Published on February 17, 2014
COMPANY PROFILE BEFIGHTER Business Group 10 Nashokinskiy lane, 119019, Moscow, Russia Tel: +7 495 221 5828 web: www.bb-‐g.ru Email: kbaybarza@bb-‐g.ru
Content • Company ProKile • Representation • Sales & Marketing / PR • Requirements • Key Advantages • Team • Success Samples • Client List
Company ProKile Be:ighter Business Group offers comprehensive and bespoke sales, marketing and PR representation services to Hotels, Tourism Boards, DMC operators and travel professionals in Russia and CIS countries. Being a part of Be:ighter, that has been on a market for more than a Kifteen years with a main focus on Executive Search for Financial Institutions, like banks, investment funds, investment companies, providing professional services to corporate clients with arranging their business travel, organizing events, incentive travel, meeting and conferences within Russia and abroad. BeKighter Business Group offers ‘tailor made’ sales and marketing action plan considering every need our partners have in order to achieve commercial goals. Helping you to attain greater name presence and brand awareness, resulting in increased market share and revenues. Our strategy is to work in partnership with a small number of non-‐conKlicting partners to provide a personalised service tailored to the speciKic needs of each partner. Driving business from the CIS market demands an experienced and respected company to target the operators, agents and afKiliate organisations to promote the product. The presence needs to be consistent and sustained to keep the product in mind, establish relationships and deliver consistent growth. BeKighter Business Group has the contacts in place, an excellent and enthusiastic team out on the road, and have had great success developing business for hotels and ground operators in the CIS market. Our aim is to help clients to succeed and we believe impossible is nothing!
Representation • Management of all trade relationships • Development and negotiation of sales mission • Road Show organization and arrangements • Organization of familiarization trips • Destination and product training via sale calls • Representation via trades and industry events • Event organization • Advice on market, tactical opportunities and competitor analysis
Sales & Marketing/ PR Sales & marketing • Marketing action plan development • Brand development within the market • Initiation and development of marketing campaigns • Research and development of new niche and emerging markets • IdentiKication and development of new co-‐partnerships that offer brand alignment • Identifying and utilizing digital technology to maximize potential to the client PR • Generating exceptional PR coverage across a range of media • Strategic planning to create innovative and affective PR campaigns • Organizing Press trips • Providing press ofKice • Arranging press conferences and media interviews • Securing brand ambassadors and including celebrity endorsement
Requirements our key objectives for representation in Russia & CIS countries • To maintain and develop brand position in the market • To ensure that key USP’s are understood in this markets • Make introductions and have regular contact with all relevant Product Managers with a view to gaining additional space in existing programmes, and to be featured for the Kirst time in new programmes -‐ both in brochures and on websites • To track operators’ contracting periods so they are approached at the best time of year for gaining exposure • To work with airline partners to leverage opportunities with their key partners and promotional activity • To devise tactical solutions for maximising sales during peak booking windows, and Killing occupancy during the more challenging low season • To work with the group series operators to use our clients products for their tour programmes • To devise relevant and cohesive marketing campaigns in conjunction with operator partners across all media from print to online • To target high-‐end, luxury independent agencies and home-‐workers to market to their databases • To devise speciKic campaigns for each market segment, including honeymoons, special occasion travel, small groups, and special interest etc. • To conduct competitor analysis, and make recommendations with regards to rates, special offers, value-‐ adds and tactical campaigns • To arrange familiarisation trips for appropriate trade partners • To arrange in-‐market events for the target trade audience • To manage appointment schedules for any key trade shows • To accompany one annual in-‐market visit from the DOSM or other relevant contact
Key Advantages Our people -‐ Our team have all worked in a variety of roles in the industry, giving us an unparalleled knowledge of the CIS market and distribution. More than 10 years experience in Hospitality Industry. Have degree in Hospitality management and graduated in European countries. Our of:ices -‐ We have 2 ofKices in Moscow and Kiev that give us an opportunity to react faster on market needs. Skills and planning -‐ We have the skills to develop relevant and dynamic marketing plans, Kind new business partners, maintain existing relationships, and are innovative in all areas of activity including new partnerships, new uses of technology and new media. We have strong negotiation skills, and produce excellent return on investment for our clients. Integrity & passion – We operate in an open and transparent manner, and believe that our reputation rests solely upon putting our client’s interests Kirst. We pass on all negotiated savings and media commissions directly to you, as well as negotiating the best rates, and keeping our expenditure low. We are passionate and dedicated to our role in the travel industry and our in-‐depth market knowledge combined with our strong trade relationships, means we are perfectly positioned to develop business for clients looking to grow in the CIS. Contacts -‐ We have an extensive database of the key CIS industry contacts, developed over the last ten years, and maintained constantly to ensure it is up to date and accurate. We keep in close contact with all our key partners to ensure we are aware of all developments and opportunities as soon as they arise. We are large enough to open doors, but small enough to guarantee outstanding service and return on investment.
Konstantine Baybarza – General Director/ Moscow of:ice Team 2011-‐2012 Assistant Director of Sales at Fairmont Grand Hotel Kyiv 5*, Ukraine ü Being part of the team on pre-‐opening stage, organizing site inspections with Corporate clients, Travel Agencies, MICE agencies and all potential business; ü Actively involved in Sales Action plan development; ü Stable growth of hotel occupancy in responsible market segment. 2010-‐2010 Director of Sales & Marketing at Spa Hotel Grand-‐Marine, Odessa, Ukraine ü Implementation of international hotel management standards; ü Development of quarterly and six-‐month marketing action plan; ü Increasing market share in the segment of "medical tourism" ; ü Stable growth of hotel occupancy on all market segments. 2008-‐2010 Co-‐owner, Managing Director at Sportmaks Ltd. ü An ofKicial representative of two Italian sport brands: Diadora S.p.A and Givova; ü Active cooperation with the Football Maestro -‐ Ukrainian football club of singers and Kilm actors. In the period from January 2008 to October 2010 held a joint tour concerts in cities of Ukraine (www.fcmaestro.com). 2005-‐2008 Project Manager at Tzar’s Collection Hotels&Resorts, Odessa, Ukraine ü Projects implementation: Hotels (4*-‐5*) construction and reconstruction with rooms total of 500. 2005-‐2005 Director of Sales & Marketing at Mozart Hotel 4*, Odessa, Ukraine ü Implementation of international hotel management standards; ü Increasing market share in the segment of MICE tourism and stable growth of hotel occupancy on all market segments. 2002-‐2005 The Dorchester London Hotel 5*, London, UK
Team Anna Baybarza – Business Development Director / Moscow Of:ice 2011-‐2013 Fairmont RafTles Swissotel GSA at Namen, Director of Global Accounts, MICE (Hotel chain worldwide) ü Developed, implemented and controlled annual strategic plan; ü Increase in the number of room nights in properties for up to 50% in 2012. 2009-‐2013 Sun Resorts GSA at Namen, Director of Sales and Marketing, FIT & MICE segments (Hotel chain Maldives and Mauritius) ü Developed, implemented and controlled annual marketing budget and strategic plan, year-‐to-‐year sales growth; ü Established and leveraged productive relationships with key contacts across the travel trade (tour operators, travel agencies, airlines, MICE); ü Generated opportunities for joint and co-‐operative marketing; ü Increase in the number of room nights in properties for up to 90% in 2012. 2009-‐2013 Director of Sales, MICE at Namen Hotel Promotion Group ü Improvement and implementation of Monthly Report; ü Negotiation with potential client (Allied PRA has been signed); ü Implementation of new clients. 2007-‐2009 Incentive and group travel executive ü Reward & Recognition for making 2008 Employee Appreciation Month in Russia; ü Reward & Recognition for team work; ü Reward & Recognition for support to Pepsi Cola Implant OfKice with big group to Sochi.
Anna Chornaia -‐ Head of Ukrainian Representative 2013 Director of Sales & Marketing at ZABUGOR.COM Luxury Travel Club Team Created and implemented the Leisure and MICE standards of customer service, models and tools (concierge services, loyalty programs etc); ü Took part in creation of training material (Corporate Book of Sales) which is being used by the company to train sales managers; ü Successfully conducted marketing and promotional campaigns, cross-‐promotional campaigns with leaders in luxury industry (5* Resorts, Golf Club, leading SPA and luxury boutiques), that resulted in increased sales, and help promote and create awareness around the company's brand and partners brand. 2011-‐2013 Head of Sales Department at ZABUGOR.COM Luxury Travel Club ü Building and developing effective sales team, year-‐to-‐year sales growth; ü Organized several international conferences, events, incentive and business trips for big and well known companies in CIS in 2010-‐2013 (for groups from 25 participants and up to 180 participants); ü Successfully conducted marketing and promotional campaigns (sales calls, FAM and Press trips, special events, lottery programs etc). 2009-‐2011 Senior Sales Manager at ZABUGOR.COM Luxury Travel Club ü Twice was the Best Sales Manager of unique private charters to Maldives Islands (in 2009 and in 2010); ü Grow sales an average up to 20%: Australia, Asia and Indian Ocean region, Africa region (for two consecutive years); ü Organized few Incentive Trips for corporate clients and several Press & FAM trips. 2005-‐2008 Senior sales manager and Head of Sales Department at SAGA LLC ü Building and developing effective sales team: grow sales in the all areas of department: Asia and Indian Ocean region, Africa region and Australia region; ü Organized several FAM trips, special events and presentations with leading hotels and DMCs for Ukrainian Travel Agencies that resulted in increased sales. ü
Team Anton Chornyi-‐ Head of Marketing & Advertising at Ukrainian Representative Of:ice 2013-‐2014 Managing Partner at The TRAVELLERSS Club, Kiev, Ukraine ü Development of all research and creation of the brand identity; ü Successfully launched company's Kirst Website; ü Generated compelling and creative advertising proposals; ü Making of blog in the Russian-‐language Internet and regular writing posts for them with the purpose of promotion of club's services and the luxury hotel brands; ü Content development: writing texts for website, making unique content, copyrighting and text optimization. 2013-‐2014 Front OfTice Department at Intercontinental Kiev ü Proper handling of special requests, VIP'S and Guest requirements; ü Implementation and Maintenance of daily statistics reports for the purpose of yield management; ü Reconciliation of Group accounts and packages; ü Consistent balancing of Department Kloat; ü Achievement of Budgeted Occupancy. 2012 -‐ 2013 Guest Service Representative at Radisson Blu Hotel Kiev ü Having wealth of knowledge in relating to hotel products, events and promotion, playing the role of salesmanship by doing my effort to sell the hotel at each customer contact, that resulted in maximize the hotel revenue; ü Helped company attain the highest customer service ratings; ü Completed customer service training to learn ways to enhance customer satisfaction and improve productivity; ü Reward-‐ received a letter of appreciation from the General Manager of the Radisson Blu hotel Kiev for the excellent service.
Team Anton Chornyi-‐ Head of Marketing & Advertising at Ukrainian Representative Of:ice 2010-‐2012 International Travel Manager at TA, Kiev, Ukraine ü Functioned in various aspects of travel sales; as a travel consultant, salesperson and effective mediator between customer and travel/hospitality services; ü Provide efKicient and superior service to clients (travel consulting) by offering cost effective and acceptable travel solutions that exceed client expectations; ü Analyzed and updated market strategy by keeping up to date with market competition and latest trends in ukrainian travel market, and to completely fulKill customer’s desires. 2005-‐2010 Head of Department of customer support at Vienna Insurance Group (VIG) Kyiv, Ukraine ü Provide training, hiring, mentoring, leading and managing staff; ü Created and provide certiKication and attestation, accordingly to high level standards of the company, to representatives around Ukraine; ü Created effective training material that improve service standards, which is being used by the company; ü Held a series of effective trainings aimed at improving the quality of service, providing to customers, for representations of VIG around Ukraine; ü Reorganized departments of customer support at VIG around Ukraine for more productive operation, including providing faster service.
Success Samples BTL Group GSA at Be:ighter Business Group /Konstantine Baybarza Challenges: • Low awareness of the brand on the Russian market • Competition with DMC of well established brands on the market Activities: • Personal sales calls • Participation in travel exhibitions (LTM Moscow) • Organization of sales trips to Moscow for DMC representatives • Targeted e-‐mailings • Promotion via social networks (Facebook, TWITER, etc.) • Organization of familiarization trips for MICE companies and Corporate Clients • Organization of Client events • Cooperation with Airlines Results: • Increase in the number by 22% within 6 month • Realized every 5th direct request – no biding between agencies • Raise of brand awareness
Success Samples Special Project |Press – trip to Portugal | Konstantine Baybarza Goals: • • • To show journalists Martinhal Beach Hotel in Sagres and Four Seasons The Ritz Hotel in Lisboa. To increase destination awareness for next season To attract «Golden Visa» opportunity that every new investor has buying a new property worth over 0,5 mln Euro Participants: • Timeout Magazine, • Voyage Magazine, • Kommersant Weekend, • In-‐Klight Magazine • Handmadefood.ru Results: • Martinhal Beach Hotel has one inquiry regarding Villa costs • 6 new booking for family holiday next spring to Martinhal Beach Hotel Daniela Berendonk| Business Development Manager On behalf of Martinhal Beach Hotel team I would like to thank you for fantastic time we had while accommodating journalists from Russia in Martinhal. Every member of our team had put all efforts to assist to your group needs. We all hope it helps us to achieve commercial results after the Press Trip and also will effect on market share increase from Russian market.
Sun Resorts LTD GSA at Namen/ Anna Baybarza Success Samples Challenges: • Low awareness of the brand on the Russian and CIS market • Competition with properties of well established international brands • Competitors with higher marketing budgets implementing a wide range of marketing tools (road shows, signature events, regional workshops) Activities: • Personal sales calls • Participation in travel exhibitions (LTM Moscow, LTM Kiev, MITT, Luxury Leisure, LTS) • Sales trips (St. Petersburg, Kiev, Baku) • Organization of sales trips to Moscow and Saint Petersburg for hotel representatives • Targeted e-‐mailings • Promotion via social networks (Facebook, TWITER, etc.) • Organization of familiarization trips for TOs, TAs, MICE companies • Organization of Client events • Cooperation with Raiffeissen bank, Pestovo Golf Club and BMW • Joint marketing activities with RafKles Dubai and Fairmont Dubai, TOs, Airlines and Tourism Board Results: • Increase in the number of room nights in properties for up to 50% in 2011 • Increase in the number of room nights in properties for up to 90% in 2012 • Raise of brand awareness Arnaud Martin | CSK, BA (Hons), Chief Marketing OfKicer I am very impressed with their approach which I found very professional. They have regular and reliable reporting methods which is very factual. They have improved Sun Resorts performance in C.I.S. They have delivered their promise. I enjoy dealing with company and Anna in particular who I found very dedicated and knowledgeable.
Success Samples Raf:les Fairmont Swissotel GSA at Namen / Anna Baybarza Challenges: • Low awareness of the brand on the Russian market • Competition with properties of well established international brands • Competitors with higher marketing budgets implementing a wide range of marketing tools (road shows, signature events, regional workshops) Activities: • Personal sales calls • Participation in travel exhibitions (EIBTM, IMEX, ANTOR, MICE Forum) • Sales trips ( Kiev, Baku) • Organization of sales trips to Moscow and Kiev for hotel representatives • Jrganization of client event • Targeted e-‐mailings • Promotions on websites www.laurusconsult.com, www.infotour.az • Promotion via social networks (Facebook, TWITER, etc.) • Organization of familiarization trips for MICE companies and corporate clients. • Joint marketing activities with DMC and Airlines Results: • Increase in the number of room nights in properties for up to 50% in 2012; • Raise of brand awareness.
Our aim is TO HELP CLIENTS TO SUCCEED and we believe IMPOSSIBLE IS NOTHING!
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