Dorint Hotels & Resorts, based in Moenchengladbach, Germany

In 1996, Dorint managed or owned 50 4-star hotels primarily in Germany and neighboring countries. It was about to
embark on an aggressive growth plan that included:

- Adding more than 50 new properties to its portfolio
- Entrance into new segments (3 star/5 star properties)
- Entrance into new markets (Spain, France, Morocco, Turkey)

That year TMA was contracted by Dorint to penetrate the North America market. Until that year the chain
had not recorded any significant sales from the US market.

TMA Strategy

After analyzing Dorint's existing properties and value proposition, TMA built a customized strategy for Dorint that
focused on:

- Building brand awareness in corporate arena
- Targeting meeting planners, corporate travel managers and military/government
- Select high-volume leisure bookers

Initiatives

TMA executed the strategy quickly and effectively, with a multi-faceted set of initiatives:

- Concerted effort to increase Dorint's distribution in leading GDSs (Sabre, Galileo, Amadeus, Worldspan)
- Full service event management starting with event selection to tradeshow representation and
pre- and post-show marketing campaigns.
- Full advertising and PR strategy including design of mailing pieces, advertising, media buy and press releases.
- Complete call center services including instant confirmation for individual reservations
- Central commission payments to travel trade
- Account management by email/phone
- Sales blitzes to key cities
- Strategic partnerships with leisure, meeting/incentive, corporate and consortia
- Electronic RFP submissions

Results

- US revenues from 0 (1996) to $15 Million (2001)
- Established brand in corporate and meetings and incentive segments
- Regional partner with over 50 global US corporations
- Preferred supplyer for leading consortia
- Bookable in US by phone, GDS, Internet, Intranet
- Hotels prominently featured in Travel & Leisure, Hotels Magazine, Meeting Professional, and others

Footnote

In 2002 Dorint Hotels & Resorts merged into Accor Hotels of France.