(Editor’s Note: Here are several recent trends and hospitality marketing hints collected from various websites, releases, etc. Best, Julie Wernick, HSMAInsider.)
Luxury hotels in major markets are copying tour operator methods to focus on travel not just as a destination, but as an entire experience. Since high-end customers aren’t as influenced by that free spa treatment or extra-night free stay promotion, upscale hoteliers are trying to find something special to add and not just on the hotel property. These items might be a dinner at a top local restaurant, theatre tickets, or a private tour. (Put your thinking caps on South Florida! I’m sure you’ll come up with something innovative.)
Some of the “must-have” and “most searched” for amenities that drive a consumer’s decision to book a hotel in 2011 included promotional offers or discounts. In this category, according to an Orbitz survey, free parking and airport shuttle service were the top items searched. Swimming pools were one of the most important hotel amenities, overall. Beyond the basics, rising number of searches included hotels that welcome pets, provide spa services, and have fitness centers. Astute hoteliers will anticipate and meet these consumer needs.
In a study of business travelers, Travel Leaders looked at what was most important to this group when choosing a hotel. The top five selections were: Location – near business meeting (82.8%), Rewards program – frequent guest points (54.4%), Free Wi Fi (31.4%), Location – near airport (17.7%), and Free breakfast (13.2%).
According to an NBTA report, annual U.S. business travel spending should climb about 5 percent in 2011 and 6.4 percent in 2012, to $254.5 billion. They also projected that the number of business trips this year would surpass 2010 levels.
Part of hotel marking is also managing consumer reviews on sites like TripAdvisor. Don’t overlook the basics. You should be asking your guests during check-out to review your property on social networks and/or booking sites. In your “thank you for your stay” emails to your guests, ask for positive reviews to be posted. Make sure you show your guests that you care by monitoring your hotel’s reviews and answering all negative comments. If there is a negative comment, after your apology have you offered an incentive for these guests to come back to your hotel?
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