A redesigned Web site, targeted advertising and non-traditional marketing tactics were promised by Wingate Inns International management at a recent conference.
The Web site will offer “improved, cutting-edge functionality” that will make it easier to book reservations,” promised Keri Putera, a senior director of marketing for Wingate.
Hotel guest feedback found that consumers “want more control over their shopping experience,” she said. They also are looking for information they can trust.
She said Wingate this year will nearly double its commitment to paid Web search functionality. In addition, its franchised hotels will be listed on some of the largest search engines.
Online banner ads will run on business-targeted Web sites including CNN.com and CBS Marketwatch.
Non-traditional marketing efforts will include the chain’s relationship with Hallmark Business Expressions, a subsidiary of Hallmark Cards, to create Wingate Celebration cards. These cards are available to Wingate Inn franchises to send to their guests. The cards have also been sent to travel agents.
The brand is also continuing its relationship with Avis that involves free car upgrades.
Wingate Inns International opened its first franchised hotel in 1996. It caters primarily to upscale business travelers.
Report by David Wilkening
