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Hotel Giorgione 4 star Venice
Initial situation
Hotel Giorgione in Venice made bookings mainly because of its location in the historical center of the city and also through agencies and tour operators from different countries. It started a business partnership with one of the founding members of Nozio-Netplan srl in 1995, a time when the Internet was used mainly as an experimental and information tool rather than as an electronic sales venue. From that time on it has worked to progressively eliminate the use of intermediaries which accounted for up to 40% of room bookings.
Goals
Hotel Giorgione has a distinctive Nozio business model, that is, it works with its own sales channel in order to increase direct sales through its own website. This client wished to expand his existing markets due to the fall of the American market after September 11, 2001 that had seriously jeopardized the distribution situation and consequently the actual bookings of the hotel.
Working with Nozio-Netplan srl
For Nozio, Hotel Giorgione represents a true 'Big Bang': it is a concrete example of the new way of online hotel distribution since 1995, when it started working with two of Nozio-Netplan srl's founding members even before the company was officially created! At the beginning of the Internet furor, when being connected was a privilege reserved to a few, Hotel Giorgione had an information card made with the purpose of directly linking with the final user and thus bypassing the middleman. In 1996 it decided to get its own website to link mainly with the American market which was ahead of the European market by about a year, as far as Internet was concerned. In the next 8 years it continued investing to develop its own online sales channel and to become more independent in the sale of its own rooms. Thanks to Nozio the hotel was able to continuously receive advice on how to maximize its website performance and thus was able to exponentially increase direct bookings every year without intermediaries. It should be noted that the hotel made investments in the form of 9 languages, the introduction of management applications and promotional search engine campaigns, without any type of assurance as to the efficiency of the above new proposals since there was no other hotel that could show results obtained. Today it has a comprehensive website in 21 languages with all the strategic applications to maximize visibility, such as target keywords, link popularity, third level domains and a personalized presence at the search engine level in order to optimize index positioning.
Results
The results signified a radical change in the hotel's distribution policy, progressively reducing the allotment number with tour operators and thus having greater control in dealings with its own resellers. It is a hotel very much pleased with having minimized its distributive costs: thanks to Nozio the investments made on its sales channel have always neted a profit multiplied 50 times!
Conclusions
Nozio's projects have allowed Hotel Giorgione to identify a large tourism traffic that is looking for specific information on the web and have made it possible for the hotel to make itself available to these visitors at a most critical point. It has enabled the hotel to capitalize on new business opportunities and has at the same time contributed to the strengthening of their image as an enterprise. According to the client, working in tandem with Nozio has resulted in a special synergy that has allowed the hotel to reach its intended goals and increase business significantly.
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