cinnamon hotels & resorts · • multichannel marketing campaigns about hebs digital -...

Cinnamon Hotels & Resorts

Website Redesign

1. Agency Credentials

2. Strategic Approach

• Website Requirements

• Website Objectives

• Tasks & Deliverables

3. Website Design Mock Up & Creative Mood Board

4. Development Structure & Support

5. Timeline & Cost Estimate

6. Q&A

Agenda

AGENCY CREDENTIALS

About HEBS Digital - Background

▪ 17 Years of Increasing Direct Bookings & Lowering Distribution Costs

▪ 150+ Team of Digital Thought Leaders in the Industry

▪ Teach & Conduct Research Projects for Leading Hospitality Programs (NYU, BU, Lausanne)

▪ A Google “Premier Partner” Firm

▪ Award Winning Design, Technology & Digital Marketing: 400 Awards

▪ 5 Offices Across the Globe – New York, Las Vegas, Auckland, Munich, Tallinn

▪ Proven Results: Average Client Direct Distribution Cost of 4.5%

• D I G I TA L T E C H N O LO GY

• Responsive Website Design

• Website Technology Platform (smartCMS®)

• Interactive Marketing Applications

• Reservation Abandonment Applications

• Smart Personalization Engine

About HEBS Digital - Services

C O N S U LT I N G

• Direct Online Channel Strategy

• Website Revenue Optimization

• Budget Planning & Creation

• Lowering Distribution Costs

• Gap Analysis & Comp Set Analysis

• Research & Industry Trends


D I G I TA L M A R K E T I N G

• Full-Service Marketing

• SEO & SEM

• Content Marketing

• Smart Data Marketing

• Loyalty Marketing

• Social Media & Influencer Marketing

• Multichannel Marketing Campaigns


About HEBS Digital – Industry Status

Conferences Articles & White Papers

From dreaming to booking

Google AMP: Why Hoteliers Should Care

Top 10 Digital Marketing Resolutions

https://www.hebsdigital.com/blog/from-dreaming-to-booking-part-ii/

https://www.hebsdigital.com/blog/google-amp/

https://www.hebsdigital.com/blog/top-10-digital-marketing-new-years-resolutions/

About HEBS Digital – Organization Structure

President & CEO

Design & UX CTO Biz. Dev MarketingClient

ServicesStrategy

Web Development

Account Management

Project Management

SEO

SEM

Digital Media

Creative Strategy

Web Applications

Web Analytics

Digital Creative

Creative Development

About HEBS Digital – Website Design Process

RFP & Presentation

Contract/

Agreement

Discovery/

Creative Brief

Navigation Map

Website Design

Website Production

Launch

WEBSITE REQUIRMENTS

1. Provide a seamless journey for customers from the upper funnel of searching to the lower funnel of booking

2. Be flexible and friendly enough to plug-in third party’s applications

3. Be able to deliver the brand essence of Cinnamon Hotels & Resorts

4. Be able to house all hotels and resorts of the Cinnamon brand in Sri Lanka and Maldives and all future opening

5. Be sustainable for a minimum of 2 years, and flexible enough to be enhanced with the latest inventions from time to time

Website Requirements

1. Provide a seamless journey for customers from the upper funnel of searching to the lower funnel of booking2. Be flexible and friendly enough to plug-in third party’s applications 3. Be able to deliver the brand essence of Cinnamon Hotels & Resorts 4. Be able to house all hotels and resorts of the Cinnamon brand in Sri Lanka and Maldives and all future opening5. Be sustainable for a minimum of 2 years, and flexible enough to be enhanced with the latest inventions from time to time

Dreaming/Planning Intent to Book Pre-Stay Post-Stay In-Stay

Social MediaSEORetargeting

Display

Personalized,TransactionalEmails withUpgrades,Weather

WiFiConnector Marketing

AutomationSmart lists,

RFM value targeting, occupancy need & drip campaigns.

Guest Satisfaction

Survey

Rewards Program/

Member Portal

True Guest Profile (DMP)allows hotel to surprise & delight guests

Decision

Website DesignsmartCMS®

SEM Online Media/Smart Data Marketing Reservation

Abandonment Applications

SmartBookingWidget

WEB

SITE

BO

OKIN

G


SmartPersonalization


Live Chat UGC/Reviews Forms

Weather Widget Rate Comparison



See Mood Board


South African Based

Conducted Global Search

90 Hotels

14 Casino’s

300 Restaurants

15 Brands - Budget to Ultra Luxury

Launched in 2015, design refresh in 2018




UK Based

Conducted Global Search

9 Hotels

1 Brand

Launched 2015

United States Based

24 Hotels – 4 & 5 Star

Built Booking Engine in Opera OWS

Increased conversion rate by 25%

Recovering over $2M in

abandoned bookings

Re-launched in 2017



Chilean Based

8 Hotels (1 in Miami, 7

in South America)

Launched in 2016

United States Based

Began with 55 hotels & 1 brand

Acquired/Developed 6 addtl brands

Currently 1,200 hotels

Used 3rd party design agency

Launched in 2014, architecture

revamp in 2017


WEBSITE OBJECTIVES

1. Increase direct booking revenue

2. Increase website traffic

3. Reduce website bounce rate

4. Achieve online customer satisfaction

Website Objectives

1. Increase direct booking revenue2. Increase website traffic 3. Reduce website bounce rate 4. Achieve online customer satisfaction

Website Objectives – Increase Direct Booking Revenue


Website Objectives – Increase Website Traffic


Website Objectives – Reduce Website Bounce Rate


Website Objectives – Achieve Online Customer Satisfaction

HEAT MAPPING

A/B Testing


Website Objectives – Achieve Online Customer Satisfaction

Adobe Survey

Usabilla


Website Objectives

HotelWebsite Conversion Rate IBE Conversion Rates

Before HEBS Digital After HEBS Digital Before HEBS Digital After HEBS Digital

Loews Hotels 1.20% 2.40% (+100%) 2.49% 5.90% (+136%)

Stay AKA .70% .84% (+19%) 1.18% 1.86% (+58%)

Pure Salt .90% 1.38% (+17%) 2.43% 3.76% (+54%)

InterContinental Miami .90% 1.65% (+85%) 2.11% 4.49% (+112%)

TASKS & DELIVERABLES

Strategic Approach

1. Strategic approach to achieve the objectives through the new website 1. Key strategies to be implemented in order to achieve the above objectives 2. Review of the current website and the recommended approach on how to enhance the site for the above objectives to

be achieved

HEBS Digital believes we have a strategic advantage to help Cinnamon Hotels & Resorts achieve their goals as we conducted a comprehensive 800 point website audit. HEBS Digital has already spend

hundreds of hours on the Cinnamon Website and competitors websites.

Creativity & Innovation

2. Creativity and innovative wireframes/mock-up designs 1. Should be developed in a futuristic manner that can remain in the industry for a minimum of 2 years and evolve with the

new technological advancements with flexibility (AMP, Schema, ADA compliance) 2. Each individual feature in the requirement list should either have the wireframe or an ideal example done by the vendor

(how many page layouts have we recommended)

Recent Technology Updates Recent Product Updates

✓ ADA Compliance✓ Animated GIFs in Image Manager ✓ UI/UX CMS backend user interface

✓ AMP ✓ Schema Code✓ Dynamic Rate Gateway✓ Facebook Dynamic Travel Ads

HEBS Digital’s product development team works in 6 week sprints to continuously improve our SmartCMS® - we encourage our clients to make submissions here - https://www.hebsdigital.com/suggest-a-feature-or-product

https://www.hebsdigital.com/suggest-a-feature-or-product

Content Development & Writing

3. Content development and Writing 1. Please clarify if content writing is incorporated in the website development plan, if yes, is the team sourced in-house

dedicated to this purpose?2. Overall approach to content writing & development

The current offer from HEBS Digital includes:

1. Revised Navigation Map based on property information and destination level content

2. Based on the new navigation map gaps in content will be identified

3. HEBS Digital will create 50 new pages of content + transition all existing content to the new website

4. Additional content pages cost $150/per page

Every HEBS Digital service is delivered in-house, we outsource no services

User Interface & Experience

4. User Interface (UI) and user experience (UE)1. The approach taken to improve user-interface (UI) and user experience (UE) in comparison to the industry best practices

and futuristic technological advancements

CMS & Other Backend Systems

5. CMS & other backend systems 1. Showcase of CMS and other back-end systems 2. Approach taken to ensure user-friendliness, flexibility and ease of use

CMS & Other Backend Systems

Maintenance Plan

6. Maintenance Plano Key strategies to ensure all Cinnamon’s requirements are incorporated to the site in a timely manner – these changes

refer to the requirements that may surface after the site has been launched. The include probable new requirements, layout changes, issues, defects, bugs etc.

o Strategic plan to maintain the site with utmost flexibility in a timely manner

HEBS Digital larger clients usually have a small allotment of hours dedicated towards maintenance5 Hours Per Month @ $150/hr = $750 per month

10 Hours Per Month @ $150/hr = $1,500 per month

We recommend a small allotment that can be added to or subtracted from pending usage

Technical Support, Data Protection, Crisis Management

7. Technical Support, Data Protection and Crisis Managemento Approach and enforcement to support Cinnamon 24/7o Policies in relation to data protection, recovery and SLA in terms of customer support o Crisis management approach and support

• Improves your site to perform 2.5 to 3 times faster than industry average• Allows for fluid bandwidth usage to accommodate spikes in website traffic due to seasonality and promotions• Provides liquid-virtually unlimited-disk space to turn the CMS backend into the hotel's digital asset library, storing all photography, pdf

brochures, etc.• Guarantees that your website will have no interference from other websites by using a dedicated virtual server and IP address• Enables Content Distribution Network (CDN) that increases the response time of the website, which, since the Google Panda update, has been

one of the key factors in Google search rankings• HeBS Digital monitors its cloud hosting platform 24/7 and via a proprietary uptime alert system. The hosting platform is built with load

balancing and fail-safe redundancies to ensure 99.9%

Live Support (Colombo Time)11:00am – 6:00pm – Tallinn*

*Development, Production, Design, Account Services

Emergency Support24 hour monitored Ticketing System

Hosting

8. Hostingo Plan to host the website for global users including China

Amazon AWS Platform

HeBS DigitalLaunch the entire cloud stack

in your local ecosystem

Internal & Public Infrastructure hosted on AWS

“living backup” server configuration

AWS S3 Platform: ‘Eleven 9’s”99.99999999 durability

99.9 availability

Disaster Recovery 24 hour monitoring system

Website Development Process & Timeline

Discovery

Navigation Map

Website Design

Copy Blueprint

Pre-Production

Production

Analytics

Launch

May 18 June 18 July 18 Aug 18 Sept 18 Oct 18

9. Website Development Process & Timelineo Overall timeline based on the website development processo Work process and the respective completion dates

MOOD BOARD & DESIGN MOCK UP & CMS DEMO

ABOUT THE HEBS SOLUTION

BEAUTY MEETS SCIENCE

BEAUTY WITH PURPOSE

• 50% 50%

DATA-DRIVEN SCIENCE

A w e b s i t e i s a h o t e l ’s d i g i t a l s t o r e f r o n t a n d f i r s t p o i n t o fe n g a g e m e n t t o v i s u a l l y t e l l i t ’ss t o r y. S p a r k i n g t h e u s e r s d e s i r e t oc o m p l e t e a b o o k i n g , w i t h e a s e .

M a k i n g t h a t b e a u t y c o m e t o l i f e i s t he s c i e n c e a n d t e c h n o l o g y b e h i n d i t . In v e s t i n g i n t h e r i g h tt e c h n o l o g y c a n t r a n s f o r m y o u r w e b s i t e b e y o n d t h e s t a n d a r d .

DESIGN

− Follow the corporate brandguidelines

− Fully Responsive, providing aninteractive and engaging userexperience

− Rich imagery & storytelling content and focused messaging to both business/leisure travelers

− “Book Now” button on every page

− Multi-Language – English, Arabic, Others

TECHNOLOGY

− Publish/update content acrossall devices

− Customize marketing message and promotions based on target segments

− User-friendly navigation structure and sitemap – allow users to access information within 3-4 clicks

− Search engine optimization

− Fast download speed

− Proper analytics

FeaturesSMART

PERSONALIZATION

ROOMS SHOWCASE

MODULE

SMART BOOKING WIDGET

GROUPS PAGES MODULE

POINTS OFINTERESTMODULE

SMART PERSONALIZATION ENGINE | Pe rs o n a l i ze d Te x t u a l , V i s u a l , & P ro m o t i o n a l C o n t e n t

W H Y Y O U N E E D I T

H O W I T W O R K S

Enables hotel to personalize website content (marketing messages, top images, promotionaltiles), targeted to users based on their geographical location, website behavior, past bookinghistory, guest preferences, reward program affiliation or customer segment.

Addresses business needs by targeting visitors with relevant promotions and specials.

Consumers now expect personalization in the travel research, planning and booking process.Personalizing marketing content increases overall conversions.

HEBS Digital develops the Smart Personalization Engine module within the smartCMS®, toenable this functionality.

The hotel can set up to targeting audiences, or segments (e.g. users in a specific geolocation, new website visitors, etc.) within the smartCMS.

The hotel can customize & set specific marketing messages, top images, and promotional tiles to each of these audiences.

s m a r t C M S ® W e b s i t e T e c h n o l o g y P l a t f o r m

ROOMS SHOWCASE MODULE | A c c o m m o d a t i o n s C o m e t o L i fe


H O W I T W O R K S

Features rooms in a highly visual way allowing the hotelier to improve the user experience and increase conversions.

Allows the visitor to easily compare and contrast room choices prior to entering the booking engine, to allow for more qualified initiated bookings.

Helps the property upsell rooms, speak to specific customer segments, highlight room features, and pricing (ifdesired).

Increases likelihood that website visitors will have all the information they need about the accommodations to move forwardin the booking process.

Responsive (desktop, mobile, tablet)

Controllable through the SmartCMS®

Content Creation & SEO: includes category descriptions, room-type summaries, room type features & amenitiesdescriptions.


SMART BOOKING WIDGET | E n h a n c e t h e U s e r E x p e r i e n c e t o I n c re a s e C o n v e rs i o n s


H O W I T W O R K S

The Smart Booking Widget pre-populates the website booking widget based on your property’s needs or thereturn visitor’s previous selection criteria.

Through the smartCMS®, the user can control Default Booking Window, Default Booking Length, and Default Number of Adults that displays on the website bookingwidget.

The hotelier can manually change default parameters based on current business needs. For example, if a property is enforcing a 2-night minimum LOS during the high season, they can set the Default Booking Length to 2, in order to ensure a seamless user experience from booking widget on the website to the booking engine & transactional process.


Improves the user experience by displaying relevant, or pre-populated information in the website booking widget.

Serves as a strategic merchandising functionality tool to drive business that directly meets your property’s needs (seasonality, advanced purchase, length of stay,etc.).

Allow for advanced search functionality for multi-property brands with multiple locations

Group Pages Module | C r e a t e p r i va t e p a g e s t o d i s p l ay ra t e s a n d i n fo r m a t i o n t o g ro u p s


H O W I T W O R K S

Ability to publish private landing pages for weddings, groups, corporate clients

Creating a private landing page helps properties differentiate themselves to potential brides, clients and meeting planners. Helping business development win business.


Full WYSIWYG editing

Custom layouts for Groups and Weddings

Automatic page publish andun-publish

Set Group Block Code or Corporate IDCode

Minimum Length of Stay Earliest possible check-in date

POINTS OF INTEREST MODULE | M a ke t h e P ro p e r t y t h e H e ro o f t h e D e s t i n a t i o n


H O W I T W O R K S

It makes it effortless for potential guests to survey the area, explore the destination, and plan their trip.

Allows visitors to filter results by category to find what they are looking for i.e. dining, shopping, nightlife, etc. The visitor can learn more about each location without ever having to leave the page.

Engages website visitors and increases time spent onsite.

Each location is pinpointed on an interactive Google Map, including walking/driving directions.

Controllable via the smartCMS®– easy-to-add categories and attractions.

Copy & SEO and Project Management timeincluded.

Location expansion to include a description, address, phone number, and distance from the hotel.


GUEST PORTAL | C u ra t e d fo r G u e s t s O n - P ro p e r t y


H O W I T W O R K S

Guests are directed to the Guest Portal upon connecting to the hotel’s Wi-Fi, or from typing in the hotel website URL.

Can feature on-property information about dining reservations, spa services, quick hotel facts, local weather, nearby attractions, TV channel list, etc.

Boosts incremental revenue by promoting on-site amenities and special offers. Also keeps the guest engaged with valuable content relevant to their stay, increasing loyalty and satisfaction.

Guest Portal Design (branded to match the look and feel of thewebsite)

Controllable via the smartCMS®

Copy & SEO of content creation

Features & Functionality: Responsive design, homepage image rotation, points of interest map, social media icons, andmore.


GOOGLE AMP ENABLER MODULE | I n c r e a s e c o n t e n t d o w n l o a d s p e e d s a n d v i s i b i l i t y o n m o b i l e d e v i c e s

W H Y Y O U N E E D IT

H O W I T W O R K S

Screenshot

Full website integration with Google AMP

Ongoing Google AMP enablement of content and promotional pages

Full management of the Google AMP enabler through the smartCMS®

Ability to turn on an unlimited amount of content and landing pages


Increase visibility on mobile devices to boost visits andbookings

Promote news-worthy content pages about hotel amenities and services

Gain visibility in the Google AMP Teaser Section on the mobile SERPs

Differentiate from the competition onmobile devices

Manage AMP enablement for website content via the smartCMS®

RESERVATION ABANDONMENT APPLICATION SUITE | B r i n g b o o ke rs b a c k t o t h e r e s e r v a t i o n .


H O W I T W O R K S

Delivers customized marketing messages and/or promotions to a highly qualified audience.

Brings potential guests back to the website and/or where they left off in the booking process to create a shortcut to bookingcompletion.

Exposes those who have exited the booking process to special offers or information that they may have missed previously, to entice them further and give a second chance to book.


Reservation Abandonment Email

Reservation Abandonment Lightbox

Copywriting, design and implementation.

EMAILER

LIGHTBOX DISPLAY

Cost EstimateOne-Time Set Up Cost Annual Cost Recurring Cost

Website Development

1. Project Planning & Management $10,125

2. Creative & Design $45,000

3. Content Transfer (via data dump) $28,000

4. Website Development $40,000

5. Hosting & Maintenance $950 $2,625

$124,075

Optional Services

1. Additional New Content Creation $150/per page

2. Professional SEO of Existing Pages $95/per page

3. Additional Languages Module $1,500 per language

4. Reservation Abandonment Application $3,500 $1,500

Website Development Process & Timeline

Discovery

Navigation Map

Website Design

Copy Blueprint

Pre-Production

Production

Analytics

Launch

May 18 June 18 July 18 Aug 18 Sept 18 Oct 18

9. Website Development Process & Timelineo Overall timeline based on the website development processo Work process and the respective completion dates

Questions

cinnamon hotels & resorts · • multichannel marketing campaigns about hebs digital -...

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