TOP marketingplan 2020 - TOP INTERNATIONAL Hotels
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
TOP marketingplan 2020
aCtiVities 2020
TOP AcTiviTies FOR YOUR sUccess
This new marketing plan combines the activities from TOP iNTeRNATiONAL Hotels, TOP city&country-
Line (TOP ccL) which represents the TOP exclusive line our marketing alliance partner vcH-Hotels
Deutschland. starting on the 01st January 2020 until 31st December 2020 the activity plan includes
a lot of activities which will be organized for the first time.
HOW DOes THe HOTeL WORK WiTH THe AcTiviTY PLAN
the structure of tOp internatiOnal Hotels asks for certain flexibility, therefore, changes in the time schedule
might occur. in order to make the use of the marketing plan more efficiently, we suggest to concentrate on the
following points:
• addresses- or contact reports will not given out without any proof of its purposes.
• sales activities are to be found on the homepage www.topinternational.com
• short summaries for various trade fairs will be given at www.topinternational.com
under press room. Certain fairs have a co exhibitor contribution fee. key travel trade
fairs as itB are meant to be meeting points for hoteliers and clients. all partners are
most welcome to join in and take full advantage of our corporate stand.
this activity plan and permanent communication with the tOp/tOp CCl Head Office combined with attendance
to tOp trainings will ensure to get the most out of the partnership with tOp internatiOnal Hotels & Corporate
partners. the training dates are set depending on urgency, new hotel staff and/or individual requests by hotels.
We urge every partner to at least participate once a year in a training. next to explanations on the fast moving
development in electronic distribution the training will assist the hotel staff in understanding the meaning of
successful handling of the tOpreZ system.
02 i AcTiviTies 2020
neW in 2020
iMPLeMeNTiNG PAYMeNT OPTiON ON TOP iBe
after postponing of the psD2 (payment services Directive 2) and sCa (strong Customer authentication) for online
credit card payments from september 2019 to the middle/end of 2020 it is a milestone for the tOp iBe to handle
this task already in early 2020. even though tOp is not a payment provider for online bookings, tOp internatiO-
nal would like to offer this magnificent service to all hotels using their iBe. starting January 2020 the implementa-
tion process will start and after successful certification this addition will go live latest end of Q1.
RevAMPiNG WeLLNessFiNDeR.cOM
the four year old design of tOp´s own wellness portal wellnessfinder.com will undergo a complete relaunch
including extensive seO activities. thus ranging from on-page, off-page, usability studies, layout changes, backlink
structure and in depth long tail keyword analysis. this relaunch is based on a completely different mind-set and
not only focusing on pretty and neat looks and feels. the approach is based on keyword strong markets and will
reach out to users with a high potential affinity, rather than producing content for underestimated keywords and
audiences. the relaunch will take approx. till mid of 2020 and seO activities will commence for the next year
ongoing.
OccUPANcY BAseD MeAL PLAN ADDiTiON
a new enhancement within tOpreZ allows the tOp internatiOnal gDs team to completely restructure the
set-up of the rates and connections to partners, such as expedia but also the own distribution channels like gDs
(global Distribution systems) and aDs (alternate Distribution systems) with DHisCO (our aDs interface) connecti-
vity. the new feature will enable to calculate real time the breakfast supplement per room based on the chosen
occupancy. Double and triple rooms can now be sold for Double-single-Use, triple-single- or triple-Double-Use
with person based meal plan addition.
NeW iN 2020 i 03
activities 2020
calendar Activities/Events Location Description visit stand
january
04. – 06. Jan Reisemarkt Mannheim Local end user fair
Rhein-Neckar-Pfalz
11. – 19. Jan C.M.T. Stuttgart Local end user fair X
15. – 16. Jan BOE INTERNATIONAL Dortmund Conference-/Seminar
organizer fair
16. – 19. Jan Vakantiebeurs Utrecht Dutch end user fair
16. – 19. Jan Ferien Messe Wien Vienna Local end user fair
17. – 19. Jan Reise & Freizeit Zwickau Local end user fair
21. – 22. Jan Sales Drive Stuttgart MICE-Sales Action
Karlsruhe
23. Jan VCH Meeting Bad Urach Training and Workshop
VCH-Hotels internal
27. – 29. Jan HEDNA meeting Los Angeles System meeting with chief
executive of travel industry
28. Jan VCH Meeting Berlin Training and Workshop
VCH-Hotels internal
30. Jan –
02. Feb Fespo Zurich Local end user fair Switzerland
31.Jan –
02. Feb Reisemesse Dresden Dresden Local end user fair
Consortia Check up TOP Hotels guarantee 10% off
BAR dynamic pricing plus 10%
commission for consortia emai-
ling.
Wellnessfinder SEO 2nd keyword analysis to make
sure important trends are not lost
or missed in the duration of the
programming.
04 I Activities 2020
activities 2020
calendar Activities/Events Location Description visit stand
january
Yearly company Mark this date for the most im-
turnover request portant figures for Sales action.
DNATA Biggest Merchant partner in the
MENA region. Umbrella ag-
reement signed and hotels are
required to complete the Health
& Saftey information in order to
process further. This is a global
requirement for all hotels selling
through a merchant partner.
Payment Gateway OVIBE Implementation of a payment
option in TOPS´s own internet
booking engine. This will allow
customers to directly pay non-
refundable rates within the
booking process.
Distribution TOP Guide 2020
February
03. – 04. Feb German Hotel Congress Berlin German hoteliers meet X
and discuss future trends
04. Feb VCH Meeting Fulda Training and Workshop
VCH-Hotels internal
05. Feb VCH Meeting Essen Training and Workshop
VCH-Hotels internal
05. – 09. Feb Reisen Hamburg Local end user fair
06. – 09. Feb Salon des Vacances Brussels Belgian local end user fair
07. – 08. Feb Reisebörse Potsdam Public fair in shopping center
09. – 11. Feb BIT fair Milan Travel trade professional and
end user fair in Italy
18. – 19. Feb VCH Meeting Gießen/ Training and Workshop
Marburg VCH-Hotels internal
19. – 23. Feb free Freizeitmesse Munich Local end user fair
Activities 2020 I 05
activities 2020
calendar Activities/Events Location Description visit stand
february
22. Feb Public fair for pilgrims Hamburg Public fair for pilgrims X
in church St. Jacobi
26. – 27. Feb Business Travel Show London International corporate and
conference organizers trade fair
26. Feb – Freizeit Garten Messe Nuremberg End user fair
01. Mar
27. – 29. Feb Willow Creek Karlsruhe Gathering and congress with X
Youngster Congress workshops of an independent
and transconfessional network.
28. Feb – Fiets en Wandelbeurs Utrecht Dutch local end user fair
01. Mar
Wellnessletter Start the upcoming spring month
Spring edition with new wellness trends.
Company rates Mailing to all hotels, checking
loading check company rates loadings and
following TOPREZ clean up.
ITB development Aggressive development ac-
quisition action for attending
hoteliers and hotel owners to
the ITB 2019.
Wellnessfinder SEO Relaunch of look and feel and
technical background.
-Ready to book- Official announcement to all
consortia mailing consortia connected travel agen-
cies that TOP / TOP CCL Hotels
are live and bookable on the
electronic systems.
Hotels Combined Highlighting winter city destina-
tions and biasing them on Hotels
Combined landing page.
Media Database Enhanced agreement with
VFM Leonardo for picture and
multimedia content on the
TOP website.
eDreams connectivity The eDreams connectivity will
allow all TOP Hotels to send their
rates and availability to Opodo, a
well know portal for packaging
flights and hotel stays.
06 I Activities 2020
activities 2020
calendar Activities/Events Location Description visit stand
march
04. – 08. Mar ITB fair Berlin International travel trade and X
end user fair. Meeting point for
all hoteliers and possibility of
appointment scheduling on our
stand.
06. – 08. Mar Ferienmesse Freiburg Local end user fair
06. – 08. Mar Beauty Fair Duesseldorf Wellnessfinder.com in co-opera- X
tion with THALGO Cosmetics
10. Mar LOCATIONS Mannheim Conference organizers trade fair
17. – 19. Mar M.I.T.T. fair Moscow Russian outgoing fair.
In cooperation with ALPHA
Travel Consultants, Berlin
13. – 17. Mar INTERNORGA Hamburg Food, beverage and kitchen X
equipment exhibition
31. Mar – Sales Drive Berlin MICE Sales Action X
01. Apr
Consortia 2nd round Last chance to be included
in the preferred programs.
New agency is taking over
Wellnessfinder SEO the WF SEO techniques. This
month starting the on-page
analytics.
LASTMINUTE Europe’s larges portal for packa-
implementation ged travel starts to implement the
first TOP Hotels.
Evaluation of ITB Check up and discussion on on-
going ITB presentation and TOP
stand. Co-exhibitor planning with
HOTELSPIDER and LEONARDO.
Activities 2020 I 07
activities 2020
calendar Activities/Events Location Description visit stand
march
DNATA Biggest Merchant partner in the
MENA region. After having recei-
ved the Health & Safety checks
from the hotels the connecting of
rates/availability will start.
Google Analytics Implementing the new Google
Implementation Analytics Container with the boo-
king engine in order to find out
more about the initial website
entry.
Switching Kayak campaign For the past years TOP has used
the CPC model for their Kayak
campaigns. This will now be
restructured to the mother com-
pany of Kayak, which is Hotels
Combinded. The biggest Meta
search player in the Asian region.
TOP Partnermagazin 2020 Exclusive partners and suppliers
of TOP INTERNATIONAL will
be presented with their special
offers for TOP Hotels.
April
19. – 22. Apr ATM – Dubai Travel trade professional fair X
Arabian Travel Market in Saudi Arabia
21. Apr RDA trade fair Friedrichs- RDA trade fair for bus and coach X
hafen operators
28. – 29. Apr Sales Blitz Berlin MICE Sales Action X
Wellnessletter Special spa and wellness offers
for bank holidays
Quarterly company Mark this date for the most
turnover request important figures for Sales
action.
Content update As in every year we need to make
sure that the information is ac-
curate and up to date in the RFP
tools and for GDS distribution.
08 I Activities 2020
activities 2020
calendar Activities/Events Location Description visit stand
April
Online Marketing Now the first actions will be imple-
by PEGASUS mented by the new Pegasus online
marketing activities. Some test
hotels have been especially selected
and the first steps, in this month
Google Hotel Ads will start.
PSD2 / SCA action Getting the first preparations for
Payment Services Directive2 and
Strong Customer Authentication
done and implemented. 1st mailing
to TOP Hotels together with CON-
CARDIS our largest payment/credit
card provier with technologies that
face the upcoming hurdles.
May
10. – 12. May GTM – Rostock Germany incoming leisure X
German Travel Mart business fair.
12. – 13. May Sales Blitz Hanover MICE Sales Action X
12. – 14. May IMEX fair Frankfurt a. M. International trade fair for X
conference- / seminar organizers
18. – 20. May HEDNA meeting Amsterdam System meeting with chief X
executive of travel industry
LOCATIONS Mannheim Conference organizers trade fair
28. May
HRG Travel tba Presentation on the upcoming X
Kick off Meeting RFP season for the HRG consortia
program.
Wellnessletter Summer and Wellness? Does that
Summer edition mix and if YES, where are the best
places.
RATEINFORMATION 2021 After 2020 the new RATEINFORMA-
reloaded TION sheet is implemented, in 2021
this version will go online for easy
completing by the hotels. New for-
mat of the RATEINFORMATION. No
more Excel spreadsheet completing.
AMEX/HRG turnover check Now it is 5 months old that the new
partnership of AMEX and HRG have
been rolled out. A serious number
have taken the opportunity to join
ths brand new program in 2020.
Activities 2020 I 09
activities 2020
calendar Activities/Events Location Description visit stand
june
16. – 17. Jun Sales Drive North Rhine MICE-Sales Action
Westphalia
20. – 28. Jun Kieler Woche Kiel Local end user fair X
24. Jun DER Corporate Frankfurt Introduction on the upcoming X
Kick off Meeting RFP season for the DER corporate
programs.
BCD Travel tba Presentation on the upcoming
Kick off Meeting RFP season for the BCD consortia
program.
Rate / Hotel Information 2021 Collection of rates for 2021
Preperation Company Outlining and selection of
negotiations key account companies.
Distribution of corporate Distribution of turnover statistics
company turnovers to corporate clients
Wellnessfinder SEO New agency is taking over the WF
SEO techniques. This month star-
ting the off-page analytics
Requalification 2021 Requalification for existing com-
panies and new company acquisi-
tion based on hotel feedback and
figures.
Hotels Combined campaign Highlighting winter city destina-
tions and biasing them on Hotels
Combined landing page.
Roomtype picture A new functionality within the
LEONARDO picture database will
enable the TOP Hotels to specifical-
ly label room pictures with correct
room type codes.
10 I Activities 2020activities 2020
calendar Activities/Events Location Description visit stand
july
07. – 08. Jul RDA Workshop Cologne Coach- and bus organizer X
travel trade fair
08. Jul LOCATIONS Stuttgart conference organizers trade fair X
31. Jul Corporate company Turnover request of the top
turnover requests companies for preparation of
the negotiations 2021.
Consortia Selection 2021 Hotel selection on various
consortia participation for 2021.
Wellnessletter Special spa and wellness offers
for summer
Company contracting RFP season 2021 starts.
WF packages Update of existing and new online
bookable packages for wellnessREZ
properties.
Online Marketing Now the next actions will be imple-
by PEGASUS mented by the new Pegasus online
marketing activities. Some test
hotels have been especially selected
and the next steps, in this month
Facebook Ads will be the target.
PSD2 / SCA action Getting the last preparations for
Payment Services Directive2 and
Strong Customer Authentication
done and implemented. 2nd mai-
ling to TOP Hotels together with
CONCARDIS our largest payment/
credit card provier with techno-
logies that face the upcoming
hurdles.
Activities 2020 I 11activities 2020
calendar Activities/Events Location Description visit stand
August
25. – 26. Aug Sales Drive Hamburg MICE-Sales Action
WF packages Update of existing packages
for yearly fee properties.
SHIJI connection testing Shiji is Asias biggest technology
provider, which has connections
to hundreds of Asian travel sites.
Such big Asian portals as JTB (Japan
Travel Bureau) or HUAMIN, but also
some global players like, Expedia,
Agoda, Airbnb connect their por-
tals through this mega technology
provider.
september
15. – 16. Sep Sales Drive Dresden MICE-Sales Blitz
tba fvw Congress Cologne B2B congress for hotels, travel X
agents, airlines and OTA´s
23. – 26. Sep Reha Care Duesseldorf End user fair and congress X
focusing on rehabilitation
and care.
23. Sep Yearly Assembly AEU Frankfurt Yearly meeting
of protestant workers.
Preparation TOP/TOP CCL hotels
-Marketing Plan 2021- send their input and requests
for the planning 2021.
Wellnessfinder SEO New agency is taking over the WF
SEO techniques. This month star-
ting the electronic background and
CMS checks.
Company contracting RFP season 2020 and
renegotiations ongoing
Wellnessletter Newsletter send to over
20.000 subscribers.
12 I Activities 2020activities 2020
calendar Activities/Events Location Description visit stand
september
Fastpay connection Fastpay is the partner, which
Check24.de uses for their hotel
offerings. The agreement between
Fastpay and TOP INTERNATIONAL
has been signed in 2019 and in the
meantime the connectivity via the
Derbysoft interface is established
and will go LIVE in September 2020.
Online Marketing Now the next actions will be imple-
by PEGASUS mented by the new Pegasus online
marketing activities. Some test hotels
have been especially selected and
the next steps, in this month Insta-
gram Stories Ads and Posts will be
the target.
october
01. Oct BKU congress Wuerzburg BKU congress X
for catholic businesses
13. – 14. Oct Sales Drive Munich MICE-Sales Blitz
Quarterly company Mark this date for the most impor-
turnover request tant figures for Sales action.
Wellnessfinder update Updating pricing Wellness-
finder.com media and banner ads.
Preparation brochure Start: Collecting information for the
- TOP Hotel Directory 2021 - - TOP Hotel Directory 2021 -
Merchant marketing Preparation of various marketing
actions with Merchant partners.
Consortia Check up TOP Hotels guarantee 10% off BAR
dynamic pricing plus 10% commissi-
on for consortia emailing.
Wellnessletter Cosy and relaxing autum travel
Autum edition destinations for getting ready for
the Winter.
Hotels Combined campaign Highlighting winter city destina-
tions and biasing them on Hotels
Combined landing page.
TOP Partnermagazin 2020 Exclusive partners and suppliers of
TOP INTERNATIONAL will be pre-
sented with their special offers for
TOP Hotels.
Activities 2020 I 13activities 2020
calendar Activities/Events Location Description visit stand
november
tba WTM - World Travel Market London International travel trade and X
end user fair. Meeting point
for all hoteliers and possibility
of appointment scheduling
at our stand.
tba Consozial Nuremberg Local end user fair X
05. Nov LOCATIONS Mainz Conference organizers trade fair X
08. Nov Synode EKD Berlin Synode EKD Gathering of the X
protestant supplier organization
15. – 17. Nov VCH General Assembly Butzbach Yearly Meeting of VCH-Hotels X
18. – 22. Nov Touristik & Caravaning Leipzig Local end user fair
tba IBTM Barcelona International trade fair for
conference- / seminar organizers
Kick off Meeting Birmingham Strategy, structure, enhance-
PEGS 2021 ments and planning 2020 with
our technology provider
PEGASUSsolutions.
Company contracting First acceptances / rejections
are going out to the hotels.
Calendar mailing 1.000 desktop calendars
mailing to partners, clients
and potential clients from
the TOP Head Office.
Wellnessfinder SEO New agency is taking over the WF
SEO techniques. This month starting
the on-page analytic.
Online Marketing Now the next actions will be imple-
by PEGASUS mented by the new Pegasus online
marketing activities. Some test
hotels have been especially selected
and the next steps, in this month
Retargetting Activities will start.
SHIJI implementation One of Asia’s most popular techno-
logy site with hundrets of connec-
tions to Asian travel sites.
tba Der Hotel Talk Hamburg Industry professionals gather for an X
extensive discussion on the current
hotel situation in German, Europe
and the world.
14 I Activities 2020activities 2020
calendar Activities/Events Location Description visit stand
December
01. – 02. Dec Santa Claus Sales drive Hanover Sales drive action
with selected VCH-Hotels
03. – 04. Dec Santa Claus Sales drive Berlin Sales drive action
with selected VCH-Hotels
Sales Meeting Duesseldorf Sales round up of the results
in 2020 and projection 2021.
Wellnessletter Unwind in sparkeling wellness
Winter edition resorts in the snow.
ONYX commission Offering of TOP Head Office to
processing take over the commission payment
process as centralized source for
payment.
Explanation
New in 2020
Exclusively Wellnessfinder.com
in cooperation with VCH-Hotels
Activities 2020 I 15-
tHe partners
the tOp brand brings together hotels tOp City&Countryline (tOp CCl) is tOp With the niu, your city trip starts already
that are synonymous with personalised, internatiOnal’s exclusive hotel collec- at the hotel. everywhere, for you, your
friendly service. Wherever they are loca- tion, consisting of private first-class and friends and family there is something new
ted, they rank among the best in their luxury hotels in germany and neighbou- to discover about the city. sometimes ca-
class. they have chosen tOp internatiO- ring countries. these are establishments sual, sometimes crazy or even nostalgic,
nal Hotels as their marketing partner – that never compromise on quality and but always strikingly different. each the
one of europe’s largest hotel alliances undergo regular inspections. every tOp niu tells a surprising story – inspired by the
that represents hotels in germany and City&Countryline Hotel exudes charm neighbourhood and shaped by art, spirit
major european cities. the group is also and character and is privately owned or and history. in each the niu hotel you will
the marketing partner of VCH-Hotels and managed. meet individual elements that make the
embrace Hotels. place, and thus the niu and your stay a
unique experience.
16 i THe PARTNeRsR
ed by
po w erTOP INTERNATIONAL
HOTELS & CORPORATE PARTNERS
tOp internatiOnal takes over wellness- Conferencefinder.com lists extraordinary VCH-Hotels (association of Christian
finder.com, one of the leading internet conference hotels, conference centres Hotelkeepers e.V.) has been in existence
platforms in german speaking europe. and event locations, serving as a preferred for over 110 years. the partner hotels of
the outstanding placement in search en- planning tool for seminar and event orga- this association represent the mindset of
gines under the criteria wellness is used nisers. simple enquiry options and stan- Christian hospitality, social engagement
by over 100 hotels, carefully selected and dardised offer retrieval enable easy com- and fair trade. these attributes are re-
upmarket properties, for additional mar- parisons and decisions for the perfect flected in the VCH slogan „On the road
keting activities in the wellness segment choice. as well as the online function, and yet at home“. the 3 and 4 stars ho-
and to offer their specific services and a personal conference service offering tels as well as the monasteries with their
packages. advice and assistance is also available to offerings of culture, meeting places and
customers at no cost. planning and boo- vacation packages are open to a wide
king events cannot be any easier! variety of guests. these criteria are all
represented in the partnership of tOp in-
ternational and VCH-Hotels.
THe PARTNeRs i 17tOpreZ ng
GDS-Systems connect your hotel to the world’s gDs
and become available to thousands of
professional travel bookers.
Pegasus IDS sites connect your hotel to the pegasus iDs-
powered sites and be available for sale
through major online travel brands.
Call Centre connect your hotel to 44 international call
centre, the reservation agent will be happy
to book at your hotel.
Direct Connects connect your hotel to major travel
websites and profit from our preferred
partner agreements.
18 i TOPReZ NGCOnneCts YOU tO tHe WOrlD
Preferred Partner connect your hotel to preferred partner
websites and increase your listing position
and market. samples:
DerbySoft connect your hotel to the global leader of
interfaces and sell your hotel rooms through over
1.000 integrated partners and global connections.
Hotel website IBE connect your website to our innovative
website booking engine and sell accommodation
plus additional services on your website.
Meta search sites connect your hotel with evolving rate
comparison and hotel review sites as trivago
and kayak. special implemented rate
structures ensure a high conversion ratio.
TOPReZ NG i 19TOP INTERNATIONAL Hotels GmbH Neuer Zollhof 3, 40221 Düsseldorf T +49 (0)211 55 98 55-55 F +49 (0)211 55 98 55-54 info@topinternational.com www.topinternational.com www.topccl-hotels.de www.wellnessfinder.com
You can also read
