The hotel chain is planning to invest 50% of its Marketing budget in Internet since the efforts carried out in innovation have made the on-line sales reach 8% of the chain total sales.

Technological innovation has become a priority goal for the Andalusian hotel chain Fuerte Hoteles, which during 2007 is planning to invest 50 per cent of its Marketing budget in Internet, thus increasing the investment in this field by 87% as compared to the 2006 investment.

With the aim of making its web site more useful and accessible, the contents of www.fuertehoteles.com have been increased by including information guides on Marbella, Conil, Grazalema and El Rompido, destinations where the hotel chain establishments are located, so enabling the user to find what he/she is looking for in an easy and convenient way. Likewise a new on-line reservation engine shall be working at the end of this month. Fuerte Hoteles Internet marketing shall be strengthened by means of a campaign whereby the hotel chain shall be positioned in Internet browsers.

Another different aspect which the hotel chain is completing is a project which will enable the connection of its room stock with the reservation systems of its main collaborators. The first phase of this project is already running with the German Tour Operator TUI, with whom Fuerte Hoteles enjoys on-line access to new reservations, cancellations and existing modifications.

Fuerte Hoteles is also planning to invest in Customer Relationship Management, that is, a relationship management with their customers which enables the hotel chain to achieve complete guests profiles with the aim of sending them information on their preferred destinations in a personalised manner and in the way wished by the guest.

The efforts carried out in technological innovation and internet has made the Andalusian hotel chain increase the number of access to its web by 194% and also reach an 8% rate of sales by Internet.