This is an assessment of Tune Hotels's online marketing efforts. It is primarily focused on areas in which significant improvements can be made. Red Planet Hotels is the largest franchisee and shareholder of Tune Hotels.

1. RPH Online
Marketing Ideas
March 2014

2. Content
1) Social media – Traffic and conversions that originate from social media
channels
2) Search – Traffic and conversions that originate from search channels and
strategies such as Google, SEO
3) Mobile – Mobile web channels
4) Payment – Using payment channels to increase sales/bookings
5) Affiliates – Programs and partnerships with relevant sources to increase
sales/bookings
6) Loyalty – Integrated programs to encourage repeat sales/bookings
2

3. Tunehotels.com Stats
3

4. Premierinn.com Stats
4

5. Ibis.com Stats
5

6. SOCIAL MEDIA
Facebook, Twitter, LINE, Instagram, YouTube
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7. Social Traffic
7
• Less than 2% of traffic
originates from social
channels
• Let each country manage
and create campaigns to
engage and grow the user
base
• Low engagement in non-
Malaysian channels
(examples: other country
Facebook pages have 10
times less likes than
Malaysian pages,
Thailand’ twitter account
has few followers and is
not engaging)

8. Japan Twitter Presence
8
• Not active Japan account
• Twitter is very popular in
Japan, second most used
channel after Line
• Japan is ranked 3rd in the
world for number of Twitter
users (http://bit.ly/1hHRj5U)

9. Google+
• Not active since 2012
• Use as social blogging
platform, not a micro-
blogging platform like
Twitter/Facebook
• Google+ has been
integrated with Google
search - important for hotel
SEO as a tool to encourage
better search engine
authority
• Blog pieces should be more
in-depth travel pieces
9

10. Instagram
• Only one main account
with few followers
• IG is very popular in
Thailand – there should be
and account for Thailand
and followed with some
campaigns
10

11. Mixi Account
11
• Mixi is Japan’s Facebook
• Not sure if this was
created by Tune Hotels
HQ
• No updates with logo and
relevant content, example:
Okinawa hotel

12. LINE Account
12
• Worth considering LINE
account for growth in
Japan, Thailand etc.
• Have cheaper LINE@
accounts for businesses
that cost 5,250 yen for
setup and monthly fees

13. YouTube content
13
• Similar (entertaining)
content should be created
for other countries/
languages – helps
educate customers on the
brand

14. Better “call to action”
14
• Posts on Facebook lack a
clearer ‘call to action’ to
engage users

15. Book on Facebook
15
• Can enable bookings
directly on Facebook
Country and City pages
• Not available on Tune’s
Facebook pages

16. Tweet-a-booking
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• Can be grouped under
concierge services and
extended to other
channels
• Simply facilitate bookings
by conversing with users
and sending a private
payment link

17. Concierge Services
17
• Tune Concierge exists
only on Twitter
• Should be extended to
other channels and
countries
• Should be promoted on
the website; no evidence
of concierge service

18. SEARCH
SEO, Keywords, Content, Search Traffic
18

19. Weak SEO
19
• Good: Well recognized
brand as almost all search
traffic originates from ‘tune
hotel’ keywords
• Bad: Not getting search
traffic from other keywords
• Onsite keyword usage is
not optimized - need
keyword and content
strategy
• Text-to-code ratio is low in
the website
• Number of external
backlinks is also low – can
be addressed with affiliate
program

20. MOBILE
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21. Mobile Web
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• Mobile app already under
development
• Website has to be
optimized for mobile –
definitely losing sales/
bookings because not
easy to book through
mobile web

22. PAYMENTS
Credit cards, Offline channels, Partnerships
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23. Offline payments
23
• Enable offline payment
channels in less credit
card friendly countries –
Thailand, Indonesia,
Philippines, India etc.

24. Vacation without $$$
24
• Enable installment
payments to make it
easier for more people to
afford a vacation
• More relevant for
emerging markets like
Thailand, Indonesia,
Philippines etc.
• Can create packages with
flights, tours etc.

25. Pay on arrival
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• Give users the flexibility of
paying upon arrival at the
hotel
• Charge a slightly higher
rate for this option
• No show = no charge

26. Brand & bank partnerships
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• Issuing banks and card
brands can provide
marketing budget to run
campaigns in exchange
for special treatment for
their members
• Example: Guests who use
Visa to book will get 1000
points for their booking;
Visa will invest in
promoting the campaign
across their channels

27. AFFILIATES
Affiliate programs & booking partnerships
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28. Affiliate program
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• Goal should be to channel
bookings through our website/
mobile app as opposed to
OTAs
• Funnel traffic by enabling
content creators (bloggers etc.)
to join our Affiliate program
• Example: User reading about
Pattaya travel experiences on
a blog or website will be able
to check rates from Tune
instantly if there’s a search box
plugin
• We provide a small
commission per successful
booking – we get a new
member for life
• All big, successful websites
use affiliate programs –
Amazon, Accor, Agoda,
Expedia

29. Google Hotel Finder
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• Should list rates from our
website directly so that it
appears lower and can
generate more bookings

30. Hotel Comparison Websites
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• Should list our website
rates and information
directly with various hotel
comparison websites to
drive up bookings –
Trivago, Hipmunk,
Momondo, Kayak etc

31. AirAsia affiliate program
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• Book a room at Tune
Hotels simultaneously
• Other related brands/
services are provided –
Skybus, Tunetalk
• Or receive a discount
code for a Tune Hotel
• AirAsia can receive a cut
from every successful
booking
• Can potentially be done
with other transportation
channels – airlines, buses,
trains etc.

32. LOYALTY
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33. Loyalty program
33
• Guests collect nights and
receive rewards as extra
nights, merchandise,
flights, tours etc.
• Can be coupled with bank,
credit card and other
brand partnerships
• Example: A VIP
partnership between Tune
Plus members and Coffee
Bean & Tea Leaf for a free
cup of coffee

34. Packages & Deals
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• Should bundle packages
with flights, local tours,
deals etc.
• Can also offer stand-alone
deals
• The deals/offers can be
displayed on various Tune
Hotels channel options –
In-hotel advertising,
Website, Social Media,
EDMs
• The ancillary offerings can
help differentiate Tune
over other hotels