Case Studies

eMax by Resource Technology offers services that are designed to drive business to your hotel through the Internet. We are your Outsourced e-Commerce Partner for Hotel Internet Marketing. Some of our case studies are documented on this page.

Private Site Revenue - Incremental or Share Shift?
eMax wanted to understand if the revenue being driven from private sites is truly incremental or was it simply shifting share away from the brand.com channel. In a study with the Homewood Suites San Jose in Northern California where eMax assumed the management of the private site in April of 2006, we found the private site (visit their private site by clicking here) revenue to be 100% incremental. Consider the following:

                          Private Site Rooms         Brand.com Contribution
Feb – Apr 2006           24                                 12.3%
May – Jul 2006           185                                15.1%

Given the short time span, eMax believes that the increase in room nights from the private site did not shift share from the brand.com or the contribution percentage would have remained the same for the 90-day period.

Pre-Opening Sites
eMax recommends that you launch a private website for all hotels under construction within weeks of ground-breaking, or as early as possible prior to opening. Although the site won’t be able to accept reservations, it gives you a place to direct early leads and generate buzz about the property. More importantly, it gives the site time to be picked up in organic (free) searches so that when the hotel is opened and accepting reservations it is fully optimized and indexed. The Hampton Inn & Suites Albany Downtown broke ground in July 2004. In August 2004, the hotel launched its private website. When the hotel opened in mid October of 2005, the private site generated $25,625 in bookings in the first two months. The brand.com contribution (including the private site bookings) was a management company record 22% overall contribution. Visit the hotel’s private website to see an example of an eMax managed site.

Optimized Private Hotel Websites
eMax wanted to understand if there really was a difference in working with a vendor that specialized and hailed from the hospitality industry versus just a generic website development firm. In a test of 13 private websites that eMax began managing after the sites had been up for over 12 months, our experts were able to generate an 8 times improvement in the first 90-days on taking over the sites. This represents an $11K per hotel improvement over a 90-day period.

Advertising Your Site on the Internet – Does it Work?
eMax wanted to know if paying for placement and links on other sites would generate an adequate return? Because the nature of the Internet allows you to track everything, measuring the effectiveness of paying for a link on a site is easy. We found in nearly every instance a minimum of a 15 times return could be generated from having an ad displayed prominently on a relevant site. Of course, paying a fair amount on a relevant site is the key. Through our work with the Hampton Inn Portsmouth in New Hampshire we were able to identify a site where we placed an ad for our private site. The ad annually generates a 20 times return on the cost of the ad. Click to see the hotel’s ad on www.portsmouthnh.com. eMax can work with your hotel to help identify sites where paying for placement can generate high returns for your advertising dollars. It’s the new way for hotels to advertise!

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