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If you need technical assistance with thewebcast or streaming audio, contact us at

hsmai@commpartners.comand we will assist you immediately.

Internet Marketing Webinar SeriesInternet Marketing Webinar Series

The The ““How to Reach the Transient and How to Reach the Transient and

Group Government Market"Group Government Market"

webinar will begin shortly.webinar will begin shortly.

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Tuesday, April 21Tuesday, April 21stst, 2009, 2009

2:00 2:00 –– 3:00 PM EDT3:00 PM EDT

Hospitality Sales and Marketing Hospitality Sales and Marketing Association International (Association International (HSMAIHSMAI))

How to Reach the Transient and How to Reach the Transient and

Group Government MarketGroup Government Market

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HSMAI University Alliance PartnersHSMAI University Alliance Partners

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Overview of Format and TopicOverview of Format and Topic

� ModeratorBarb Taylor Carpender, CMM, CHSCManaging Director, HSMAI University

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POLL QUESTION #1POLL QUESTION #1How many people are participating in

this webinar at your location today?

� 1

� 2

� 3

� 4

� 5

� 6

� 7

� 8 or more

5

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TodayToday’’s Presenter s Presenter

� e-Commerce SEO/SEM consulting since 1999

� 20+ Years of direct hotel sales experience� Approved vendor with Marriott, Hilton

and Wyndham Hotels� e-Commerce expert and frequent speaker

at industry events� Services include auditing your current

SEO/SEM provider, pay-per-click marketing, search engine optimization, social media optimization and creating online hotel awareness to drive revenue

� Gordon LiametzRevenue Performancewww.RevenuePerformance.com

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POLL QUESTION #2POLL QUESTION #2

How experienced are you with the government market?

C Very, this is a refresher course for me

C Somewhat, but I need to learn more

C I book some but never focused on a strategic plan to go after this market

C I have not solicited the government market before

Who Is Your Government Customer?Who Is Your Government Customer?

� Determine which Agencies, Facilities and/or Military installations are in your local area or that consistently produce room nights in your market (not all agencies have an established office in a city that they travel to, for example: FDA, FEMA, etc)

� Use the “company production” or similar report to determine which Agencies are using your hotel

� Who are your potential customers? Which agencies? What are their needs? Challenges? Review their websites!

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Government Business 101Government Business 101

� Per Diem, Per Diem, Per Diem!

� Price sensitivity for meals and lodging

� Offer last room availability

� Travel patterns mimic corporate travel

� (Monday – Thursday nights)

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� Very limited F & B revenues

� Drawn to hotels offering free food

� Average booking window is less than 90 days

Government Business 101Government Business 101

� Accounting must follow the Government's purchase

orders for billing

� 80% of all government groups are less than 50 rooms on peak nights

� 64% of all government reservations list "US Government" as the company name…tell your front desk “be specific”

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Government Extended Stay TravelGovernment Extended Stay Travel� Temporary Duty (TDY) refers to stays that are business-travel in

nature, and intended to last anywhere from 1 to 180 consecutive days

� Permanent Change of Station (PCS) is the government term for relocation. These trips are intended to help the employee move from one Permanent Duty Station (PDS) to another PDS.

� Sometimes a TDY assignment may no longer be deemed temporary in nature, and transitioned to PCS status

� PCS travel can be any length of stay, but the average is 67 days from the start to the end of official PCS status. Usually PCS official status ends when the employee moves into their new PDS home.

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Tips to Securing Government BusinessTips to Securing Government Business

� One of the best ways to increase your market

share of a segment is to grow it from what you already have

� Consider advertising for military business. There are some great opportunities for military business

by advertising in the local base newspapers.

� Provide free breakfast

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Tips to Securing Government BusinessTips to Securing Government Business

� State government business, a good place to start

in researching what the state requirements are with your state State Travel Management Program (STMP) under the Procurement at Comptroller of Public Accounts

� To find Federal Government group business, you have to be creative

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Create a Government Survey Upon CheckCreate a Government Survey Upon Check--In In

Earn XXXX Points, Free Beverage, Appetizer or Dessert!

Can you please help us understand the Government market as it relates to your current visit?

� Name

� Government Agency

� Optional e-Mail Address

� What travel agency, website, online booking tool did you use to make your reservation?

� Who selects your hotels?

� Why did you choose our hotel?

� What companies/organizations will you be visiting during your stay?

� Are you on a Project? If you are able to share it, what is it?

� Estimated Length of Project Stay: ____

� Who in your organization is responsible for coordinating hotel stays for others?

Name Phone/Email

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Know Your Classification

http://www.usfa.dhs.gov/applications/hotel/#searchlist

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http://fedgov.dnb.com/webform/CCRSearch.do

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http://www.ccr.gov/StartRegistration.aspx

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http://www.google.com/unclesam

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http://www.statelocalgov.net/hsmai.org 20

http://www.dla.mil/db/procurem.htm

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http://www.fedtraveler.com

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Top 10 WorldTop 10 World--Wide Defense Contractors, 2008Wide Defense Contractors, 2008

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http://www.defensenews.com/static/features/top100/charts/top100_08.php?c=FEA&s=T1C

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http://www.carrollpub.comhsmai.org 25

www.gsa.gov/ftr

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Find Contact Names Find Contact Names

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http://www.defensetravel.dod.milhsmai.org 28

http://www.gsa.gov/Portal/gsa/ep/contentView.do?contentType=GSA_OVERVIEW&contentId=12350

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www.fedrooms.com

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http://www.defenselink.mil/Contracts

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www.gsa.gov/egovtravel

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www.gsa.gov/tdrs

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http://www.gsa.gov/Portal/gsa/ep/contentView.do?contentType=GSA_BASIC&contentId=16290

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http://www.gsa.gov/Portal/gsa/ep/contentView.do?contentType=GSA_BASIC&contentId=16260

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http://www.gsa.gov/Portal/gsa/ep/contactus.do

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Tip: Create a Hotel Flyer for the Travel AgentsTip: Create a Hotel Flyer for the Travel Agents

hsmai.org 37 https://www.cwtsatotravel.com

Reach SATO Travel Agent Via eReach SATO Travel Agent Via e--Mail Campaign Mail Campaign

� E-Mail blasts provides a great opportunity for you to distribute current news or highlight a new promotion via an agent based e-mail blast

� Only one e-mail blast is sent per day as to not take away the focus of your promotion

� The target audience includes 1,200 travel agents, operations and supplier relations

� For more information contact gordon@revenueperformance.com or call 407-909-9036 x1021

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http://www.sgtp.orghsmai.org 40

For a complete list of ITR ticket offices go to:www.revenueperformance.com

Select Free resources and click on the file:

guide_to_dod_contracting_opportunities.pdf

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http://benefits.military.com/DC/merchant/login.jsp

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http://militaryspot.com/military-discounts.htm

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http://www.military4life.com/discounts

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SummarySummary

� Look for influencers

� Analyze your current business

� Participate in all Government programs

� Create a Government guest survey

� Manage your Government rates with added value

� Create a Government flyer

� Solicit all potential Government lead sources

� Reference the next two slides to help you…

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http://www.business.gov/expand/government-contracting

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www.revenueperformance.com

Select Free resources and click on the file:guide_to_dod_contracting_opportunities.pdf

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Guide to DOD Contracting OpportunitiesGuide to DOD Contracting Opportunities

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Questions? Questions?

� e-Commerce SEO/SEM consulting since 1999

� 20+ Years of direct hotel sales experience� Approved vendor with Marriott, Hilton

and Wyndham Hotels� e-Commerce expert and frequent speaker

at industry events� Services include auditing your current

SEO/SEM provider, pay-per-click marketing, search engine optimization, social media optimization and creating online hotel awareness to drive revenue

� Gordon LiametzRevenue Performancewww.RevenuePerformance.com

Economic Stimulus Bonus for All AttendeesEconomic Stimulus Bonus for All Attendees

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Revenue Performance and HSMAI are pleased to offer today’s registrants one hour of free e-commerce consultation per registrant to include your choice of one of the following:

• Review your current monthly SEO/SEM reports

• Review how you can maximize your current SEO/SEM company’s online marketing of your hotel

• Review your current monthly SEO/SEM reports

• SEO opportunities with your stand alone website, your brand.com website, or your pay-per-click campaign

We have set aside one hour for each attendee. We ask for your patience as we fulfill the requests of the number of organizations that will take advantage of this offer.

To arrange your free economic stimulus one hour consultation call 407-909-9036 x1021 or e-mail gordon@revenueperformance.com.

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Upcoming HSMAI University ProgramsUpcoming HSMAI University ProgramsVirtual Resort Strategy Virtual Resort Strategy

ConferenceConferenceMonday, May 4Monday, May 4thth

The Voice of the CustomersThe Voice of the Customers

Wednesday, May 6Wednesday, May 6thth

The Case for Innovating NowThe Case for Innovating Now

Monday, May 11Monday, May 11thth

Emerging Lifestyles and Travel Emerging Lifestyles and Travel

TrendsTrends

Wednesday, May 13Wednesday, May 13thth

Managing Group Sales Managing Group Sales

Contracts in a World Gone MadContracts in a World Gone Mad

Internet Marketing SeriesInternet Marketing SeriesTuesday, April 28Tuesday, April 28thth

Part 2: Online Resources to Drive Part 2: Online Resources to Drive

Group RevenueGroup Revenue

Tuesday, May 5Tuesday, May 5thth

Part 3: How to Target Group Part 3: How to Target Group

Revenue Through Email MarketingRevenue Through Email Marketing

Thursday, May 21Thursday, May 21stst

The Importance of Marketing The Importance of Marketing

Strategy in Challenging TimesStrategy in Challenging Times

Tuesday, July 7Tuesday, July 7thth

Where Are We Now?Where Are We Now?

Presented by Smith Travel Research Presented by Smith Travel Research

and PKF Consultingand PKF Consulting

All webinars are 2:00 All webinars are 2:00 –– 3:00 p.m. EST3:00 p.m. EST

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EvaluationEvaluation

� Please take a moment now to click on the Evaluationlink in the LINKS box and complete the evaluation.

� Be sure to click on “Submit” when you have completed the evaluation to send us your responses.

� Your comments & suggestions are very important to us, and they help us to provide you with quality programming.

TodayToday ’’s webinar is copyright 2009 by the Hospitality Sale s & Marketings webinar is copyright 2009 by the Hospitality Sale s & MarketingAssociation International with All Rights Reserved.Association International with All Rights Reserved.

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