The Value of a Package to Both the Guest and the Hotel
By Kevin Robinson COO & Managing Partner, Aparium Hotel Group | October 19, 2014
A long standing marketing piece for hotels has been the Rooms Package. The ability to package a room with various other components and services that the hotel offers has the ability to create not only value for the guest but the hotel as well. The ability to bundle a hotel room that otherwise would remain vacant and create a compelling experience for the guest is the key to a successful package that benefits both the consumer and the hotel operator. Additionally, during busy time periods the creation of a package adds value to the guest as well as gives the hotel the opportunity to maximize revenue.
The ability to tell your story and provide service to the discerning traveler is the primary selling point for the consumer. Travelers are faced with a myriad of choices and the ability to offer them a hotel stay and create a unique experience is an opportunity that should be continuously explored. Realizing each guest has different passion points and interests, a well-rounded offering of packages allows the guests to choose which experience is most valuable to them.
While planning your hotel's package offerings it is important to take into account your primary customer, your competition's customer and the customer that has yet to experience your hotel. This strategic approach to building a package allows the hotel team to leverage its strengths to reinforce the value and experience for the customer who is already loyal to your hotel, acquire guests staying elsewhere and acquire a new guest to the market. Does your hotel attract a large amount of wedding parties? If so, the ability to create a package that offers value to the newly married not only reinforces your hotel as a venue for weddings but allows the hotel operator to visibly market via their website and social media channels the unique offerings it is capable of providing. In analyzing your competition's customer think through the opportunity to speak to that customer in a voice that differentiates your hotel from the rest of the pack.
Looking for more business travelers? Regardless of segment, seek out the voice of that potential customer and build a package around their needs. For the business traveler, do you have the ability to provide early check-in or late check-out, complimentary dry cleaning or pressing of clothes, a healthy grab and go breakfast to start the day? Finally, the ability to message and market to the new customer is valuable as it is an opportunity to drive new guests to the hotel.
As a customer who will soon be your guest, the benefits of their hotel package are substantial. The customer has chosen not a hotel stay but an experience. The package has been selected by your guest for an all-inclusive price with elements that resonate with them to create an overall experience that is of value to them. The benefits of a well-priced, multi-faceted and well executed hotel package allow the guest to seamlessly enjoy not only their night at the hotel but the offerings that come with it. The execution of the package is essential. It reinforces to the guest that their choice was a good one, of value, and that the hotel is executing on its service promise.
Further benefit to the guest can be offered through customization. Realizing that despite the most diligent research and brainstorming not every package speaks to every prospective customer. Offering the ability to customize an experience to your future guest is a compelling option. In a world where clothing, shoes and even cars can be customized in advance by the consumer, offering a menu of options to your guests allows them to choose what is of the most value to them. For example, the business traveler referenced earlier may not want a grab and go breakfast but would strongly prefer complimentary internet. No need for early check-in? Why not offer an evening cocktail to feature the beverage program of the hotel and allow the guest to relax before the next day's events. The ability to add on a select service or product from a menu of options allows the guest to choose what is most applicable to their respective needs.