Need to Close More Hotel Sales? Try Implementing These Two Marketing Tactics

By Jennifer Nagy President, jlnpr | June 10, 2018

I remember when I was launching my PR agency, JLNPR, I experienced a 24/7 rollercoaster of emotions: mostly, excitement and hope but also, a lot of fear and worry. Even though I knew my niche - the hospitality tech industry - inside and out, had many years of experience and knew that I could enact real change to companies' bottom line using public relations (because I'd already done it for many tech companies), that didn't change the fact that I felt panicked when I realized that, this time, I'd be doing it ALL on my own.

Negative thoughts ran on a loop, all day and all night: "What if I can't get a client? What if other people don't believe in my abilities enough to work with me, a single-person start-up? What if potential clients need JLNPR client references before they sign on the bottom line? How do I get that all-important first sale?"

(Does any of this sound familiar to you?)

And then, one day I stopped myself, mid-panic, because I realized something very important: "Of course I will be successful; all I need to do is apply the same PR tactics that I'd used to boost other companies' visibility, shorten their sales cycles and increase sales, to my own fledgling business."

Nine years later (this July), I'm still here, running a successful PR agency, feeling proud to have worked with so many innovative companies who have developed technologies that have revolutionized hotels' operational processes.

If any of my early experiences ring true to what you're feeling, keep reading because I'm going to share the two marketing tactics that I used to find success in the hospitality industry.

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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.