-luzern.com

5. Brittany Johnson, 307923@vle.imi-luzern.com

6. Fabian Aguiar, 308088@vle.imi-luzern.com

7. InesMoco, 308024@vle.imi-luzern.com

8. Erin Shiu, 307112@vle.imi-luzern.com



Hotel Name: Hotel Seeburg, []

Adress: Seeburgstrasse 53-61

Contact Person: Pascal Vonaesch, F&B Manager

Tel. : +41 41 375 55 55

__Table of Content:__
 * 1. Hotel Seeburg – a brief introduction ||
 * 1.1. Hotel Seeburg – Animoto ||
 * 2. Client Feedback ||
 * 3. Competitors ||
 * 3.1. Metatags ||
 * 3.2. Online Traffic ||
 * 4. Recommendations Web 2.0 ||
 * 4.1. Flickr and Youtube Account ||
 * 5. Recommendations in terms of Marketing ||
 * 5.1. Trip WOW ||
 * 5.2. Tripadvisor ||
 * 5.3. Banners ||
 * 5.3.1 Banners on Tripadvisor ||
 * 5.3.2. Banners on Trivago ||
 * 5.4. Text Link Ads ||
 * 5.5. Packages ||
 * 5.5.1. Animoto Packages ||
 * 6. Prezi Presentation ||

Divison of Workload 20.4.2011 || Erin || Created the Youtube and Flickr account Made a TripWOW slide show || 10.4.2011 13.4.2011  20.4.2011 || Valerie || Extensive research about the product itself Client feedback – English, German
 * 18.4.2011
 * 5.4.2011

Interview with Mr Vonasch New marketing ideas Implementation of the Tripadvisor business ideas || 10.4.2011 29.4.2011  18.4.2011 || Brittany || Extensive research about the hotel Client feedback/Marketing tools from Tripadvisor Organisation of final outline on WIKI Online Traffic (Metatags, ALEXA) || 10.4.2011 || Fabiana || Web 2.0 marketing ideas Digital footprints Hotel trends (what are they doing, how to improve their marketing) || 9.4.2011 14.4.2011 || Ines || Web 2.0 marketing ideas Digital footprints Analysis of the hotel website (language issue), website site search about prices Who to contact to change small details in the website || Business Proposal ||
 * 5.4.2011
 * 8.4.2011
 * 11.4.2011
 * 5.4.2011 || Takico || Competitors ||
 * 5.4.2011 || Tommy || Competitors ||
 * 10.4.2011 || Rico || Prezi Presentation ||
 * 29.4.2011 || Val & Brittany || Preparation of final outline

__1. Hotel Seeburg__



__1.1. Hotel Seeburg - Animoto__

__2. Client Feedback__



__3. Competitors__



3.1. __Metatags__

When search Hotel Seeburg in Google, it comes up with 3 different pages you can enter the website by. First the main page where you choose the language in which you would like the website. The second page takes you directly to the main page of the German version of the virtual tour page of the website. And the last page is the History page of the website.

For the first page this is what comes up to the meta tags. code Title  = Hotel Seeburg Luzern ::: In the Sign of Times ::: Luzern Lucerne Switzerland | Willkommen im Hotel Seeburg am Vierwaldst&auml;ttersee code

code description" = "Willkommen im Hotel Seeburg am Vierwaldst&auml;ttersee"   code

code keywords" content  = "Willkommen im Hotel Seeburg amVierwaldst&auml;ttersee"   code

code This is the meta tags for the other two pages as well as all the other pages on the website except for the main language page code

code T itle= Hotel Seeburg Luzern ::: In the Sign of Times ::: Luzern Lucerne Switzerland | Willkommen im Hotel Seeburg am Vierwaldstatterse code

code Description  = "Geschichtstrachtig! Im altehrwurdigen Hotel Seeburg in Luzern legt die Besitzerfamilie Scherer viel Wert auf die aufmerksame und personliche Betreuung der Gaste. Nehmen Sie Platz im Paradies mit Seesicht und staunen Sie, welche schone Geschichten das Leben schreibt!" code

code  Keywords" content  = "hotel,hotel,hotels,seeburg,luzern,veranstaltungen,lucerne,veranstaltungen,lake,kapellbrucke,vierwaltstattersee,vierwaldstaettersee,kunsthaus,gourmet,designersuiten,suiten,suites,verkehrshaus,traffic museum,4 sterne hotels,4-star hotels,zentralschweiz,central switzerland,hotel seeburg luzern,info,reise,ferien,travel,holiday,resort,schweiz,switzerland,europa,europe,deluxe,hotel am see,hotel in luzern, hotel in lucerne,tourist info,tourist office,best of, events,rigi,pilatus,titlis,bar,sunset bar,sunsetbar,ritterstube,seerestaurant,panoramasaal,rigisaal,museum,wasserturm,jesuiten,jesuitenhof,gardenia,alpenblick,chalet,suites,rosengarten,lido,strand,versace,essen,trinken,junior suiten,scherer,seeburg hotel,seeburg hotels" code As you can see there are way too many keywords. Hotel Seeburg should try and limit their website to about 7-12 Keywords so they can be better searched. As you see there are no keywords for the main page, they should put some of their keywords from their other pages on this main page.

3.2__. Online Traffic__ According to Alexa.com Hotel Seeburg has **34** sites linking in. When it was checked again 3 days later Hotel Seeburg got an additional **6** sites linked in.
 * Query || Percent of Search Traffic ||
 * 1 || hotel seeburg luzern || 15.36% ||
 * 2 || hotel luzern || 15.36% ||
 * 3 || seeburg || 14.73% ||
 * 4 || hotel seeburg || 11.20% ||
 * 5 || hotel L ucerne || 5.12% ||
 * 6 || S eeburg lucerne  || 3.25% ||
 * 7 || restaurant seeburg luzern || 2.59% ||

__4. Web 2.0__

Hotel Seeburg already uses the help of Facebook and Twitter to promote the hotel. Facebook provides a great overview of the property seen in videos, images, and keeps guests up to date with current events. Twitters activity is rather low in comparison to Facebook, with only 9 followers and 1 tweet. The group took the opportunity of suggest another promoting idea to the hotel. Hotel Seeburg should get an application just for i-Phones and i-Pads. This will another way for customers to get information about the hotel. There is company, Art & Logic that can be contracted to create the application of the Hotel Seeburg.





hotelseeburg@hotmail.com seeburg123456789 //A Flickr and YouTube account have been created !!!!// //http://www.flickr.com// //http://www.youtube.com// //(Login name: hotelseeburg@hotmail.com ; password: seeburg123456789)//

Flickr and Youtube are both share media which people can easily search and view through internet.

5__. Recommendations in terms of Marketing__ Hotel Seeburg shows very strong online presence in terms of their current website. The hotel offers a very interactive and easy to use outline. However our group came up with a few recommendations, Hotel Seeburg could consider in order to improve their online appearance:

To increase the //online traffic// and to enhance visitors coming to Hotel Seeburg, the group recommends:

Ø Enrich the hotels website firstly with an additional option in the tool bar section called, //“wish list”// widening the guest’s options by giving them a selection of different activities, accommodation offers, and F&B specials. guest is given the opportunity to create their personal vacation plans. Further it’s an interactive and fun tool which is becoming more and more popular in the world of tourism and hospitality.

Ø Use interactive //“quotes”// which are popping up while going through the website. We figured, implementing the positive feedback from websites such as tripadvisor such as “The name lives up to its reputation”, “Great Hotel” or “Excellent location with a beautiful lake view” will catch the potentials guests’ attention of website and further will give an indication of what to expect from the hotel.

Ø Display their Trip Advisor, and/or Trip Advisor Wow, YouTube and Trivago information on the left hand side under their Twitter, Facebook and email address that are on the left hand side on all the sections of the website.


 * Display Here**->

__5.1. Trip Wow__

Tripadvisor is one of the strongest media channels when it comes to word of mouth advertising in hospitality. Regarding Hotel Seeburg, tripadvisor already shows great online presence on the Hotels website; however we figured Seeburg could enhance its online presence with the partner program called Trip wow. Trip wow is a jaw-dropping slideshow featuring the vacation in terms of pictures and the trips experienced of a certain location on a map. This tool allows potential guest to actually have a visualized idea of the property and the activities which they can experience by coming to Lucerne. It can further be described as an interactive fan blog. It allows an honest opinion from people who have actually visited the property to be seen by others.

__Why suitable for Hotel Seeburg:__

Ø Hotel Seeburg's main target group consists of travelers; this tool represents a perfect way to enhance the hotel’s awareness and further share traveler’s experiences. Ø It is a very easy tool to use, free of charge, allowing access to everyone all around the world. __How does it work?__ Ø In only a few steps the slideshow can be created Ø Trip wow is a simple tool. It asks to upload a selection of good quality photos (e.g. Pictures of the local scenery and attractions, the facilities offered at Seeburg or just the holiday experiences). Ø Once the slideshow is completed the slideshow, an option will arise allowing the user to post it further on social media pages such as Facebook and Twitter or even email it to friends and contacts. This is also a great way of increasing Hotel Seeburg’s online awareness, ideal for complementing search engine marketing activities.

Since Hotel Seeburg is already using the presence of tripadvisor on their main website, we gathered it would be a good opportunity for the hotel to implement the Trip WOW on the website also to directly catch the attention of the visitors of the website and further give an overview of how other guests experienced their stay. Additionally, to the Trip WOW we figured since travelers already share their holiday experiences throughout slideshows another great way of attracting new customers could be through-Interactive customer feedback (positive travel reviews from different sources such as Expedia, Trivago or tripadvisor).

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__5.2. Tripadvisor__

Trip Advisor also offers many free marketing tools that Hotel Seeburg can use. All they have to do is register the hotel on the Trip Advisor site. Some of these tools include:

Ø adding badges to your website saying that you are recommended on trip advisor Ø displaying your trip advisor reviews directly on the hotel’s website Ø You can also encourage guests to write reviews by having a link on the website that takes the guest to review form and Seeburg can add this link to their emails and newsletters.

It is always good to get feedback from your guests and Hotel Seeburg can use these tools to better promote the hotel to future guests. Another great tool for the customer is adding a widget from Trip Advisor that shows the location of the hotel as well as restaurants, shops and tourists attractions near the hotel. This will allow travelers to have an idea about what is near the hotel before they arrive and can help them to choose where to stay depending on certain aspects/features. There are many restaurants and tourists attractions in Lucerne, so by having this map on the website guests will be able to see what is close by and this could attract them to stay at Seeburg because of the surrounding area.



__Tools for the Owners from Trip Advisor__ Registering on Trip Advisor is also beneficial to the management of the Seeburg Hotel. There are owner tools that help to monitor customer reviews by knowing when new reviews have be enter and be able to respond to them. The hotel can also track the performance of their hotel to their competitors in all the different sections rated on Trip Advisor (Value, Service, Location etc.). So you are able to analysis your customer satisfaction and see what areas you may need to improve. These can be very useful for any hotel. If a bad review was posted you are able to respond right away showing that you care about the customers and can say what you need to protect the reputation of the hotel, but still thank them for staying with you. It looks favorably upon the hotel. As well seeing how you compare to your competition is very helpful because there are many hotels around Lucerne with a lake view and Swiss restaurants. So to see where your competitors stand with guest comments you can adjust or develop your product to better meet the needs of the guest visiting the hotel/Lucerne.

__5.3. Banners__

Banner ads are usually relatively simple pieces of HTML code, but their presence on the Web and their importance in Internet-based business is immense. Utilizing banner ads, can be one of the most cost effective ways to drive traffic to the website of Hotel Seeburg however before placing banners, the right location has to found i n order to reach the right target market to ultimately increase online traffic.

__Advantages of Banners:__

__5.3.1. Banner Ads on Tripadvisor:__
 * 1) Online awareness
 * 2) Page views
 * 3) Product Branding
 * 4) Clicks
 * 5) Conversation
 * 6) ROI (Return of investment)
 * 7) Impression

__1. How do they work__

Ø There are different sizes and types of banner ads that are available. The hotel pays a certain price, usually monthly or annually, and then their ad goes on a section of Trip Advisor or any third party website that offers this.

__2. How is their effectiveness__

Ø This kind of advertising is very effective because the hotel can reach, for example with Trip Advisor, between 20 – 25 million users every month. Although it is difficult to measure how many people are coming to the hotel because of the tripadvisor ad unless they click on it. When they do click on the ad it takes them to Seeburg’s website. So by searching Lucerne, Switzerland the hotel can have their ad come up and been seen by millions.

__3. How can they improve Hotel Seeburg’s online marketing awareness?__

Hotel Seeburg has very positive reviews on trip advisor and is rated number 24 out of 66 hotels in Lucerne with they should use this to their advantage by posting an advertisement, something small to catch the attention of tourists coming to Lucerne. This is a very good way for Hotel Seeburg to advertise although it seems like it is more directed towards larger companies, which makes us think that it could be quite costly. The prices obviously vary depending on different factors of the ad, so the hotel could look into how much it would cost for them to put a small ad on Trip Advisor that would still help to interest the customers in checking out the hotel.

__5.3.2. Banner Ads on Trviago__

Trivago is a European site that compares hotel prices from third party websites. Hotel Seeburg has a much better rating on this website than the Trip Advisor’s website at number 13 out of 87 hotels in Lucerne. As well there are 280 reviews about the hotel. Trivago has banner ads which are less expensive as their pricing is listed right on the website and they are even having a sale right now on their banner ads. This could benefit Seeburg because this advertising in at a lower cost than Trip Advisors and it seems that more of their customers visit Trivago, which means more potential customers will most likely see it on this site. It is a pay per click ad so Hotel Seeburg will know how many customers are clicking on their ad and if it is worthwhile for them to keep up with this method of advertising.



__Text Link Ads__

Hotel Seeburg is linked with 40 sites according to Alexa.com. They can use this to their advantage by having text link ads on sponsors websites or sites that mention them. This can increase traffic to their website as well as create a good search engine ranking. Also text link ads tend to get more clicks than banner ads because they are less obvious but are very powerful in their ability to help the company’s website ranking.

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__5.5. Packages__

After a long conversation with Mr. Vonaesch, we understood Hotel Seeburg’s main target market consists of travelers/tourist, as well as groups and a strong business clientele. Hotel Seeburg already applies two packages (romantic/culinary) for their clients however since the business travelers and groups take a great part of the annual occupa ncy rate, we considered using further value added packages as a way to increase Hotel Seeburg’s conversation rate. __How do those improvements enhance Hotel Seeburg online awareness:__ Ø Creating unique, memorable and valued packed packages will help to attract new customers to the hotel, to encourage repeat business, brand loyalty and referrals to improve the hotel’s vacancy.

Ø By using packages, that combine various hotel services such as the ‘group package’ (see below) including accommodation as well as dinning together is a cost effective way to upsell the hotel’s other facilities while creating a great offering for Hotel Seeburg.

Ø Additionally, having ad campaigns running on the website offering the below packages will be a helpful way to increase the distribution network, draw attention to the hotel and increase the occupancy levels.


 * //‘Group packages’//‘

· Offers fabulous amenities such as WIFI and nightly wine down service · Together it offers: - the longer you stay, the better the deal up to 25% off. · 5 days: 15% off · 10 days: 20% off · 14 days: 25 % off
 * //The longer the better’//

Special groups packages animoto media type="custom" key="9218162" media type="custom" key="9218190"



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