Down Market: Growth is Still Possible

By Kristi White Director of Revenue Optimization, TravelCLICK, Inc. | January 27, 2012

Recent statistics from the hospitality industry are grim. Occupancy declines range from a low of 9.8% in Europe to a high of 14.4% in Asia Pacific, average daily rate (ADR) declines range from 3.0% in the Middle East to 17.9% in Asia Pacific, and revenue per available room (RevPAR) declines range from 14.9% in the Middle East to 29.7% in Asia Pacific. What can your hotel do to buck this trend and recover-sooner rather than later?

Two opportunities are apparent for recovery:

  • look for business outside of your normal comfort zone, and

  • protect one of your most precious assets, ADR, to position your hotel to recover more rapidly when demand levels begin to rebound.

Your Comfort Zone

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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.