tOP MARKETINGPLAN 2018upload.topccl.de/Kataloge/TOP-Marketingplan-2018/...NEW IN 2018 WeB BAseD...

2018tOP MARKETINGPLAN

Marketingplan_2018_14_12.indd 1 20.12.17 12:53

ACTIVITIEs 2018

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 and embrace Hotels. starting on the 01st January 2018 until 31st December 2018 the activity plan includes a lot of activities which will be organized for the fi rst time.

HOW DOes tHe HOteL WORK WitH tHe ActivitY PLAN

The structure of TOP INTERNATIONAL Hotels asks for certain fl exibility, therefore, changes in the time schedule might occur. In order to make the use of the marketing plan more effi ciently, 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 Offi ce 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 2018


http://www.topinternational.com/


NEW IN 2018

WeB BAseD iNteRActive DAtABAse iMPLeMeNtAtiON

It took over one year to create a web based information database tool, which is able to fulfi l all needs of the TOP Hotels and the TOP Head Offi ce. It connects this database with an in-house hosted centralized datacentre. No more need to fi ll in numerous forms year over year for the hotels. starting 2018 this will be done once and from that time information just needs to be updated and amended when needed. It is a huge step TOP has taken, to ease the year round information requests and queries. The database will be a living tool and enhanced in duration of the years.

evALUAtiON OF cONsORtiA PARticiPAtiON

Every three years TOP INTERNATIONAL is doing an evaluation of consortia partners. This means that the existing partnerships will be enlarged with consortia companies, which are not in the offi cial participation form of the hotels. The TOP Head Offi ce will pick for each of the 10 additional consortia a handful of properties; match them with the individual feeder market and travel statistics of the consortia and participate in the programs. All costs for participation are handled by the TOP offi ce. Until the middle of 2018 detailed production reports will be pulled out of the TOPREZ system, to see how the booking fi gures are increasing, decreasing or being stable. With this information the consortia participation form for 2019 may be enlarged or kept as it is currently.

tOPReZ UPGRADe

2018 will again be a technology upgrade focused year. As per 2017 TOPs website and own online booking system, TOP-connect, were relaunched. Those so called front end systems had immediate effects on usability, traffi c, rising turnover and market penetration. 2018 the back end system TOPREZ, provided by our long lasting partner Pegasussolutions, will undergo not only a facelift, but also an technology enhancement. TOP INTERNATIONAL as being a long and valued partner from Pegasus we are in the project team and will give our thoughts, feedback and comments on the upcoming programming of TOPREZ. Main aim is the functionality and ease for hotels, respec-tively for the numerous channel managers, which can then be easier connected.

NeW iN 2018 I 03


calendar activities/events location description visit stand

05. – 07. Jan

10. – 14. Jan

11. – 14. Jan

12. – 14. Jan

13. – 21. Jan

24. – 28. Jan

25. – 28. Jan

26. – 28. Jan

29. – 30. Jan

16. – 17. Jan

22. – 23. Jan

Mannheim

Utrecht

Vienna

Zwickau

Stuttgart

Kassel

Zurich

Dresden

Berlin

Wienhausen

Thuringia

Local end user fair

Dutch end user fair

Local end user fair

Local end user fair

Local end user fair

VCH Hotels attending one of the biggest health and well-being congress for christians

Local end user fair Switzerland

Local end user fair

German hoteliers meet and discuss future trends

Housekeeping in integrative hotels. Seminar organized by or partner Embrace Hotels and hosted by the Embrace Hotel am Kloster.

Sales drive action with selected VCH-Hotels

New merchant partner is ready for implementation. Fastpayho-tels only works with non-refund and non-cancelable rate. Selected destinations only.

Evaluation of the turnover through Lufthansa City Center travel agencies and targeted mai-ling to hotels with high potential for participation. German hotels only.

Enhanced agreement with VFM Leonardo for picture and mul-timedia content on the TOP website.

X

X

X

Reisemarkt Rhein-Neckar-Pfalz

Vakantiebeurs

Ferien Messe Wien

Reise & Freizeit

C.M.T.

Christian Health Congress

Fespo

Dresdner ReiseMarkt

German Hotel Congress

Embrace Housekeeping

Sales Drive

Fastpayhotels

LCC program

Media Database

activities 2018

january




01. – 04. Feb

08. – 10. Feb

tba

07. – 11. Feb

09. – 10. Feb

11. – 13. Feb

21. – 22. Feb

21. – 25. Feb

27. Feb

28. Feb – 04. Mar

X

activities 2018

january

Activities 2018 I 05

february

Cleaning the electronic system and check-up for old, incorrect data.

Layouting and training on new Wellnessletter system, which give deeper insights of customer usage of the newsletter

Mark this date for the most im-portant figures for Sales action.

Distribution brochure -Mee-tings- to conference and seminar organizers.

TOP Hotels guarantee 10% off BAR dynamic pricing plus 10% commission for consortia emailing.

Belgian local end user fair

Gathering and congress with workshops of an independent and transconfessional network.

Leading tourism and travel trade fair in Scandinavia

Local end user fair

Public fair in shopping center

Travel trade professional and end user fair in Italy

International corporate and conference organizers trade fair

Local end user fair

Conference organizers trade fair

End user fair

Brussels

Dortmund

Gothenburg

Hamburg

Potsdam

Milan

London

Munich

Mannheim

TOPREZ cleanup

Wellnessletter tool

Yearly company turnover request

Distribution brochure-Meetings 2018-

DistributionTOP Guide 2018

Consortia Check up

Salon des Vacances

Willow Creek

TUR fair

Reisen

Reisebörse

BIT fair

Business Travel Show

free Freizeitmesse

LOCATIONS

Freizeit Garten Messe



19. – 22. Feb

22. Feb

28. Feb

Braunschweig/Hanover

Mainz

Muenster


Integrating handicapped people within a hotel in daily business. Seminar organized by or partner Embrace Hotels and hosted by the Embrace Hotel INNdependence.

Working with handicapped people and overcoming hurdles. Seminar organized by or partner Embrace Hotels and hosted by the Embrace Hotel am Wasser-turm.

One of the most powerful meta search engines will implement their tracking pixel within the TOP booking engine.

Newsletter in cooperation with TOP´s exclusive US-based con-sortia ABC Corporate Services is send to 50.000 North American agencies.

After years of waiting, the connection with OPODO and its mother company eDreams was fi-nally programmed to our TOPREZ system. The implementation of the properties will follow step by step.

Requesting the hotels to send so called Add-ons for OVIBE booking engine. Add-ons are additional services and amenities the guest may book within the booking process. Add-ons range from additional breakfast over to well-ness treatments and helicopter round trips.

Official announcement to all con-sortia connected travel agencies that TOP / TOP CCL Hotels are live and bookable on the electronic systems.

Sales Drive

Embrace Seminar

Embrace Seminar

Trivago Tracking Pixel implementation

Independently ABC Newsletter

eDreams implementation

OVIBE Add-ons

-Ready to book- consortia mailing

activities 2018

february



activities 2018



february

Utrecht

Berlin

Berlin

Duesseldorf

Hamburg

Moscow

Freiburg

Essen

Essen

Company rates loading check

ITB development

Fiets en Wandelbeurs

ITB fair

Handicapped Travel Day

Beauty Fair

INTERNORGA

M.I.T.T. fair

Ferienmesse

e-Commerce and customer reviews

e-Commerce and customer reviews

Consortia 2nd round

Wellness Winning Game

03. – 04. Mar 07. – 11. Mar

09. Mar

09. – 11. Mar

09. – 13. Mar

13. – 15. Mar

16. – 18. Mar

27. Mar

28. Mar

X

X

X

Mailing to all hotels, checkingcompany rates loadings and following TOPREZ clean up.

Aggressive development acquisi-tion action for attending hote-liers and hotel owners to the ITB 2018.

Dutch local end user fair

International travel trade and end user fair. Meeting point for all hoteliers and possibility of appointment scheduling on our stand.

Workshops and seminars about handicapped travel, future per-spective and chances for hotels, agencies and portals.

Wellnessfinder.com in co-opera-tion with THALGO Cosmetics

Food, beverage and kitchen equipment exhibition

Russian outgoing fair. In cooperation with ALPHA Travel Consultants, Berlin

Local end user fair

Beginner. Seminar organized by or partner Embrace Hotels and hosted by the Embrace Hotel Franz.

Professionals. Seminar organized by or partner Embrace Hotels and hosted by the Embrace Hotel Franz.

Last chance to be included in the preferred programs.

Production of flyer and roll up for winning game and wellness-letter subscribers.

march


http://wellnessfinder.com/


activities 2018

march


Frankfurt a. M.

Nuremberg

Dubai

Berlin

Berlin

HBSI implementation

Recap of strategic meeting DERtour

Trivago Express Booking

WerkstättenMesse

ATM – Arabian Travel Market

Embrace seminar

Sales Drive

Finalizing media update

W2M Implementation

Development TOP

Quarterly company turnover request

18. – 21. Apr

22. – 25. Apr

12. Apr

23. – 25. Apr

X

X

The first multi-channel API is certified and successfully tested. Selected properties may chose from various channels/portals who they would like to connect.

How have the action points impro-ved the business for the DER City-Breaks Unlimited program so far.

TOP is starting to use the trivago front end for its booking engine. This will combine the technically high end developed system of Pe-gasusSolutions with the knowledge on user experience of trivago´s marketing team.

Public fair for handicapped people and integration into daily business and workflow.

Travel trade professional fair in Saudi Arabia

Pricing; How to find the right structure. Seminar organized by or partner Embrace Hotels and hosted by the Embrace Hotel Grenzfall.


Multimedia content must be com-pleted by this time. VFM Leonardo will use the TOP website as refe-rence for other hotel chains and co-operations.

Another retail partner which is scheduled to be ready for connec-tion via Dhisco/PegasusSolutions. Due to being a push model this will require at least ½ year of imple-mentation phase.

“Success by TOP” advertisement series ctd.

Mark this date for the most important figures for Sales action.

april



activities 2018

april

may


X

X

06. – 08. May

09. – 12. May

15. – 17. May

15. May

X

X

2nd round Consortia

DotW promotion

Wellnessletter

GTM –German Travel Mart

German Catholic Convention

IMEX fair

Embrace seminar

TOP packages

HRG Travel Kick off Meeting

RATEINFORMATION 2019 reloaded

Lanyon Market leads

Call Centre Module

Dresden

Muenster

Frankfurt a. M.

Mainz

tba

Properties, which have missed the 1st round in August have the chance to participate in the global leading travel agency chains.

Certain destinations qualify for a special promotion action with one of the biggest wholesalers based in Dubai, UAE – Destinations of the World.

Special spa and wellness offers for bank holidays

Germany incoming leisure business fair.

Ten thousands of Catholics and other believers from Germany and from all over the world come toge-ther to discuss, pray and celebrate.

International trade fair for conference- / seminar organizers

How to establish an integrative ho-tel project.Organized by or partner Embrace Hotels and hosted by the Embrace Hotel INNdependence.

Getting ready for the summer. Collecting and loading packages for TOP properties on TOP.com.

Presentation on the upcoming RFP season for the HRG consortia program.

Stunning new format of the RATE-INFORMATION. Web based forms with direct connection to the TOP in-house database.

Selecting possible potential hotels for Lanyon Market Leads. Done by TOP in cooperation with Lanyon.

New Call Centre Modul for reserva-tion agents will be implemented. This shall ease bookings from guest via phone into the TOPREZ system.


http://top.com/


activities 2018

june


Lisbon

Kiel

Dortmund

North Rhine Westphalia

Frankfurt

tba

X

HEDNA meeting

Kieler Woche

Dt. Ev. Kirchentag

Sales Drive

DER Corporate Kick off Meeting

BCD Travel Kick off Meeting

Rate / Hotel Information 2019

Preperation Company negotiations

Distribution of corporate company turnovers

Requalification 2019

Lastminute.com

Rate comparison system

04. – 06. Jun

16. – 24. Jun

19. – 23. Jun

04. – 07. Jun

tba

X

X

X

System meeting with chief executive of travel industry

Local end user fair

public fair of German protestants


Introduction on the upcoming RFP season for the DER corporate programs.

Presentation on the upcoming RFP season for the BCD consortia program.

Collection of rates for 2019

Outlining and selection of key account companies.

Distribution of turnover statistics to corporate clients

Requalification for existing com-panies and new company acquisi-tion based on hotel feedback and figures.

Starting to upload the first hotels into this new connectivity partner interface.

Online real time rate comparison system new version. The successful Liverate tool will be launched in TOP´s own booking engine.


http://lastminute.com/


activities 2018


X

X

03. – 04. Jul

12. Jul

09. – 11. Jul

31. Jul

Cologne

Stuttgart

Stuttgart

tba

RDA Workshop

LOCATIONS

Sales Drive

Corporate company turnover requests

Consortia Selection 2019

Wellnessletter

Company contracting

WF packages

OVIBE 2.0

½ year Cvent/Lanyon meeting

Coach- and bus organizer travel trade fair

conference organizers trade fair


Turnover request of the top companies for preparation of the negotiations 2019.

Hotel selection on various consortia participation for 2019.

Special spa and wellness offers for summer

RFP season 2019 starts.

Update of existing and new online bookable packages for wellnessREZ properties.

Relaunch of the Online Booking System of TOP. New features and interactive usability.

Meeting with colleagues of the in-dustry to discuss about open issues with RFP system handling.

july



activities 2018

august


20. – 22. Aug

18. – 19. Sep

26. – 29. Sep

03. – 06. Sep


Update of existing packages for yearly fee properties.

1st year of our partnership. Turno-ver analysis and contract renewal discussion.

Newsletter in cooperation with TOP´s exclusive US-based consortia ABC Corporate Services is send to 50.000 North American agencies.

B2B congress for hotels, travel agents, airlines and OTA´s

End user fair and congress focusing on rehabilitation and care.


Relaunch of new layout of the well-ness portal of TOP.

Uploading of new statistics and market insights with basic data of PegasusSolutions

The second multi-channel API is certified and successfully tested. Se-lected properties may choose from various channels/portals who they would like to connect.

TOP/TOP CCL hotels send their input and requests for the planning 2019.

Dresden, Leipzig

Cologne

Duesseldorf

Hamburg, Schwerin, Greifswald

Sales Drive

WF packages

Hotelbeds partnership

Independently ABC Newsletter

fvw Congress

Reha Care

Sales Drive

Wellnessfinder.com

PEGS Business Intelligence

DERBYSOFT implementation

Preparation -Marketing Plan 2019-

X

september




activities 2018

september


Company contracting

DER CBU 2018

Wellnessletter

mbt Meetingplace

SpaCamp

Sales Drive

Quarterly company turnover request

Wellnessfinder update

Preparation brochure - TOP Hotel Directory 2019 -

Merchant marketing

Consortia Check up

ONYX commission clearing

AirPlus partnership

PegasusSolutions renewal

25. Oct

tba

15. – 16. Oct

Frankfurt

Basel

Fulda

Berlin

RFP season 2018 and renegotiations ongoing

Selection of DER City Breaks Unlimited Hotel participation for 2018. Exclusively for TOPREZ full members.

Newsletter send to over 20.000 registrars.

Conference-/Seminar organizer fair

Exchange thoughts with professi-onals in spa treatments in order to optimize distribution of wellness and spa services.


Mark this date for the most impor-tant figures for Sales action.

Updating pricing Wellness-finder.com media and banner ads.

Start: Collecting information for the - TOP Hotel Directory 2019 -

Preparation of various marketing actions with Merchant partners.

TOP Hotels guarantee 10% off BAR dynamic pricing plus 10% commissi-on for consortia emailing.

Next generation of commission payment models. Upcoming enhan-cements to ease sorting commission claims.

Getting more hotels on board of this payment method especially customized for company travel expenses and MICE business.

Every third year the contracts with our provider must be renewed. The first negotiations start in October to finalize a mutual agreement by the next years coming ITB trade fair in Berlin.

october


http://finder.com/


activities 2018


WTM - World Travel Market

Consozial

LOCATIONS

Touristik & Caravaning

IBTM

Sales Drive

VCH General Assembly

Sales Drive

Kick off Meeting PEGS 2019

Company contracting

Calendar mailing

Booking.com connection

Travelport Exclusive Program

tba

07. – 08. Nov

tba

21. – 25. Nov

27. – 29. Nov

05. – 06. Nov

19. – 20. Nov

28. – 29. Nov

X

X

X

London

Nuremberg

Frankfurt a. M.

Leipzig

Barcelona

Munich

Pforzheim

Hanover

Birmingham

november

International travel trade and end user fair. Meeting point for all hoteliers and possibility of appointment scheduling at our stand.

Local end user fair

Conference organizers trade fair

Local end user fair

International trade fair for conference- / seminar organizers


Yearly meeting of VCH member hotels with partners and colleagues.


Strategy, structure, enhance-ments and planning 2019 with our technology provider PEGASUSsolutions.

First acceptances / rejections are going out to the hotels.

1.000 desktop calendars mailing to partners, clients and potential clients from the TOP Head Office.

New interface with booking.com di-rectly to TOPREZ. Great possibilities for TOP Hotels.

Summarizing the results of this 2018 newly implemented program for our hotels. Program is aimed to all agencies which are using either Worldspan or Galileo as GDS boo-king system.


http://booking.com/

http://booking.com/


activities 2018


Santa Clause Sales Drive

Wellnessletter

Sales Meeting

Years end consortia recap

explanation

05. – 06. Dec Berlin

Duesseldorf

Duesseldorf


Newsletter send to over 20.000 registrars

Sales round up of the results in 2018 and projection 2019.

10 soft consortia have been chosen for selected hotels to test a partici-pation in the year 2018. The statistics are now analyzed in order to decide on an ongoing partnership or with-draw the paid participations.

december

New in 2018

Exclusively Wellnessfinder.com

in cooperation with Embrace Hotels

in cooperation with VCH-Hotels



-

THE PARTNERs

16 I tHe PARtNeRs

Das signum TOP vereint all die vorbild-

lichen Hotels, die einen besonders indivi-

duellen und freundlichen service bieten.

An ihrem Ort zählen sie zu den Besten der

jeweiligen Kategorie. sie alle werden

repräsentiert und sind Marketingpartner

einer der größten Hotelkooperationen in

Europa: TOP INTERNATIONAL Hotels.

Das Unternehmen repräsentiert Hotels in

Deutschland und Europas Metropolen.

Darüber hinaus ist die Gruppe Marketing-

partner von VCH-Hotels und Embrace

Hotels.

TOP City&CountryLine (TOP CCL) steht

für die Exklusiv-Linie von TOP INTERNA-

TIONAL. Unter dieser Marke fi nden sie

„Private First Class & Luxury Hotels“ in

Deutschland und im angrenzenden Euro-

pa. Häuser kompromissloser, regelmäßig

überprüfter Qualität. Jedes der privatge-

führten oder sich im Privatbesitz befi n-

denden TOP City&CountryLine Hotels der

3- und 4-sterne Kategorie überzeugt mit

Charme und Charakter. Ob ein städtetrip,

die Traumhochzeit, eine erfolgreiche

Tagung in einer großen Metropole oder

einfach entspannen am Meer – wir

machen es TOP!

Der Conferencefi nder.com listet außerge-

wöhnliche Tagungshotels, Konferenzzen-

tren und Eventlocations und dient als

bevorzugte Planungshilfe für seminar-

und Veranstaltungsorganisatoren. Ein-

fache Anfragemöglichkeiten und standar-

disierte Angebotseinholung erleichtern

die Vergleichbarkeit und Entscheidung für

die perfekte Auswahl. Neben der Online

Funktion steht den Kunden ein persön-

licher Tagungsservice kostenfrei mit Rat

und Tat zur seite. Einfacher kann man

keine Veranstaltung planen und buchen!


http://conferencefinder.com/

tHe PARtNeRs I 17

Mit seinen über 60 ausgewiesenen Well-

nesshotels im 4- und 5-sterne Luxusseg-

ment zählt der Wellnessfi nder zu einer

der führenden und attraktivsten Internet-

plattformen im deutschsprachigen Euro-

pa. Mit seinen handverlesenen Hotels,

welches jedes für sich zu einem der

besten seiner Kategorie gehört, ist der

Wellnessfi nder mit seinen exklusiven und

individuellen Wellnessarrangements inte-

ressant für den anspruchsvollen Wellness-

liebhaber. Egal ob Wellness für Zwei oder

ein entspanntes Wochenende mit der

besten Freundin, der Wellnessfi nder

wartet mit traumhaften Angeboten.

VCH-Hotels – Verband Christlicher Hote-

liers e. V. – gibt es seit über 110 Jahren.

Die Partnerhotels dieser Kooperation

verbindet neben der christlichen Gast-

freundschaft soziales Engagement und

faires Handeln. Dies fi ndet sich wieder

in dem VCH-Leitmotiv: „Unterwegs und

doch zu Hause“. sowohl die 3- und 4-

sterne Häuser als auch die Klöster mit

Kultur-, Tagungs- und Urlaubs-Angebo-

ten, öffnen sich einem breiten Gäste-

spektrum. Dafür steht die Partnerschaft

TOP INTERNATIONAL und VCH-Hotels.

Im Verbund der Embrace Hotels haben

sich Hotels aus Deutschland und Europa

zusammengeschlossen, die sich dem

Gedanken der Inklusion von Menschen

mit Behinderungen verschrieben haben.

Bei ihrem Angebot stehen die Besonder-

heiten und die individuellen Bedürfnisse

ihrer Gäste und ihrer MitarbeiterInnen im

Mittelpunkt. Die Embrace Hotels tragen

auf diesem Weg zu einem gesellschaft-

lichen Paradigmenwechsel bei, dass

menschliche Unterschiede normal sind

und Lebens- und Arbeitsbedingungen

dieser Unterschiedlichkeit Rechnung tra-

gen müssen. Als Gast willkommen – als

Mensch erwünscht!

R

powered byTOP INTERNATIONALHOTELS & CORPORATE PARTNERS


18 I tOPReZ NG

TOPREZ 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 profi t from our preferred partner agreements.


tOPReZ NG I 19

CONNECTs YOU TO THE WORLD

Preferred Partner connect your hotel to preferred partner websites and increase your listing position and market. samples:

DER City Breaks connect your hotel to Europe’s most comprehensive wholesaler City Breaks program.

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. special implemented rate structures ensure a high conversion ratio.


TOP INTERNATIONAL HOTELs GmbH, speditionstraße 15, 40221 Düsseldorf

T +49 (0)211 55 98 55-55, F +49 (0)211 55 98 55-54, [email protected]

www.topinternational.com, www.topccl-hotels.de, www.wellnessfinder.com

www.topinternational.com


mailto:[email protected]


http://www.topccl-hotels.de/

http://www.wellnessfinder.com/


tOP MARKETINGPLAN 2018upload.topccl.de/Kataloge/TOP-Marketingplan-2018/...NEW IN 2018 WeB BAseD...

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