Hotel brand building strategy in Russian speaking countries!

1. Hotel Brand Building
in Russian speaking
Countries
Anna Popko
Founder&Director
Travel Image LLC

2. Brand - is the customer
experience

3. Your Brand is working when people wantYour Brand is working when people want
to pay for it More than What is offeredto pay for it More than What is offered
anywhere elseanywhere else

4. Content
 Know the Importance of presenting your
Website in Russian.
 The content should be relevant to what the
Russian travelers want to see at your
website
 Be informed how to be presented on
Russian Digital & Social Media Platforms.
 Receive the tutorial related to your
company presence on search engines and
SEO.
 Feel the sense of how to be part of the
Russian community via blogs & forums.
 Get the understanding of how important is
to organize live events for the Russian
targeted audience.
 Learn the basics of establishing Russian
mentality.
 Be aware of importance to have Russian
speaking staff.

5. Russian AudienceRussian Audience
 Population of former CIS countries- 282 mln/Population of former CIS countries- 282 mln/
4% of world population4% of world population
 English speaking population is around 48 %English speaking population is around 48 %
 Russians Traveling for leisure, business,Russians Traveling for leisure, business,
healthcare tourism are around 51 million perhealthcare tourism are around 51 million per
year)year)

6. Inbound VS Outbound
marketing
 Blogging- 1-2 appearances per weekBlogging- 1-2 appearances per week
 Quality content creation -3-4 hours per weekQuality content creation -3-4 hours per week
 Email marketing - 3/4 hours per weekEmail marketing - 3/4 hours per week
 E-book once a month- fundamental approachE-book once a month- fundamental approach
size would be around 10 pagessize would be around 10 pages

7. Website + content
 Own languageOwn language
 Creative, valuable, quality contentCreative, valuable, quality content
 Your value propositionYour value proposition
 Your clientele portraitYour clientele portrait
 Segmenting & personalizing brand experienceSegmenting & personalizing brand experience
 Brand & contentBrand & content
 Social PresenceSocial Presence
 DifferentiatingDifferentiating
 Website appearanceWebsite appearance
 Monitoring on web and social mediaMonitoring on web and social media
 MeasuringMeasuring
 Analyzing (ROI)Analyzing (ROI)

8. Social Media & SEO
 Facebook (Ukraine -3,2 millions, Russia - 15 millions)Facebook (Ukraine -3,2 millions, Russia - 15 millions)
 LinkedinLinkedin
 Vkontakte (Ukraine -27 millions, Russia -43 millions)Vkontakte (Ukraine -27 millions, Russia -43 millions)
 Odnoklassniki (Ukraine - 11 millions, Russia - 50 millions)Odnoklassniki (Ukraine - 11 millions, Russia - 50 millions)

9. Blogging + opinion leaders
 IdeasIdeas
 OrganisationOrganisation
 VoiceVoice
 Word choiceWord choice
 PresentationsPresentations

10. Live events
 WebinarsWebinars
 TrainingsTrainings
 SeminarsSeminars
 Master classesMaster classes
 Thematic eventsThematic events
 Sponsorship optionsSponsorship options

11. Brand BuildingBrand Building
 What works/what does not workWhat works/what does not work
 How does you brand look onlineHow does you brand look online
 Your value propositionYour value proposition
 Your clientele portraitYour clientele portrait
 Segmenting & personalizing brand experienceSegmenting & personalizing brand experience
 DifferentiatingDifferentiating
 Website appearanceWebsite appearance
 Monitoring on web and social mediaMonitoring on web and social media
 MeasuringMeasuring
 Analyzing (ROI)Analyzing (ROI)

12. Brand + Persona
 The CEO - the best marketerThe CEO - the best marketer
 Personal posts on social mediaPersonal posts on social media
 Focus on value, authenticityFocus on value, authenticity

13. People make the difference
90 % has to be devoted to people90 % has to be devoted to people
10 % for marketing budget10 % for marketing budget

14. Travel Image LLC - your reliable
marketing & representative partner in
Russian speaking countries
office@travelimage.com.ua