2001 ITM Hotel Barter Survey

1
2001 ITM Hotel Barter Survey

• Results Presented by ITM

2
Survey Overview

• To determine the role and perception of barter
  among ITM clients
• Distribution via fax, e-mail, and ITM corporate
  website (www.InnovativeTravelMarketing.com).
• Results are based on surveys completed by 94
  hotel executives.

3
Sample Demographics

• ITM Hotel Clients and Prospects
• USA and UK Based
• 77 Average Annual Occupancy
• 23 Average Barter Percentage of Total Ad Budget

4
Does your hotel/company currently participate in
any barter transactions for advertising?

• Yes 87 No 13

5
What motivated your organization to participate
in a barter transaction?

• Expand Advertising Budget 55.3
• Save Cash 55.3
• Increase Occupancy 48.9
• Utilize Unused Room as Currency 38.3
• Direct New Customers to Property 36.2
• Generate Off Season Business 27.7
• Develop New Market 21.3

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Why Hotels Use Barter
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What other services do/would you use barter to
acquire?

• Direct Mail 34.0
• Travel Services/Accommodations 34.0
• Printing/Collateral 25.5
• Sales Promotional Items 23.4
• Web Design/Hosting 19.1
• Gifts for VPs, Sales Incentives 12.8

8
Other Marketing Services
9
What is your annual advertising budget?

• Under 25,000 13
• 25,001 to 125,000 13
• 125,001 to 250,000 22
• 250,001 to 500,000 9
• 500,001 to 1,000,000 16
• Over 1,000,000 27

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What percentage of this budget is barter
advertising?

• Average 23

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Barter Percentage of Advertising Budget by
Total Advertising Budget
Barter Percentage of Total Ad Budget
12
What is your annual occupancy?

• Average 77

13
Hotel Occupancy
14
Who is involved in the decision to barter?

• General Manager 74.5
• VP Marketing/Sales Director 74.5
• Owner 44.7
• CFO/Controller 25.5
• Other 14.9
• (Corporate VP, Ad Agency, Revenue Mgmt)

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What has been the impact of your barter
advertising campaign?

• Expanded Reach of Advertising 42.6
• Increased Occupancy 27.7
• Increased Profit 12.8
• Increased Average Rate 8.5
• Other 19.1

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Impact of Barter Advertising
17
Which have you experienced from barter
reservations?

• Incremental Cash Revenue 29.8
• Word of Mouth/Repeat Business 23.4
• Cash Bookings from Past Barter Guests 19.1
• Other 8.5

18
How does your company account for your barter
transactions?

• Dollar-for-Dollar Barter Line 51.1
• Cost per Room 17.0
• Comp Room 10.6
• Other 2.1

19
Rank importance of services when working with
barter company Rank 5 to 0 5 very
important, 4 important, 3 somewhat
important, 2 less important, 1 not
important, 0 N/A

• Value of Credit Received 4.56
• Quality of Service Delivered 4.50
• Timeliness of Services Delivered 4.45
• Coordination with Barter Rep 4.05
• Utilization of Hotel Credit 3.95

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For more information about the 2001 ITM Hotel
Barter Survey

• Contact Mina Agnos
• [phone]
• MAgnos_at_InnovativeTravelMarketing.com