Carlson Hotels enhances online experience

August 13, 2008 | Hospitality Industry

Carlson Hotels Worldwide is enhancing the capabilities of its hotel brand web sites to create visually rich new media content and compelling destination information for properties of its five hotel brands.

The enhancements are being implemented through services offered by 10Best Inc. and VFM Interactive Inc., two leading firms in the field of on-line content. “The web sites will be enhanced through new tools of search engine optimization, destination content, videos and photos that align with marketing initiatives,” said Jerry Johnson, senior director of Channel Marketing, Strategy and Optimization for Carlson Hotels Worldwide.

Industry-leading 10Best, Inc., which has been providing online destination guides to Carlson Hotels Worldwide since 2001, will be assisting hotel properties worldwide to improve and maintain their websites.

A first phase of the project includes content development for all Carlson Hotels Worldwide property websites by professional travel writers and editors, highlighting the most popular things to do around the hotel property. This localized effort utilizes 10Best’s travel researchers to work directly with properties to identify nearby attractions, hotspots, restaurants, and more. “10Best optimizes websites for organic search by using popular keywords to inform travelers about both the property and its surroundings,” said Brice Bay, CEO of 10Best, Inc.

VFM, a market leader in the production, management, and distribution of rich media for the travel industry, will produce and distribute photos, photomontage videos, and full-motion videos for Carlson Hotels around the world. VFM assists brands and individual hotels to increase bookings and revenues by showcasing their property to the online consumer. With a distribution network of more than 20,000 web sites and partners, including Travelocity, Expedia, Orbitz, Yahoo, and Tripadvisor, VFM dramatically increases a hotel’s online profile.

“In a recent study, we found that consumers who viewed rich media (virtual tours and videos) were ‘67% more likely to book’ than those who did not,” said Paolo Boni, President and CEO of VFM.