The Strathcona Hotel Named 2008 eMarketer of the Year
Held earlier this week at an exclusive black-tie extravaganza celebrating travel and hospitality marketing excellence, TravelCLICK and the Hospitality Sales & Marketing Association International (HSMAI) named The Strathcona Hotel eMarketer of the Year for 2008. The award was presented before an audience of global industry leaders at the 2008 HSMAI Adrian Awards Gala in New York.
With 50 percent of its business generated from the web, The Strathcona was recognized for its creative, integrated strategy for driving demand and converting bookings online. It has also demonstrated superior marketing success by attracting new 18- to 34-year-old clients through social networking sites—with spill-over into older, affluent shoppers who also use these networks.
The 194-room Strathcona, located in the heart of downtown Toronto, implemented an innovative approach including focused search optimization, pay-per-click advertising, segment-specific promotions, a high-conversion booking platform, and a targeted social networking strategy that has delivered incremental market share and a 36-to-1 return on investment.
Accepting the award for The Strathcona Hotel was Ashok Narula, general manager. "We are honored to receive the eMarketer of Year Award," says Narula. "The Strathcona has worked diligently to find the right balance of online marketing strategies, especially when it comes to our presence in the social networking world. As communities on the web become the standard for connecting online, it is vital to understand how to leverage that channel for capturing profitable, and repeatable, business."
During the gala, TravelCLICK unveiled the industry's first blog dedicated to helping travel marketers navigate marketing waters with tips and secrets. The blog offers industry professionals an opportunity to share ideas on everything from direct mail and customer relationship management to website design and behavioral marketing.
Along with naming the 2008 eMarketer of the Year, TravelCLICK recognized the following winners in regional and chain categories:
- Asia/Pacific Region — Royal Plaza on Scotts, Singapore
- Europe/Middle East/Africa Region — Aria Hotel, Prague
- Americas Region — The Strathcona Hotel, Toronto
- Chain Category — Raffles Hotels & Resorts, Singapore
Sponsored by TravelCLICK, the eMarketer of the Year Awards focus on hotel booking performance and growth driven by effective online marketing, including enhanced website design, organic and paid search strategy, and new online strategies such as channel extension and community development.