So how do you maximizing guests' expenditures? By using a touch-point marketing strategy. Touch points are opportunities for generating incremental revenue from hotel guests throughout their stay from the moment of arrival to departure. Touch-point marketing involves determining the message, identifying the areas of opportunity, developing a method of delivery and tracking the conversion rate. In a nutshell, you have to tell the guest what you want them to do, how you want them to do it, affirm that they have made the right decision and tell them thank you for their spending. In addition to driving incremental revenue, touch-point marketing is critical to building brand loyalty.

The first key to a successful touch-point marketing campaign is a clear, concise message. Don't confuse your guest with too many messages. While we all like options, nothing is more frustrating or will get your guest to tune you out quicker than being inundated with multiple messages telling them what to do. Focusing on one to two message themes at a time will ensure clarity, deliverability of service and a high conversion rate.

The next steps in maximizing the effectiveness of every touch point are to identify where these opportunities exist and what is the ...