2017tOP MARKETINGPLAN
ACTIVITIEs 2017
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 Falkensteiner Hotels & Residences and vcH-Hotels Deutschland. starting on the 01st January 2017 until 31st December 2017 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 2017
NEW IN 2017
eNLARGiNG PORtFOLiO OF MeRcHANt DistRiBUtiON PARtNeRs
Over the past years TOP INTERNATIONAL has enlarged its Merchant Partner Distribution list with various companies all over the world. With the fi rst signed co-operation with GTA/Kuoni over three years ago, the number of retail partners worldwide has risen to over 40 contracted agreements in the meantime with other partners. Because the technical paths are now set, in 2017 two additional international market leaders will follow. With HOTELBEDs, the biggest bed bank in the world and LAsTMINUTE.COM, long established travel site, two giant interface implemen-tations will be executed in the upcoming year.
tOPReZWeB iNteRNet BOOKiNG eNGiNe
staying ahead of the competition, setting new standards and closely following the technical developments is a hard task which requires an ongoing enhancement process. The relaunch of the topinternational.com was one of the fi rst steps in late 2016. In 2017 the new IBE (Internet Booking Engine) will follow. Customized layouts, intuitive booking step procedures, responsive design and fl exible rate calendars will push this turnover a further step ahead. Additionally an open API will allow every web designer to create their own look and feel according to the hotels website layouts. There will be no boundaries in sense of pre-programmed widgets where only colour codes can be changed.
UNDeRcUttiNG PARitY WitH tHe Nice PRice :-) RAte stRUctURe
Implementing the specifi c NICE PRICE :-) structure already lies three years back. This innovative rate is always lower than the offi cial public rate given to OTA´s and refl ects the hotels direct sell rate. This rate is only shown on topinternational.com and selected META sites. Next step is adding a so called dual mealplan structure for this rate and if wanted for any other rates like Daily rates, preferred rates or even company negotiated rates. Dual mealplan means that next to the mostly excluding breakfast loaded rates an separate copied over rate is set up and automa-ted adding the breakfast rate. This results in the fabulous feature that the eye catching rate is low due to being excluding breakfast, attracting potential bookers, and when coming to the booking process the option for an included breakfast rate is given. Past studies have proven that over 80% are choosing in this step to book the including breakfast rate.
NeW iN 2017 I 03
calendar activities/events location description visit stand
06. – 08. Jan
11. – 15. Jan
12. – 15. Jan
13. – 15. Jan
14. – 22. Jan
20. – 21. Jan
26. – 29. Jan
27. – 29. Jan
10. Jan
11. Jan
12. Jan
18. Jan
Mannheim
Utrecht
Vienna
Zwickau
Stuttgart
Potsdam
Zurich
Dresden
Frankfurt
Berlin
Cologne
Frankfurt
Stuttgart
Local end user fair
Dutch end user fair
Local end user fair
Local end user fair
Local end user fair
Public fair in shopping center
Local end user fair Switzerland
Local end user fair
Selecting the first batch of 10 hotels for uploading.
Setting the paths for an intensi-fied partnership with Germany´s most popular and successful tour operator, the DER Touristik.
Cleaning the electronic system and check-up for old, incorrect data.
Distribution strategies for the VCH key account booking system in the Akademie Hotel.
Distribution strategies for the VCH key account booking system in the Stadthotel Roemerturm.
Distribution strategies for the VCH key account booking system in the mainhaus Hotel.
Distribution strategies for the VCH key account booking system in the Wartburg Hotel.
Reisemarkt Rhein-Neckar-Pfalz
Vakantiebeurs
Ferien Messe Wien
Reise & Freizeit
C.M.T.
Reisebörse
Fespo
Dresdner ReiseMarkt
Phase I hotelbeds implementation
Strategic meeting DERtour
TOPREZ cleanup
Distribution meeting
Distribution meeting
Distribution meeting
Distribution meeting
activities 2017
january
04 I Activities 2017
calendar activities/events location description visit stand
X
23. Jan
30. – 31. Jan
02. – 05. Feb
06. – 07. Feb
08. – 12. Feb
11. – 12. Feb
22. – 23. Feb
22. – 26. Feb
23. – 25. Feb
Weimar
Thuringia
Duesseldorf
Brussels
Berlin
Hamburg
Utrecht
London
Munich
Nuremberg
Distribution strategies for the VCH key account booking system in the Hotel Amalienhof.
Sales drive action with selected VCH-Hotels
Combining the Sales forces of TOP and VCH
Mark this date for the most im-portant figures for Sales action.
Individual tracking pixel implementation in new TOP-Connect IBE completed.
Distribution brochure -Meetings & Incentive- to conference and seminar organizers.
TOP Hotels guarantee 10% off BAR dynamic pricing plus 10% commission for consortia emailing.
Belgian local end user fair
German hoteliers meet and discuss future trends
Local end user fair
Dutch local end user fair
International corporate and conference organizers trade fair
Local end user fair
Meeting and seminars for Christian company heads and exchange of thoughts on various values in Christian leadership roles.
Distribution meeting
Sales Drive
Sales Meeting
Yearly company turnover request
IBE Tracking Pixel
Distribution brochure -Meetings & Incentives-
DistributionTOP Guide 2017
Consortia Check up
Salon des Vacances
German Hotel Congress
Reisen
Fiets en Wandelbeurs
Business Travel Show
free Freizeitmesse
Congress Christian Leadership
X
activities 2017
january
Activities 2017 I 05
february
calendar activities/events location description visit stand
01. – 02. Feb
06. Feb
09. Feb
14. – 15. Feb
Magdeburg
Dresden
Stuttgart
Berlin
Sales drive action with selected VCH-Hotels
Sales drive action with selected VCH-Hotels
Presenting VCH Hotels as service partner for Group- and Individual Travel to potential clients.
Presenting VCH Hotels as service partner for Conference- and Seminar-organizers.
Updating the tracking pixel on OPEN Hospitality booking confirmation site.
New package booking tool will be finalized and pushed live on TOP Internationals own website.
How important is a straight commission clearing procedure? Information distribution with our partner ONYX.
Official announcement to all con-sortia connected travel agencies that TOP / TOP CCL Hotels are live and bookable on the electronic systems.
Part I covers the reminder for the AARO – Annual Availability Roll Over. A 360 days ahead inventory and rates technique.
Mailing to all hotels, checkingcompany rates loadings and following TOPREZ clean up.
Aggressive development acquisiti-on action for attending hoteliers and hotel owners to the ITB 2017.
X
X
Sales Drive
Sales Drive
Business Lunch
Business Lunch
Google Analytics TOP-Connect
Packaging tool
Kick off ONYX
-Ready to book- consortia mailing
Re-inventing the rate structure part I
Company rates loading check
ITB development
activities 2017
february
06 I Activities 2017
activities 2017
Activities 2017 I 07
calendar activities/events location description visit stand
march
Mannheim
Berlin
Karlsruhe
Moscow
Nuremberg
Freiburg
Hamburg
Gothenburg
Berlin
Duesseldorf
LOCATIONS
ITB fair
Rehab
M.I.T.T. fair
Freizeit Garten Messe
Ferienmesse
INTERNORGA
TUR fair
Dynamissio 2017
Beauty Fair
Consortia 2nd round
Wellness Winning Game
Content update
FIT Reisen
07. Mar
08. – 12. Mar
11. – 13. Mar
14. – 16. Mar
15. – 19. Mar
17. – 19. Mar
17. – 21. Mar
tba
23. – 25. Mar
31. Mar – 02. Apr
X
X
X
X
X
Conference organizers trade fair
International travel trade and end user fair. Meeting point for all hoteliers and possibility of appointment scheduling on our stand.
Trade fair specialized on reha-bilitation, integrative and care studies and techniques.
Russian outgoing fair. In cooperation with ALPHA Travel Consultants, Berlin
End user fair
Local end user fair
Food, beverage and kitchen equipment exhibition
Leading tourism and travel trade fair in Scandinavia
Gathering and workshops of di-verse Christian groups, churches and townships throughout Germany.
Wellnessfinder.com in co-opera-tion with THALGO Cosmetics
Last chance to be included in the preferred programs.
Production of flyer and roll up for winning game and wellness-letter subscribers.
New database for hotel picture distribution
Combination of advertisement campaigns focused on Well-nessfinder.com online bookable packages.
calendar activities/events location description visit stand
activities 2017
march
08 I Activities 2017
Weimar
Stuttgart
Frankfurt
Duesseldorf
Milan
Dubai
Bonn, Cologne, Dusseldorf
Rhetoric Seminar
VCH Promotion
Phase II hotelbeds implementation
Recap of strategic meeting DERtour
White Label CM
Beauty Fair
BIT fair
ATM – Arabian Travel Market
Development TOP
Company contracting
Quarterly company turnover request
Sales Drive
Post departure emails
14. – 15. Mar
16. Mar
31. Mar – 02. Apr
02. – 04. Apr
24. – 27. Apr
04. – 06. Apr
X
X
Success with professional rhetoric and communication skills
Invitation for key accounts region Stuttgart
Selecting the second batch of 20 hotels for uploading.
How have the action points impro-ved the business for the DER City-Breaks Unlimited program so far.
Technical testing starting for the implemented channel manager solution powered by TOPs own system.
Wellnessfinder.comin co-operation with THALGO Cosmetics
Travel trade professional and end user fair in Italy
Travel trade professional fair in Saudi Arabia
“Success by TOP” advertisement series ctd.
Empowering sales leads and un-solicited bids for 2018 via Lanyon market leads.
Mark this date for the most important figures for Sales action.
Sales drive action with selected VCH-Hotels
Together with our good partner IIq – check sending out review mails to IBE bookings.
april
calendar activities/events location description visit stand
activities 2017
april
may
Activities 2017 I 09
X
X
07. – 09. May
16. – 18. May
24. – 28. May
02. – 03. May
16. – 17. May
X
X
Phase III hotelbeds implementation
Consortia commission
RATEINFORMATION
Wellnessletter
GTM –German Travel Mart
IMEX fair
Dt. Ev. Kirchentag
TOP packages
HRG Travel Kick off Meeting
Sales Drive
Sales Drive
Phase I lastminute.com implementation
Expedia Renewal
Trivago enhanced version
Nuremberg
Frankfurt
Berlin
tba
Frankfurt a.M.
Berlin
Selecting the second batch of 40 hotels for uploading.
Marketing action to the biggest consortia partners worldwide and showing the best commission pro-cessing hotels to their agents.
Changing the structure and sending of the RATEINFORMATION to the hotels.
Special spa and wellness offers for bank holidays
Germany incoming leisure business fair. Limited number of co exhibitor spaces available
International trade fair for conference- / seminar organizers
Biggest public fair of German protestants
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.
Sales drive action with selected VCH-Hotels
Sales drive action with selected VCH-Hotels
Selecting the second batch of 10 hotels for uploading.
New transaction fee and mark-up discussion on different markets.
Upgrading to the new connectivity with more detailed data per hotel and rate.
calendar activities/events location description visit stand
activities 2017
june
10 I Activities 2017
Dublin
Kiel
tba
Düsseldorf
Frankfurt
HEDNA meeting
Kieler Woche
BCD Travel Kick off Meeting
Rate / Hotel Information 2018
Preperation Company negotiations
Distribution of corporate company turnovers
Sales-Meeting
Requalification 2018
DER Corporate Kick off Meeting
Base rate
Check24.com partnership
New payment optionsTOP–connect
13. – 15. Jun
17. – 25. Jun
tba
X
X
X
System meeting with chief executive of travel industry
Local end user fair
Presentation on the upcoming RFP season for the BCD consortia program.
Collection of rates for 2018
Outlining and selection of key account companies.
Distribution of turnover statistics to corporate clients
1/2 year review of Corporate sales staff
Requalification for existing com-panies and new company acquisi-tion based on hotel feedback and figures.
Introduction on the upcoming RFP season for the DER corporate programs.
Turning around the internal rate strategy and set-up. No longer calculating down to the base rate, rather marking up for portals and OTAs.
Launching a new exciting partner-ship with Germany´s largest price comparison site.
Paypal, bitcoins and bank transferal as payment options
calendar activities/events location description visit stand
activities 2017
Activities 2017 I 11
X
X
04. – 05. Jul
13. Jul
31. Jul
10. – 11. Jul
17. – 18. Jul
Cologne
Stuttgart
Munich
Switzerland
RDA Workshop
LOCATIONS
Consortia Selection 2018
Wellnessletter
Company contracting
Corporate company turnover requests
WF packages
Sales Drive
Sales Drive
Phase II lastminute.com implementation
Newsletter system
Meeting Market
Coach- and bus organizer travel trade fair
conference organizers trade fair
Hotel selection on various consortia participation for 2018
Special spa and wellness offers for summer
RFP season 2018 starts.
Turnover request of the top companies for preparation of the negotiations 2018.
Update of existing and new online bookable packages for wellnessREZ properties.
Sales drive action with selected VCH-Hotels
Sales drive action with selected VCH-Hotels
Selecting the second batch of 20 hotels for uploading.
Enhancing the newsletter system and deploying to partners.
Implementing the EXPEDIA Mee-ting market online conference tool in the conferencefinder.com site.
july
calendar activities/events location description visit stand
activities 2017
august
12 I Activities 2017
05. Aug
20. – 21. Sep
tba
29. Sep – 01. Oct
04. – 05. Sep
20. – 21. Sep
Illuminating event in the monastery of Druebeck.
Update of existing packages for yearly fee properties.
New features on the TOP website, such as responsive, movie databases, interactive features.
Selecting the second batch of 40 hotels for uploading.
Partnering with beauty24.com in a trial period.
TOPs commission clearing system will enable the payment by credit card functionality.
Conference-/Seminar organizer fair
B2B congress for hotels, travel agents, airlines and OTA´s
Exchange thoughts with professi-onals in spa treatments in order to optimize distribution of wellness and spa services.
TOP/TOP CCL hotels send their input and requests for the planning 2018.
Sales drive action with selected VCH-Hotels
Success with professional rhetoric and communication skills
Druebeck
Basel
Essen
Stegersbach
Hamburg
Berlin
Romantic Night
WF packages
Revamping TOP website
Phase III lastminute.com implementation
Wellness in the summer
ONYX credit card
Swiss Office Management
fvw Congress
SpaCamp
Preparation -Marketing Plan 2018-
Sales Drive
Rhetoric Seminar
X
september
calendar activities/events location description visit stand
activities 2017
september
Activities 2017 I 13
Google Analytics TOP-Connect
GTA/Kuoni renewal
Company contracting
DER CBU 2018
Wellnessletter
Reha Care
Quarterly company turnover request
Wellnessfinder update
Preparation brochure - TOP Hotel Directory 2018 -
Merchant marketing
Consortia Check up
Picture update
04. – 07. Oct
Frankfurt
Duesseldorf
Analyzing and reconsidering the customer journey tracking information.
New merchant structure and margin discussion for 2018. Trial year is over.
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.
end user fair
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 2018 -
Preparation of various marketing actions with Merchant partners.
TOP Hotels guarantee 10% off BAR dynamic pricing plus 10% commissi-on for consortia emailing.
Covering all Meta Search sites like holidaycheck, trivago, tripadvisor.
october
calendar activities/events location description visit stand
activities 2017
14 I Activities 2017
WTM - World Travel Market
Consozial
LOCATIONS
Touristik & Caravaning
IBTM
Kick off Meeting PEGS 2018
Sales Requalification
Company contracting
Calendar mailing
VCH Year End Promotion
Rebranding wellnessfinder.com
Conferencefinder.com
06. – 08. Nov
08. – 09. Nov
09. Nov
22. – 26. Nov
tba
tba
X
X
X
London
Nuremberg
Frankfurt a. M.
Leipzig
Barcelona
Birmingham
Berlin
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
Strategy, structure, enhance-ments and planning 2018 with our technology provider PEGASUSsolutions.
Check up with accepted / rejected company selections.
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.
Combined client invitation of Hotel Morgenland and VCH Sales accounts
Website and look and feel undergo a complete rebranding in fresher look and feel.
Collecting facts and figures for the conferencefinder.com portal 2018.
calendar activities/events location description visit stand
activities 2017
Activities 2017 I 15
Santa Clause Sales Drive
Wellnessletter
Sales Meeting
Google Analytics TOP-Connect
explanation
tba various destinations
Dusseldorf
Sales Drive Action VCH-Hotels
Newsletter send to over 20.000 registrars
Sales round up of the results in 2017 and projection 2018.
Retargeting action with selected properties and destinations, based on tracking.
december
New in 2017
Exclusively Wellnessfinder.com
in cooperation with FALKENSTEINER Hotels
in cooperation with VCH-Hotels
-
THE PARTNERs
Conferencefi nder.com lists extraordinary
conference hotels, conference centres
and event locations, serving as a preferred
planning tool for seminar and event orga-
nisers. simple enquiry options and stan-
dardised offer retrieval enable easy com-
parisons and decisions for the perfect
choice. As well as the online function, a
personal conference service offering
advice and assistance is also available to
customers at no cost. Planning and
booking events cannot be any easier!
TOP INTERNATIONAL takes over well-
nessfi nder.com, one of the leading inter-
net platforms in German speaking Euro-
pe. The outstanding placement in search
engines under the criteria wellness is
used by over 100 hotels, carefully se-
lected and upmarket properties, for ad-
ditional marketing activities in the well-
ness segment and to offer their specifi c
services and packages.
VCH-Hotels (Association of Christian Ho-
telkeepers e.V.) has been in existence for
over 110 years. The partner hotels of this
association represent the mindset of
Christian hospitality, social engagement
and fair trade. These attributes are re-
fl ected in the VCH slogan „On the road
and yet at home“. The 3 and 4 stars ho-
tels as well as the monasteries with their
offerings of culture, meeting places and
vacation packages are open to a wide
variety of guests. These criteria are all re-
presented in the partnership of TOP In-
ternational and VCH-Hotels.
R
powered byTOP INTERNATIONALHOTELS & CORPORATE PARTNERS
16 I tHe PARtNeRs
”Welcome Home“ is not a slogan to
us, but our mission to make you feel
at home during your holiday in one of
more than 30 Falkensteiner Hotels & Re-
sidences in Austria, Italy, Croatia, slova-
kia, serbia and the Czech Republic. From
the mountains to the sea, from hiking to
luxury, from the spa to the golf course,
be it just for two or as a family, enjoy a
dream holiday in our 4- and 5-star ho-
tels. Experience a unique combination
of alpine tradition and the southern way
of life.
„Human in focus – hospitality is our passi-
on“. The Günnewig hotels and restau-
rants are a privately owned group with al-
most 70 years of tradition. All Günnewig
Hotels, 3- and 4-star city and business ho-
tels, are centrally located. Whether you are
an individual traveler or a business guest,
you will enjoy the familiar and individual
character as well as the attentive service.
In addition to the hotels, Günnewig also
operates the Top 180 restaurant and the
Bar & Lounge M 168 in the Rheinturm, the
tallest building in Düsseldorf, as well as the
Opera Restaurant & Lounge in Chemnitz.
Hotels in Germany and Europe who sub-
scribe to the idea of including people with
disabilities, have joined together in the
Embrace Hotels Alliance. Their services fo-
cus on the special qualities and individual
needs of their guests and their emplo-
yees. In this way Embrace Hotels contri-
bute to a social paradigm shift that recog-
nises human differences as normal, and
believes that living and working condi-
tions must take these differences into ac-
count. Welcome as a guest – welcome as
a person!
tHe PARtNeRs I 17
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.
Layout 2017
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