Library Archives

 
Blake Suggs

In a tough economic time, it is of vital importance to discuss methods that will not only help you avoid slumping sales, but also to help you grow your business. There are six specific tactics I discuss in this article, from details on how to utilize natural and local search offerings to the importance of building the top of your funnel for your long-term growth. This list is by no means meant to be a comprehensive guide to running a recession-proof online program. However, these are the first steps you can take to ensure the health of your business, now and to come. Read on...

Jane Segerberg

Haven't spas been around long enough that we know what they are? Why is it important to answer the question? And, even more emphatically, "Why do we care what a spa is"? The understanding can help properties develop, renovate or evaluate their spas or spa plans to produce a more successful spa business. The pasteighteen months have certainly had the hospitality industry scrambling, and at the same time; scrutinizing, evaluating and reflecting on what is valued by our guests. Don't stop here - read further to gain an understanding of 'spa' Read on...

Mike Handelsman

Hotel owners can face tremendous pressure when selling their business, which may prompt them to market the business through all possible channels. Sellers must remember, though, that confidentiality is crucial to ensuring that vendors, partners and customers stay on board as potential buyers become interested. Revealing that your business is for sale can have major repercussions that could impact your bottom line and the ability to secure an interested buyer. There are a few ways to keep your sale confidential, however, while still exposing the right information to potential buyers and maximizing the sale price. Read on...

Elaine Oksner

Today's hospitality world presents a constant ebb and flow of sales and marketing challenges, especially with recent changes in the economy. With that in mind, there may be people on your hospitality team who present an undiscovered sales and marketing resource. Savvy hoteliers can make a strategic move in their overall sales strategy by harnessing the power of the concierge position. Before I tell you how and identify six ways to maximize this often underused resource, let me explain why this strategy will work. Read on...

Fred B. Roedel, III

When developing a hotel, operations must be given priority standing. Operations are essential in order to get a hotel up, running, and producing revenue within a set timeline. Developers must spend the time required to integrate all aspects related to operating the hotel into the overall development plan at its inception. Failure to do so will inevitably result in costly delays. If you do not have an operations expert on staff, hire a consultant. Experienced operators are invaluable when it comes to establishing and meeting performance standards for the design, time, cost and quality of a hotel development. Read on...

Steven Belmonte

One would think that after 30-plus years in this industry, I've seen it all. But truth be told, I'm still witnessing some amazing new roles and functions that are taking place in the hospitality industry. The industry had an incredible few decades with prosperity, growth, new programs, and a new direction in terms of franchising. And now that we are at the beginning of a recession, we are seeing franchisors developing creative and ingenious marketing programs and incentives to compete with emerging brands that have captured the attention of franchisees. Read on...

Nelson Migdal

The deed in lieu of foreclosure offers lenders and borrowers an alternative to foreclosure when the going gets rough. However, when the subject of foreclosure is an operating hotel, there are many complexities that must be analyzed and understood prior to handing the keys over to the lender. Read on...

Jeff Guaracino

The gay and lesbian travel market is too often considered simply a leisure market segment. Nothing could be further from the truth. Gay and lesbian travel is also group, meeting and convention and corporate. Would you be surprised to learn that 27 gay-oriented meetings have met in Dallas, Texas, in hotels since that city launched its gay tourism marketing efforts in 2004? Veronica Torres, diversity convention sales manager of the Dallas Convention & Visitors Bureau, is the perhaps the most successful CVB sales woman in the country. Each year, she is responsible for booking more than 8,000 hotel room nights attributable to the GLBT market. She has proven that a straight woman can reign as queen in gay meetings. Read on...

John Ely

It is nearly impossible to escape the talk about today's economy. Everywhere you turn, people are constantly discussing the recession-like atmosphere of our nation. During the presidential race, polls showed that the economy was the number one issue on people's minds. And as we inched closer to Election Day in November, many media outlets focused heavily on the crisis. From the initial meltdown of the housing industry, the nation's credit crunch, and the increasing stock market woes, we were (and are) continually bombarded with negative messages about our future. Read on...

Frank Meek

A pest sighting in your hotel is never a good thing. One guest could tell another guest, who tells another, and the next thing you know, the incident hits the Internet waves for all to read - ultimately damaging your hotel's reputation and business. But the good news is you can stop this nightmare before it starts. Simple exterior maintenance practices are one the easiest ways to prevent pests' entry into your establishment, and the best part is they are cost-effective too. Read on for several exterior maintenance practices that you can put in place immediately to keep pests outside where they belong. Read on...

Leigh Anne Dolecki

Wow, has it really been less than 15 years since were introduced to the World Wide Web? It's not news that modern technology has completely changed the way we live in the past ten to twenty years. At this point in my career, I can't even imagine being a concierge without it. By nature, concierges are information junkies; many of us find this new frontier absolutely irresistible as it appeals to our sense of curiosity and problem solving. Many of us have spent late nights clicking and learning, clicking and learning...clicking and, of course, learning. Read on...

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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.