TOP MARKETINGPLAN 2016
TOP MARKETINGPLAN 2016
002 I 003ACTIVITIES 2016TOP ACTIVITIES FOR YOUR SUCCESSThis new marketing plan combines the activities from TOP INTERNATIONAL Hotels,TOP City&CountryLine (TOP CCL) which represents the TOP exclusive line (exclusiveactivities marked in Green) our marketing alliance partner Falkensteiner Hotels &Residences (marked in Blue) and VCH-Hotels Deutschland (marked in Orange).Starting on the 01st January 2016 until 31st December 2016 the activity plan includesa lot of activities which will be organized for the first time (marked in Red).HOW DOES THE HOTEL WORK WITH THE ACTIVITY PLANThe structure of TOP INTERNATIONAL Hotels asks for certain flexibility, therefore, changes in thetime schedule might occur. In order to make the use of the marketing plan more efficiently, wesuggest 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.comunder press room. Certain fairs have a co exhibitor contribution fee. Key travel tradefairs as ITB are meant to be meeting points for hoteliers and clients. All partners aremost welcome to join in and take full advantage of our corporate stand.This activity plan and permanent communication with the TOP/TOP CCL Head Office combinedwith attendance to TOP trainings will ensure to get the most out of the partnership with TOPINTERNATIONAL Hotels & Corporate Partners. The training dates are set depending on urgency, newhotel staff and/or individual requests by hotels. We urge every partner to at least participate once ayear in a training. Next to explanations on the fast moving development in electronic distribution thetraining will assist the hotel staff in understanding the meaning of successful handling of theTOPREZ system.
NEW IN 2016RE-INVENTING THE RATE STRUCTUREGiving the customer the right price and unbeatable value for the money he is willing to invest.Sounds quite easy! But with many different guest opinions, hotels nowadays struggle betweenover-price structuring or just offering one rate. Too many rates and choices could confuse thecustomer. On the other hand the risk is high to lose the customer with only one rate offered. TOPhas re-invented the rate structure and is taking pricing to the next level. Now member hotels canoffer the dynamic, dual mealplan option to guests. But this is not the only change coming in2016. AARO –Annual Availability Roll Over– a 360 days ahead inventory and rates technique plusthe implementation of High Peak Pricing for merchant partners, rather than closing them out,predict prosper new business opportunities.“CONTENT IS KING” AND “ONE PICTURES TELLS MORE THAN A THOUSAND WORDS”Image distribution for hotel representations is becoming increasingly important and complex.Just as many portals as there are in the world, as different are the requirements of those bookingsites on size, number and resolution of the hotel photos. To be up-to-date in a centralizedenvironment gets very difficult and sometimes changes need still to be done manually. Inaddition, the development of mobile devices will be able to present even higher quality photosin the near future. Therefore, looking ahead TOP has signed a long-term partnership with thecompany LEONARDO. The implementation phase of the existing image material has alreadybegun and the main goal for 2016 is to have this database completely updated.ATTRACTING DIRECT BOOKINGS WITH REAL TIME RATE PARITY CHECKWith a fresher look and upgraded technical features the new IBE (Internet Booking Engine) ofTOP will be widely launched and spread among the properties in 2016. Next to long wantedenhancements f.e. optional address guaranteed, non-credit card guarantee bookings and cloudbased speed, the individual TOP Corporate Partners received their own customized frame withCI branded colour coding and layout. Next step will be the implementation of the interfacedreal time rate parity check. Hotels using the TOP s IBE technology will receive this unique toolfor showing the end-user on the hotels individual site that this is the place to get the best rateguaranteed. Within the widget the rates for different OTA s and travel portals will be displayedon a real time basis.
004 I 005calendaractivities januarySpecial submenu created forarrangements in TOP Hotels onthe top.com website incl. onlinebooking facilityHAPPY DAYS go online08. Jan –10. Jan 16ReisemarktRhein-Neckar-PfalzMannheimLocal end user fairX15. Jan –16. Jan 16ReisebörsePotsdamPublic fair in shopping centerX14. Jan –17. Jan 16Ferien Messe WienViennaLocal end user fairXDistribution brochure -Meetings& Incentive- to conference andseminar organizersDistribution brochure-Meetings & Incentives-13. Jan –17. Jan 16VakantiebeursUtrechtDutch end user fair15. Jan –17. Jan 16Reise & FreizeitZwickauLocal end user fair16. Jan –24. Jan 16C.M.T.StuttgartLocal end user fairtbaYearly meetingof VCH Sales ManagersDistributionTOP CCL Guide 2016tbaSales Manager MeetingEnhanced version of online interactive TOP MEETING brochurewith outside links and requestformsInteractive TOP brochures23. Jan –24. Jan 16SPAdirekt KongressBaden-BadenSpecial spa and wellness congressand workshop28. Jan –31. Jan 16FespoZurichLocal end user fair Switzerland29. Jan –31. Jan 16Dresdner ReiseMarktDresdenLocal end user fairSales MeetingDuesseldorfCombining the Sales forces ofTOP, Falkensteiner and VCHNew in 2016Yearly companyturnover requestMark this date for the most important figures for Sales actionGroups WelcomeLaunch of TP.com submenu “Especially for group travel” dedicatedfor tour- and coach bus organizerslisting hotels perfectly locatedand well established in grouptravel. Selected hotels only.Exclusively for TOP CCLExclusively Wellnessfinder.comIn cooperation with FALKENSTEINER HotelsIn cooperation with VCHXStates fixed trade fair rates
activities sitstandjanuaryIBE Tracking PixelIndividual tracking pixelimplementation in newTOP-Connect IBE completedConsortia Check upTOP Hotels guarantee 10% off BARdynamic pricing plus 10% commissionfor consortia emailingHOLIDAYCHECK trialStarting of trial period with twoselected TOP destinations crosslinking and ad-Ready to bookconsortia mailingOfficial announcement to allconsortia connected travelagencies that TOP / TOP CCLHotels are live and bookableon the electronic systemsRe-inventing the ratestructure part IPart I covers the reminder for theAARO – Annual Availability Roll Over.A 360 days ahead inventory and ratestechniqueFebruary01. Feb –02. Feb 16German Hotel CongressBerlinIIQcheck ImplementationGerman hoteliers meetand discuss future trendsQuestionnaire on usage of the new IBEand post departure mailing started04. Feb –08. Feb 16Salon des VacancesBrusselsBelgian local end user fair11. Feb –13. Feb 16BIT fairMilanTravel trade professional andend user fair in ItalyWF packagesFinalizing update of existing andnew online bookable packages forwellnessREZ properties10. Feb –14. Feb 16free FreizeitmesseMunichLocal end user fair11. Feb –13. Feb 16Willo-LeitungskongressHannovertrade fair christian17. Feb –21. Feb 16ReisenHamburgLocal end user fair20. Feb –21. Feb 16Fiets en WandelbeursAmsterdamDutch local end user fair24. Feb –25. Feb 16Business Travel ShowLondonInternational corporate andconference organizers trade fair24. Feb –28. Feb 16Freizeit Garten MesseNurembergend user fairDevelopment TOPNew in 2016Exclusively for TOP CCLExclusively Wellnessfinder.comXXXX“Success by TOP” advertisement seriesIn cooperation with FALKENSTEINER HotelsIn cooperation with VCHStates fixed trade fair rates
006 I 007calendaractivities FebruaryCompany rates loading checkMailing to all hotels, checkingcompany rates loadings andfollowing TOPREZ clean upITB developmentaggressive development acquisitionaction for attending hoteliers andhotel owners to the ITB 2015GATEWAYnew strategic B2B partner focusing onretail sites for Travel Agents, Wholesalers, Tour Operators and OTAsMarch01. Mar 16LOCATIONSMannheimconference organizers trade fair04. Mar –06. Mar 16Beauty FairDuesseldorfWellnessfinder.comin co-operation withTHALGO Cosmetics09. Mar –13. Mar 16ITB fairBerlinInternational travel trade and enduser fair. Meeting point for allhoteliers and possibility of appointment scheduling on our stand11. Mar –13. Mar 16FerienmesseFreiburgLocal end user fairtbaVCH Telemarketing ActiontbaContacting key accountsand potential clients11. Mar –16. Mar 16INTERNORGAHamburgFood, beverage and kitchenequipment exhibitionContent is King campaignGetting our LEONARDO picturedatabase filled with up to datecontent, starting with GermandestinationsWellness Winning GameProduction of flyer and roll up forwinning game and wellnesslettersubscriberstbaSales DrivetbaSales Drive Action VCH-Hotels17. Mar –20. Mar 16TUR fairGothenburgLeading tourism and traveltrade fair in ScandinaviaContent updateM.I.T.T. fairMoscowRussian outgoing fair.In cooperation with ALPHATravel Consultants, BerlintbaSales DrivetbaSales Drive Action VCH-HotelsXCombination of advertisement campaigns focused on Wellnessfinder.com online bookable packagesFIT ReisenExclusively for TOP CCLXNew database for hotel picturedistribution23. Mar –26. Mar 16New in 2016XExclusively Wellnessfinder.comIn cooperation with FALKENSTEINER HotelsIn cooperation with VCHStates fixed trade fair rates
activities sitstandMarchHOLIDAYCHECK trialStarting of trial period with twoselected TOP destinations crosslinking and adTRIVAGO interfaceNewest technologies and customer needs urge for an importantupgrade of the existing TOPREZ interface. The programming will startin March 2016Consortia 2nd roundLast chance to be includedin the preferred programsCustomized IBELaunch of individual CorporatePartners TOP-Connect IBE in theirspecial CIDevelopment TOP“Success by TOP” advertisementseries ctd. with “Quality by TOP”April13. Apr–15. Apr 16Caritas CongressBerlinChristian fair for conferencebusinessX14. Apr–16. Apr 16ChristlicherGesundheitskongressKasselChristian fair for health beingX17. Apr–19. Apr 16GTM –German Travel MartMagdeburgGermany incoming leisurebusiness fair. Limited number ofco exhibitor spaces availableXTOP DevelopmentDortmundtraining lessons at the Tourism university for upcoming hoteliers andhotel ownerstbaNew in 2016HOLIDAYCHECK trialStarting of trial period with twoselected TOP destinations crosslinking and adWellnessletterSpecial spa and wellness offersfor bank holidaysSales DrivetbaSales Drive Action VCH-HotelsCommission clearingPossible renewing or changingthe commission processing partnerof TOPCompany contractingEmpowering sales leads and unsolicited bids for 2017 via Lanyonmarket leadsQuarterly companyturnover requestMark this date for the mostimportant figures for Sales actionHotels4unew strategic B2B partner focusingon retail sites in the UK, partner of TUIExclusively for TOP CCLExclusively Wellnessfinder.comIn cooperation with FALKENSTEINER HotelsIn cooperation with VCHStates fixed trade fair rates
008 I 009calendaractivities 2016Activities/EventsLocationDescriptionvisitATM –Arabian Travel MarketDubaiTravel trade professional fairin Saudi ArabiaIMEX fairFrankfurtInternational trade fair forconference- / seminar organizersstandApril25. Apr –28. Apr 1619. Apr –21. Apr 16XMayRe-inventing the ratestructure part IIPart II covers the High Peak Pricingfor merchant partners, rather thanclosing them outTOP packagesGetting ready for the summer.Collecting and loading packages forTOP properties on TOP.comGoogle AdWordsCampaign focused on specificindividual hotelsHRG Travel Kick off Meeting25. May –29. May 16tbaPresentation on the upcomingRFP season for the HRG consortiaprogram-Group tariffs 2017rate requestCollection of -Group tariffs 2017-HOLIDAYCHECKEvaluation of results and discussionon contractual terms with Holidaycheck for individual TOP HotelsConsortia Check upTOP Hotels guarantee 10% off BARdynamic pricing plus 10% commission for consortia emailingKatholikentag LeipzigLeipzigpublic fair organized by catholicchristiansBCD Travel Kick off MeetingtbaPresentation on the upcomingRFP season for the BCD consortiaprogramXXjunetbaNew in 2016FIT ReisenCombination of advertisement campaigns focused on Wellnessfinder.com online bookable packagesRate / Hotel Information 2017Collection of rates for 2017Preperation CompanynegotiationsOutlineing and selection ofKey account companiesHEDNA meetingBerlinsystem meeting with chiefexecutive of travel industryFOREREZ.comnew strategic B2B partner focusingon retail sitesDevelopment TOP“Success by TOP” advertisementseries ctd. with “Efficiency by TOP”Exclusively for TOP CCLExclusively Wellnessfinder.comIn cooperation with FALKENSTEINER HotelsIn cooperation with VCHXXStates fixed trade fair rates
activities sitstandjune06. Jun –07. Jun 16TRIPADVISOR trialStarting of trial period withselected TOP destinations forinstant booking linkingNew market RomaniaTOP Introduction into Romaniawith new properties press conference and partner of PeacockHotelsBerlinMEXCONDistribution of turnover statisticsto corporate clientsDistribution of corporatecompany turnoversSales-MeetingMeeting Expert Conference forMICE BusinessDüsseldorf1/2 year review of Corporatesales staffRequalification for existing companies and new company acquisition based on hotel feedback andfigures.Requalification 201720. Jun 16DER Corporate Kick offMeetingFrankfurtIntroduction on the upcomingRFP season for the DER corporateprogramstbaSales DrivetbaSales Drive Action VCH-Hotels18. Jun –26. Jun 16Kieler WocheKielLocal end user fairXjuly05. Jul –07. Jul 16WellnessletterSpecial spa and wellness offersfor summerTOP-ControlChannelmanagement made byTOP. A new challenging projectwith ambitious goalsRDA WorkshopCologneNew in 2016LOCATIONSStuttgartconference organizers trade fairConsortia Selection 2017Hotel selection on variousconsortia participation for 2017BOOKING.comDirect connect via our partnerPEGASUS Solutions to one of theleading European hotel portalsTOP fair appearanceRedesign of the TOP CI and fairappearance for the next threeyears termExclusively for TOP CCLExclusively Wellnessfinder.comXEvaluation of results and discussionon contractual terms with Tripadvisor for individual TOP HotelsTRIPADVISOR14. Jul 16Coach- and bus organizertravel trade fairIn cooperation with FALKENSTEINER HotelsIn cooperation with VCHStates fixed trade fair rates
010 I 011calendaractivities julyTRIVAGO interfaceNewest technologies and customer needs urge for an importantupgrade of the existing TOPREZinterface. With big emphasis thenew interface will go LIVE withinthe high demand booking/travelperiod.Company contractingRFP season 2017 startsWellnessletterNewsletter send to over 20.000registrars.Local end user fair15. Jul –17. Jul 16Diga, Schloss Beuggen31. Jul 16Corporate companyturnover requestsTurnover request of the topcompanies for preparation ofthe negotiations 2017Customer Journey PixelIndividual cookie implementationin new TOP-Connect IBE completedContent is King campaignGetting our LEONARDO picturedatabase filled with up to date content, continuing with neighboringEuropean destinationsDevelopment TOP“Success by TOP” advertisement series ctd. with “Technology by TOP”WF packagesUpdate of existing and new onlinebookable packages for aSales DrivetbaSales Drive Action VCH-Hotels07. Sep –08. Sep 16Swiss Office ManagementZurichConference-/Seminarorganizer fairNew in 2016Preparation-Marketing Plan 2017-TOP/TOP CCL hotels send theirinput and requests for theplanning 2017Re-inventing the rate structure part IIIPart III covers the dual mealplanrate structure for maximumcustomer choice satisfactionTOP packagesWinter in the city. Collecting andloading packages for TOP properties on TOP.comExclusively for TOP CCLExclusively Wellnessfinder.comIn cooperation with FALKENSTEINER HotelsIn cooperation with VCHStates fixed trade fair rates
activities sitstandseptemberBusiness IntelligenceReportingSearching new clients in localmarkets with the new BusinessIntelligence Report from ourpartner PEGASUS07. Sep –09. Sep 16WTM - World Travel MarketLondonInternational travel trade and enduser fair. Meeting point for allhoteliers and possibility of appointment scheduling at our stand.06. Sep –09. Sep 16fvw CongressEssenB2B congress for hotels, travelagents, airlines and OTA stbaSales DrivetbaSales Drive Action VCH-HotelsPreparation brochure- Meetings 2017 -DusseldorfStart of collecting information forthe Brochure - Meetings 2017 -tbaCompany contractingRFP season 2017 andrenegotiations ongoingAIRTOURnew strategic B2B partner focusingon retail sites in Israel and MiddleEastDER CBU 2017FrankfurtSelection of DER City Breaks Unlimited Hotel participation for 2017.Exclusively for TOPREZ full membersNewsletter send to over20.000 registrars.Wellnessletter28. Sep –01. Oct 16XReha CareDuesseldorfend user fairSales DrivetbaSales drive Action VCH-HotelsXoctobertbaNew in 2016WF packagesStatic and stand alone packagesupdate for base fee WF propertiesMerchant NegotiationsRenegotiate of merchant renewalcontracts 2016 on topics margins,upgraded and biased listingsFIT ReisenCombination of advertisement campaigns focused on Wellnessfinder.com online bookable packagesDevelopment TOP“Success by TOP” advertisement series ctd. with “Personality by TOP”Exclusively for TOP CCLExclusively Wellnessfinder.comIn cooperation with FALKENSTEINER HotelsIn cooperation with VCHStates fixed trade fair rates
012 I 013calendaractivities October26. Oct –27. Oct 16Quarterly company turnoverrequestMark this date for the most important figures for Sales actionPreparation brochure- TOP CCL Guide 2017 -Start of collecting information forthe Brochure - TOP CCL Guide 2017 -Wellnesspackages updateUpdating pricing and packages forWellnessfinder.com propertiesPreparation brochure- TOP Hotel Directory 2017 -Start: Collecting information for the- TOP Hotel Directory 2017 -TRIPTEASEReal time rate parity check widgetprogrammed and ready for hotelimplementation. Selected hotelsonly.Merchant marketingPreparation of various marketingactions with Merchant partnersConsortia Check upTOP Hotels guarantee 10% off BARdynamic pricing plus 10% commission for consortia emailingNurembergConsozialLocal end user fairXnovember16. Nov –20. Nov 16HRS.comDirect connect via our partner PEGASUS Solutions to one of the leadingEuropean hotel portalsSales RequalificationCheck up with accepted / rejectedcompany selectionsCompany contractingFirst acceptances / rejectionsare going out to the hotelsTouristik & CaravaningLeipzigGetting our LEONARDO picturedatabase filled with up to datecontent, continuing with rest of theworld destinationsContent is King campaignKick off MeetingPEGS 2017New in 2016Exclusively for TOP CCLExclusively Wellnessfinder.comLocal end user fairBirminghamStrategy, structure, enhancementsand planning 2017 with our technology provider PEGASUSsolutionsIn cooperation with FALKENSTEINER HotelsIn cooperation with VCHStates fixed trade fair rates
activities sitstandnovember1.000 desktop calendars mailingto partners, clients and potentialclients from the TOP Head OfficeCalendar mailingtbaWellnessgipfeltbaGermany finest wellness and spahotels conferencetbaSpaCamptbaExchange thoughts with professionals in spa treatments in order tooptimize distribution of wellnessand spa services29. Nov –01. Dec 16IBTMBarcelonaInternational trade fair forconference- / seminar organizersCampaign focused onWellnessfinder.com landing pageGoogle AdWordsDecembertbaSanta Clause Sales DriveSales Drive Action VCH-HotelsWellnessletterNewsletter send to over 20.000registrarsADONIS.comImplementation of interface withB2B wholesale market leader inTurkeySales MeetingDevelopment TOPNew in 2016variousdestinationsExclusively for TOP CCLExclusively Wellnessfinder.comDusseldorfSales round up of the results in 2016and projection 2017“Success by TOP” advertisementseries concluded with summarizedad “Success made by TOP”In cooperation with FALKENSTEINER HotelsIn cooperation with VCHStates fixed trade fair rates
014 I 015-THE PARTNERSRed bypo w erTOPINTERNATIONALHOTELS & CORPORATE PARTNERSConferencefinder.com lists extraordinaryTOP INTERNATIONAL takes over well-VCH-Hotels (Association of Christian Ho-conference hotels, conference centresnessfinder.com, one of the leading inter-telkeepers e.V.) has been in existence forand event locations, serving as a preferrednet platforms in German speaking Euro-over 110 years. The partner hotels of thisplanning tool for seminar and event orga-pe. The outstanding placement in searchassociation represent the mindset ofnisers. Simple enquiry options and stan-engines under the criteria wellness isChristian hospitality, social engagementdardised offer retrieval enable easy com-used by over 100 hotels, carefully se-and fair trade. These attributes are re-parisons and decisions for the perfectlected and upmarket properties, for ad-flected in the VCH slogan „On the roadchoice. As well as the online function, aditional marketing activities in the well-and yet at home“. The 3 and 4 stars ho-personal conference service offeringness segment and to offer their specifictels as well as the monasteries with theiradvice and assistance is also available toservices and packages.offerings of culture, meeting places andcustomers at no cost. Planning andvacation packages are open to a widebooking events cannot be any easier!variety of guests. These criteri---a are allrepresented in the partnership of TOPInternational and VCH-Hotels.
The Günnewig Hotels & Restaurants areAt the beginning of Embrace there is the”Welcome Home“ is not a slogan toa privately owned German group withidea not to divide the world into winnersus, but our mission to make you feelover 50 years of tradition. All Günnewigand losers. The Embrace Hotels embodyat home during your holiday in one ofHotels, which are mainly four star hotels,and improve this concept – accessible inmore than 30 Falkensteiner Hotels & Re-are based in good locations and providethe literal and figurative sense, experien-sidences in Austria, Italy, Croatia, Slova-excellent services to their guests. This in-cable for everyone.The association drawskia, Serbia and the Czech Republic. Fromcludes meetings and business trips asstrength from diversity. The range of per-the mountains to the sea, from hiking towell as holidays and city breaks. In addi-sonnel – whether handicapped or not,luxury, from the spa to the golf course,tion to the hotels, Günnewig also runsthe variety of hotels – from city hotel tobe it just for two or as a family, enjoythe Restaurant Top 180 and the Bar &spa and conference hotel as well as thea dream holiday in our 4- and 5-starLounge M 168 based in the Rhine Tower.variety of guests – whether handicappedhotels. Experience a unique combinati-It is the highest building in Dusseldorf.or not – who share our notion of Embrace.on of alpine tradition and the southernThat is what the partnership TOP INTER-way of life.NATIONAL and EMBRACE stands for.
016 I 017TOPREZ NG CONNECTS YOU TO THE WORLDGDS-Systemsconnect your hotel to the world’s GDSand become available to thousands ofprofessional travel bookers.Pegasus IDS sitesconnect your hotel to the Pegasus IDSpowered sites and be available for salethrough major online travel brands.Call Centreconnect your hotel to 44 international callcentre, the reservation agent will be happyto book at your hotel.Direct Connectsconnect your hotel to major travelwebsites and profit from our preferredpartner agreements.
Preferred Partnerconnect your hotel to preferred partnerwebsites and increase your listing positionand market. Samples:DER City Breaksconnect your hotel to Europe’s mostcomprehensive wholesaler City Breaksprogram.Hotel website IBEconnect your website to our innovativewebsite booking engine and sell accommodationplus additional services on your website.Meta search sitesconnect your hotel with evolving ratecomparison and hotel review sites as Trivago.Special implemented rate structures ensurea high conversion ratio.
TOP INTERNATIONAL HOTELS & CORPORATE PARTNERS, Speditionstraße 15, 40221 DüsseldorfT 49 (0)211 55 98 55-55, F 49 (0)211 55 98 55-54, info@topinternational.comwww.topinternational.com, www.topccl-hotels.de, www.wellnessfinder.com
Consortia Check up HOLIDAYCHECK trial-Ready to book- consortia mailing Re-inventing the rate structure part I German Hotel Congress IIQcheck Implementation Salon des Vacances BIT fair WF packages free Freizeitmesse Willo-Leitungskongress Reisen Fiets en Wandelbeurs Business Travel Show Freizeit Garten Messe Development TOP X X activities 2016
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