“Hospitality Marketing Medley” – September 2011

(Editor’s Note:
Here are some recent trends and hospitality marketing hints collected from various websites, releases, etc.
Best, Julie Wernick, HSMAInsider.)

Expect to see more chic, 100-room or less, boutique hotels over the next few years. Today they represent about 3 percent of all U.S. Hotels. It is estimated that this could grow to about 6 % of all U.S. hotels, (maybe even 10% in large urban markets), in 10 to 15 years. Why? To provide for those travelers looking for the different/offbeat who are reacting against “cookie cutter” sameness in large chains.

Corporate buyers are having a more challenging time this year getting high-end and luxury hotels to waive fees and surcharges. With pricing power returning to hotels, as business travel has increased, there is an expected record amount of revenue for fees/surcharges predicted for this year – most likely to exceed the $1.75 billion that hotels made in 2008.

In addition, with hotel occupancies up, business travelers are having more challenging times v.v. availability at their hotels of choice. Business travelers will need to be booking earlier to secure space at desired rates.

Some times simple is better. Don’t overlook the use of a hotel newsletter or blog to keep your property regularly visible to your customers/prospects. The more you communicate, the more you establish loyalty and an emotional bond. As soon as guests have booked, send them a thank you note with additional information. This could include local events, upgrade opportunities, or services you can provide for them (tours, dinner reservations, etc.). A simple thank you note after they have stayed with you allows you, again, to build rapport as well as allow for feedback.

For many years, it looked as though travel agents were going to be just a memory. But now, travel agents have rebounded. Customers who are confused and frustrated by new airline fees or overwhelmed by social media are seeking help/direction. Some don’t have the time to spend hours on research comparing flights, hotel packages, etc., so they are turning to professionals. An ASTA survey showed that 44 percent of agents said they had more clients in 2010 than in 2009 with the strongest rebound in rail and hotel reservations. Are you including travel agents in your sales plan?