Contact: Mina Georgiou
Bonnie Reuben For Immediate Release REVENUES DURING OFF SEASON THROUGH BARTER New York, NY, October 22, 2000- Innovative Travel Marketing (ITM) is impacting the occupancy and cash flow of luxury hotels and resorts during the off-season by accepting available rooms as currency in exchange for advertising services. Hoteliers know that the value of unrealized room revenue can never be recovered. However, available inventory can be used to increase occupancy and profit. ITM's services offset potential losses by accepting available room inventory in exchange for services of value to the hotel while directing corporate groups and media clients to the properties. Many of ITM's clients, such as The Breakers, The Arizona Biltmore and Turnberry Isle Resort & Club, began their relationship with an opportunistic sales meeting. Dave Burke, Vice President, Marketing of The Breakers five-star resort says, "Ten years ago, we began a barter relationship based on a $100,000 piece of summer group business. Over the years, ITM's groups have filled many gaps and we have benefited from incremental banquet revenue. It's been a great relationship. We always get exquisite service from ITM, and they help raise our bottom line." The barter transaction allows hotels to receive full value for available rooms towards services for which the hotel would normally pay cash. ITM can use the available inventory for corporate groups or media clients, thus increasing occupancy and average rate. Bartered room guests also bring incremental cash revenue and the potential for future cash business. According to Jody Merl, President of ITM, "Whenever you have excess inventory, you should optimize that equity through barter. Particularly when you have the opportunity to receive full value for that inventory with the potential for future cash business." About ITMSpecializing in barter media placement and sales promotional services, ITM's focus is on the hospitality industry, where its associates have more than twenty years of hotel sales and marketing experience. ITM's customized services provide clients, which include some of the finest hotels, resorts and airlines worldwide, with a competitive advantage by optimizing occupancy and maximizing profit through barter. Over 90% of ITM's clients repeat their barter advertising campaigns annually. Innovative Travel Marketing (ITM) is a boutique barter consulting firm specializing in media placement and promotional services for hotel and travel industry clients worldwide. Established in 1992 by Jody B. Merl, ITM has earned the reputation as the most highly regarded barter advertising firm in the travel industry. ITM is headquartered in New York City. |