Marketing Strategy For Hoteliers
Topics: marketing strategy, hotel marketing strategy, marketing a hotel, marketing for hoteliers
The basis of a marketing plan is a strategy, or as some people call it, the positioning statement. They can vary greatly and most company’s positioning statement changes over the years. Here is an example of a positioning statement:
Guests will leave wanting to return
Also telling their friends and family about the quality of the hotel where they enjoyed their stay. We want customers to value our service not just on check-in/out but also in information, breakfast, recreation and courtesy calls. We want to be known for our standards of cleanliness, maintenance and amenities.
Maximise market share in profitable segments
Looking at what marketing has been done in the past, and looking to market more aggressively to the same type of people, in the same places as before. If historically a certain group of people has constituted the bulk of your visitors consider marketing at that group more heavily than before.
Find New Profitable Segments
Using research and a database, we will find and pursue niches in order to turn them into mainstream business. Why do young people only stay in our hotel when there is a music festival nearby? Why don’t they stay the rest of the year like other age groups?
A hotel’s marketing strategy should include as many people from the business, so the staff take ownership of the strategy. Often employees know a lot more about their visitors than management, make the most of that knowledge.
Even if some employees were not part of developing the strategy, they should be aware of it and any relevant points to ensure its execution. Staff must know if having friendly, service orientated staff is part of that vision, if so, they need to meet a guests eye, greet them politely and generally be aggressively friendly.
Once the hotel’s strategy is established the hard work of turning that strategy into a reality begins. Sales tools that are often overlooked include employee training, scripting, uniforms and landscaping. Tracking inquiries, geographic origins, modes of trabel and coupon redemptions is critical to measuring the results of your strategy over the long term.
Marketing strategy is an important part of the vision the owner has for growing the profitability and value of the hotel. Devise your strategy and work out how your objectives can be achieved. It’s important that you strive to achieve these goals as a team or organisation rather than a manager or individual, otherwise you will never achieve the objectives which you have decided on.
John McE writes on behalf of the Hotel Solutions Partnership who offer specialist hotel consultancy services to hotel owners, operators, brands, developers, lenders and investors.
www.hotelsolutionspartnership.com
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