Does Your Distribution Strategy Further Your Brand? Or Harm it?

By Drew Rosser VP of Business Development, Whiteboard Labs | January 27, 2012

Doesn't it feel good when you read or hear about a new promotion or discount on something, be it your local pizzeria for a two for one deal or some big discount on a flight to an area you frequent or a good deal at a great hotel and when you go to buy it all works out? When you call, everyone is in the know that you talk to at the establishment or central reservations office and the Web site spells everything out clearly and it all just works. Yippy!

Oh, but how many times has this euphoric feeling fallen short? Pizzeria..."dude I have no idea what you are talking about", airline..."I'm sorry that flight is not available for the times you need", hotel...promotion isn't available online, you call and the agent has no idea what that promotion is and cannot find it anywhere or it comes with so many restrictions that it is nearly impossible to actually book. Clearly there is a major disconnect between marketing, operations and execution of that marketing plan.

For any distribution strategy to truly be successful there needs to be a plan in place but also a methodology surrounding that plan that takes into consideration the method of communication, implementation of the strategy and execution. The best thought out marketing strategy will fall horribly short if there is no communication between the marketing department, revenue management and the operations/distribution team. All must be on the same page and have a clear understanding of what, when and how to make the plan a success.

There are two very basic but important marketing 101 items to consider when establishing a distribution strategy for your hotel or chain.

  1. TRIM (target, receiver, impact, method)

  2. Message

Choose a Social Network!

The social network you are looking for is not available.

Close

Hotel Newswire Headlines Feed  

Amy Locke
Marky Moore
Magnolia Polley
Jeffrey Hirsch
Kathleen Pohlid
Amy Hutchins
Darrell Schuurman
Dawn Miller Sander
Roger G. Hill
Jim Motavalli
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.