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Image by Chelsea Gates

Sales and Marketing

In our experience, hotels that under-perform their competition in any marketplace are usually saddled with one or more fundamental failings.

 

Examples of basic sales and marketing challenges we encounter:

 

  • Identify target market/ideal customer base and competitive advantage

  • Articulate hotel’s value proposition – how to meet the needs and wants of its customers

  • Need for effective or focused sales effort

  • Forging meaningful relationships with decision maker(s)

  • Strategic focus for owning the backyard too narrow

  • Differentiating your product from the competition 

  • Using VOC and making recommended improvements to the physical property

  • Implementing accountability measures and resources to effectively evaluate performance

  • Marketing message that is compatible with product offering

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While we trust feedback from owners and anecdotal data from staff interviews. We find it useful to combine empirical and analytical data to fully access the client’s challenges and root cause before we can begin to articulate a solution strategy. 

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General Data Sources: Smith STR; Bandwidth, DayStar, Forward STAR, RevPAR Position Matrix, Agency 360 TravelClick tools, Agency 360, Demand 360, Rate 360, brand Guest Service Index

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We examine the competitive landscape, examine neighboring and backyard market dynamics to uncover all existing business potential, audit the physical property to look for impediments to business growth, and, then, develop and assist with the execution of a comprehensive strategic plan the owner can support, prior to implementation. If training of key staff members is required, we provide the training without disrupting business functions.

 

After new strategy has been rolled out, we measure results and continuously interpret and employ an iterative framework for continuous process improvement. We focus on optimizing marketing messages around product/services, place, promotions, and pricing. Most importantly, we take action to ensure the physical property accurately reflects the marketing message and brand promise.

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