Corporate Account Penetration
There are a number of contacts that should be solicited to properly penetrate an
account on various levels; not merely the Travel Manager. The more contacts uncovered
within an account, the better the communication to the company and the more business
opportunities you may uncover. This is called “Account Saturation.” The following are
some individuals to focus on and
opportunities you can possibly seek:
National Accounts: (keep brand’s national account list for reference at all
times)
1. If you run across a national account in your local market (verify on brand’s national
account list, go to brand website and obtain National Account Contact List to obtain the
Nat’l Account Director who managed this account. Email or call national account
director to advise them you wish to pursue this account and would like to solicit their
help.
2. Be prepared to provide information regarding competition, city volume, appropriate
contacts, closest office
locations and your local contact (know this information before calling account director
and note that a
lot of this information arrives annually with the RFP…file it!)
3. Knowledge of whether this customer/account prefers to work primarily through
national sales.
Remember that once your hotel is preferred for a national account, we will be working
on a number of marketing initiatives to capture additional business for your hotel and
there are other contacts you can solicit for a “grass roots” approach in your local
market.
4. Work locally to build a solid relationship with key contacts who coordinate travel with
the national office/travel dept. for the company. Solicit their help and putting a good
word in the for final selection of preferred hotels.
5. Before final hotel selections are made or after your hotel is selected, provide
an incentive for a customer to direct more business to your hotel, i.e. (event planner
points)
Prior to selection, convey that the rate might be more competitive if they consider using
your hotel as primary choice
over the direct competitors off list and/or the number of preferred hotels in your city.
6. Once selected, advise that the rate submitted could decrease, or the next
year’s rate increase could be less if their business increased to an established
threshold.
7. Invite the Travel Manager for a site inspection next time they travel to your area.
If this is not a national account, where National Sales has already created a Market
plan, develop one to increase business at your hotel. Ideally, develop it jointly with
the customer or at least share it with the Travel Manager, so they know the efforts
you are making on their behalf. Ask for additional suggestions and opportunities.
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Local Back Yard Accounts (once secured, ongoing maintenance is necessary
to build loyalty)
1. Prospect and locate large employers or key companies that have hotel needs in your
area. Call the local office and find out who makes the decisions regarding
Hotels or makes those arrangements. Speak to that person and pre-qualify by
confirming they do have hotel needs. Set an appointment for a site
Inspection (preferably) or an appointment at their office.
Learn this person’s role in:
a. Hotel selections for the company’s program
b. Influencing business to local hotels
2. Obtain information about which company divisions, locations and travelers typically
visit the local office near your hotel.
3. Build upon your contact networking by determining if there is a local contact at
these feeder city offices.
4. Prior to appointment, do test calls to competition to see if they have a preferred rate
for this account.
5. Make sure to know your competition’s strengths and weaknesses compared to your
hotel so you know how to overcome any objections.
6. Do research on the company by going to their company website, any latest news,
press releases etc.. Never ask a company what they do? Shows lack of preparation and
professionalism. Look for any subsidiaries, affiliate companies or vendors they do
business with which may allow for more room night opportunities.
7. For site tours, make sure all hotel team members know the client is coming in for tour
and time. Walk tour rooms and hotel to ensure it looks perfect. Work with Executive
Housekeeper to stage the room with air freshener, turn on lights, add any flowers or
props, etc. Ask GM/Sales Coordinator/FOM to meet/greet client to make best
impression.
8. Upon negotiating and closing account, prepare the HP Rate Agreement to confirm
rate in writing, get signature, update Sales Pro or other database with rate. Load rate in
PMS system so that it is bookable through all channels (Hotel direct, Central
Reservations, On-line, through Travel Agency [if applicable]). Follow brand
requirements.
9. Do test reservations to ensure that all channels are bookable with correct rate(s).
Contact local, regional and national offices and advise key contacts rate is loaded.
10. Advise all team members/depts.. so everyone knows who are local negotiated
accounts are and any preferences they have.
Account Saturation
Travelers
1. Check arrivals daily. Meet as many individual travelers as possible during their stay at
your property
Focus on HHonors/Priority, etc. members and frequent travelers
Survey travelers to determine more about their hotel selection decisions,
company policies, hotel feedback, competition, and other travelers with
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potential for your hotel. If this is not an LNR for your hotel, find out who makes the
decisions
within the company and star the process of penetration with this potential account.
2. Consider offering special HHonors/Priority promotions during times of lower
occupancy especially if this is an important traveler incentive
3. Communicate with them through welcome letters/key packet flyers
Thank them for staying with you. Put special amenities and gifts in their rooms.
Communicate excitement regarding your preferred status, and outline benefits
4. Executives staying with you - find out if they can influence business to your hotel
Make their stay more personalized-offer complimentary cocktail coupon or simple
amenity in their room
5. Schedule opportunity to meet the decision-maker. Ask guest if you can use them as
a reference
Or if they can provide a “testimonial letter” of how much they enjoy staying at your
hotel and why.
Other Individuals within a Company
1. Human Resources
Find out if they handle relocation to your area, plan holiday parties, can promote
leisure packages etc.
Offer special “Discounted” packages for their employees if you can promote
through HR Department (flyers in pay checks etc.)
2. Purchasing/Financial
Find out if they are involved in the implementation of travel policy for division
3. Administrative Assistants / Bookers
Find out if they actually influence where their bosses stay or are they “order
takers”
Determine what influence they have with inbound travelers
4. Meeting Contacts
Find those that have held successful meetings, ask them to try
your hotel for their next small meeting need. Offer a discount or free meeting room.
Once meeting is concluded, ask for recommendations to other meeting planners
within company, and for referrals to the Hotel in the future
Ask for their help in surfacing other transient company contacts
Find out if the meeting attendees typically have a need for transient rooms
5. Sales and Marketing Representatives
Does your hotel offer/use the product a target customer manufactures vs. what
your competition offers? Find out if the company’s sales/marketing staff can
influence local business. Always ask each department “Is there any other depts. Those
have hotel needs that I may contact?”
Other Hotels/Properties Sales People
1. Feeder Cities/Nearby HP Properties or hotel brand.
Do other hotels contacts have relationships with company and travel agency
contacts that they can assist you with developing i.e. joint calls
Can you help sell other HP properties located in a customers top destinations i.e. send
Letters.
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Feeder Cities – how to penetrate?
1. Pull key hotel marketing reports to determine who your top feeder cities where
reservations are generated.
2. Put a copy of your HIT LIST at the Front Desk and advise Front Desk agents that
when arrivals are checking in, if they see that the address
On the reservation is from a FEEDER CITY, be sure to ask them what company they are
with (get business card if possible). Put info on lead sheet for DOS.
3. Have a minimum of two from management team watching arrivals 3 times a day
(am, noon and before check in) to see if any reservations are from your feeder city.
Put a “welcome letter or note” in guest room with business card advising guest you
appreciate their business and would like to speak with them and learn more about
company’s hotel needs with potential to set up corporate rate. Get to know guest who
may be able to provide information on hotel needs and decision maker within company.
4. Contact these companies in your feeder cities and qualify them just as you would
your local market.
5. Go visit account with consent of GM depending upon volume potential of this account
to weigh costs of traveling vs. potential benefits of securing this business.
6. During qualifying process, consider sending a “property tour and presentation” via
email to spark interests with decision-maker.
7. Consider regional advertising in feeder markets. Consult with GM and VP Sales &
Marketing to look at options.
8. Research key companies and largest employers in feeder cities / conduct
telemarketing campaign to figure who their hotel needs and if they travel to your city.
9. Contact local Chamber and Economic Development office to see if they have any
knowledge on companies and organizations that come to your area.
10. Conduct mailer to all key companies and other marketing initiatives to companies
you have confirmed that travel to your area. Make sure they are mailed to a key
contact.
11. Contact hotels of your same brand in these feeder cities and talk to DOS to see if
they can assist you. They may have these companies as LNR and have key contacts.
Advise them their city if your feeder city and if they can confirm this company travels to
your area and who key contact/decision-maker is. Offer them an incentive to help you.
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