“Marketing Medley” – May/June 2010

Here are several recent trends and hospitality marketing hints collected from various websites, releases, etc.

--Despite a forecast for a continued decline in hotel rates in 2010, hoteliers will increase the total collected fees and surcharges this year according to Bjorn Hanson, NYU professor.
(How does one do this carefully and not alienate customers?)(Does this only apply to luxury hotels?)

--Studies show that those who follow a brand on Facebook or Twitter are more likely to buy or recommend products from those followed companies. Of course, getting someone to follow your company is the key. (Are you on Twitter, yet?)

--One of the keys to success in a down market is to avoid offering across the board price cuts, to instead focus on particular market segments and distribution channels, says a recent Cornell study. There are two ways for hotels to compete: either non-price methods, e.g., using quality, strategic partnerships, loyalty programs, additional revenue sources or market segments; or price-related methods, e.g., packages, opaque channels, or only offering discounted rates to selected markets. (What did your hotel do to “survive”?)

--Although in general most meeting groups are smaller and more price sensitive this year, bookings of corporate meetings are up and increasing so far in 2010 compared to 2009. (Would you agree? Is this true at your hotel property?)

Best, Julie Wernick, HSMAInsider