TACTICAL CAMPAIGNS 2015

Transcription

1 TACTICAL CAMPAIGNS 2015

2 TACTICAL CAMPAIGNS 2015 Overview Campaigns generate extensive exposure for your property. Your hotel will benefit from a comprehensive selection of online communication measures during the campaign period including a landing page on designhotels.com, campaign presence on our Homepage, in our consumer e-newsletter, in our travel professionals e-newsletter, as well as social media posts on Facebook. While Destination Campaigns are helping consumers to discover properties in a specific geographical region, Global Campaigns promote hotels and unique selling propositions around the world. CAMPAIGN ELEMENTS TERMS & CONDITIONS e Individual landing page for each hotel We will create a landing page including the offer for each hotel. r Campaign landing page on designhotels.com All participating hotels are presented on a dedicated landing page.. t Premium Homepage Ad on designhotels.com (two week presence) This banner advert will feature the campaign on the most prominent spot on the designhotels.com homepage. Booking channels: Booking Engine, designhotels.com, Voice, GDS Commission: 10% Participation requires a filled-in rate form provided by Design Hotels Cancellation is not permitted A minimum of six participating hotels u Dedicated campaign newsletter We will promote the campaign through a special campaign newsletter reaching up to 240,000 consumers. i Social Media The campaign will be featured in posts on our Social Media channels giving your Hotel exposure to more than 150,000 facebook fans.

3 LONDON CALLING London Calling London is consistently one of the most popular destinations among travelers. In fact, according to official government figures, a record number of tourists visited the UK capital last year. Our London Calling campaign taps into this passion by exposing travelers to our exemplary properties in the city hotels that, for many Design Hotels customers, are as exciting as the destination itself. By participating in London Calling, your hotel will be part of a campaign that in years past generated a total of more than 1,000 room nights and almost EUR 300,000 in revenue for participating member hotels. Free Afternoon Tea (once per stay per person) A bottle of champagne A daily Oyster Card Nov 08, 2014 Dec 16, 2014 Mar 1, 2015 Jan 05, 2015 Mar 1, 2015 DSLONDON Q Destination Campaign * Additional charge allowed

4 NORDIC DELIGHTS Nordic Delights For those who love beautiful winter landscapes, few places are as enticing as Scandinavia. Each year our consumers head in large numbers to Denmark, Finland, Iceland, Norway, and Sweden to experience ma jestic snow-covered cities and rugged landscapes. Our Nordic Delights campaign showcases our Scandinavian properties to an audience eager to escape to this natural and cultural wonderland. Nov 08, 2014 Dec 16, 2014 May 3, 2015 By participating in our Nordic Delights campaign, your hotel will be part of a campaign that recently generated over EUR 150,000 in revenue for participating member hotels. Jan 19, 2015 May 3, 2015 Guaranteed late check out DSNORDIC A whale watching tour from Reykjavík s Old Harbour A ticket to a performance in Oslo's Opera House A guided tour of Helsinki s Design Museum Tickets to Stockholm s Millesgården or a boat ride through the city's canals Q Destination Campaign * Additional charge allowed

5 AMAZING ASIA Amazing Asia With the introduction last year of our Amazing Asia campaign, we tapped into a large consumer base that had always been interested in visiting Asia but, in many cases, without a clear incentive to do so. Yet this campaign, showcasing our properties in China, India, Indonesia, Japan, Malaysia, Singapore, and Thailand, prompted travelers to move Asia from their wish list to their to do list. By participating in our Amazing Asia campaign, your hotel will be exposed to consumers around the world, including an audience that has long dreamed of traveling to Asia and now can finally be inspired to do so. Jan 09, 2015 Feb 10, 2015 May 31, 2015 March 09, 2015 May 31, %, 15% or 20% off BAR for a minimum stay of 2 nights DSASIA Afternoon Tea One hour Standard body massage One cooking classs One flower arrangement class Round-trip airport transfer One Hour accompanied walking tour around the hotel's neighbourhood Q Destination Campaign * Additional charge allowed

6 IN WITH THE NEW In With the New Every year, countless properties contact us about becoming Design Hotels. However, it is the rare few that demonstrate the passion for genuine hospitality, cultural authenticity, and thought-provoking design and architecture that allows them to join our elite group. For this reason our In With the New campaign is a anticipated event among our consumers as it showcases those select few new properties that tick all the boxes. By participating in our In With the New campaign, your hotel will be exposed to consumers around the world who are eager to discover an exciting new property they are not yet familiar with. At least 20% off BAR for a minimum stay of 2 nights Nov 29, 2014 Jan 06, 2015 Mar 29, 2015 Jan 06, 2015 Mar 29, 2015 INNEW Global Campaign * Additional charge allowed

7 SEDUCTIVE CITIES Seductive Cities All things good of this Earth flow into the city. It was true 2,500 years ago when Pericles said it and it s still true today especially among travelers. Our consumers welcome the chance to combine the experience of visiting a great metropolis with a stay in an extraordinary hotel. With our Seductive Cities campaign we expose our urban properties located around the world to a large consumer base eager to flow into a great city in unforgettable style. 10%, 15% or 20% off BAR for a minimum stay of 2 nights Dec 06, 2014 Jan 06, 2015 Mar 29, 2015 Jan 12, 2015 Mar 29, 2015 Airport Transfer Welcome Drink DSCITY Q Destination Campaign * Additional charge allowed

8 EASTER HOLIDAYS Easter Holidays Among our top performing campaigns in terms of bookings and total room revenue generated, Easter Holidays is the perfect opportunity for our consumers to discover a new hotel or to travel to an old favorite with their family or friends. By participating in our Easter Holidays campaign, your hotel will be exposed to consumers who are already sold on the idea of travel and are looking for a hotel to inspire them to make a booking. Dec 30, 2014 Feb 10, 2015 Apr 12, 2015 Mar 02, 2015 Apr 12, %, 15% or 20% off BAR for a minimum stay of 2 nights DSEASTER Global Campaign * Additional charge allowed

9 CULTURE BY DESIGN Culture by Design It s not surprising that those who value creativity and standout design in their hotels, as our consumers do, also thrive on cultural experiences. This is why we developed our Culture by Design campaign; it show - cases hotels that offer access to extraordinary experiences for cultural travelers world-class museums, cutting-edge galleries, a vibrant art scene, interesting architectural landmarks, inspiring festivals, and more. By participating in our Culture by Design campaign, your hotel will appeal directly to one of the primary motivating factors (culture) for our consumers when it comes to planning their travels. Dec 30, 2014 Feb 10, 2015 May 10, 2015 Mar 02, 2015 May 10, % off BAR for a minimum stay of 2 nights and 15% off BAR for a minimum stay of 3 nights Access to Museum/Gallery Welcome Drink DSCULTURE Global Campaign * Additional charge allowed

10 SOUTH SIDE CHIC South Side Chic Not only is Southern Europe the world s leading tourism destination, but the European Travel Commission is forecasting robust growth in travel to the region for To capture the attention of all these people eager to book a trip, we have created our South Side Chic campaign,which will showcase our resort properties in Southern Europe that combine forward-thinking design with attractive landscapes, exceptional leisure facilities, and a relaxed spirit. Jan 13, 2015 Feb 24, 2015 May 24, 2015 By participating in our South Side Chic campaign, your hotel will be exposed to a large and highly motivated world audience looking to travel to your region. Mar 09, 2015 May 24, % off BAR for a minimum stay of 2 nights and 15% off BAR for a minimum stay of 3 nights DSSOUTH Spa Treatment for 2 people A bottle of Champagne Guaranteed upgrade Q Destination Campaign * Additional charge allowed

11 LUXURY BREAKS Luxury Breaks According to a recent study, luxury goods spending grew by 2% to 217 billion in 2013, with continued growth in luxury spending expected this year. What s more, young affluent travelers i.e. the Millenials (aged 18-30) are redefining the luxury tourism industry. But these travelers are not about showy consumption: They are most likely to fly coach class and then stay in a luxury hotel demonstrating that the real luxury value is not in getting there, but in being there. Mar 03, 2015 Apr 14, 2015 June 21, 2015 Our Luxury Breaks campaign speaks directly to the consumer who seeks luxury in all its senses superb design, out of this world dining, and service that s under the radar but thoroughly pampering. By participating, your hotel will be exposed to a consumer group that seeks luxurious experiences that enrich body, mind, and spirit regardless of cost. Apr 27, 2015 June 21, %, 15% or 20% off BAR for a minimum stay of 2 nights on upscale room categories only Free in room breakfast DSLUXURY Upgrade to Suite Private wine tasting A bottle of Champagne Massage or spa treatment Butler Service Global Campaign * Additional charge allowed

12 SHOPAHOLIC HOLIDAYS Shopaholic Holidays As consumer confidence continues to grow in major source markets like the United States, China, or the Eurozone, shopping will remain one of the most important travel motivations for tourists worldwide. To take advantage of this key element in the travel experience, we offer our Shopaholic Holidays campaign, which showcases the fact that many of our destinations big or small are shopper s dreams, offering everything from specialist local retailers to global luxury brands. Feb 24, 2015 Apr 07, 2015 Aug 02, 2015 By participating in our Shopaholic Holidays campaign, your hotel will partake in one of our most popular annual events, one that recently generated more than 1,300 room nights and over EUR 300,000 in revenue for participating member hotels. 10% off BAR for a minimum stay of 2 nights A list of 8 shopping recommendations in your area (vouchers or discounts are encouraged) Apr 27, 2015 Aug 02, 2015 DSSHOP Personal Shopping Assistant Complimentary Proseco, afternoon tea or cold/warm drink after shopping Relaxing after shopping massage Free shuttle service to some of the best shops in town Global Campaign * Additional charge allowed

13 SUMMER SUMMITS Summer Summits Mountains are important assets for the tourism industry. They take up an estimated 15% to 20% share of the global tourism market, generating between USD 100 and 140 billion per year. Baby Boomers, Gen-Xers, Millennials, and Gen-Yers are seeking authentic, green experiences as an escape from the stress of urban life. Our Summer Summits cam paign alerts this widespread consumer base to our mountain proper ties and the natural and physical wonders available to them during the summer months. By participating in our Summer Summits campaign, your hotel will be exposed to the large portion of our consumer base that seeks a glorious setting, outdoor activities, and a luxury hotel all in one mountain location. 10% off BAR for a minimum stay of 2 nights and 15% off BAR for a minimum stay of 3 nights Daily Pass for public transportation Free bike rental Discount on food & beverage Spa treatment/massage Apr 28, 2015 June 09, 2015 Sep 20, 2015 July 06, 2015 Sep 20, 2015 DSMOUNTAIN Q Destination Campaign * Additional charge allowed

14 WORLD BLISS World Bliss Cities command our attention and offer the unlimited promise of culture, adventure, romance, shopping, dining or whatever it is we can imagine. Thus, as a complement to our Seductive Cities campaign offered earlier in the year, we give our consumer base another reason to get excited about visiting a vibrant metropolis this time during the summer months when residents are at their most relaxed and travelers are most free to explore the world. By participating in our World Bliss campaign, your hotel will be showcased among our great city properties, inspiring our audience to discover all that you and your exciting destination have to offer. Day pass for public transport per person Discount on food & beverage Entrance tickets to a museum/landmark May 12, 2015 June 23, 2015 Aug 30, 2015 July 06, 2015 Aug 30, 2015 DSURBAN Q Destination Campaign * Additional charge allowed

15 PAN-AMERICAN NIGHTS Pan-American Nights Our consumers from the European and Asia continents consider a trip to the Americas a must. To make such a long journey particularly attractive, we offer our Pan-American Nights campaign. Not only does this campaign showcase our member hotels across the American continents from Argentina to Canada it s been especially handcrafted to accommodate the needs of distant travelers by offering a longer booking period 21 weeks in total. May 01, 2015 May 19, 2015 Oct 18, %, 15% or 20% off BAR for a minimum stay of 2 nights June 01, 2015 Oct 18, 2015 Daily Pass for public transportation Discount on food & beverage DSAMERICAS Q Destination Campaign * Additional charge allowed

16 MOUNTAIN MAGIC Mountain Magic Mountains are synonymous with winter s majesty. Yet for those who like to flock to the peaks, the call of the wild comes early. By fall many properties are already booked out for the coming winter. For this reason we offer our Mountain Magic campaign. It puts great properties like yours in front of impassioned skiers and snowboarders starting in August when they have still not yet made their winter bookings. Get on their radar first with a great Mountain Magic deal and you have a good chance of getting their booking. Magic indeed. By participating in Mountain Magic, your hotel will connect with a segment of the tourism industry Baby Boomers, Gen-Xers, Millennials, and Gen-Yers seeking an escape from the stress of urban life that generates between USD billion per year. 20% off BAR for bookings that are made 90 days in advance 15% off BAR for bookings that are made 60 days in advance Ski passes Sleigh rides Food & beverage discount Spa treatment or massage Jun 23, 2015 Aug 04, 2015 Apr 10, 2016 Dec 01, 2015 Apr 10, 2016 DSMAGIC Global Campaign * Additional charge allowed

17 ROMANTIC GETAWAYS Romantic Getaways Now in its fourth year, our Romantic Getaways campaign has con tinually proven to be among our most successful in terms of pageviews among DS.com consumers. Autumn is a time for fireside drinks, for intimate dinners, and for romance, which is why our users readily seek out hotels that can nurture their passions. By participating in our Romantic Getaways campaign you will expose yourself to an audience that is not only looking for romance, but for a hotel that will make a romantic getaway a lasting experience a hotel they will fall in love with. Aug 04, 2015 Sept 15, 2015 Dec 06, 2015 Oct 05, 2015 Dec 06, 2015 Minimum 10% discount on the entire package price In room breakfast Guaranteed upgrade DSROMANTIC A romantic dinner for two A couples massage/spa treatment Limousine transfer to and from the hotel Late check-out Global Campaign * Additional charge allowed

18 LANDS FAR FAR AWAY Lands Far Far Away Continuing a recent trend, Europeans will continue to travel in greater and greater numbers to Asia and the South Pacific than in years past. Thus, we offer our Lands Far Far Away campaign. We are also capitalizing on a time when Europeans are willing to travel greater distances to escape the cold. By participating in our Lands Far Far Away campaign, your hotel will be exposed to an audience that is eager to discover a new destination and property that it can then share with its friends. 10%, 15% or 20% off BAR for a minimum stay of 2 nights Free breakfast Aug 04, 2015 Sept 15, 2015 Jan 31, 2016 Sept 28, 2015 Jan 31, 2016 Afternoon Tea One Hour Standard Body Massage One Cooking Class One Flower Arrangement Class Round-trip airport transfer One Hour accompanied walking tour around the hotel's DSFAR Q Destination Campaign * Additional charge allowed

19 SHOPAHOLIC WINTER Shopaholic Winter Many of our consumers consider winter a favorite time to travel for one simple reason: There s nothing to distract them from shopping! Whether stylish interior shops or vintage bookstores, bargain flea markets or luxury department stores, haute couture or street fashion many of our destinations, big or small, are shopper s dreams, offering everything from specialist local retailers to global brands. By participating in our Shopaholic Winter campaign, your hotel will not only be exposed to a consumer base eager to spend, it will be a part of one of our most successful campaigns, with a recent version generating more than 1,300 room nights and over EUR 300,000 in revenue for participating member hotels. 10% off BAR for a minimum stay of 2 nights A list of 8 shopping recommendations in your area (vouchers or discounts are encouraged) Aug 25, 2015 Oct 06, 2015 Dec 20, 2015 Oct 26, 2015 Dec 20, 2015 DSSHOPWINTER Personal Shopping Assistant Complimentary Prosecco, afternoon tea or cold/warm drink after shopping Relaxing after shopping massage Free shuttle service to some of the best shops in town Global Campaign * Additional charge allowed

20 FESTIVE SPECIALS Festive Specials More than 80% of Design Hotels guests state that spending time with their partner, family, or friends is the highest priority in their lives. And come the holidays, our consumers are looking to travel and spend time together skiing, swimming, shopping, or just relaxing in one of our destinations around the world. By participating in our Festive Specials campaign, your hotel will be exposed to an audience that is eager to travel to a destination and hotel that it can enjoy with its friends and loved ones. This straightforward, effective seasonal holiday campaign is perfect for filling beds over Christmas and into the New Year. Sept 22, 2015 Nov 03, 2015 Jan 03, 2016 Nov 23, 2015 Jan 03, %, 15% or 20% off BAR for a minimum stay of 2 nights DSFESTIVE Festive Dinner for two Glass of Mulled Wine upon arrival Invitation to festive celebration in your neighbourhood Global Campaign * Additional charge allowed