Caribbean Consulting http://www.caribbeanconsulting.com Marketing for hotels, resorts, associations and tourist boards. Mon, 01 Feb 2010 15:33:56 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 Coqui Inn – Isla Verde – San Juan http://www.caribbeanconsulting.com/?p=356 http://www.caribbeanconsulting.com/?p=356#comments Mon, 01 Feb 2010 15:33:56 +0000 rholm http://www.caribbeanconsulting.com/?p=356

Coqui Inn is no longer a client of Caribbean Consulting

For small hotels in San Juan, please visit our site for the Puerto Rico Hotel & Tourism Association.

]]> http://www.caribbeanconsulting.com/?feed=rss2&p=356 0 Read this before hiring an Internet marketing company in hospitality http://www.caribbeanconsulting.com/?p=326 http://www.caribbeanconsulting.com/?p=326#comments Wed, 26 Aug 2009 10:30:23 +0000 rholm http://www.caribbeanconsulting.com/?p=326 Read this before hiring an

Internet marketing company in hospitality
July 16, 2007
[ Link to the full article appears at the end of this page ]
Here are the Top Ten Challenging Questions to ask your Internet marketing vendor:
1. Hospitality Experience
Hospitality experience is a must. Your potential vendor’s entire practice should be focused in hospitality. Why? The $120 billion US hospitality marketplace is enormous on its own and sufficiently complicated to require unwavering attention and expertise. Staying ahead of the latest trends in hospitality is a job in its own right.
Caribbean Consulting only works with Hotels, Tourism Associations and Tourist Boards. We’ve worked in the industry not only as consultants, but as hoteliers, travel agents, tour operators and partners with pioneers of internet travel such as American Airlines, SABRE, Rosenbluth Travel, Mobil Travel Guide, Worldview, QuikTix and Flyer’s Edge.
2. Internet Marketing Experience
Internet marketing has been around since the commercial Internet launched. There is a track record one must establish to be declared a competent and trustworthy online marketer in hospitality.
Caribbean Consulting helped introduce travel marketing to the internet through our work with IBM/Prodigy and American Airlines to convert SABRE for personal use.  We then introduced usability and marketing concepts that evolved into Travelocity.
Click here for a summary of our Associate’s marketing experience.
3. Audit the Auditor Experience
What separates student from teacher is experience. Check to determine if the vendor audits the work of others and is capable of making recommendations on existing performance. Trust and credibility is important in this business. Receive counsel to make sure that the vendor is really making the right decisions on your behalf.
The first step in all of our contracts is our unique ‘Comprehensive Merchandising, Sales & Marketing Audit which looks at the effectiveness and cost/benefit of your existing vendor contracts.
Click here for our Comprehensive Merchandising, Sales & Marketing Audit.
4. Industry Recognitions and Awards
There are many professional organizations and industry trade groups that provide stamps of approval. These awards signify not only quality and recognition, but that the company is plugged into the industry structure and knows what is going on in the online space. Awards of merit, and invitations to speak at conferences and serve on panels recognize the expertise of the individual and the credibility of the firm.
Caribbean Consulting has served as ‘Online Marketing Consultant’ to the Caribbean Hotel Association and Caribbean Tourism Organization as well as Hotel and Tourism Associations throughout the Caribbean.
Click here for a full list of our speaking engagements.
5. Client Portfolio
Having a big name client like a major hotel brand, or being associated with a big name helps but the diversity of clients is a true mark of a professional hospitality marketing firm. This diversity will enable you to experience and validate strategies from different perspectives. What may work with one hotel may not be as fruitful with another. Conversely, success stories can be applied to an entire customer base.
Caribbean Consulting has a wide range of clients from small boutique hotels and guesthouses to mega-resorts. We also work extensively with Hotel Associations and Tourist Boards plus regional tourism organizations.
Click here for our full client list.
6. Best Practices
The first step is to identify best practices in the online hospitality marketplace, and the second is to educate the client base on these practices. In reality, few marketers ever lead, they mostly follow. Second, they don’t value best practices until after too much time has passed and in many cases learn on their “client’s dime.” A good Internet marketing company has conducted extensive market research and testing capabilities, either in house or through partnerships with other market leaders and major brands. Caribbean Consulting has been a leader in the online travel marketing industry for more then 25 years.  Work is always completed by Richard Holm or Marie van Rooyen unless otherwise specified in advance.
7. Academic Background
Education and training in hospitality and online marketing is obviously helpful. Teaching the principles of Internet marketing in hospitality is even better, if not the gold standard. Evaluate the vendor’s academic background, level of experience and professional training or certification in this field.
Caribbean Consulting combines advanced degrees in business and merchandising with ‘hands on’ experience in the hospitality and tourism industry.  Click here for our full background and experience credentials.
8. Search Engine Marketing
The vendor needs to know the nuances and intricacies of the search engines, and how to incorporate all crucial aspects of search marketing into one cohesive marketing strategy. Addressing all search marketing aspects and incorporating search marketing itself into a comprehensive and well balanced Internet marketing strategy are signs of best practices. Caribbean Consulting is a specialist in obtaining high search engine placement through ‘organic’ site content (for free listings) and cost-effective ‘pay per click’ (PPC) adword campaigns.  Our goal is to obtain ‘first page, first position’ placement for primary keyword combinations.
9. Website Design and Website Optimization Experience
The practice of taking a holistic approach to the entire website, not just changing the look-and-feel of the design or search engine optimization, but also including a study of the business model, customer segmentation, diversity of products and services, trust and credibility, website and campaign analytical tools, CGM/Web 2.0 features and applications, and most importantly, taking into account search-engine friendliness, user-friendliness, interactive relationship-friendliness, and travel booker friendliness, all define website design, development and optimization as per industry’s best practices. Caribbean Consulting has created award-winning designs from the consumer’s perspective for decades. We helped introduce the concepts of usability, bookability and online shopping to websites that emphasize results rather than just the latest ‘bells & whistles’.
10. Accountability and Fee Transparency
The need to measure and quantify results from your Internet marketing campaigns is most likely a large part of why you are searching for, or have hired, an Internet marketing vendor. With the web technologies available today, anything and everything can be measured, making marketers more accountable than ever before. A good Internet marketing vendor will only ask you to spend what’s needed to grow your online revenues, build your direct distribution strategy, and stay competitive. Caribbean Consulting has a standard published ‘flat fee’ plus expenses for our services. We never bill ‘by the hour’ or inflate expenses.  Caribbean Consulting never takes a ‘finders fee’ or commission for any vendor we recommend.  All fees, expenses and vendor contracts are clearly stated in advance.
Click here to read the original article from Hotelmarkting.com
logo_printversion
July 16, 2007

[ Link to the full article appears at the end of this page ]

Here are the Top Ten Challenging Questions to ask your Internet marketing vendor:
1. Hospitality Experience
Hospitality experience is a must. Your potential vendor’s entire practice should be focused in hospitality. Why? The $120 billion US hospitality marketplace is enormous on its own and sufficiently complicated to require unwavering attention and expertise. Staying ahead of the latest trends in hospitality is a job in its own right.
Caribbean Consulting only works with Hotels, Tourism Associations and Tourist Boards. We’ve worked in the industry not only as consultants, but as hoteliers, travel agents, tour operators and partners with pioneers of internet travel such as American Airlines, SABRE, Rosenbluth Travel, Mobil Travel Guide, Worldview, QuikTix and Flyer’s Edge.
2. Internet Marketing Experience
Internet marketing has been around since the commercial Internet launched. There is a track record one must establish to be declared a competent and trustworthy online marketer in hospitality.
Caribbean Consulting helped introduce travel marketing to the internet through our work with IBM/Prodigy and American Airlines to convert SABRE for personal use.  We then introduced usability and marketing concepts that evolved into Travelocity.
Click here for a summary of our Associate’s marketing experience.
3. Audit the Auditor Experience
What separates student from teacher is experience. Check to determine if the vendor audits the work of others and is capable of making recommendations on existing performance. Trust and credibility is important in this business. Receive counsel to make sure that the vendor is really making the right decisions on your behalf.
The first step in all of our contracts is our unique ‘Comprehensive Merchandising, Sales & Marketing Audit which looks at the effectiveness and cost/benefit of your existing vendor contracts.
Click here for our Comprehensive Merchandising, Sales & Marketing Audit.
4. Industry Recognitions and Awards
There are many professional organizations and industry trade groups that provide stamps of approval. These awards signify not only quality and recognition, but that the company is plugged into the industry structure and knows what is going on in the online space. Awards of merit, and invitations to speak at conferences and serve on panels recognize the expertise of the individual and the credibility of the firm.
Caribbean Consulting has served as ‘Online Marketing Consultant’ to the Caribbean Hotel Association and Caribbean Tourism Organization as well as Hotel and Tourism Associations throughout the Caribbean.
Click here for a full list of our speaking engagements.
5. Client Portfolio
Having a big name client like a major hotel brand, or being associated with a big name helps but the diversity of clients is a true mark of a professional hospitality marketing firm. This diversity will enable you to experience and validate strategies from different perspectives. What may work with one hotel may not be as fruitful with another. Conversely, success stories can be applied to an entire customer base.
Caribbean Consulting has a wide range of clients from small boutique hotels and guesthouses to mega-resorts. We also work extensively with Hotel Associations and Tourist Boards plus regional tourism organizations.
Click here for our full client list.
6. Best Practices
The first step is to identify best practices in the online hospitality marketplace, and the second is to educate the client base on these practices. In reality, few marketers ever lead, they mostly follow. Second, they don’t value best practices until after too much time has passed and in many cases learn on their “client’s dime.” A good Internet marketing company has conducted extensive market research and testing capabilities, either in house or through partnerships with other market leaders and major brands. Caribbean Consulting has been a leader in the online travel marketing industry for more then 25 years.  Work is always completed by Richard Holm or Marie van Rooyen unless otherwise specified in advance.
7. Academic Background
Education and training in hospitality and online marketing is obviously helpful. Teaching the principles of Internet marketing in hospitality is even better, if not the gold standard. Evaluate the vendor’s academic background, level of experience and professional training or certification in this field.
Caribbean Consulting combines advanced degrees in business and merchandising with ‘hands on’ experience in the hospitality and tourism industry.  Click here for our full background and experience credentials.
8. Search Engine Marketing
The vendor needs to know the nuances and intricacies of the search engines, and how to incorporate all crucial aspects of search marketing into one cohesive marketing strategy. Addressing all search marketing aspects and incorporating search marketing itself into a comprehensive and well balanced Internet marketing strategy are signs of best practices. Caribbean Consulting is a specialist in obtaining high search engine placement through ‘organic’ site content (for free listings) and cost-effective ‘pay per click’ (PPC) adword campaigns.  Our goal is to obtain ‘first page, first position’ placement for primary keyword combinations.
9. Website Design and Website Optimization Experience
The practice of taking a holistic approach to the entire website, not just changing the look-and-feel of the design or search engine optimization, but also including a study of the business model, customer segmentation, diversity of products and services, trust and credibility, website and campaign analytical tools, CGM/Web 2.0 features and applications, and most importantly, taking into account search-engine friendliness, user-friendliness, interactive relationship-friendliness, and travel booker friendliness, all define website design, development and optimization as per industry’s best practices. Caribbean Consulting has created award-winning designs from the consumer’s perspective for decades. We helped introduce the concepts of usability, bookability and online shopping to websites that emphasize results rather than just the latest ‘bells & whistles’.
10. Accountability and Fee Transparency
The need to measure and quantify results from your Internet marketing campaigns is most likely a large part of why you are searching for, or have hired, an Internet marketing vendor. With the web technologies available today, anything and everything can be measured, making marketers more accountable than ever before. A good Internet marketing vendor will only ask you to spend what’s needed to grow your online revenues, build your direct distribution strategy, and stay competitive. Caribbean Consulting has a standard published ‘flat fee’ plus expenses for our services. We never bill ‘by the hour’ or inflate expenses.  Caribbean Consulting never takes a ‘finders fee’ or commission for any vendor we recommend.  All fees, expenses and vendor contracts are clearly stated in advance.
logo_printversion
]]> http://www.caribbeanconsulting.com/?feed=rss2&p=326 0 Paradise Village Beach Resort & Spa: Puerto Vallarta, Mexico http://www.caribbeanconsulting.com/?p=83 http://www.caribbeanconsulting.com/?p=83#comments Sat, 09 May 2009 09:35:39 +0000 admin http://www.caribbeanconsulting.com/?p=83 Comprehensive Merchandising, Sales & Distribution Audit:

This is one of the most amazing and paradise-103_smallundermarketed ‘destination resorts’ that we’ve worked with. General Manager Cesar Gonzalez called us to help introduce this 500 room resort to the US Market, increase occupancy, improve REVPAR and promote onsite revenue while reducing dependence on wholesalers and excessive commission payments. All of this had to be done while positioning for expansion of luxury condos, fractional sales, timeshares/vacation club and planned casino.

After our initial audit, Paradise Village contracted Caribbean Consulting to continue Destination Branding, Product Positioning, Market Segmentation, SEO, PPC, distribution strategy and a prototype for a new website.

]]> http://www.caribbeanconsulting.com/?feed=rss2&p=83 0 The Pink Fancy Hotel: Christiansted, St. Croix, USVI http://www.caribbeanconsulting.com/?p=79 http://www.caribbeanconsulting.com/?p=79#comments Sat, 09 May 2009 09:33:13 +0000 admin http://www.caribbeanconsulting.com/?p=79 Don’t Stop the Carnival Program: Cal and Joan Coolidge did what many people just dream of – they found a small Caribbean hotel for sale on the internet, sold their home, packed their bags and relocated to paradise.

pinkfancy-front1They called Caribbean Consulting to give them a ‘crash course’ in how to position the property within target markets and quickly get them up and running in as many distribution channels as possible.

Caribbean Consulting reviewed the property and the owners goals to help find the right balance between ‘lifestyle’ and business’.

We then worked with the owners to define their product, tell the story of their historic inn and set guest expectations that could be met and exceeded.. We reviewed comparative properties and set rates that would satisfy both guests and the owner’s financial objectives for the business.

Databases were created for online distribution systems (GDS), a prototype website was created to guide their local web developer and net rates were established to facilitate sales from wholesalers and local dive/adventure shop operators who we not booking customers at The Pink Fancy.

The owners now have a firm foundation to complete the action items in their‘Road Map to Success’ which will continue to build on the foundation Caribbean Consulting laid during our one week onsite assignment

]]> http://www.caribbeanconsulting.com/?feed=rss2&p=79 0 Sibonné Beach Hotel: Grace Bay Beach, Turks & Caicos http://www.caribbeanconsulting.com/?p=76 http://www.caribbeanconsulting.com/?p=76#comments Sat, 09 May 2009 09:31:58 +0000 admin http://www.caribbeanconsulting.com/?p=76  

Comprehensive Marketing Program: The owners of this beachfront property couldn’t figure out why they had a newly renovated hotel, experienced managers, one of the best locations in the Caribbean – and an empty hotel!  With an average occupancy of 20% – they needed to know if there was potentialfor this ’boutique’ property.gracebaybeach-150

Caribbean Consulting conducted an intensive evaluation of the market,  management, property, facilities and potential as an ongoing business.

Within one season, the hotel was re-positioned, rates restructured, new website created, distribution contracts renegotiated, staff re-trained and occupancy rose to more than 80%.

The owners and managers have retained Caribbean Consulting on a monthly contract to manage yield management, wholesale/online distribution and manage customer service.  They were so impressed with the results, that they also retained Caribbean Consulting for a Jump-Start program for their sister hotel – Turtle Cove Inn.

Update: December 2006 – New room allocation strategy has increased direct website bookings and resulted in very few available room nights through March 2007 with the highest customer satisfaction rates in the hotel’s history.

]]> http://www.caribbeanconsulting.com/?feed=rss2&p=76 0 Coqui Inn: San Juan – Isla Verde, Puerto Rico http://www.caribbeanconsulting.com/?p=72 http://www.caribbeanconsulting.com/?p=72#comments Sat, 09 May 2009 09:30:27 +0000 admin http://www.caribbeanconsulting.com/?p=72

Coqui Inn: San Juan - Isla Verde, Puerto Rico

Comprehensive Marketing Program: The owner and manager of two budget hotels retained Caribbean Consulting to help market Green Isle Inn and Casa Mathiesen Guest House.  They had invested in substantial renovations and staff training, but could not enforce rack rates or attract the international market that would appreciate their improved rooms and facilities. casest4

Caribbean Consulting recommended re-branding the two properties as ‘Coqui Inn’ and re-position the property as an ‘express-style’ hotel.  A new website, online distribution contracts, directory listings, staff training and signage have ‘re-invented’ this property.  Raising rates and setting realistic expectations have resulted in higher average nightly revenue and guest satisfaction.

The owner/manager has retained Caribbean Consulting on a monthly contract for yield management, general business consulting and customer satisfaction/image management as theycontinue to upgrade their property and reputation.

casest5Update: December 2006 – New owners are now working with Caribbean Consulting to upgrade rooms and public areas to create a ‘hip & fun’ atmosphere and personality for the hotel including new poolside murals from well-known local graffiti artist ‘SKE’. This is his first project using a hotel as artwork. You can also see examples of his work around San Juan and in promotional artwork for some of Puerto Rico’s most famous Raggaeton music stars such as Daddy Yankee, Tego Calderon and Don Omar.

]]> http://www.caribbeanconsulting.com/?feed=rss2&p=72 0 Villa Montaña Beach Resort: Isabela, Puerto Rico http://www.caribbeanconsulting.com/?p=69 http://www.caribbeanconsulting.com/?p=69#comments Sat, 09 May 2009 09:27:40 +0000 admin http://www.caribbeanconsulting.com/?p=69

vmbeachhammock-150Online Marketing Services: Caribbean Consulting created a new website for this luxury villa resort and established high search engine positioning for their luxury villas and conference facilities.

As a part of our ongoing retainer, we constantly optimize the website to maintain ‘first page positioning’ for major keyword searches.

We work closely with the owner and managers as a part of our annual contract to develop new target markets and then establish high visibility in search engines and ‘pay-per-click’ online advertising.

Caribbean Consulting is currently working on pre-construction branding issues for the owner’s new five-star luxury spa condo-hotel.

]]> http://www.caribbeanconsulting.com/?feed=rss2&p=69 0 Fort Recovery Beachfront Villas: Tortola, BVI & Bequia, The Grenadines http://www.caribbeanconsulting.com/?p=65 http://www.caribbeanconsulting.com/?p=65#comments Sat, 09 May 2009 09:26:25 +0000 admin http://www.caribbeanconsulting.com/?p=65

Online Marketing Services: The owner and manager at Fort Recovery have always done a great job running this well-known property on Tortola.fortrecovery150

When they decided to expand across the Caribbean to Bequia – they called Caribbean Consulting to help them with branding, positioning, search engine strategy and marketing of their new ’sister hotel’ – Bequia Beachfront Villas.

ftrecovery-203Since the managers now split their time between two villa hotels on different islands – Fort Recovery uses our consulting services on an ‘as needed’ basis.

Whenever they need to help with online distribution, allotment management, online image management, general marketing advice or just a ’second set of eyes’ to look at a contract, proposal or opportunity – they call.

Update: September, 2006 – With the addition of 12 new luxury villas and an onsite restaurant at their Tortola property, Fort Recovery Beachfront Villas signed up for a ‘Don’t Stop the Carnival’ program to help them reposition the resort, redesign their website and review facilities, room categories, rates and marketing efforts for the 2006/07 season.

]]> http://www.caribbeanconsulting.com/?feed=rss2&p=65 0 Puerto Rico Hotel & Tourism Association http://www.caribbeanconsulting.com/?p=62 http://www.caribbeanconsulting.com/?p=62#comments Sat, 09 May 2009 09:20:41 +0000 admin http://www.caribbeanconsulting.com/?p=62

Custom Consumer Marketing Program: Caribbean Consulting helped this association create an effective consumer marketing program for ‘The Small Hotels of Puerto Rico’ that could easily and inexpensively be updated based on annual prhtasmallmembership participation.

By designing a website that effectively reaches target markets through search engine placement – the website presents an overview of the property and then links the user to the hotel’s own website for direct bookings.

Caribbean Consulting is retained to constantly optimize the site to maintain high search engine listings, add links to appropriate directories, provide monthly usage statistics and update each hotels’ listing based on their individual marketing objectives.

Update: December 2006 – New format implemented to feature larger photos, enhanced text and new target markets for participating small hotels.


]]> http://www.caribbeanconsulting.com/?feed=rss2&p=62 0 US Virgin Islands Hotel & Tourism Association http://www.caribbeanconsulting.com/?p=60 http://www.caribbeanconsulting.com/?p=60#comments Sat, 09 May 2009 09:19:10 +0000 admin http://www.caribbeanconsulting.com/?p=60

Custom Consumer Marketing Program: Building on the success of our Puerto Rico website – we established a Consumer Marketing Website for the U.S. Virgin Islands based on potential guests ‘lifestyle and needs’ to show how ‘Its just easier… to plan a vacation on St. Thomas, St. John and St. Croix.

Emphasizing large resorts along with small ‘VirgINNS‘  – the site effectively attracts potential guests through high search engine placement and links them directly to participating hotel’s website to encourage direct bookings,

Caribbean Consulting has been retained to maintain this site and promote the destination through ‘pay-per-click’ advertising, banner ad programs on strategic websites, monthly usage statistics and conduct online sweepstakes to increase destination awareness.

Update: December 2006 – New design under development for January 2007 implementation.

]]> http://www.caribbeanconsulting.com/?feed=rss2&p=60 0