september 25, 2013 hospitality asset managers association 5 tough questions to ask your group sales...
TRANSCRIPT
September 25, 2013
Hospitality Asset Managers
Association
5 Tough Questions To Ask Your Group Sales Team
Reasons to ask the tough questions
Shorter lead time
Groups are cortical foundation
Room lists are flawed and diminish profitability
Today’s 5 Questions
1. What is the online booking % for groups arriving in the next 90 days
2. What is the decision process for creating special offers to group guests
3. What is being done to encourage longer stays for group guests
4. What is being done to move toward direct booking and away from room lists
5. What strategies are in place to maximize pickup
#1 What is the online booking % for groups arriving in the next 90 days
Did you know: Brand.com
fees exceed $4 per reservation
Typical online booking ratios are below 20%
Goal for online bookings should exceed 50%
#2 What is the decision process for creating special offers to group guests
Hold standing meetings
Start with the lounge or spa
Take chances and think of each group as a private channel
Success story: specialty cocktail promotion
Created specialty drink and promoted to attendees while in house.
Captured audience for the evening. Generated $900 in orders from the specialty drink
Sent recipe with bounce back offer. Planner thanked hotel for customized service
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Success story: marketing the spa
Promoted a free facial treatment when booked with an hour-long appointment
Attendees give a promo code when making appointment
Hotel gained over $150K incremental revenue
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#3 What is being done to encourage longer stays from group guests
Allocate inventory
Promote standing attractions
Market special events
Again, take chances. This is a private channel
#4 What is being done to avoid room lists
Obsolete process
Understand how room lists vary by market segment
Seek to understand why a list is being used
Set goal of 50% conversion
Success story: room list avoidance – small groups
Hotel recognized that planner type is often a personal assistant. Only reason for using a list is because of master billing
Hotel made planner look good with a personalized web page, less errors, less work. Guests able to indicate personal preferences
Hotel turned 50% of its short term room list groups into marketing opportunities
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Success story: room list avoidance – large groups
Individuals paying own but planner is holding all names until cutoff. There is zero forecasting and group is shut off after cutoff
Hotel speaks to planner integrating reservation process with planner’s own reg/hpusing system.
30% lift in pickup. Increased upselling. Less work. PCI compliance
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#5 What is being done to maximize pickup
30% of all pickup often happens within 30 days of arrival
Collaborate with planners
Early detection is king
Embrace attrition as an opportunity
Success story: planner collaboration
Hotel recognized poor pickup and reached out to planner
Facing attrition fees, planner agreed to let hotel market to potential attendees
Group went from 60% to 90% pickup in 30 daysPlanner grateful for hotel’s efforts
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Chris AveryVP, Business Development
Thank you and questions
Maximize online bookings
Create special offers
Drive longer stays Avoid room lists
Maximize pickup