2001: Entered the Scene as “Book Direct”
Evangelists for Hoteliers

Fifteen years ago, HeBS Digital was born as the first hotel digital marketing firm with a "Book Direct" mantra. The singular focus was and still is to help hoteliers maximize revenues from the Direct Online Channel.

"By early 2001 it had become obvious that many hoteliers were struggling with the new online distribution paradigm and did not have a clear vision as to how to engage online travel consumers and monetize the direct online channel. This had given the early OTAs tremendous advantage and opportunity to literally fleece the hospitality industry. Based on the invaluable expertise from my previous two Internet travel and hospitality start-ups,  I created HeBS Digital to help hoteliers own their customers, to drive revenues the most cost efficient way possible – through their own property websites. I am excited about where we’ve been, and even more excited about where we are going."

Max Starkov
President & CEO of HeBS Digital

We Are Everywhere
Hoteliers Need Us

Helping Hoteliers Stay in the Know Through Thought Leadership

We wouldn’t be who we are today without a consistent pulse on the industry and contributions in the form of thousands of articles, whitepapers, and speakerships.

Known for thought-provoking opinion papers on the latest trends, as well as widely read annual articles to help the industry prepare for the coming year and budgeting season, we have always prioritized publishing content to help hoteliers drive more bookings on the direct online channel.

2001:

Our first article published, "Independent Hoteliers: eBusiness Levels the Playing Field"

2003:

Launched "Top Ten Digital Marketing Resolutions," now a standing tradition

2005:

Launched the annual, "The Smart Hotelier’s Guide to Digital Marketing Budget Planning," now a 10-year strong tradition

2008:

HeBStrategy Whitepaper on Digital Marketing & Technology Trends is Born

2014:

HeBS Digital starts talking about Dynamic Rate Marketing & Dynamic Content Personalization – the industry follows suit.

2016:

HeBS Digital releases its 112th article on how to boost ‘direct online bookings.

Not Just Your Average Strategy & Consulting Team

We work endlessly to stay at the forefront of the hospitality technology and digital marketing space. Knowing that hoteliers needed an Account Manager who understood all facets of hospitality digital marketing, we were the first in the industry to introduce a dedicated "Website Revenue Optimization" consultant for each client. Major hotel brands and industry players: from Carlson Hotels, Choice Hotels, Fairmont, Mandarin Oriental, Loews, Millennium, Red Lion, etc., have trusted HeBS Digital to assess their Direct Online Channel Strategy.

Doug Brookman
Director of Operations, Empire Hospitality Group

"I am in the hotel business – this is a 24-7 operation. HeBS Digital is a big company but what makes them unique is the ability to be customer-focused and maintain a level of intimacy with their clients. I can pick up the phone and speak to my account manager. They make my day fun and I’ve built a great relationship and trust with my account managers at HeBS Digital. They are professionals, extremely knowledgeable of the industry, incredibly patient with me, and perform an excellent job. Having an account management team to turn to and a team leader who takes the time to explain, to ask the right questions, and provide insight and even get us thinking makes me excited to be working with HeBS Digital."

HeBS team

Taking Home the Platinum: Results Equal Awards

Maximizing direct online revenues for our clients, making sure every one of their marketing dollars is working to lower their cost of sale and drive ROI, is our passion. Another result of this level of dedication? Over 350 major design, technology, and multichannel marketing campaign awards.

Highlights include:

  • 2008 & 2012: Max Starkov and Jason Price (respectively) receive the HSMAI Top 25 Most Extraordinary Minds in Sales and Marketing Distinction
  • 2014, 2015 and 2016: smartCMS wins Gold Stevie Award in The 2015 American Business Awards
  • 2015: Record-breaking 17 Adrians, including 2 Platinum Awards
  • 2016: Tsogo Sun named Official Honoree in Webby Awards
Bill Linehan
Executive Vice President, Chief Marketing Officer, RLHC

"We wanted to have a website that allows us to have more perpetual merchandising, to be able to promote and truly exercise ecommerce on every single page within the website. Our previous website did not allow for that. Within months of launching our new website on HeBS Digital’s Content Management System, the smartCMS, we won an award. Every day HeBS Digital is collaborating with us on how to drive guests to our hotels and allows us to focus more on the consumer experience at the hotel."

Technology That Pushes the Industry Forward

We work tirelessly to develop best-of-breed technology that is transforming the hospitality industry.
Notable developments include:

  • 2010 / Introduction of the CMS Enterprise,
    now the smartCMS v7 website technology platform
  • 2013 / DRM Gateway Launch enabling
    dynamic and real-time rate marketing
  • 2014 / Smart Personalization Engine –
    foundation for 1 to 1 marketing
  • 2010 / Interactive Marketing Applications and LTOs:
    the foundation for multi-channel marketing
Alison Mills
eCommerce Manager – Group, Tsogo Sun

"When we started this project, we set out to completely revamp our online presence on the three screens with the overall goal of increasing bookings on our website. We reviewed multiple firms worldwide and found that HeBS Digital’s website and digital technology and marketing offerings surpassed all other solutions. By partnering with HeBS Digital, we were able to elevate our hospitality brand to new heights, with a new tsogosun.com brand website and an efficient and streamlined website technology and Content Management System that allows us to share content across multiple properties and regions.  The result is a flawless online experience that really portrays the depth and breadth of Tsogo Sun’s portfolio in one central location, and allows us to effectively communicate with our customer segments in ways that were never before possible."

2010 / Introduction of the CMS Enterprise,
now the smartCMS v7 website technology platform

2013 / DRM Gateway Launch enabling
dynamic and real-time rate marketing

2014 / Smart Personalization Engine –
foundation for 1 to 1 marketing

2010 / Interactive Marketing Applications and LTOs:
the foundation for multi-channel marketing

Digital Marketing with Proven Results

Through our endless quest to raise the bar for our clients we have developed leading-edge digital marketing campaigns and
technology that increases demand and generates revenue during need periods. Some highlights include:

  • 2010 / First Multichannel Campaign:
    Shell Black Friday
  • 2011 / First Sweepstakes Launched:
    Eldorado Resort & Casino, Reno, Nevada
  • 2012 / First Social Media Contest:
    Loews Hotels
  • 2013 / Google Partnership Established
Nicole Ferrer
Corporate Director of Sales & Marketing, Triumph Hotels

"HeBS Digital is genuinely interested in identifying our goals and fulfilling our expectations for each initiative. They are not just interested in selling us something. There are times when I will say “Why aren’t we doing that?” and my account manager will be very honest with me and tell me that it’s not a good fit for what we are looking to do or if it is a good fit, they will sit down and put together a plan and I know I can trust what they are proposing. I have learned a lot about digital marketing, including the statistical and analytical piece - they truly took the time to explain everything in a way that it all made sense."

2010 / First Multichannel Campaign:
Shell Black Friday

2011 / First Sweepstakes Launched:
Eldorado Resort & Casino, Reno, Nevada

2012 / First Social Media Contest:
Loews Hotels

2013 / Google Partnership Established