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Presentation Agenda Session One: Best Practices for Maximising your Online Revenue (including Benchmarking Reports) Session Two: What’s New with Avvio Convert 4.0 Session Three: Avvio Connect – Our exciting new affiliate marketing solution Session One

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presentation agenda
Presentation Agenda

Session One: Best Practices for Maximising your Online Revenue (including Benchmarking Reports)

Session Two: What’s New with Avvio Convert 4.0

Session Three: Avvio Connect – Our exciting new affiliate marketing solution


Session One

Best Practices for Maximising your

Online Revenue

(including Benchmarking Reports)

maximising your online revenue
Maximising Your Online Revenue

In order to maximise the online revenue coming through your website you need to pay close attention to increasing the volume of traffic coming through your website while simultaneously optimising your websites conversion rate.

The following examples demonstrate the importance of simultaneously looking at these two key areas.

benchmark reports
Benchmark Reports

In order to help you evaluate your own performance online we have compiled an industry wide benchmark that looks at average performances for each of the following metrics –

  • Traffic
  • Website Effectiveness
  • Availability
  • Conversions Based on Availability
  • Overall Conversion Rate
  • Bookings
  • Revenue
conversion rate optimisation
Conversion Rate Optimisation

Conversion Rate Optimisation (CRO) is the latest in online marketing – how to maximise the rate at which you convert ‘lookers’ to ‘bookers.’

Maximising your conversion rate is arguably the most important aspect of your online marketing campaign. Improving your sites conversion rate has a positive impact on the volume of reservations coming through your website.

It is equally important to note that the return on investment you receive on all marketing campaigns (PPC, SEO, e-mail marketing and affiliate marketing) is dependant on your site’s conversion rate.

conversion rate optimisation18
Conversion Rate Optimisation

Your Websites conversion rate is dependant on three factors:

1. Does your site persuade your visitors to search for availability?

2. Do you return adequate availability?

3. Does your rate encourage a potential customer to make a purchase?

website effectiveness19
Website Effectiveness

Website Effectiveness

Your websites effectiveness is a measure of how effectively your site persuades a visitor to search for availability. From the benchmark report we looked at earlier you can see that the industry average for this stat Is 65%

How to Improve?

Website Quality – Does your website do its job – i.e. Make someone want to stay at your property.

Improved Booking Engine Integration – How easy is it for a user to search for availability

are you returning adequate availability
Are you returning Adequate Availability

The benchmark report shows that on average 77% of availability searches are returning availability.

The daily revenue report from Avvio will help you gauge the demand.

How to Improve?

  • Begin to move allocations from higher commission 3rd party websites to your own site
  • Monitor availability on a daily basis
  • Upload allocations released by third party sites to your own website
  • PMS Integration allows you to return real time availability
conversions based on availability21
Conversions Based on Availability

On average 3.79% of searchers who get returned availability for their desired date proceed to book

Several factors can influence this statistic:

Am I selling at the right rate?

Does the perceived quality of my website match the rate I am selling at?

Am I returning too many rooms – confusing user?

Am I displaying the right special offers?

Am I making it as easy as possible for potential customer to carry out booking.

increasing your traffic
Increasing Your Traffic

Traffic – Expanding the Reach of Your Site

There are a number of ways to expand your websites reach thus increasing the volume of traffic coming through your website.These techniques include:

  • Search Engine Optimisation and Link Building
  • Pay Per Click Marketing
  • E-mail Marketing
  • Affiliate Marketing

Search Engine Optimisation (SEO)

“The altering of a Web site, Web pages and links to Web sites and Web pages to improve visibility, rank and relevance in the organic, crawler-based listings of search engines.”

Source :

seo keyword research
SEO - Keyword Research

Choosing the Right Key phrases

Before you start optimising your website it is important to choose the best key phrases. Picking the right words has an impact on both the volume of traffic you can target and your site’s conversion rate.

There are a number of tools available to help you choose the best key phrases

Google Keyword Tool

seo techniques
SEO Techniques

Title Tag – This tag is shown in the blue bar at the top of each page of your site. It also is the title of your search engine listing. It is a very important SEO tool.

The Meta Keyword tag used to be an important SEO factor. Abuse of this tag has resulted in little or no relevance now been placed on it.

Meta Description Tag – Not a big SEO factor but it is displayed in your search engine listing. Needs to read well and persuade a browser to click on your listing.

seo techniques cont d
SEO Techniques Cont’d

Website Content – Your target key phrases should be included in the body of you text. This has a positive impact on your search engine positions

Alt Tags – Alt tags are tags that describe an image. They are a useful SEO tool when your navigation uses images instead of text. Inserting your key phrases here can help your SEO effort.

Age of Domain Name – The older the domain name the better. All new names are subject to Google’s sandbox

seo link building
SEO - Link Building

In recent years link building has become one of the key factors in determining your search engine rankings.

Important Link Building Factors include:

  • Your sites overall Link Popularity
  • The anchor text used in links pointing at your site
  • Internal linking
  • Relevance of Inbound links
  • Link Popularity of Linking Site
seo directories and link exchanges
SEO - Directories and Link Exchanges

Directory Submissions and Link Exchanges (aka Reciprocal Links)

Directory Submissions are a useful way to get one way links from good quality sites. Directories can either be free or paid. The Yahoo directory is the most famous directory out there. This has become a paid directory in recent years.

Exchanging links with local or relevant sites is another way to obtain links. This requires you to place a link on your site in exchange for a link on a link partners site.

pay per click marketing
Pay Per Click Marketing

Pay Per Click is a marketing system on the Web in which the advertiser pays when the user clicks on its advertisement and goes to its site

Note: Google Adwords is the most popular PPC Engine. Others PPC engine include Yahoo Search Marketing and Microsoft AdCentre.

ppc advantages
PPC Advantages

Pay Per Click campaigns can bring immediate traffic in a cost effective manner.

Bookings can be tracked, allowing you to see the ROI

It is also very flexible, you can change the way an advert is displayed or increase your budget instantly.

Campaigns can be targeted to specific geographical areas

Pay Per Click traffic will not be affected by Search Engine updates

Does not require any design or architectural changes on your website

creating a successful campaign
Creating a Successful Campaign

The Cost Per Booking achieved is the key success factor to a PPC campaign. The cost per booking is affected by your average cost per click achieved and your websites conversion rate.

By looking at how much an average booking costs you through a third party channel and your average booking value you can determine how much you can afford to spend per booking.

Cost of Booking through own site - €250 @ 4% = €10

Cost of Booking through third party - €250 @ 12% - €30

Max Cost Per Booking via PPC - €30 - €10 = €20

other marketing tools
Other Marketing Tools

E-mail Marketing

The practice of sending promotions, sales letters or newsletters by email.

Affiliate Marketing

The ability to drive traffic to your website while lowering on-line business delivery costs

Both of these will be discussed in more detail later in the presentation.

areas of expertise
Areas of Expertise
  • Search Engine Optimisation
  • Link Building
  • Pay Per Click Campaign Strategy and Management
  • Conversion Rate Optimisation
  • Revenue Reporting and Recommendations
  • Benchmark Reports
  • Quarterly Business Reviews

Our goal with Avvio Engage is to maximise your traffic and conversion rate. By doing this we make a serious impact on the volume of revenue coming through your hotel website.

For more information on Avvio Engage, see the leaflet included in your handouts or email


Session Two

What’s New with Avvio Convert 4.0

The Next Generation in Revenue Centered on-line Reservations

to be discussed
To Be Discussed
  • Convert 4.0 – The New Look and Feel….
  • Reservation Reporting
  • Site Analytics and Management Revenue Reporting
  • Online Voucher Sales plug-in
  • Industry specific email marketing with Avvio CRM (Customer Relationship Management)
  • Group Functionality such as option to book in your sister property.
  • Micro managing your rates, Length of Stay (LOS), Managing your special offers
  • Dynamic Packaging
  • Branded pre and post-stay email confirmations to customers
  • Corporate Reservations Module
  • Up and coming features….
new look and feel
New Look and Feel

Menu still appears on left hand side of screen, and tabs at top of screen.

Centralised login will give you access to all modules including our new Affiliate Marketing Solution, Avvio Connect

reservation reporting
Reservation Reporting

Located here

  • Ability to create reports based on a number of different parameters including dates, check in time, no of nights, no of bed nights etc.
  • Ability to export into Excel
site analytics
Site Analytics

Located here

  • Ability to see at a glance important details such as site visitors, queries on general availability, queries on special offer availability, Number of transactions.
  • Ability to take a snapshot on the future based on the current inventory wizard status
site analytics cont d
Site Analytics Cont’d
  • Also gives you the ability to view last failed queries, last 100 queries, and to view past revenue reports.
  • Next Revision of Revenue reports will include such details as the Distribution of Sales, a snap shot view of the Inventory Wizard. An example is included in your handouts.
online voucher sales
Online Voucher Sales

In order to ensure that you maximise all online revenue streams it is critical that your voucher functionality is switched on, which we can do directly for you.

It is possible to create as many different voucher types as you would wish to sell:- Dinner, Spa, general etc. It is possible to set them up so that a guest can purchase them in increments of 20, 50 or 100 Euro.

online voucher sales43
Online Voucher Sales

With the ‘Vouchers’ tab, you can see at a glance vouchers sold, pending vouchers, and active vouchers.

To Create a Voucher, go to Voucher setup. The following fields need to be populated:- Title, Dates from which the vouchers can be purchased online, Description, Terms, Limit as to how many you want to sell online, presented to, presented by, dedication text and increments in which the vouchers can be sold.

online voucher sales46
Online Voucher Sales

Example of how this looks on a client’s site:

Customers can also enter flexible voucher amounts and have them emailed to them as a PDF

avvio crm
Avvio CRM

Another product available in the Avvio suite is Avvio CRM – which allows you to send professionally designed e-campaigns to your guest database.

Client Example:

pre post stay emails
Pre- & Post- Stay Emails

This is a really effective way of welcoming your guest before they ever appear at your front desk and also ensuring that your property leaves long lasting memories by sending them an email after they depart thanking them for their stay.

You can also choose to use this marketing tool to entice them to book again by including a link to your up and coming special offers in your post-stay email.



group functionality
Group Functionality

Hotel Groups...No Availability....Search our sister property.

This feature allows your website visitors to search your sister property in the event that there is no availability in their initial search.

micro managing rates
Micro Managing Rates

Inventory Wizard…

This enables you to micro manage allocations, rates and availability as frequently as is required.

length of stay los
Length of Stay (LOS)
  • No arrival -This ensures that it is not possible to check in on that particular date.
  • Min LOS -This feature has now been extended to 7 nights.
  • Stay 2,3,4,5,7 – Example: Stay 2 means that the guest stays either the night before and that particular night or the night after and that night.
managing special offers
Managing Special Offers

Password Protecting/ Hiding Offers

You can hide a special offer so that it is only available to a target audience. Do this by password protecting the offer group and also by ticking on the hide box when setting up the offer so that it is not available to the general public.

This is especially useful for weddings for example where there is a pre-agreed room rate for the guests, and ensures that guests go online and reserve their own rooms thus reducing work for your Res staff.

dynamic packaging
Dynamic Packaging

This feature gives you the ability to execute an up-sell at the time of a guest booking. Typical up-sell items include room upgrades/ flowers/chocolates/hotel transfers/champagne. Example:

dynamic packaging55
Dynamic Packaging

The example below shows how the ‘Red wine’ option expands out and gives the various different red wines available to your guest to purchase.

corporate reservations
Corporate Reservations

Avvio’s Corporate Reservations

Module gives you the ability to

assign a room rate for your

corporate clients, and issue them

with a corporate login so that they

can access this rate online on your site.

up and coming features
Up and Coming Features

What’s coming on stream in the near future...

  • Integration with various PMS providers including HotSoft Paragon, HotelLinks and Visual One.
  • Hotel Groups will soon have the ability to manage your own login/admin setup thereby giving you the ability to restrict access, create new user accounts and manage these accounts, giving greater user management.
  • Next Revision revenue reports.

Session Three

Our new Affiliate Marketing Solution

what is affiliate marketing
What is Affiliate Marketing?

Affiliate marketing is a way for you to spend less on advertising, but drastically increase your online presence and online bookings - ensuring the best return on investment by rewarding on the basis of performance.

How it works:

It is a form of online advertising, whereby you, the advertiser publish your adverts (special offers and packages) on third party websites (affiliates) and only pay a fee (decided by you) if a conversion occurs, such as an online booking, completed wedding or conference enquiry form, etc.

how it works
How it Works

You create a special offer through Avvio Convert 4.0 and select if you want it to be created as an advert

Based on the affiliates you select, Avvio Connect allows them to download your advert to their website

Potential customers see your advert on the affiliate’s site, click through to your website and book online

You pay the affiliate a fee (automatically paid through the system) for the booking.

Your advert

screen one
Screen One

When you create a new offer through Convert 4.0, you’ll see a new tab called Web:Ads which allows you to select whether you want an advert to be created

  • Fully integrated with Avvio Convert 4.0, allowing your hotel packages to be turned into live adverts in 1 simple step. Adverts can also be manually loaded.
screen two
Screen Two

‘Web Ads’ will appear as a tab once you log in.

screen three
Screen Three

You decide the fee you want to pay affiliates for the different conversion ‘events’ that you identify.

screen four
Screen Four
  • Adverts can include graphics and/or text and are available in over 15 sizes
example one
Example One

Avvio Connect automatically updates your advert on the affiliate’s website if you make a change to it through the admin screens.

example three
Example Three

Three text adverts for Ashford Castle

screen five
Screen Five
  • Customers are fully tracked from initial click through to any conversion that is made, whether that’s an online booking, wedding enquiry or spa booking
screen six
Screen Six
  • Affiliates are then credited for each conversion and paid automatically by the system
screen seven
Screen Seven
  • Extensive reporting is given to you and affiliates of account balances, top affiliates/merchants, best performing adverts and industry averages (see next slide also)
screen eight
Screen Eight

Your hotel

affiliates include
Affiliates Include

Failte Ireland have endorsed Avvio Connect, allowing us to feed availability for your hotels nationwide. As an added benefit, no fee will be paid to Failte Ireland for bookings arising off the website

Hotels Ireland is one of Ireland’s leading wholesale agents for Irish hotels. Their portal website, will utilise late availability for your hotels

Luxury Hotels Ireland, the Irish portal for 4- and 5-star hotels will feature your special offers and packages on its homepage. This portal site is also being extended to approx 100 hotels

other potential affiliates
Other Potential Affiliates

Thomas Crosby Holdings media brands include the Irish Examiner, Sunday Business Post,10 regional newspapers and Recruit Ireland, all with a strong online presence. – Ireland’s leading DVD & game rental retailer, with 200 stores nationwide – will re-launch in Winter 2007 and will feature streaming late availability powered by Avvio Connect.

introductory offer
Introductory Offer

Introductory Offer:

No set-up fee – Avvio Connect is available for just €49 per month