HOTEL MARKETING 101
Course Outline
• Building Relationships is a key
• GM “10 Commandments”
• S.M.A.R.T. Goals
• Internal Sales & Marketing for All Associates
• Front Desk - Selling to Groups
• Tips for a Successful Sales Call
• Lead Referral Form
• Networking Opportunities
• Competition
• Resources
• Direct Mail Listings
• Leisure Sales Action Steps
• Business Sales Action Steps
BUILDING RELATIONSHIPS
The client will
always use
your hotel
TRUSTED
ADVISOR
RELIABLE ACCOUNT
MANAGER
The client will
occasionally
use your hotel
The client will
usually use
your hotel
RECOGNIZED HOTEL
SALESPERSON
SUPPLIER OF ROOMS
The client
might use
your hotel
SELECT SERVICE AND EXTENDED STAY
GM “10 Commandments” of Leading the Sales Effort
1) Make joint calls and provide specific feedback.
2) Reduce operational and organizational distractions for your sales person(s).
3) Attend and contribute to sales meetings.
4) Evaluate sales files and sales activity reports.
5) Celebrate sales successes!
6) Lead the sales planning process and establish SMART goals for your hotel.
7) Develop relationships with decision-makers & guests within your top accounts.
8) Ensure every person at your hotel is a “sales person.”
9) Own your hotel’s revenue management strategy.
10) Sell more rooms, have more fun, make more money!
S.M.A.R.T. GOALS
To get to the Trusted Advisor you need to create goals.
Creating S.M.A.R.T. Goals is a great way of achieving this!
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S.M.A.R.T. GOALS
SAMPLE
GOAL # 1 - To make International Paper one of our top 5
corporate accounts.
S.M.A.R.T. GOALS
Ways to accomplish this goal:
 Plan the sales efforts to uncover more business
opportunities for this company
 Use internet for viewing company
 Saturate your accounts, contact every department
within an organization or business
 Bring your hotel to them
 Bring them to your hotel
 Make sure ALL associates are engaged with the
process
INTERNAL SALES & MARKETING OPPORTUNITIES
ALL ASSOCIATES
Company Tracking
Record guests’ company names in your computer system. If your staff is
not entering names:
• Train them on the importance.
• Develop a system to ensure they capture.
• Create a contest with incentives for capture.
Reverse Registrations
Simply take names of companies from your system and teleprospect to
qualify for potential business.
Business Card Drops
Provide an offer to guests who place their business cards in a drop at
your front desk.
In-Room Surveys
Often times, a guest is willing to share information with you and your
team, if they are given a treat.
FRONT DESK
SELLING TO GROUPS
Group reservations are invaluable to selling your hotel in high demand
times and in off-season. They provide a way to either reduce inventory or
maximize revenue during special events.
It is important to create a system on quoting rates, booking rooms, contract
management and room block management.
Starting at the Beginning
1.
Train your staff on how to give a tour to a guest looking for group
reservations.
2.
Train your staff on procedures for forwarding leads to the General
Manager, Sales Manager or lead associate (leads via fax, i.e.
Chamber, CVB, walk-ins or reservations).
3.
Train your staff on how to complete a Group Information Form.
FRONT DESK
SELLING TO GROUPS
Hotel Tours
Hotel tours are a valuable tool to selling your hotel.
•
Connect/building rappor with the customer. “How did you find out about us?”
•
Give the tour. Tip: You should identify one of each room type each morning as
your “tour/show rooms.”
•
First Area: Lobby/Gatehouse. Discuss amenities.
•
Second Area: Meeting Room. Capacity. AV available.
•
Third Area: Guest rooms/suites.
•
Fourth Area: Exercise Room.
•
Fifth Area: Pool/Spa.
•
Gaining Commitment. Ask “When will you be making a decision?”
•
Creative Tips -> Tour with flowers.
> Place their company logo throughout the hotel.
> Place balloons on all of the featured areas.
> Involve your staff.
TIPS FOR A SUCCESSFUL SALES CALL
How should you dress. . .
• You are the hotel!
• A suit or business attire for a professional image
What should you know ahead of time. . .
• Gather the details
• Research
• Know your rates and availability!
• Know your competition
• Know your Hotel!
What should you take. . .
• Giveaway or Goody Item
• Business Card
• Sales Call Note Sheet
• Sales Call Observation Sheet
• Rewards Enrollment Information
• Direct Billing Request Form
SALES CALL NOTES
OPENING
• Shake hands
• Introduce yourself
• Offer your business card
• Be alert to your surroundings
• Ask if they have limited time
• Points of connection / things in common with the customer
Business Segue
• Wait for cues before moving into business
SALES CALL NOTES
ADVANCING THE CALL
Exploring Needs, Objections, Options
• Company Information
> What does the business do
> What type of office (corp/reg)
> Other corporate / branch / direct offices
> What other cities do your travelers go to
> What does the (contact) person do in the company
> Corporate travel agency
> How does your company make decisions on hotels
> Other people in the company who make reservations
> Printed and/or Electronic travel directory and How often
> Does your company have a travel policy
> Percentage of travelers using the central travel department
SALES CALL NOTES
ADVANCING THE CALL
Exploring Needs, Objections, Options
• Past Practices
> Hotels used in the past / rates paid
> If they could change anything about the hotel they are using
> Do they have contracts with other hotels
• Objectives
> Ask: “What is most important to you when choosing a hotel?”
> Ask: “Why is that important to you?”
> Ask: “Is there anything else?”
SALES CALL NOTES
ADVANCING THE CALL
Exploring Needs, Objections, Options
• Presenting Solutions
> Focus on the customer’s objectives
> Be concise when presenting benefits of your hotel
> Only identify things about your hotel that meet the customer’s objective
> Ask the customer if the objectives have been met
SALES CALL NOTES
GAINING COMMITMENT
Concluding / Closing
• Quote (rack rate) with confidence!!!
• Ask for the business and state next step
• Other commitment (if applicable)
• Information left (cards/gifts)
• Obstacles (if any)
• Next Step
LEAD REFERRAL FORM
•
Name
•
Company
•
Address
•
Email
•
Phone number
•
Arrival date / # of nights
•
How many people will be traveling?
•
How often will they be coming in?
•
How long will they be staying?
•
Who within your company makes hotel decisions?
•
Comments/ Follow up
•
Person who generated lead
•
Today’s date
INCREASE YOUR NETWORKING OPPORTUNITIES
Go Where the Guests are. . .
• 6:00 a.m. to 9:00 a.m.
Are you sitting in the office when your guests are having breakfast?
• 5:00 p.m. to 7:00 p.m.
Are you filling out paperwork when your guests are checking in?
• 5:00 p.m. to 7:00 p.m.
Are you gone when walk-in guest are looking for rooms, or when your in-house
guests are returning for the day?
INCREASE YOUR NETWORKING OPPORTUNITIES
Food & Beverage Associates
• Have them talk to the guests.
• Train them on addressing guest complaints.
• Teach them how to obtain company leads through questioning.
• Motivate them to write leads down.
COMPETITION
They have what we want. . . Guests!
Daily Call-Arounds
• Every day during each shift, the staff should call the competition and
see how many rooms they have sold or have left to sell (also check on
rate.)
• If you are sold out, it is important to do daily call-arounds to know what
options are available for guests.
Parking Lot Shops
• Shop the competitions parking lot from 10 p.m. to 7 a.m. for new leads.
• Do not leave your vehicle when driving through; simply do a scan of the
lot.
RESOURCES
Chamber of Commerce
Business Journal
• Community Profile
• Company information
• Members list/disk
• City events/ calendar
• Top 50 companies
• Mailing labels for membership
• Manufacturer’s list
Economic Development
Telephone Book
• Company lists
• Government section
• Medical section
• Hotel names and numbers
Competition
• List of commercial building projects
• Directories / websites
• Existing business information
• Rack cards
• Map of area
• Reader boards
Internet
• City sites
• Follow their van
• Parking lot shops
• Company information on top employers
Corporations
• Attraction information
• Annual reports
• Competitors
• Company newsletters
• Government website
• Websites
• Motorcoach directory
State Office
Newspaper
• Government phone directories
• Business section
Convention and Visitors Bureau
• Classifieds (new associates/departments)
• City events, tours, groups, sport tournaments
• Travel and leisure (packaging)
• Engagement announcements
• Sports (sport teams)
Library
• Book of lists
PROMOTE YOURSELF ON TRIP ADVISOR
PROMOTE YOURSELF ON TRIP ADVISOR
PROMOTE YOURSELF ON TRIP ADVISOR
PROMOTE YOURSELF ON TRIP ADVISOR
UTILIZE SOCIAL AND BUSINESS INTERNET MEDIA
DIRECT MAIL LISTINGS
Sales Opportunities
Free Listings
• American Automobile Association (AAA). (407) 444-8370
• OAG/Business Travel Planner. (800) 342-5624
• Hertz Computerized Driving Directories. Contact local Hertz office driving coordinator.
• State Employee Lodging Directory. Contact state procurement office.
• State Accommodations Directory. Contact state tourism office.
• City/Area Accommodations Guide. Contact Chamber or CVB.
Lists for a Cost
• American Express Database. (212) 640-3685
• American List Council. (800) 526-3973
• Dun & Bradstreet.
• List Strategies. (212) 767-1000
• Official Airline Guide. (630) 574-6000
LEISURE SALES ACTION STEPS
Wedding groups
Blitz flower shops, churches, synagogues and catering halls.
College athletic teams
Contact college athletic departments to get in-coming teams contact names for group sales.
Tour groups/motorcoach - CVB
Build a relationship with the CVB to assist in producing leads.
Visitor Centers
Leave brochures for them to hand out for your hotel.
Local events
Get list of local events and calendars from fairgrounds, convention centers, exhibit halls.
Funeral homes
Visit funeral homes and set up a “Helping Hands” rate for families.
Car rentals / airlines
Call on rental agencies, airlines and airline vendors to get referrals.
Front desk sales training
Training to handle walk-in inquiries and book social rooms.
Special weekend promotions advertising
Lower rates, buy two - get one free packages.
Local sports commissions
Contact for upcoming tournaments and tournament coordinators.
LEISURE SALES ACTION STEPS
Tour and travel trade shows
Participate in shows that focus on Motorcoaches in your area.
Auto repair shops / tow truck companies
Overnight breakdown referrals.
Travel companies
Coupons for distressed passengers - airlines, car rentals, bus or train.
Shopping malls
Contact for tour groups or for vendors coming in for shows.
Readerboards
Check readerboards in competitors lobbies for names of companies using their hotel.
Sponsor sports team
Place name of your hotel on jerseys.
Team/group for business - chamber
Get a list of upcoming team/group events.
Sales blitz schools and associations
Blitz schools and associations for upcoming events. Seminars, meetings, team building, etc.
Blitz feeder cities
Work with sister properties in feeder cities to help coordinate.
AAA / AARP
To discuss packaging or leads.
LEISURE SALES ACTION STEPS
NCAA ‘Blue Book’
Purchase listing and telemarket coaches.
Special event calendars
Identify events and contact coordinators to try to piggyback advertising.
Toll booth operators
Tell them about your property.
Taxi companies
Create a rebate for taxi referrals.
Insurance Agencies
Disaster displacement business.
Doctor’s offices
Out of town business such as pharmaceutical reps and outpatient services.
Networking
Chamber luncheons, trade shows and charitable organizations.
Clusters / Market Sales
Cross-selling in the other brand properties.
Motorcoach
Direct mail the qualified leads from corporate office.
Sports events / special events
Sponsor local sporting team or special events.
LEISURE SALES ACTION STEPS
Internet
Find info on the community from city website. Top employers, businesses, new development, etc.
Packages
Work with destinations, attractions and travel agents.
Parks and recreation / banquet halls
Find future booking for reunions, weddings, receptions, company parties.
Automobile dealerships
Discuss ways of obtaining customers who are purchasing vehicles.
Show programs
Advertising in local show programs.
Jewelry Stores
Bridal registries, anniversaries.
Bridal Stores
Bridal registries.
BUSINESS SALES ACTION STEPS
Identify top 5 accounts
Plan sales efforts to uncover more business opportunities.
Call on 10 top employers in your area
Build relationships.
Sales blitz
Identify ideas and timeline.
Top 10 Businesses
Create a list of top accounts that you want and are not getting.
Trade Shows
Develop customer contacts.
Alliance accounts
Call National Account Manager to receive leads and information.
Top corporate accounts using your hotel
Create a plan for account management.
Teleprospect top accounts
Identify top accounts use sources (I.e. manufacturer’s list.)
Formulate “reservation makers” club
Only as a last resort. Keep limited to a controlled situation with deadlines, guidelines.
Internal leads
Business cards in a fish bowl or briefcase. Set up incentive for front desk associates.
BUSINESS SALES ACTION STEPS
Network
Be active in area business/city organizations.
New Development / New Businesses
Contact Economic Development or City Planning / Building Permits for new construction.
Drive the market
Look for changes in market, such as business closing, major developments.
Volunteer
Participate in local or national community or charitable organizations.
Car rental companies or transportation companies
Provide accurate directions to your facility. Possibly do special map with your hotel on it.
Competition
Become the first choice for competition to refer business to when they are sold out.
Relocation business
Contact real estate companies, pest control, interior decorators for relocation business.
Website
E-commerce. Insure comprehensive business and group travel info is prominently displayed.
Company tracking
Solicit guests at check-in for company names for potential new business.
GM sales calls
GM’s lead by example. Go out with sales manager on sales calls.
BUSINESS SALES ACTION STEPS
Client events
Sponsor a client event.
Joint Sales Calls
Go on joint sales calls to saturate an account for your brand products.
GSA selling
Train staff to be “sales” people; in-house promotion to front desk staff and breakfast ambassadors.
Account maintenance
Drop by current accounts for a courtesy call. Make sure they are happy.
Travel agent blitz
Plan a travel agent blitz.
Government
Understand the government market.
Company names
Capture company names on registration cards at check-in and do sales call on new companies.
Mailings
Mail a special promotion or offer to local organizations/associations for retreats.
Packages
Develop packages using unique leisure opportunities. Advertise in feeder cities and locally.
Exit guides
Advertise with a coupon in exit guides.
BUSINESS SALES ACTION STEPS
Travel Agents - FAM trip
Host a FAM trip for travel agents.
Local events advertising
Advertise in publications for local events.
Visitors centers
Drop off rack cards for display. Fax availability weekly to staff at visitor centers.
Radio / newspaper trade
Advertising packages for slow periods.
Internet auction sites
Advertise special rates to drive slow periods.
State high school athletic association
Advertise in publications. Obtain membership lists and direct mail to coaches.
Breakfast meetings
Invite corporate decision-makers or travel agents to hotel for a breakfast meeting.
Create Meeting Planner
Comprehensive listing of all facilities in your area.
Weekend business travelers
Provide an offer of $25 off a weekend stay to business travelers who are staying mid-week.
Open house
Host an open house during lunch once a month or quarterly to target top producers in area.
BUSINESS SALES ACTION STEPS
Crisis housing
Work with Red Cross and FEMA during times of crisis and natural disasters.
Golf tournaments
Participate and sponsor a hole during local golf tournaments.
CTAC Mailers
Mail promotions to travel agents to create additional awareness.
CVB leads
This is easy revenue.
Incentives - CRES and travel agents
Create a promotion for generating bookings through CRES and Travel Agents.
CRES / group reservations center presentation
Do a presentation for CRES and Group Reservation Center to create awareness.
Radio
Do radio spots on local talk radio and radio in feeder markets. Do a trade to cut costs.
Guest folio messaging
Have pre-printed messages on guest’s folios promoting a return visit.
BUSINESS SALES ACTION STEPS
Crisis housing
Work with Red Cross and FEMA during times of crisis and natural disasters.
Golf tournaments
Participate and sponsor a hole during local golf tournaments.
CTAC Mailers
Mail promotions to travel agents to create additional awareness.
CVB leads
This is easy revenue.
Incentives - CRES and travel agents
Create a promotion for generating bookings through CRES and Travel Agents.
CRES / group reservations center presentation
Do a presentation for CRES and Group Reservation Center to create awareness.
Radio
Do radio spots on local talk radio and radio in feeder markets. Do a trade to cut costs.
Guest folio messaging
Have pre-printed messages on guest’s folios promoting a return visit.
BUSINESS SALES ACTION STEPS
Ypulse - www.ypulse.com
Keep tabs on all the latest news relating to Gen Y, Millenials and more. This
blog offers a daily roundup – complete with commentary – designed for the
media and advertising crowd.
Travel Market Report - www.travelmarketreport.com
Simply choose section (Leisure Travel, Retail Strategies, Business, Wellness
Travel, Technology, etc.) to access relevant studies for nearly any age group.
Pew Internet & American Life Project –
www.pewinternet.org
No time or money for focus groups? Just type teen into the search box and
hit go to uncover an avalanche of free research on how this age group (or
any age group) uses technology.
Girl Scout Research Institute –
www.girlscouts.org/research
This official arm of everyone’s favorite cookie sales force conducts original
research on lives of teen and tween girls, including a study on girls and new
media.