LETAP Management
A Division of LETAP Hospitality, LLC

Marketing

As it relates to the marketing plan aspects… while the Director of Sales will actively
participate in the process… the actual determination and execution of agreed upon
marketing strategies… will be handled by our corporate Director of Revenue development
and Vice-President of Operations.

Marketing is essential to our existence. But, we all know that great enthusiasm for a specific
marketing item, approach or entity can often time cloud reality. This often times leads to
expenditures that are wasted. The only way to validate a programs effectiveness is to
monitor the results and see if the revenue generated supports the dollar investment made.

The following is a small sample of the many resources we utilize to market our
hotels to the world:

• TravelCLICK – A resource that serves as the “middleman” in arranging for us to be
  included in what is referred to as a SPOTLIGHT listing on the SABRE network. This
  one source has generated $ 160,000 dollars in room revenue on an investment of
  

  $ 8,000 for our Holiday Inn in Atlanta.

• Traveler Discount Guide (EXIT guide) – A resource coupon book that costs us $ 554
  dollars a month and earns us approximately $ 72,000 dollars for the year for one
  property alone.
  

• AAA – Even though there has been serious debate about the current value of this well
  regarded organization as it relates to their guide book, and their inspectors ratings we
  still firmly believe that as the “baby boomers” travel they will focus on a respected name
  that they know can be trusted. Our investment per property with AAA for an ad in their
  book and a specialized listing on their internet site costs us $10,000 dollars. And we
  estimate will generate an additional $ 100,000 dollars more than we would earn without
  this strategy in place.
  

• FRANCHISE - By supporting the many of your franchise brand initiatives and
  marketing opportunities you will ensure that your hotel is visible to many more potential
  customers. An example of this is each franchisor’s volunteer regional marketing groups
  where local area General Managers and Directors of Sales get together to produce
  and share in regional or national marketing opportunities at greatly reduce costs. Here
  is the simplest and most cost effective way to market your hotel and yet many hotel
  managers and owners do not participate. There is no excuse for this unless it is not
  available from a franchisor. Otherwise it is just plain dumb.
  

With our Director of Revenues unique understanding of and competency in working the world
wide web we have enjoyed the benefits of dramatically increased room bookings simply
because we are VISABLE to the users of the internet.      
You would be surprised how having key words and phrases can position a hotel in the
number one or top 5 listings. And when it makes sense to do so….we will invest dollars in
“additional” highlight features offered by google, yahoo and related web search engines. The
return on investment is incredible and easy to obtain.