(Editor's Note: Here are some recent trends, stats, and hospitality marketing "hints" collected from various websites, press releases, etc. Best, HSMAInsider, Julie Wernick)
Finding the perfect rate to achieve larger revenue gains is an hotelier’s biggest challenge. The key is to have a flexible strategy and use accurate forecasts, consider market prices, and know which consumers are in your market. Hotels can no longer set just one rate and that’s it. Factors change – sometimes even daily!
The price elasticity of hotel rooms is generally high. So if you set a rate slightly lower than your “comp set”, you may achieve a significantly higher occupancy that other hotels in that “set”. This is a way that hotels, especially luxury ones, can reach a different segment of customers who are increasingly looking for “value” and/or are taking advantage of upscale bargains.
This summer, rates were almost what it was last summer and with a few more restrictions. Hotel seemed to be offering low rates as opposed to deals.
In June, a USAToday/Gallup Poll noted that 27% of Americans said they will travel less this year (compared to last year); 18% said they’ll travel more.
And a US Travel Association survey said more consumers are ready to take a break from home (this summer) – with 2.3% more vacation travel expected. Even though travel will not reach levels of 2006 or 2007, it will still improve.
A survey by Smith Travel Research projected overall occupancy this year to increase 3.6% (to 56.7%); ADR to end the year flat; and Revenue per daily room to rise 3% in the US (to $55.13). The luxury chains will be the best performers of the chains for REVPAR growth according to their survey results.
Lodging forecasts by Pricewaterhouse suggested moderate “recovery of demand” and the ability to increase room rates returning in 2011.
According to Travel Market Report, it is an unspoken fact that travel agents favor hotels where they know the GM or the Sales Manager. They feel this ensures that their clients will be treated well. The importance of maintaining a personal relationship with retail travel agents will be reciprocated 4 or 5 times over. This can be done via individual emails, responding to special requests, meeting the agents, etc. It was noted that happy repeat customers usually spend more money on their second trip to your property.
A recent study by SRI International showed that more than 80% of consumers are at least “very interested” in improving their personal wellness. The $2 trillion global market for spa travel and “well being” is only expected to get larger.What is a consumer most likely to do? Exercise, eat better, and visit a spa. Astute hoteliers can take advantage of these trends.
An Amadeus report noted that the relationship between guests and hotels is becoming more complex as guest knowledge and expectations increase.
Not sure if these trends translate “across the pond”, but a recent survey of business travelers in England showed that 86% of them would prefer to spend a night in a hotel rather than stay at home before an early meeting. They saw hotels as a place to get work done with minimal distractions, and to relax away from office distractions. Hotels can capitalize on these trends by giving business travelers the right location with the latest technology and the right environment to both relax and work.
Thursday, September 9, 2010
Friday, September 3, 2010
Around Town - August/September 2010
(Editor’s Note: Here’s a collection of newsworthy items happening recently “Around Town” from our industry members and South Florida community. HSMAInsider, Julie Wernick)
Southeast Florida:
The Bahia Cabana Resort is running a special “Sun Note” package through September. The 2-night package includes an efficiency room, dinner for two with wine, kids eat free (under 12), water taxi passes, late checkout, etc.
The Seminole Hard Rock Hotel & Casino recently topped off their 9-story garage which will provide 3,000 additional parking spaces. Nice to be popular!
Congratulations to:
--Susan Dennen on her “new” job with the Holiday Inn – Juno Beach; Congrats to: Scott Snipes, General Manager, and Joe Kramer, DOSM, newly appointed to the Weston Hyatt Regency Bonaventure.
--Belated congrats to the newly installed South Florida MPI Board including Christine Tascione (Greater Fort Lauderdale CVB) as the “new” President for 2010-2011;And to the South Florida ISES chapter on their installation of their Board including “new” President, Vanessa Goyanes.
--And congrats, too, to: Port Everglades Director Phil Allen who was elected the chairman of the Florida Ports Council.
-- And to: Andreas Ioannou who was promoted as General Manager of both the Hilton Fort Lauderdale Beach Resort and Gallery One. He is responsible for overseeing the day-to-day operations of Gallery One in addition to continuing his role as General Manager of the Hilton Fort Lauderdale Beach Resort.
According to Smith Travel Research, the first half of 2010 in Broward had a 70.9% occupancy, representing a +7.5% from last year; Palm Beach was at 67.6% (up 10.9%); Miami-Dade was at 73% (up 8.1%). The average daily room rate was down in Broward 2.6%; up in Palm Beach slightly, 1.1%, and in Miami-Dade up 2.8%.
Hotel occupancy across South Florida rose in July, according to data from Smith Travel Research. Palm Beach County had the biggest gain in occupancy, to 62.1 percent from 53.2 percent in the prior-year period. Occupancy in Broward grew to 63.7 percent from 59.9 percent. Occupancy in Miami-Dade grew to 67.9 percent from 64.1 percent.
Greater Fort Lauderdale's popular Lauderdale Spa Chic promotion which began on August 15 runs through September 30, 2010. Now in its third year, Lauderdale Spa Chic program features innovative treatments and therapeutic spa experiences at some of the top resort and day spas throughout the destination for just $99, a savings of up to 50 percent. Many participating resorts are also offering special packages and rates in conjunction with a Spa Chic stay, allowing visitors to take advantage of the great benefits of the promotion physically, psychologically, financially and socially.
The North American cruise line industry generated a $35.1 billion economic impact last year, according to a new study commissioned the Cruise Lines International Association (which is based in Fort Lauderdale). This number was down 12.8 percent. Net capacity (available bed days) among CLIA members in 2009 rose 3.8 percent, and average capacity utilization was 104.6 percent for the year. On the other hand, total gross revenue declined by 11.4 percent, a CLIA press release said.
Southwest Florida:
Congrats to Darlene Boyle of the Hilton Naples who recently received the Spirit of Hilton Award - Hilton's most prestigious award. The Spirit of Hilton is awarded by Hilton Corporation, and nominations are submitted from more than 500 hotels nationwide.
Congrats to: Tony Marino, of The Marino Group transportation company, who has been named to the board of the National Limousine Association.
Congratulations to The Ritz-Carlton, Naples and The Ritz-Carlton Golf Resort, Naples for making the Travel + Leisure Top U.S./Canada resorts list.
The Naples Beach Hotel & Golf Club recently celebrated the opening of its all-new $5 million beachfront pool complex, as well as the completion of the multi-million dollar renovation and remodeling of its guest rooms and suites, at a VIP Poolside Reception.
The Vanderbilt Beach Resort is offering a great price on an all inclusive fly fishing package. The special package includes: a ¾-day charter with Capt. Bill Baldus of Fly Fishing the 10,000 Islands, with all fly tackle, licenses and lunches, beachfront resort accommodations double occupancy for 2nights as well as a food credit voucher for two dinners and complimentary cocktails.
--------------------------------------
To submit items for future editions, send to jwfranklin1@gmail.comBest, Julie Wernick, HSMAInsider
Southeast Florida:
The Bahia Cabana Resort is running a special “Sun Note” package through September. The 2-night package includes an efficiency room, dinner for two with wine, kids eat free (under 12), water taxi passes, late checkout, etc.
The Seminole Hard Rock Hotel & Casino recently topped off their 9-story garage which will provide 3,000 additional parking spaces. Nice to be popular!
Congratulations to:
--Susan Dennen on her “new” job with the Holiday Inn – Juno Beach; Congrats to: Scott Snipes, General Manager, and Joe Kramer, DOSM, newly appointed to the Weston Hyatt Regency Bonaventure.
--Belated congrats to the newly installed South Florida MPI Board including Christine Tascione (Greater Fort Lauderdale CVB) as the “new” President for 2010-2011;And to the South Florida ISES chapter on their installation of their Board including “new” President, Vanessa Goyanes.
--And congrats, too, to: Port Everglades Director Phil Allen who was elected the chairman of the Florida Ports Council.
-- And to: Andreas Ioannou who was promoted as General Manager of both the Hilton Fort Lauderdale Beach Resort and Gallery One. He is responsible for overseeing the day-to-day operations of Gallery One in addition to continuing his role as General Manager of the Hilton Fort Lauderdale Beach Resort.
According to Smith Travel Research, the first half of 2010 in Broward had a 70.9% occupancy, representing a +7.5% from last year; Palm Beach was at 67.6% (up 10.9%); Miami-Dade was at 73% (up 8.1%). The average daily room rate was down in Broward 2.6%; up in Palm Beach slightly, 1.1%, and in Miami-Dade up 2.8%.
Hotel occupancy across South Florida rose in July, according to data from Smith Travel Research. Palm Beach County had the biggest gain in occupancy, to 62.1 percent from 53.2 percent in the prior-year period. Occupancy in Broward grew to 63.7 percent from 59.9 percent. Occupancy in Miami-Dade grew to 67.9 percent from 64.1 percent.
Greater Fort Lauderdale's popular Lauderdale Spa Chic promotion which began on August 15 runs through September 30, 2010. Now in its third year, Lauderdale Spa Chic program features innovative treatments and therapeutic spa experiences at some of the top resort and day spas throughout the destination for just $99, a savings of up to 50 percent. Many participating resorts are also offering special packages and rates in conjunction with a Spa Chic stay, allowing visitors to take advantage of the great benefits of the promotion physically, psychologically, financially and socially.
The North American cruise line industry generated a $35.1 billion economic impact last year, according to a new study commissioned the Cruise Lines International Association (which is based in Fort Lauderdale). This number was down 12.8 percent. Net capacity (available bed days) among CLIA members in 2009 rose 3.8 percent, and average capacity utilization was 104.6 percent for the year. On the other hand, total gross revenue declined by 11.4 percent, a CLIA press release said.
Southwest Florida:
Congrats to Darlene Boyle of the Hilton Naples who recently received the Spirit of Hilton Award - Hilton's most prestigious award. The Spirit of Hilton is awarded by Hilton Corporation, and nominations are submitted from more than 500 hotels nationwide.
Congrats to: Tony Marino, of The Marino Group transportation company, who has been named to the board of the National Limousine Association.
Congratulations to The Ritz-Carlton, Naples and The Ritz-Carlton Golf Resort, Naples for making the Travel + Leisure Top U.S./Canada resorts list.
The Naples Beach Hotel & Golf Club recently celebrated the opening of its all-new $5 million beachfront pool complex, as well as the completion of the multi-million dollar renovation and remodeling of its guest rooms and suites, at a VIP Poolside Reception.
The Vanderbilt Beach Resort is offering a great price on an all inclusive fly fishing package. The special package includes: a ¾-day charter with Capt. Bill Baldus of Fly Fishing the 10,000 Islands, with all fly tackle, licenses and lunches, beachfront resort accommodations double occupancy for 2nights as well as a food credit voucher for two dinners and complimentary cocktails.
--------------------------------------
To submit items for future editions, send to jwfranklin1@gmail.comBest, Julie Wernick, HSMAInsider
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