How This Award-Winning Hotel Marketer is Making a Name for the New DoubleTree Toronto Downtown
Set in the center of Toronto’s financial, research and shopping districts, the DoubleTree By Hilton Hotel Downtown Toronto is a quiet retreat in the heart of a vibrant, urban location.
With over 13,000 square feet of flexible space for meetings and events, this Downtown Toronto hotel offers the perfect venue for meeting and wedding planners. Formerly the Metropolitan Hotel Toronto, the property was reflagged to a DoubleTree by Hilton in 2013.
Meet our Merchandising Hero
Christina Anderson oversees the marketing and sales efforts for the six properties that are part of the Bayview Hospitality Group, including the DoubleTree by Hilton, Hotel Toronto Downtown. A 7th property is planned for 2015. Christina joined the Bayview Hospitality Group with years of experience in the hospitality and tourism industry. She has received numerous awards and distinctions for her work, including several consecutive Homewood Suites by Hilton – Director of Sales of the Year Awards of Merit.
Having recently rebranded from an independent hotel that was well known for more than 24 years to a Doubletree by Hilton in 2013, Christina faces the challenge of carefully articulating and sharing the property’s new hotel story to one of its main target demographics: meeting and event planners. This includes communicating with the customer regarding the multi-million dollar renovations and updating the hotel’s media across the plethora of travel websites on which they appear.
Since the property rebranded in December 2013, Christina has been working diligently to produce new media that accurately reflects the hotel’s story. She has been partnering with Leonardo to leverage the VBrochure Online Merchandising solution, a digital marketing tool that helps hotel properties drive more bookings, by creating customized VBrochure players for both CVent and Concur, which helps her target travel shoppers looking for meeting and event spaces.
“We are working with Leonardo very closely to ensure that as we receive our new hotel images, we can update the websites in real time and present it in a concise manner. The team at Leonardo has been instrumental in updating these sites promptly.”
DoubleTree by Hilton Hotel Toronto Downtown
The Importance of Social Media
Christina understands the power that social media can have in telling your hotel’s story, especially for a rebranded property like this one. The hotel is currently running four best-practice infused Facebook pages: a “DoubleTree by Hilton Toronto Downtown” page, a “Hemispheres Restaurant, Bar & Bistro” page, a “Lai Wah Heen Restaurant” page, and a “Weddings By the DoubleTree by Hilton Downtown Toronto” page. The pages are used to engage with visitors and spread awareness of the hotel’s unique amenities and services through contests, photos, information and crosslinks between pages.
The Results of Streamlined Storytelling Strategy
Targeting their hotel story to certain travelers is working. In 2014, the Doubletree by Hilton Hotel Toronto Downtown is seeing more than 35% of their overall photo views coming from Concur, and 10% coming from CVent. Christina considers these numbers very attractive given such a short history with Leonardo.
“At this time, our property has not yet made any public announcements about the updates to meeting and event spaces and the services that we offer, so these impressive numbers are only a glimpse into the potential that is possible with these customized VBrochure players,” she said.
A Helping Hand for the Road Ahead
Christina has been impressed and satisfied by the results of using Leonardo’s online marketing solution thus far and is looking forward to taking advantage of all the aspects of the digital marketing tool in the future. “We will be happy when all of the required new photos of the hotel are in syndication, and working with Leonardo, we can come up with a dynamic online communication and merchandising initiative.”