June FOCUS

Sales & Marketing: Playing the Long Game

Sales & Marketing: Playing the Long Game

During an economic downturn, it is tempting to slash marketing budgets to make up for lost revenue. But smart hoteliers play the long game, knowing that companies who stay engaged with their customers will be the first to benefit from a rebound. Therefore, now is the time to renew and revamp sales and marketing strategies in order to be ready for what lies ahead. For example, this is a perfect time to refresh website content, social media and SEO.  The same for hotel blogs where content can be updated to give customers inspirational ideas as they begin to travel and meet again. Multimedia assets should also be revised with new photo/video shoots that provide accurate information about how setups, room configurations, and onsite offerings have changed to accommodate safer meetings and social distancing. The June Hotel Business Review will focus on the sales and marketing strategies that some hotels are adopting in anticipation of a recovery in 2021.



Library Archives

 

Last month's feature articles...

Tom Dibble

As marketing and advertising begin to rebound from the depths of the abyss that was 2020, accommodation brands need to be smarter about revitalizing their marketing strategies and media funds to reach audiences whose habits and preferences have shifted during the pandemic. There is now more than ever an increased pressure to drive return on investment with earned, owned and paid media by making the most of marketing budgets and engaging with an altered media landscape. READ MORE

Chris McAndrews

Chris McAndrews, Vice President of Marketing at Cvent, discusses how hotels and venues can leverage technology to help attract and win group business. As experiences moved online due to the pandemic, the events, meeting and hospitality industries underwent an accelerated digital transformation. Now, as in-person gatherings return and hybrid events gain momentum, technology will continue to be a cornerstone of successful events by facilitating a venue's ability to host safe and efficient experiences. READ MORE

Steven Schumacher

Virtual events have dominated the meeting space for the past year, but with screen fatigue rising, many people are ready to travel for events and meet in-person again. Hotels should prepare to meet this demand by instilling confidence and providing safe experiences for meeting planners to successfully welcome the return of in-person meetings. READ MORE

Brigette Breitenbach

The strength of your branding and marketing today will have a dramatic effect on long-term success. For hospitality, today's messaging needs to inspire consumers to get out again and return to travel. But we also need to manage expectations, and that has to happen at both the marketing and operational levels. It's time for an internal assessment and perhaps a course correction. Whether a small independent property or a multi-state operator, hoteliers need to be honest with themselves, be real with people, make smart investment and get creative. READ MORE

Gabor Forgacs

Hotel industry room rates were not problematic at all before the pandemic. However important they are, rates did not cause our problems, so rates will not fix them. This article discusses the importance of data-driven decisions and offers encouragement to exploring the real drivers of strategy. Larger market forces cannot be overpowered but understanding them can prove vitally important. READ MORE

Robert  O'Halloran

Lodging sales and marketing will need to focus on service and value. Service is the tool that can differentiate one product or service from another. Service, sales, and marketing in these times must include digital options, i.e. websites, apps, virtual tours etc. An obvious demonstration of new media and technology and an integrated marketing and communications plan will be useful both in the long term, strategically and to meet tactical objectives. READ MORE

Justin Taillon

Hotel sales and marketing managers face uniquely competitive landscapes. Coupled with product differentiation and the threat of substitutes, identifying a competitive advantage is paramount to building a successful career. Radical and incremental innovations are approaches to product differentiation that may result in sustainable competitive advantages. This article seeks to identify approaches to effective innovation and provides examples of successful innovations. READ MORE

Robert Allender

Fair warning. If the terms climate change, ESG, and net zero do not currently pepper the paragraphs your hotel's business strategy, its marketing strategy, and its executive committee meeting conversations, they soon will. This article explains how a hotel's management team can build a rock-solid energy-use strategy and thereby deal with the #1 underlying 'cause' for all three of those related mega-transitions in one single document. READ MORE

Becky  Zimmermann

Becky Zimmermann, president of Design Workshop, an international landscape architecture, planning and urban design firm, shares examples of how three leading resort hotels are implementing sustainable practices without sacrificing luxury. While there is not a one-size-fits-all approach for hotels to reduce their respective environmental impact, these three properties demonstrate critical best practices that can be adapted to fit the needs of individual properties. Read more here.... READ MORE

Stephanie Smith

Hotel Marketers need to align their KPIs with Sales and Revenue Management, instead of just focusing on single campaign ROI. Once hotel marketers start focusing on metrics aligned with stealing market share from the competitive set, the conversations will elevate and become more holistic. The pandemic has proven that strong ROI in a campaign may not mean the hotel is performing well overall. READ MORE

Steve Bowie

Hotel properties continue to leverage "green" to not only reduce costs, but also illustrate to guests their brand's commitment to conserving resources. Today's on-premises laundry equipment offers a variety features that save time and resources. In this article, Steve Bowie, general manager of the on-premises laundry segment at Alliance Laundry Systems, explores the game-changing green technologies available to hoteliers. READ MORE

Joseph Ricci

TRSA President and CEO Joseph Ricci explains the impacts on hotel sustainability of laundry machinery efficiency, linen life and product life cycles. He quantifies the extent to which large-scale laundry conserves natural resources, suggests housekeeping practices that prevent linens from being removed from service too soon and describes the "cradle-to-grave" green benefits of choosing reusable textiles for restaurants instead of disposable equivalents. READ MORE

Shayne Paddock

Establishing connections across your property(s) or brand is more than just shuttle service to the airport. Connections can be an apt metaphor for person-to-person interaction, the guest experience as a whole, and even the way technology can support lasting guest relationships. In fact, the argument could be made that hospitality is an entire industry of connections. READ MORE

Scott Parisi

COVID-19 pandemic guests now require and demand a much safer experience when staying at hotels for business and leisure travel. With solutions and vendors marketing to the hotel industry evaluation and proof of effectiveness is extremely important. All hotels must have an indoor air quality strategy to insure guests are staying a safe and clean environment. READ MORE

Natasa Christodoulidou

Industry 4.0 trends around the Internet of Things are paving new ways to make hospitality operations more sustainable. In particular, the guest room, as the biggest energy and water consumer in the hotel environment is set to undergo a transformation; intelligent connected devices can now use their newly found ability to gather and exchange data to optimize resource consumption in ways that not possible just a few years ago. READ MORE

Coming up in July 2021...

Hotel Spa: Immense Transformation

There is no doubt that the Hotel Spa industry is undergoing an immense transformation as a result of the pandemic. New cleanliness standards for facilities, new safety standards for employees, and new ways of interacting with guests are now the New Normal, and will be for the foreseeable future. Given that some former patrons might be reluctant to return due to safety concerns, some spas are offering contactless experiences that utilize high-tech technologies to address wellness concerns like sleep, stress, pain, and immunity. Other spas are expanding their services to include life coaches, osteopaths, psychologists, and nutrition counselors in an effort to help their guests achieve a balanced lifestyle. Some spas are tapping into traditional Asian rituals to create programs such as sound healing, chakra balancing, and intuitive energy reading. Other programs emphasize re-connecting with Nature and have developed outdoor treatments such as Star Bathing, Feet in the Creek, and Treehouse meditations. The July issue of the Hotel Business Review will document what some hotel spas are doing to promote and manage their operations so guests can safely return for their health, wellness and beauty treatments.