If demand in the U.S. will be down 5.5% this year, then why will average daily rates be down nearly 10%? Have our results become a byproduct of our own forecasting doom and gloom? Rates are down in most markets because of the panic of a few hotels, which started a downward spiral of discounting that wasn't even necessary to accommodate the existing demand. Other hotels in these markets have followed suit and consumers benefit from the industry panic. Come on, hotel industry, take control! Are we to quick to blame the economy for all of our problems?

Sales and marketing teams have long been blamed for not capturing the business when times are bad and the economy is quick to be credited during the good times. Whether you are an owner, operator, or sales and marketing professional, tapping into the P.O.W.E.R.R. of sales and marketing will help you recover much faster from the current recession than your competitors -certainly long before the hotels that may have started the rate war in your market in the first place. Here's where the P.O.W.E.R.R. is:

P - People knowledge

The customer and consumer information is king. Sales teams are on the front lines of this ...