chapter 4 selling hospitality. women in hospitality women are rising in management in all areas of...
TRANSCRIPT
Women in Hospitality
Women are rising in management in all areas of business
1/3 of all businesses in America are owned by women
Almost ½ of the labor force is made up of women
The hospitality industry is in need of good managers and is selecting women to fill these positions
Women in Hospitality
The search for effective managers provides opportunities for talented women.
Many scholarship programs and competitions are available for women
Customers are more likely to be women
Marketing the Hotel or Restaurant
Selling hospitality More than renting rooms or tables
Ranking of hotels and restaurants is based on price
Most ranking systems use stars
Or diamonds A five star or diamond refers to the highest
quality, best-in-class
Hotel Ranking:
4-star or diamond hotels represent excellent service
3-star or diamond hotels are associated with very good properties
Good Hotels and restaurants are given 2-star ratings
A 1-star or diamond hotel is usually a budget property.
The Internet
Is having a huge impact on how individuals conduct business
Is redirecting customer attention to new sellers of products
Infomediaries are third parties used to make reservations on the Internet
Infomediaries are replacing travel agents
The Internet
Uses software to match buyers and sellers in the hospitality business
The balance of power is shifting from the seller to the buyer because they have more choices with the Internet
Industry Challenge
One of the greatest problems in the industry is finding, training, and keeping good people in the industry that can respond to the demands of the changing technology environment
Developing leaders that have a strong commitment to customer-relations
Traditional Sales Techniques Brochures: convey a message of quality and
price, kept in high traffic areas, include property highlights and promotions
Mailings: target customers, mailing lists of previous guests, travel companies, include special promotions, sales
Bulk distributions: sent to masses, also noncompetitive properties such as chamber of commerce, shopping malls, rest areas, departments of tourism, etc.)
Tracking Quality: What Works!
Sales departments realize that there is a direct relationship between customer satisfaction and repeat business
Sales departments gather information on customer experiences at the properties
Psychographic information is gathered to identify particular types of people and what they like
Surveys
Questions that may be included on the hotel or restaurant bill
Gain more information about the customer May be on the registration cards Once information is gathered and studies
a marketing strategy is chosen to help get the guests to return.
Hotel Reservations
There are a variety of ways to reserve a roomMailTelephoneFaxFace to faceWeb site
How do travelers determine where to stay? Recommendations from friends Advertisements in newspapers, radio, tv Tour brochures Travel guides Hotel reference books Internet
Regular Reservation:
Non-guaranteed Usually held until 6:00 p.m. on date of
arrival If guest does not arrive by 6:00 p.m. the
room is made available for other guests
Guaranteed Reservation
Guest must pay for the first night prior to arrival
Credit card number usually used Advance payment guarantee may be used Guest given a conformation number
Room availability is easily determined by using a computerized reservation system.
Reservations: Cyber Marketing PriceLine.com gives
consumers the power to negotiate prices for good and services.
Consumers can bid prices on airlines tickets and hotel rates.
Today’s market is more customer-driven because of the ability to negotiate price NE
GOTIATE
BARGIN
Cancelled Reservations
Courteous travelers call the hotel when they do not plan to use the reservations
Non-guaranteed reservations are normally revoked or “pulled” at 6:00 p.m.
Stay-overs or overstays are persons staying longer than the length of their reservation-sometimes causing booking problems
Due-outs: persons expected to check out today
Third-party Reservations
Travel agents and the Internet are third-party distribution channels for reservations
Hotels can save money by reaching customers directly instead of paying commissions to third party intermediaries. This is where technology pays off for the hotel.
Sales and Event Planning
Most cities realize the financial importance of tourism
Many build convention centers and hotels to attract business
Some cities issue tax bonds to pay for the convention centers- good or bad?
BIG
CVB-Conference and Visitors Bureau Organization that tries to
attract more travelers to the area
Usually has membership of local businesses that work together
Examples of members: hotel/motels, amusement parks, museums, restaurants, tour companies
Selling Hospitality
Direct mail Publicity Public relations Advertising Sales promotions Use market research to
target market and set forecasts