from Nagib Lakhani
NOTE: Only for those who want to increase their market share – or at least retain their market share:
1. Act Now
a. It’s a hassle …….. but the only way to make things happen at your hotels. You have to be prepared to become fully engaged.
i. Presence, presence, presence in front of your guests in as many different ways as you can conceive – insist on it with your sales team.
ii. Outside sales, outside sales, outside sales! Be visible – cutting sales is not the answer – more visible and smarter sales is the answer.
2. Stay Close to Your Customers
i. In house data mining with specific actions to build relations. Remember the last newsletter? It is so very powerful.
ii. There are many creative and economic ways to make powerful impressions on your guests – especially if you know who is in your hotels, everyday.
3. Analyze Distribution Cost
a. Article below talks of direct costs, very relevant for independent hotels.
b. Another significant distribution channel cost saving – are you using electronic channels wisely and fully? It remains your most effective and cost effective distribution channel. Where else can you get a diligent, 24/7 Sales Manager working at full steam for that price?
4. Leverage marketing alliances and affiliations
a. Leisure – guests want an experience, not simply a stay. Can you develop an experience by creating alliances and packages with your neighboring businesses? Remember ‘VALUE’
b. Corporate – a low rate is not necessarily going to help your corporate client. They’re going to expense out the cost anyway. What can you do for them, PERSONALY? What can you offer, which they would not be able to expense, and which adds value? This could be an experience for them.
5. Know your competition and your distinguishing feature amidst them
a. Why should they stay with you and not your competition? You should be able to answer that in one short sentence. If not, your guests will certainly not be able to.
Now, read on!
If you want to learn more, get more ideas, feel free to call me. I’d be happy to share some thoughts. Above is excerpt from Article by Lana Dubovik 1/22/09 in Hospitality Atelier.
Nagib Lakhani
Pres
RevenueMaxConsulting.com
Nagib@RevenueMaxConsulting.com
