Cross-Marketing Multiple Venues Within Your Hotel to Locals
By Marc Portugal Director of Marketing, Bortz Group of Companies | August 03, 2010
I'm writing you at 5:00PM CST on Tuesday December 16, 2008 in Chicago on a very cold and very snowy day. By the time YOU read this, the economy will be even worse (as will the traffic for tonight's commute home...), business and leisure travel will be down even further, and more questions about the future of hotel branding, marketing and sales will need to be answered quickly. Some "Happy" New Year this is turning out to be.
How will you make your hotels money this year? What do you really have to offer locals?
My last contribution essentially suggested an experiential answer to these questions, and an approach and focus on local consumers as a new - or at least circumstantial - model and source for revenue management in the coming months and years. Creating HABITATS and extending LOCAL consumers social, lifestyle, and/or entertainment experiences they are already committing to elsewhere in town will make you money with some sort of increased, consistent, and reliable frequency.
Those questioning the viability of this assertion need only consider one telling example: Las Vegas Casinos. While most hotels don't offer gaming, (aside from the casual, late night poker game among friends - I won't tell...) the basic casino revenue philosophy still holds true for marketing to local guests. In case you've never been to Las Vegas or never gambled, it goes like this: The longer they stay, the more likely they'll lose.
How do you get people to "stay" in your hotel when people are traveling less, AND without slot machines, video poker, dice and a roulette wheel? It's quite literally very simple. Offer them the exact same experiences to partake in and enjoy as casinos do - great restaurants & nightlife, salons & spas, shopping, special events and promotions, fundraisers, product trials (via brand partnerships), and so forth. Offer them great venues.
The longer they stay, the more likely they'll lose. Lose is such an ugly word. SPEND sounds better.