Industry Update
Supplier News29 September 2010

European Hotels Broaden Market Reach to Increase Revenue During Tough Times

TIG Global’s E-marketing Strategies Drive Incremental Revenue to the Strand Palace Hotel and Tiara Hotels and Resorts

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MICROS eCommerce

Faced with declining demand during the global recession and increased pressure to drop rates to maintain revenue, several European hotels looked elsewhere for their revenue share. Two companies in particular, the Strand Palace Hotel and Tiara Hotels and Resorts, selected TIG Global, a subsidiary of MICROS Systems, Inc. and a leading interactive marketing company for hospitality and travel, to uncover new sources of direct revenue as part of a comprehensive online branding and acquisition marketing plan.


The Strand Palace Hotel, a contemporary property located in the heart of the West End of London, chose TIG Global to create an online marketing plan to drive direct revenue to the hotel and increase visitors from other international markets. In collaboration with hotel management, TIG Global designed a website to highlight the property's unique, central location and affordable rates. Featuring prominent specials and packages as well as a booking widget and interactive map, the site clearly showcases its stylish, yet affordable rooms and superb location to its visitors. To help attract additional international visitors, TIG Global developed two search engine optimized micro-sites in Spanish and German. TIG Global also launched a comprehensive, translated online marketing campaign featuring paid search marketing, in both English and Spanish, and digital media partnerships, both locally and internationally. Over the past year, the new website and complementary international marketing efforts increased total direct revenue to the Strand Palace Hotel four-fold and increased revenue from Spanish-speaking countries by over 300%.

Tiara Hotels and Resorts, a collection of four- and five-star European hotels and resorts, hired TIG Global to broaden its international reach and strengthen its online presence. TIG Global created a comprehensive international online marketing plan that would not only increase awareness of Tiara Hotels and Resorts worldwide, but also drive incremental traffic direct to its website: The customized interactive plan employs both search engine optimization and paid search marketing campaigns executed in multiple languages including English, French, and Portuguese and a digital media campaign with local and international partners. TIG Global is also developing meeting RFP forms for each hotel in English, French, German, Spanish, and Portuguese to attract a worldwide audience and increase incremental meetings and events revenue.

"We couldn't be more pleased with the results we have seen from TIG Global's interactive marketing efforts," said Vincent Roux, Director of Sales and Marketing, Tiara Hotels and Resorts. "TIG Global has already proven their merit and increased our return on ad spend by over 150% from 2009. We look forward to growing our partnership with TIG Global and achieving continued success in the years to follow."

"In difficult economic times, it's important for hotels to act boldly and seize new means of revenue," said Jeff Down, Director of Sales, EMEA, at TIG Global. "By working so closely with each of our clients and understanding their unique challenges, we are able to create custom marketing plans that tap into new revenue streams and provide unrivaled ROI. We are honored to partner with these two great companies and will continue to provide our best of breed interactive services to help push them to the top."

About TIG Global

TIG Global, a subsidiary of MICROS Systems, Inc., is dedicated to assisting the travel industry with exceeding their online marketing goals and specializes in hotel Internet marketing and destination Internet marketing. Serving an extensive portfolio of clients worldwide, TIG Global combines its industry knowledge and e-business expertise to help clients maximize the online channel. TIG Global offers multi-language websites, a vast network of internationally based strategic linking partners, email and pay-per-click marketing campaigns tailored to all international markets, custom social media solutions, and websites optimized for major search engines around the world.

Molly Israel
Phone: 301-841-4762
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