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Port Royal Ocean Resort Condominiums, is located on Mustang Island, in Port Aransas, TX and is considered the premier Texas family resort on the Texas Gulf coast. The IRM was installed approximately 3 years ago. Michelle Roberts, the Sales, Catering and Marketing Director provided us with some valuable statistics and IRM marketing strategies. The start-up cost including software, hardware and labor was $16,000.00
| IRM | 2003 | 2004 | 2005 |
|---|---|---|---|
| IRM Generated Revenue | $769,285 | $1,213,480.09 | $1,074,874.88 |
| Weekly IRM Average | $14,515 | $31,322 | |
| % of Weekly Transient Revenue | 13.30% | 21.12% |
The weekly IRM revenue has
increased steadily over the last 3 years since 2003. The IRM is averaging about 21% of the weekly transient revenue, which is very impressive.
This is directly related to the Internet Savvy Traveler who prefers the
convenience of booking reservations via the internet.
IRM Marketing Campaigns
Port Royal actively promotes the IRM. Michelle uses her RDP forecasting reports
to project IRM revenue. In order to reach projected targets various promotions
are used to encourage IRM reservations.
During May and June this promo was implemented to encourage mid-week
reservations.
Make your reservations for a Sunday-Thursday night during May-June and automatically be
entered into a drawing to win 2 free nights in Fall. This resulted in 23%
of total transient Revenue.
Lovers Key Beach Club, located in Fort Myers, FL installed the
IRM in September of 2002 and went live within a week of installation. Ken
Marwick, the property manager, has extensive experience in the marketing arena,
for many years he managed a marketing website that distributed Property
Management software. Ken followed the golden rule and has kept his IRM website
"clean, simple and consumer friendly". Since
the installation of the IRM the property has updated all of their marketing
materials to direct customers to the on-line booking system. Brochures at the
property, pens in the guests rooms and their on-line news letter directs
customers back to the IRM.
Prior to the installation of the IRM, the property had an e-mail
inquiry link to make reservations, Ken decided to keep this page for the
Internet shy customers and added a direct
link to the IRM to make an online booking. Click on the link above for Lovers
Key Beach Club and choose reservations to see this page.
Lovers Key Beach Club site has successfully incorporated the following marketing
techniques into the IRM.
Color Consistency - To maintain a smooth transition from the marketing website to
the IRM site, Ken used the same banner for both pages. He obtained the jpeg file
(toppattern.jpg) from his webmaster and saved it on the IRM bridge in
C:\inetpub\wwwroot\irm\bg folder. He then configured his monitor page, in the
appearance section, under background image for banner and added bg\toppattern.jpg
Consistently
sized thumbnail pictures for available room types.
Market Analysis
Ken and his marketing team have activated a pretty detailed tracking system
on their marketing website. This free system provides valuable summary reports on
Geotracking, keywords used to locate his site, search engines used and a list of
website referrers. So far 78% of all traffic to the marketing website has been
from website referrals.
With the eXTReMe Tracker you get every advanced feature
required to picture the visitors of your website. Conveniently arranged,
numbers, percentages, stats, totals and averages. All the way up from simple
counting your visitors until tracking the keywords they use to find you.
http://extreme-dm.com/tracking/
Villas by the Sea is an ocean side resort hotel and conference center on historic Jekyll Island, Georgia. They offer spacious one, two, or three-bedroom vacation condos, featuring full kitchens, separate living and dining areas and private patios or balconies. The villas are privately-owned.
| IRM | 2004 | 2005 |
|---|---|---|
| IRM Generated Revenue | $124,330.88 |
$1,213,480.09 |
| Weekly IRM Average | $14,515 | $31,322 |
| % of Weekly Transient Revenue | 13.30% | 21.12% |
Villas By the Sea successfully incorporated the following marketing techniques
into the IRM:
Link popularity check is one of the best ways to quantifiably and independently measure your website's online awareness and overall visibility. Simply put, link popularity refers to the total number of links or "votes" that a search engine has found for your website.
Marketleap has designed this link popularity tool to help website owners find out who is linking to their site, but also to give a useful benchmarking report to quickly show where you stand in comparison to competitors and other major online players.
Keyword Verification
Our verification tool checks to see if your site is in the
top three pages of a search engine result for a specific keyword. It's important
to be in the top 3 pages of a search result because most people using search
engines don't go past the 3rd page.
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