by Jana Johnson | Dec 21, 2023 | Sales, Travel
As we say goodbye to another year, it’s time for forward-thinking hoteliers to capitalize on emerging trends.
Enter the staycation; a simple yet significant opportunity that’s always a winner for New Year’s Eve. It’s a celebration of local exploration and in-house vacations that allow guests to revel in their home city’s charm while enjoying your hotel’s unique hospitality.
Understanding the Staycation Movement
Staycations are decidedly high on nostalgia but also incredibly suitable for the digital age. They offer the triple threat advantage of affordability, convenience, and minimizing travel-related stress. With shifting post-pandemic norms and heightened desires for safety, staycations serve as the perfect answer for those seeking a leisurely escape close to home.
Transforming Spaces into Experiences
Holidaymakers today look beyond the traditional. They seek experiences, not just an overnight stay. An empty rooftop? Morph it into a merry countdown party. A quiet lounge? Spruce it up with live local music for New Year’s Eve. Offer exclusive packages encompassing meals and events – adding irresistible value to the staycation trend.
Amplifying your Reach with SEO
While crafting your new strategy, don’t overlook the power of Search Engine Optimization (SEO). Ensure your website and promotional content integrate relevant staycation-related keywords. This will allow you to attract potential customers from your locality seeking a convenient NYE getaway.
Collaborating Locally for Bigger Impact
Build connections within your community by partnering with local businesses. From restaurants and tourist hotspots to activity centers, these collaborations can accentuate your staycation offerings. Moreover, it strengthens your community ties and adds a dash of local flavor to your services.
Conclusion: Embracing the Staycation Symphony
The staycation trend is not just a fad; it’s a movement reflecting evolving consumer behavior. As we stand on the brink of a New Year, it’s time to adapt, innovate, and incorporate this trend into your grand scheme. Remember, it’s all about creating memorable experiences while brandishing your hotel’s unique attributes.
by Jana Johnson | Oct 27, 2022 | Sales, Travel
You work hard to promote your hotel and more than likely you spend a lot of time and money on advertising each year. Advertising your hotel is a big part of the business, but so are referrals.
Managing your referrals is a great way to gain new business and is also a great reason to communicate with the clients that provided the referrals.
Take advantage of the times when things go really well for a meeting or group stay. Your clients receive great value from the services your hotel provides, and you want other people to know about it. Read on to learn the five ways to fuel your business growth with referrals.
- Capitalize on the good experiences. Send follow-up email after group stays or meetings. Check in to see how their stay was. Did they have a mind-blowing experience? Did they enjoy the breakfast or the bath amenities provided? Thank them for their business and ask if there is anything you can do to improve. Not only does that make them feel special, but it’s also a great tool for gathering information and building your relationship and client database.
- Review Social Media. People love to talk these days about all of their experiences—both the good and the bad—and, they love to share it with the world via social media. Make sure your hotel is tapped into the social media apps for business such as Twitter, Facebook, LinkedIn, Instagram, Pinterest, and Yelp. This is a great way to see what people are saying and for staying stay in touch with your customers on another level.
- Right the wrongs. Unfortunately, things happen and sometimes customers may have an unfavorable experience. Whether it’s a situation that is beyond your control or something you can make better, apologizing, offering a complementary or discounted stay, can turn a negative experience into something positive and keep your clients’ business.
- Face-to-face communication with your customers. Take advantage of the face-to-face contact with a customer. Plan to be available upon arrival to thank them for their stay. Find out estimated time for departure and find out for yourself how they enjoyed their stay. And if a face-to-face won’t work, deliver them cookies, or a coffee card to a favorite café in town along with a personal note.
- Thank them for their feedback and referrals. When a referral comes through, find out the source and give credit where credit is due. A simple gesture like a handwritten note, or quick email of appreciation acknowledging the referral will keep the referrals coming in time and time again.
Those are just a few ways to make your clients’ experiences more memorable and ensure the possibility for future bookings.
Do you have unique ways you’ve shown your clients that you appreciate their business? Reach out and share some of your own experiences with client referrals and gestures of appreciation.
by Jana Johnson | Aug 25, 2022 | Marketing, Sales, Travel
If you manage a hotel or are new to owning a property, it doesn’t take long to recognize that the hotel sales position is one of the most integral parts of a hotel’s success.
The sales manager is responsible for generating room nights and increasing revenue during peak times plus building demand during the slow seasons.
This can be a challenge for even the most seasoned sales managers. The process takes a considerable amount of strategic planning, creativity, and forward-thinking to balance meeting sales goals while skillfully representing the hotel.
In this fluctuating environment, it is important to keep in mind that sales is a learned skill. An effective sales manager should be able to produce results despite hotel challenges and market conditions. This is accomplished by practicing a few habits for sales success.
Know Your Hotel and Your Competition
For sales efforts to be effective, you need to know the features, benefits, and weaknesses of your hotel as well as those of your competitors. For example, can you offer concessions like free breakfast, airport transportation, or a one-bedroom suite to give you that competitive edge? Superior sales managers understand the hotel at all levels and how to get creative and outshine the competition.
Be Open to New Technology
There are many ways to reach your end goal of driving occupancy. Successful sales managers try new strategies and the latest technology for reaching their target audience. Test drive new forms of social media to help reach your potential guests. Consider trying sales engagement platforms to help you create email templates and email blasts to reach multiple people at once. It’s also key to consistently review your strategies and question the best ways to spend your time.
Have Integrity and Authenticity
What separates the average hotel sales manager from a successful one? Integrity. Clients respond to genuine people with a core attitude of wanting to help, whether they get the sale or not. Be sure to always do what you say you will. You’ll want to develop a style of authenticity that builds trust, so your clients know you have done your best for them. It also assures them if any problems arise with the booking, you will be there to return their calls promptly.
Listen For Details
You may have heard the phrase, “Be interested, not interesting.” An enthusiastic attitude about your hotel is key, but before jumping in right away with all the features and benefits of your hotel, listen to what your clients’ needs are. Knowing how you can accommodate your clients’ needs will help you gain the edge over the competition. It’s important to ask probing questions and gather information to confirm if you are the right fit. You can never ask enough questions. This is vital in anticipating future needs—something all clients appreciate!
If you are looking to find wins in the competitive market of hotel sales, adopt these habits daily. Committing to a new behavior takes time and practice. Start by initiating one new strategy at a time and celebrate your small successes.
by Jana Johnson | Jul 21, 2022 | Marketing, Travel
Hotel sales teams should keep in mind the benefit of using local surroundings when working on filling a hotel and driving revenue. Gaining a pulse of the local scene will not only draw in guests from nearby companies, but it can also help drive revenue referred directly from locals and local businesses.
So how can your hotel leverage its resources locally? It’s going to take a combination of grassroots marketing plus online advertising. These efforts may include sales calls, word of mouth, free social media campaigns, and even referral bonuses.
The idea is to connect with your local market and build community relationships to help market your hotel and services. To determine the best approach, here are three questions hotel marketers should consider when looking for leads in your backyard.
Who are the companies in my backyard?
Take the time to meet key companies and event planners in your marketplace so that you will be thought of for business meetings and events. Drawing from the local businesses will give you an idea not only of potential corporate travelers but also of leisure travelers coming to the area. Coordinate with top vendors that surround the hotel and put together enticing packages that cannot be found at competitor hotels.
What type of business comes to the area?
It’s about understanding where travelers are visiting near your hotel so you can provide the ultimate experience. The Convention and Visitors Bureau (CVB) is often an underutilized source, but a great place to start networking and gathering information. Creating a good relationship with your local CVB will keep your hotel front of mind when the CVB works with event planners and group organizers from other locations. Also, the CVB can be a great resource to learn what companies maybe be relocating to the area and may need group travel rates.
What’s happening in the future?
No matter the time of year, there are most likely always weekend events, concerts, workshops, seminars, and entertainment happening in your area, which could be a source of revenue for your hotel. Checking in with apps such as Eventbrite and Ticketmaster can help you search by city, dates, times, locations, and maps.
Encourage your sales team to create a local event calendar that lists all the local happenings. This will help you stay on track and help you determine your target audience for marketing. Consider partnering with a local organization to offer unique packages that give your hotel an edge-up on the competition.
Think of your local community as an extension of your hotel’s sales and marketing team. With a targeted approach, your efforts could increase exposure and facilitate partnerships to help drive new and loyal business to your hotel.
by Jana Johnson | Apr 12, 2021 | Travel
With multiple vaccines here, the end of the pandemic is now visible and no longer just a vision or dream. Everyone is ready for a vacation, and the vaccines provide a new sense of optimism to plan trips.
Hotels need to consider a plan with strategies on how to capture these travelers.
Hotels and the hospitality industry should feel optimistic that the recovery stage is here and moving quicker than forecasted for 2021. Here is some positive news with statistics exemplifying we are moving forward rapidly, and consumers are excited to travel again.
1.Traveler Confidence Gains Momentum:
A recent survey put out by Global Business Travel Association shows that after receiving the COVID-19 vaccine, 79% of members and stakeholders feel “comfortable” or “very comfortable” traveling for business. It is reassuring to hear discussion around business travel resuming with safety efforts, including a consistent approach to travel restrictions, pre-testing, and the possibility of vaccination passports.
2. #Google: Searches for Travel are Picking Up:
Google reports signs of travel and event interest picking up, with searches for “resorts near me” (80% YOY), “travel to” (100% YOY), and “wedding suite for” (200% YOY) growing. This is the perfect time to utilize your social media platforms to entice and engage with potential clients. By communicating directly through social media, hotels can be more agile in their responses and better able to personify the hotel and brand. With social platforms like Facebook and Instagram, guests are more likely to engage and ask questions after seeing promotions and specials.
Hotel Action Plan:
There were so many wedding plans changed and canceled in 2020, filling up all high-demand dates for 2021 and beyond. With RFP’s usually happening earlier in the year, be prepared with your online strategies, as brides stream through sites looking for their perfect lodging with a honeymoon suite or added amenities for their special event.
3. Vaccines Lead to Surge in Travel Planning
The next few months show promise of a surge in travel according to Longwoods International’s latest research. Longwoods indicates as many as 81% of Americans plan to travel within the next six months, marking this as the highest rate of travel since March 2020, when the pandemic started.
With this sparked interest in travel, which is anticipated to be especially high this summer, hotels need to have strategies capturing these enthusiastic travelers and adjust revenue optimization tactics as they book. Working closely with your sales teams and keeping a pulse on the competition will be beneficial and key in maximizing rate while driving occupancy.
Hotel Action Plan
The strategy for hotels is to grow weekend and leisure business across channels and traveler touchpoints. This includes creating packages on social media channels like Facebook, LinkedIn, and promoting on your website for weekend vacations and activities, such as a Staycation, Millennial Inspired Outings, Weekend Getaways, Family Getaways, and Special Corporate Extend Your Stay Promo’s to raise awareness of weekend offers and drive bookings. Through social media outreach and email campaigns, marketing these packages will drive both leisure and business travelers to reserve a package or book a stay.
4. Lodging Economics
According to Lodging Econometrics, the Extended Stay Segment saw tremendous growth long before COVID; in fact, these hotels are responsible for 24% of hotels under construction. Extended Stay Hotels with Choice Hotels and IHG and their brands like Mainstay Suites, Suburban Inn Woodspring Suites, Staybridge Suites® Hotels, and Candlewood Suites®have been the bright spot of the COVID crisis. The extended-stay market’s growth will continue as travelers are accustomed to the mini- kitchenettes and the freedom they offer.
Hotel Action Plan
Hotels need to continue focusing on essential service workers and build relationships for long-term bookings from government agencies. These accounts are now looking for long-term partnerships in mid-size hotels like Comfort Suites, Quality Suites, Holiday Inn, and Hampton Inn, in addition to extended-stay properties. Also, 1440 Multiversity has generated more than $1 million in donations to fund scholarships to provide essential workers time to recover and recuperate. With corporate donations on the rise, hotels should continue working with non-profits and maintain strong relationships with insurance companies.
5. Corporate and Group Travel is Positive
As vaccines continue, the earlier projections of a more substantial return of corporate and group business could be seen into the latter half of 2021. Group bookings that were canceled previously are also starting to rebook. Group business is coming back earlier than many industry observers might expect with positive news. Leisure and transient still make up the greatest demand for Hyatt hotel bookings, with 70% leisure transient and 30% business transient.
6. Meetings Return
Recent data put out by Knowland has some good news for hoteliers as meetings are growing in size and corporate meetings are growing in frequency. Next fall’s meeting industry is getting back to full swing. Things are starting to look up and will only continue as more and more people are vaccinated.
Hotel Action Plan
With new car line introductions by luxury car brands, this business type brings new accounts for hotels to prospect. Consider expanding your market share to target this business. Car companies will be looking to test cars in different climates and locations, targeting environments with high heat indexes and humidity, as well as frigid temps and high altitudes. Think about refocusing your efforts to gain this market share, considering the option for corporate training for car companies, engineers, and mechanics.
With these six signs that travel is rebounding with travelers ready to explore this year, hotels must shift their action plans, strategize, and prepare for a fast and furious unleashed stream of bookings starting shortly. Hoteliers need to prepare now and get their no vacancy signs ready to be hung again.
by Jana Johnson | Jan 11, 2021 | Travel
While those exotic trips are still placed on hold in 2021, many are looking for alternative options close to home.
Experts forecast that domestic travel will continue to be one of the safest, most accessible options going into 2021. Road trips and budget-friendly options close to home are predicted as the top choice for travels. With 83% of Americans stating they prefer to travel within the U.S. for their first trip in 2021. Hotels need to be prepared to welcome these travelers with savvy packages and promotions.
The travelers are expecting a touchless check-in option with safety and cleanliness reinforced by procedures outlined on websites and social media. This will be integral for hotels to share with potential guests searching on TripAdvisor and online looking for reassurance.
Smaller towns with midsize and smaller hotels like Comfort Suites, Quality Suites, Hampton Inn and Holiday Inn will be popular as guests are looking for lesser-known destinations, especially with access to any outdoor activities in all seasons including winter. The length of stay patterns will be a little longer as many have additional freedom working remotely opening a new segment for hoteliers. The options of working remote allows you to capture a clientele that is a close distance to your hotel. Your target market is both the weekend getaway enthusiasts and those wishing to work outside of their home office for a change and flexibility of a longer stay.
People really want to travel, and with this in mind, hotels should create and implement an effective hotel revenue management strategy in which they should focus on providing offers and diversifying their revenue streams, rather than simply lowering room rates.
As a hotelier, it’s crucial for you to understand these travel trends and behaviors to win business in 2021. Let us assist you in capturing this business.
