Best Hotel And Lodging Interactive Application

Shell Vacations Hospitality (SVH) offers a collection of 23 resorts and hotels in popular destinations throughout the U.S., Canada & Mexico. SVH offers a company-wide special every Black Friday to generate interest and stimulate bookings in what is traditionally the slowest booking period of the year. This Black Friday Travel Sale mini-site launched Oct 31st featuring interactive elements and a countdown clock that displayed the official start date of the sale on midnight, 11/27/10. Once Black Friday arrived, specials and packages were available on the minisite for four days, and people were urged to book quickly before time ran out. Before the campaign launched on midnight of Black Friday, we encouraged people to provide their email address and mobile phone number for updates, and to follow SVH on Facebook and Twitter.
SVH’s key customer segment is families traveling on vacation. They also cater well to couples at some of the properties, and groups. The design of the site tried to catch the eye of the family traveler, in that it was a fun design that children would enjoy looking at and interacting with. The Black Friday sale in particular specifically targeted travelers in the U.S. (mostly because Black Friday is an American tradition).
Results of the Black Friday Travel sale were as follows: $205,883 in revenue, 137 new Facebook followers, 145 new Twitter followers, 4,564 YouTube views, 2,407 Flickr views, 526 new mobile numbers, PR converage on CNN, Budget Travel and AOL Travel, and an ROAS of 2,187%.

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HOSPITALITY EBUSINESS STRATEGIES

Location: United States