People - Your Best Insurance

By Rob Rush CEO, LRA Worldwide | January 29, 2012

There was a time not so long ago when the DJIA was relentlessly climbing and every development deal was a good one, that a hotelier would have to engage in the old Cold War strategy of Mutually Assured Destruction (MAD) to compete. Just as the US and USSR stockpiled nuclear weapons to ensure they could destroy one another 57 times over, so did the aggressive hotelier equip his property with the latest and greatest in design, FF&E and amenities to keep up with the Joneses (or the Schragers).

In a booming economy, one purchased customer retention insurance with a healthy line of credit, an iPod docking alarm clock and a hot design team. This form of customer retention insurance was very tangible, very costly and, ironically, very easy to match. Unlike the countless missile silos designed to blend into cornfields in Iowa and mountain ranges in Utah, these flourishes were put in place to attract attention and stick out. And if a competitor wanted to match 'em, they just had to take a look and pony up the dough.

With healthy lines of credit few and far between in the current economic climate, the customer retention insurance policy du jour has become a good deal less flamboyant but ultimately more difficult to duplicate. The currency required to purchase this insurance isn't dollars, euros or yen. It's flesh and blood.

Recession or bull market, boom or bust, people are always your best insurance policy against economic conditions, flat screen TVs or whatever other flavor of the month emerges designed to provide a short-term advantage. An investment in people pays off in ways that are imperceptible in a typical ROI calculation, imbuing your workforce with a sense of ownership and commitment that will make a difference when resources are scarce. (When's the last time a buckwheat pillow gave an extra effort?)

The underwriting process for this insurance policy doesn't involve an actuarial table or a medical exam, but a few key strategies for making your workforce your first line of defense against a receding customer base.

It's simple. Shower them with cash. (Joking...)

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.