hotel marketing (pp)
TRANSCRIPT
HOTEL MARKETING 101Course Outline
• Building Relationships is a key• GM “10 Commandments”• S.M.A.R.T. Goals• Internal Sales & Marketing for All Associates• Front Desk - Selling to Groups• Tips for a Successful Sales Call• Lead Referral Form• Networking Opportunities• Competition• Resources• Direct Mail Listings• Leisure Sales Action Steps• Business Sales Action Steps
BUILDING RELATIONSHIPS
SUPPLIER OF ROOMS
RECOGNIZED HOTEL SALESPERSON
RELIABLE ACCOUNTMANAGER
TRUSTED ADVISOR
The client might use your hotel
The client will occasionally use your hotel
The client will usually use your hotel
The client will always use your hotel
SELECT SERVICE AND EXTENDED STAYGM “10 Commandments” of Leading the Sales Effort
1) Make joint calls and provide specific feedback.
2) Reduce operational and organizational distractions for your sales person(s).
3) Attend and contribute to sales meetings.
4) Evaluate sales files and sales activity reports.
5) Celebrate sales successes!
6) Lead the sales planning process and establish SMART goals for your hotel.
7) Develop relationships with decision-makers & guests within your top accounts.
8) Ensure every person at your hotel is a “sales person.”
9) Own your hotel’s revenue management strategy.
10) Sell more rooms, have more fun, make more money!
S.M.A.R.T. GOALSTo get to the Trusted Advisor you need to create goals.
Creating S.M.A.R.T. Goals is a great way of achieving this!
SP
E
C
I
F
I
C
M A R TE
A
S
U
R
A
B
L
E
C
H
I
E
V
A
B
L
E
E
L
E
V
A
N
T
I
M
E
S.M.A.R.T. GOALSS A M P L E
GOAL # 1 - To make International Paper one of our top 5 corporate accounts.
S.M.A.R.T. GOALSWays to accomplish this goal:
Plan the sales efforts to uncover more business opportunities for this company
Use internet for viewing company Saturate your accounts, contact every department
within an organization or business
Bring your hotel to them Bring them to your hotel Make sure ALL associates are engaged with the
process
INTERNAL SALES & MARKETING OPPORTUNITIESALL ASSOCIATES
Company TrackingRecord guests’ company names in your computer system. If your staff is not entering names:
• Train them on the importance.
• Develop a system to ensure they capture.
• Create a contest with incentives for capture.
Reverse RegistrationsSimply take names of companies from your system and teleprospect to qualify for potential business.
Business Card DropsProvide an offer to guests who place their business cards in a drop at your front desk.
In-Room SurveysOften times, a guest is willing to share information with you and your team, if they are given a treat.
FRONT DESKSELLING TO GROUPS
Starting at the Beginning1. Train your staff on how to give a tour to a guest looking for group
reservations.
2. Train your staff on procedures for forwarding leads to the General Manager, Sales Manager or lead associate (leads via fax, i.e. Chamber, CVB, walk-ins or reservations).
3. Train your staff on how to complete a Group Information Form.
Group reservations are invaluable to selling your hotel in high demand times and in off-season. They provide a way to either reduce inventory or maximize revenue during special events.
It is important to create a system on quoting rates, booking rooms, contract management and room block management.
FRONT DESKSELLING TO GROUPS
Hotel ToursHotel tours are a valuable tool to selling your hotel.
• Connect/building rappor with the customer. “How did you find out about us?”
• Give the tour. Tip: You should identify one of each room type each morning as your “tour/show rooms.”
• First Area: Lobby/Gatehouse. Discuss amenities.
• Second Area: Meeting Room. Capacity. AV available.
• Third Area: Guest rooms/suites.
• Fourth Area: Exercise Room.
• Fifth Area: Pool/Spa.
• Gaining Commitment. Ask “When will you be making a decision?”
• Creative Tips --
> Tour with flowers.
> Place their company logo throughout the hotel.
> Place balloons on all of the featured areas.
> Involve your staff.
TIPS FOR A SUCCESSFUL SALES CALL
How should you dress. . . • You are the hotel!• A suit or business attire for a professional image
What should you know ahead of time. . .• Gather the details• Research• Know your rates and availability!• Know your competition• Know your Hotel!
What should you take. . . • Giveaway or Goody Item• Business Card• Sales Call Note Sheet• Sales Call Observation Sheet• Rewards Enrollment Information• Direct Billing Request Form
SALES CALL NOTESOPENING
• Shake hands
• Introduce yourself
• Offer your business card
• Be alert to your surroundings
• Ask if they have limited time
• Points of connection / things in common with the customer
Business Segue• Wait for cues before moving into business
SALES CALL NOTESADVANCING THE CALL
Exploring Needs, Objections, Options• Company Information > What does the business do
> What type of office (corp/reg)
> Other corporate / branch / direct offices
> What other cities do your travelers go to
> What does the (contact) person do in the company
> Corporate travel agency
> How does your company make decisions on hotels
> Other people in the company who make reservations
> Printed and/or Electronic travel directory and How often
> Does your company have a travel policy
> Percentage of travelers using the central travel department
SALES CALL NOTESADVANCING THE CALL
Exploring Needs, Objections, Options• Past Practices > Hotels used in the past / rates paid
> If they could change anything about the hotel they are using
> Do they have contracts with other hotels
• Objectives > Ask: “What is most important to you when choosing a hotel?”
> Ask: “Why is that important to you?”
> Ask: “Is there anything else?”
SALES CALL NOTESADVANCING THE CALL
Exploring Needs, Objections, Options• Presenting Solutions > Focus on the customer’s objectives
> Be concise when presenting benefits of your hotel
> Only identify things about your hotel that meet the customer’s objective
> Ask the customer if the objectives have been met
SALES CALL NOTESGAINING COMMITMENT
Concluding / Closing• Quote (rack rate) with confidence!!!
• Ask for the business and state next step
• Other commitment (if applicable)
• Information left (cards/gifts)
• Obstacles (if any)
• Next Step
LEAD REFERRAL FORM• Name
• Company
• Address
• Phone number
• Arrival date / # of nights
• How many people will be traveling?
• How often will they be coming in?
• How long will they be staying?
• Who within your company makes hotel decisions?
• Comments/ Follow up
• Person who generated lead
• Today’s date
INCREASE YOUR NETWORKING OPPORTUNITIES
Go Where the Guests are. . .• 6:00 a.m. to 9:00 a.m. Are you sitting in the office when your guests are having breakfast?
• 5:00 p.m. to 7:00 p.m. Are you filling out paperwork when your guests are checking in?
• 5:00 p.m. to 7:00 p.m. Are you gone when walk-in guest are looking for rooms, or when your in-house guests are returning for the day?
INCREASE YOUR NETWORKING OPPORTUNITIES
Food & Beverage Associates
• Have them talk to the guests.
• Train them on addressing guest complaints.
• Teach them how to obtain company leads through questioning.
• Motivate them to write leads down.
COMPETITIONThey have what we want. . . Guests!
Daily Call-Arounds
• Every day during each shift, the staff should call the competition and see how many rooms they have sold or have left to sell (also check on rate.)
• If you are sold out, it is important to do daily call-arounds to know what options are available for guests.
Parking Lot Shops
• Shop the competitions parking lot from 10 p.m. to 7 a.m. for new leads.
• Do not leave your vehicle when driving through; simply do a scan of the lot.
RESOURCESChamber of Commerce• Community Profile
• Members list/disk
• City events/ calendar
• Top 50 companies
• Mailing labels for membership
• Manufacturer’s list
Economic Development• List of commercial building projects
• Existing business information
• Map of area
Internet• City sites
• Company information on top employers
• Attraction information
• Competitors
• Government website
• Motorcoach directory
Newspaper• Business section
• Classifieds (new associates/departments)
• Travel and leisure (packaging)
• Engagement announcements
• Sports (sport teams)
Business Journal• Company information
Telephone Book• Company lists
• Government section
• Medical section
• Hotel names and numbers
Competition• Directories / websites
• Rack cards
• Reader boards
• Follow their van
• Parking lot shops
Corporations• Annual reports
• Company newsletters
• Websites
State Office• Government phone directories
Convention and Visitors Bureau• City events, tours, groups, sport tournaments
Library• Book of lists
PROMOTE YOURSELF ON TRIP ADVISOR
PROMOTE YOURSELF ON TRIP ADVISOR
PROMOTE YOURSELF ON TRIP ADVISOR
PROMOTE YOURSELF ON TRIP ADVISOR
UTILIZE SOCIAL AND BUSINESS INTERNET MEDIA
DIRECT MAIL LISTINGSSales Opportunities
Free Listings• American Automobile Association (AAA). (407) 444-8370
• OAG/Business Travel Planner. (800) 342-5624
• Hertz Computerized Driving Directories. Contact local Hertz office driving coordinator.
• State Employee Lodging Directory. Contact state procurement office.
• State Accommodations Directory. Contact state tourism office.
• City/Area Accommodations Guide. Contact Chamber or CVB.
Lists for a Cost• American Express Database. (212) 640-3685
• American List Council. (800) 526-3973
• Dun & Bradstreet.
• List Strategies. (212) 767-1000
• Official Airline Guide. (630) 574-6000
LEISURE SALES ACTION STEPSWedding groupsBlitz flower shops, churches, synagogues and catering halls.
College athletic teamsContact college athletic departments to get in-coming teams contact names for group sales.
Tour groups/motorcoach - CVBBuild a relationship with the CVB to assist in producing leads.
Visitor CentersLeave brochures for them to hand out for your hotel.
Local eventsGet list of local events and calendars from fairgrounds, convention centers, exhibit halls.
Funeral homesVisit funeral homes and set up a “Helping Hands” rate for families.
Car rentals / airlinesCall on rental agencies, airlines and airline vendors to get referrals.
Front desk sales trainingTraining to handle walk-in inquiries and book social rooms.
Special weekend promotions advertisingLower rates, buy two - get one free packages.
Local sports commissionsContact for upcoming tournaments and tournament coordinators.
LEISURE SALES ACTION STEPSTour and travel trade showsParticipate in shows that focus on Motorcoaches in your area.
Auto repair shops / tow truck companiesOvernight breakdown referrals.
Travel companiesCoupons for distressed passengers - airlines, car rentals, bus or train.
Shopping mallsContact for tour groups or for vendors coming in for shows.
ReaderboardsCheck readerboards in competitors lobbies for names of companies using their hotel.
Sponsor sports teamPlace name of your hotel on jerseys.
Team/group for business - chamberGet a list of upcoming team/group events.
Sales blitz schools and associationsBlitz schools and associations for upcoming events. Seminars, meetings, team building, etc.
Blitz feeder citiesWork with sister properties in feeder cities to help coordinate.
AAA / AARPTo discuss packaging or leads.
LEISURE SALES ACTION STEPSNCAA ‘Blue Book’Purchase listing and telemarket coaches.
Special event calendarsIdentify events and contact coordinators to try to piggyback advertising.
Toll booth operatorsTell them about your property.
Taxi companiesCreate a rebate for taxi referrals.
Insurance AgenciesDisaster displacement business.
Doctor’s officesOut of town business such as pharmaceutical reps and outpatient services.
NetworkingChamber luncheons, trade shows and charitable organizations.
Clusters / Market SalesCross-selling in the other brand properties.
MotorcoachDirect mail the qualified leads from corporate office.
Sports events / special eventsSponsor local sporting team or special events.
LEISURE SALES ACTION STEPSInternetFind info on the community from city website. Top employers, businesses, new development, etc.
PackagesWork with destinations, attractions and travel agents.
Parks and recreation / banquet hallsFind future booking for reunions, weddings, receptions, company parties.
Automobile dealershipsDiscuss ways of obtaining customers who are purchasing vehicles.
Show programsAdvertising in local show programs.
Jewelry StoresBridal registries, anniversaries.
Bridal StoresBridal registries.
BUSINESS SALES ACTION STEPSIdentify top 5 accountsPlan sales efforts to uncover more business opportunities.
Call on 10 top employers in your areaBuild relationships.
Sales blitzIdentify ideas and timeline.
Top 10 BusinessesCreate a list of top accounts that you want and are not getting.
Trade ShowsDevelop customer contacts.
Alliance accountsCall National Account Manager to receive leads and information.
Top corporate accounts using your hotelCreate a plan for account management.
Teleprospect top accountsIdentify top accounts use sources (I.e. manufacturer’s list.)
Formulate “reservation makers” clubOnly as a last resort. Keep limited to a controlled situation with deadlines, guidelines.
Internal leadsBusiness cards in a fish bowl or briefcase. Set up incentive for front desk associates.
BUSINESS SALES ACTION STEPSNetworkBe active in area business/city organizations.
New Development / New BusinessesContact Economic Development or City Planning / Building Permits for new construction.
Drive the marketLook for changes in market, such as business closing, major developments.
VolunteerParticipate in local or national community or charitable organizations.
Car rental companies or transportation companiesProvide accurate directions to your facility. Possibly do special map with your hotel on it.
CompetitionBecome the first choice for competition to refer business to when they are sold out.
Relocation businessContact real estate companies, pest control, interior decorators for relocation business.
WebsiteE-commerce. Insure comprehensive business and group travel info is prominently displayed.
Company trackingSolicit guests at check-in for company names for potential new business.
GM sales callsGM’s lead by example. Go out with sales manager on sales calls.
BUSINESS SALES ACTION STEPSClient eventsSponsor a client event.
Joint Sales CallsGo on joint sales calls to saturate an account for your brand products.
GSA sellingTrain staff to be “sales” people; in-house promotion to front desk staff and breakfast ambassadors.
Account maintenanceDrop by current accounts for a courtesy call. Make sure they are happy.
Travel agent blitzPlan a travel agent blitz.
GovernmentUnderstand the government market.
Company namesCapture company names on registration cards at check-in and do sales call on new companies.
MailingsMail a special promotion or offer to local organizations/associations for retreats.
PackagesDevelop packages using unique leisure opportunities. Advertise in feeder cities and locally.
Exit guidesAdvertise with a coupon in exit guides.
BUSINESS SALES ACTION STEPSTravel Agents - FAM tripHost a FAM trip for travel agents.
Local events advertisingAdvertise in publications for local events.
Visitors centersDrop off rack cards for display. Fax availability weekly to staff at visitor centers.
Radio / newspaper tradeAdvertising packages for slow periods.
Internet auction sitesAdvertise special rates to drive slow periods.
State high school athletic associationAdvertise in publications. Obtain membership lists and direct mail to coaches.
Breakfast meetingsInvite corporate decision-makers or travel agents to hotel for a breakfast meeting.
Create Meeting PlannerComprehensive listing of all facilities in your area.
Weekend business travelersProvide an offer of $25 off a weekend stay to business travelers who are staying mid-week.
Open houseHost an open house during lunch once a month or quarterly to target top producers in area.
BUSINESS SALES ACTION STEPSCrisis housingWork with Red Cross and FEMA during times of crisis and natural disasters.
Golf tournamentsParticipate and sponsor a hole during local golf tournaments.
CTAC MailersMail promotions to travel agents to create additional awareness.
CVB leadsThis is easy revenue.
Incentives - CRES and travel agentsCreate a promotion for generating bookings through CRES and Travel Agents.
CRES / group reservations center presentationDo a presentation for CRES and Group Reservation Center to create awareness.
RadioDo radio spots on local talk radio and radio in feeder markets. Do a trade to cut costs.
Guest folio messagingHave pre-printed messages on guest’s folios promoting a return visit.
BUSINESS SALES ACTION STEPSCrisis housingWork with Red Cross and FEMA during times of crisis and natural disasters.
Golf tournamentsParticipate and sponsor a hole during local golf tournaments.
CTAC MailersMail promotions to travel agents to create additional awareness.
CVB leadsThis is easy revenue.
Incentives - CRES and travel agentsCreate a promotion for generating bookings through CRES and Travel Agents.
CRES / group reservations center presentationDo a presentation for CRES and Group Reservation Center to create awareness.
RadioDo radio spots on local talk radio and radio in feeder markets. Do a trade to cut costs.
Guest folio messagingHave pre-printed messages on guest’s folios promoting a return visit.
BUSINESS SALES ACTION STEPSYpulse - www.ypulse.com
Keep tabs on all the latest news relating to Gen Y, Millenials and more. This blog offers a daily roundup – complete with commentary – designed for the
media and advertising crowd.
Travel Market Report - www.travelmarketreport.comSimply choose section (Leisure Travel, Retail Strategies, Business, Wellness Travel, Technology, etc.) to access relevant studies for nearly any age group.
Pew Internet & American Life Project – www.pewinternet.org
No time or money for focus groups? Just type teen into the search box and hit go to uncover an avalanche of free research on how this age group (or any
age group) uses technology.
Girl Scout Research Institute – www.girlscouts.org/researchThis official arm of everyone’s favorite cookie sales force conducts original
research on lives of teen and tween girls, including a study on girls and new media.
