Hotel Network Captures Attentive Audience
By Mark Dominiak, Special to TelevisionWeek

A hotel room, of all places, might be one of the optimal places to sell your client’s new product.
In a few weeks, the Hotel Networks will be launching DoNotDisturb.tv, a network offering content targeted to the traveler, business and affluent market segments. The channel will be offered in a linear format, via video-on-demand and on a Web site.

The Hotel Networks, or THN, is owned by LodgeNet, which controls over 1.9 million hotel rooms across 10,000 properties nationwide, including brand names like Marriott, Hyatt, Hilton, Starwood, Fairmont, Four Seasons and others. Through THN, media planners can take advantage of a broad range of channel options, including cable television, interactive, out-of-home and promotions.

THN properties can reach a half-billion guests each year via traditional inventory, satellite and video-on-demand. All viewing, including VOD and Internet, is tracked through set-top box data and third-party research. Programming is delivered to a core target of affluent 25- to 54-year-olds, split roughly evenly between male and female.

On the surface, it may not seem that delivering a television ad to a traveler in a hotel room has much value compared to television impressions delivered through typical avenues. However, travelers who view video offerings in their hotel rooms provide an opportunity that isn’t readily available during conventional viewing. THN has compelling research to illustrate the point.

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