What does a super successful online merchandiser look like?
David Attardi, Director of E-Commerce at B.F. Saul ensures that people are finding AND booking B.F. Saul’s hotels on the Internet, including brand websites, independent websites, online travel agencies (OTA) and more.
Prior to joining B.F. Saul, their hotels had inconsistent online presences and something needed to be done in order to extract more value from online channels and increase bookings.
About B.F. Saul
B.F. Saul owns and operates a portfolio of 19 business class hotels
from major global branded chains such as Holiday Inn, Crowne Plaza, Courtyard by Marriott, Marriott, Best Western, Hampton Inn, and Hilton. Properties are located in and around major airports, urban and suburban markets and are a mix of full-service, select service and extended stay.
What did David do to better merchandise B.F. Saul properties online?
David focused on refining B.F. Saul’s Hotels’ messages on the sales floor by upgrading from photo and virtual tour distribution to video distribution for all properties. “There is so much inconsistency in the media out there for your hotel, VFM Leonardo represents a reliable, centralized, and consistent voice for your hotel,” states David.
Video Increases Conversions
Online bookings increased 30% on average across the board from FY ‘07 to FY ’08. That’s double the industry average growth in online bookings in 2008 of 15%, according to PhoCusWright. Further, revenue per visit has increased over 300% since 2006.
“Media, Media, Media…Visuals SELL hotel rooms… show them off! E-Brochures are GREAT selling tools that let you show off your hotel with professional still shots, 360 virtual tours and HD videos,” states David.
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Watch this interview with David Visual Content Decisions – What? How Much? Why? »