Hotel Business Review

Mr. Rosenberger

Sales & Marketing

7 Mistakes Marketers Make When Trying to Attract Families

By Matthew Rosenberger, Consultant & Publisher, ABC Travel Guides for Kids

Too often money spent on marketing is wasted. When marketing is based on conventional wisdom and old assumptions rather than advances in the understanding of consumer behavior, sales suffer and money that could have been spent more wisely goes down the drain. Marketing based on age bracket or generation is blase. The current market demands marketing departments pay attention to emotional elements of their potential guests, i.e. how can I afford to take my family on vacation when I might lose my job? Understanding your guests changing needs and emotions indicates an empathy and growth that will lead to great success in any market. Too many in the industry are insensitive to the subtle nuances of the importance of the family vacation on the psyche of the American family. Too many marketing departments refuse to take initiatives and think outside of the box and the same 7 mistakes occur again and again, regardless of market conditions. Avoiding the following seven patterns will help your property save money, stay competitive, and enjoy a healthy share of the lucrative family travel business.

1. Not correctly identifying and exploiting your "WOW" Factor

Okay, it's easy for Nickelodeon Family Suites to know why families love their property. Nick goes above and beyond by executing a winning game plan with an exceptional staff that loves kids. From mass sliming, to custom drinks for the kids, they leave no stone unturned with character breakfasts, live shows, a 4D movie theatre, an unparalleled pool and water park and fun suites with bunk beds, video games, TVs and more. The "wow" factor at Nick hotel will blow most competitors (and there are a ton of competitors in the Orlando region) away. The Nick Hotel in Orlando is an attraction itself. But too many properties fail to identify and capitalize on a "wow" factor. Hotels in the Orlando region that don't have the resources or brand strength in the family market that want to attract their piece of the family travel pie must implement another strategy. Consider a "wow factor" easily attainable by a number of hotels in the Orlando region and born of three components: great value, great location and great customer service. Staybridge Suites epitomizes the successful implementation of these factors to create a "wow factor" that separates it from its competition. With two properties near Disney World and the attractions of Orlando, excellent customer service and great value Staybridge Suites has done everything right to get noticed and exploit a "wow factor" very different than Nick Hotel. While no kid is going to confuse the Nick Hotel and Staybridge Suites, visits to both properties can be equally rewarding for families.

2. Not Forming Partnerships

In this tough economy where marketing budgets are getting cut and spending freezes are in place not forming partnerships with your CVB, as well as other family friendly attractions, restaurants or businesses is inexcusable. Pooled resources and combined efforts are what will win customers attention in the highly competitive family travel demographic. Consider the steps Great Wolf Lodge has taken recently. Already a premier water park destination for families, the GWL has an amazing partnership with National Geographic Kids. Their joint marketing campaign and programs are compelling and exciting and combine all the elements that most families want-entertainment and educational activities. The alliance also places GWL at the forefront of the "go green" movement, with programs and literature specifically educating and engaging kids and families.

3. Not Paying Attention to Latest Trends and Innovations

To go green or not to go green that's not really the question. The question is what steps, if any, are you taking to show the world that you are committed to a greener environment. If you have no policy or comment in place regarding the go green movement you are way behind your competition and current industry trends. Small baby steps are better than inaction. Your guests are trying to make better choices with light bulbs, lunch boxes and other everyday items so if you don't, you will lose their respect, and their business. Take a look at family travel blogs to see what your guests and consumers are blogging about. What have you done to update your menu to create healthy choices and help combat a major issue in our country, obesity. Families want healthier choices for their children and it is imperative that healthier menus are implemented. Too many marketing departments keep the status quo-don't update their children's offerings sufficiently, and consequently lose their piece of the family travel market. I recently read that a well known resort, with an overall excellent commitment to children with awesome amenities and programs, will implement a program where children under 14 will have access to an endless supply of ice cream throughout the duration of their stay. Do parents really want their kids to have "unlimited ice cream"? The answer is simple -NO. This is not an amenity that will endear parents to this resort and displays an unawareness of current trends toward healthier menu choices for kids. This sort of marketing strategy is based on old assumptions and traditional marketing methods-i.e. the "ice cream social of the fifties". Contrast this idea with an innovative initiative by Holiday Inn to refresh their kid's menu with healthier food options. Recognizing that parents are looking for healthier meal options for their family and also capitalizing on the "go green" trends in the industry, the company announced the "Rainforest Adventure" themed initiative as the iconic brand looks to establish a more current image.

4. Not Using Surveys

Do you wonder what your guests think of you? You should. Satisfying guests basic emotional needs is a must to create loyal customers. Understanding and identifying the needs specific to families is the key here. Your staff may be exceptionally well trained when it comes to your business clientele, they might even be strong at understanding the needs and wants of recently married honeymooners or older empty nesters, but what training have you given them when it comes to understanding children and parents? Kids can be challenging and their parents can seem oblivious, but your staff must be trained to deal with them. Your staff must engage directly with the each individual of the family to build loyalty and truly address the emotional needs of each family member. Surveys will help flush out the issues on the minds of your guests which in turn will help you train your staff to spot and recognize these issues. But there is an even more compelling reason to use surveys. Today's guests spend a ton of time on the Internet. Social networking sites generate lots of information, reviews, and comments about your property. The notion of "word of mouth" has taken on an entirely new meaning. The traditional notion of referrals from guests spreading the word about their visit to your property to their friends, neighbors and family members is now offset by the anonymous and addictive nature of the social networking sites online where there is the potential to reach a much wider audience. Simply typing in the name of your property and "reviews" online will produce hundreds of comments and feedback from your guests about their experiences at your property. There is a mind-blowing amount of information out there and all at relatively no cost to your marketing department. Not paying attention what your guests are posting will be extremely damaging to your bottom line and you will quickly lose guests and market share.

5. Not Providing Excellent Customer Service

Customers are very smart. They recognize that most companies in the hospitality industry are currently in a freeze mode when it comes to spending. They read in the newspaper that hotel employees are being laid off, that rates are being slashed and that deals are a plentiful. So the question is at what cost to the customer are these actions being taken? Something has to give. Well it better not be customer service. Even with all the "great deals" out there, if your customer service is not up to par the entire experience and cost benefit to the customer will be completely eradicated. Hospitality is a customer service industry and survival is dependent upon excellent customer service. The challenge that exists now is the challenge that exists in every market-the sales and marketing departments must continue to sell rooms in the current depressed market while at the same time positioning the property for larger returns for future improved markets. The key here is holding on to, and recognizing, top employees. A job well done must be internally rewarded with bonus and incentive programs. The hospitality industry has a high turnover rate, no doubt about it, you must identify your key employees and hold on to them. Ever walk into an environment where the air is so thick with a negative vibe you can hardly breathe? Ever spend time with a family member who is so negative that it effects your positively. If your hotel lobby does not set the right tone when a family or children arrive they will not be back. Learning to set the proper tone with enthusiasm and appreciation will pay off tremendously. You must have a staff member or concierge trained specifically for families and children. So put on your game face, suck it up and actually go out of your way to show kids and families you are happy they are staying with you. Remember that their budgets are being squeezed too, so the fact that they are trying to have some family time together and chosen your property must be acknowledged and rewarded with excellent customer service and perhaps even random acts of generosity.

6. Not Knowing What Your Competition is Doing

You must know your competition to stay competitive. Today it is so easy to know what your competitors are doing by simply visiting their website. But knowing your competition requires additional vigilance and hard work. It means reading trade publications and newsletters, attending trade shows and industry related events. You must take a proactive role in understanding what your competition is doing, why they are doing it and whether it makes sense for your property to take action. Not knowing your competition is one of the greatest mistakes marketers make when they are trying to attract families. Marketing departments must constantly keep on top of what family packages are out there, what amenities are being offered and what the results are from these efforts. Consider Hyatt CEO Mark Hoplamazian's recent announcement that managers and employees of Hyatt hotel would be doing "random acts of generosity". The announcement follows months of consumer research and indications from travel blogs that the unexpected nature of the gifts creates such tremendous gratitude among people that they will soon become the most loyal customers one could ever imagine. Awareness of this initiative by Hyatt is important for many reasons. For starters with the economy in such a sorry state, by "being nice" your brand might come out looking pretty darn good in the eyes of the general public. But equally important, if your competitors are doing it, and you're not, you might look pretty darn bad! All across the country, from Dunkin Donuts to Starbucks, many in corporate America are taking steps to enhance their public image and show that they understand and feel the pain that most Americans are experiencing. At the very least you will receive substantial PR for implementing some sort of programs. The key- pay attention to your competition to see what works and strive to enhance and create even more and better experiences related to these successful programs.

7. Not Prepared for Emergency

Swine flu, terrorist attacks, who knows what the future holds. What plans do you have in place for an emergency? Certainly with so many current issues at the forefront of our industry, marketing departments must be thinking about emergency situations and how to effectively be prepared. It all starts with a properly educated staff on what to do in the case of an emergency to avoid wide spread panic and chaos. With a proper plan in place you will be able to stand on a solid record when dealing with any crisis situation.

In conclusion, families want to create great memories when travelling together. Your mission is simple; it is to help them create these great experiences. Your "wow" factor might get them through the door, but your customer service, awareness of current trends, and ability to understand their needs and to take initiative by setting the proper tone as soon as they enter the lobby, will keep them coming back again and again.

Matthew G. Rosenberger is a family travel consultant and publisher who works with hotels that want to be recognized as the most family friendly in their region. He is publisher of ABC City Guides for Kids, an all-in-one alphabet book, activity guide and souvenir. The books are customized by hotels and resorts to feature their images, logo and address on the book's front and back covers. Mr. Rosenberger also promotes his selection of family friendly hotels at his website and family travel related assignments through his "We Love Kids" and "TOP FIVE" pick selections. Mr. Rosenberger can be contacted at 215-242-4011 or mgr@kidstravelguides.com

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