Our marketing strategy relies on the high-quality delivery of stylish and differentiated brand communications designed to grow our powerful database of guests and trade contacts worldwide. We have developed a number of innovative solutions to implement this strategy.

Brand positioning collateral
Corporate marketing services provide collateral production with templates that are designed to bring out the individual identity of each hotel. Central production and sourcing ensure consistent brand quality and great value to the hotels.

International trade show participation
Park Plaza Hotels participates at a wide variety of trade shows including ITB Berlin and World Travel Market London. Through our partnership with Carlson Hotels Worldwide, we can also offer hotels participation at other international shows in the United States and Asia Pacific.

Internet marketing
The Internet continues to grow as a major source of revenue for the hotel industry. Our internet marketing services include content management and optimisation, social media marketing, search engine marketing, micro-site development and the continued monitoring of 3rd party websites. We have consistently delivered strong growth in these areas with a focus on optimisation and traffic generation. Marketing on the internet is a fast paced practice, we recognise the need to be dynamic and constantly stay abreast of new online developments.

Email and database marketing
We manage an extensive and segmented database of guests worldwide that allows us to deliver business to properties at the push of a button. Whether the task is to communicate promotions or to support the opening of a new property, our consumer and trade email databases provide instant results.

Partnership marketing
Our partnership marketing initiatives provide hotels with access to extensive databases of frequent travellers worldwide. Thanks to our participation in various airline frequent flyer programmes, hotels can offer guests rewards for stays and participate in promotional activity targeting the members. In addition our partner marketing covers credit card companies, car rental businesses and other brands with a similar target audience.

Loyalty programme – Club Carlson^SM
Club Carlson^SM is Carlson loyalty programme that offers guests the opportunity to earn and redeem points as well as a set of attractive benefits when staying at participating hotels. The programme is accepted at Park Plaza Hotels & Resorts®, Radisson®, Country Inns & Suites by Carlson^SM and Park Inn®
www.clubcarlson.com

Travel trade marketing programme – Look To Book®
Look To Book® is the powerful travel agent loyalty marketing programme operated by Carlson and also available to Park Plaza Hotels. The programme offers travel agents loyalty points when booking any Park Plaza Hotel that can be redeemed against a wide range of products and services. The programme is unique in the travel industry and today has many active members.
www.looktobook.com

Public Relations
Park Plaza Hotels provide public relations services; writing and distributing press releases, organising journalist interviews and site visits, soliciting coverage of our brands and hotels, and scheduling press trips to our hotels. The result of our efforts is extensive coverage in trade and consumer media.