| We are increasingly called upon by mortgage | | | | target an untapped base of new guests. Yes, I |
| holders to aid hotels that are facing financial | | | | know you are going to pay for the points you |
| troubles. Sometimes were called in preparation of | | | | give to these guests, but again this is not a valid |
| a foreclosure action to begin arrangements for a | | | | complaint as you should be pricing your best |
| receivership and at times when the mortgage | | | | available rate with this along with all discounts, |
| holder is exercising its rights under the terms of | | | | costs and commissions in mind. |
| its loan to interject professional management. | | | | Group, Motor Coach and National/Global Sales |
| Fortunately, we are noticing a new and developing | | | | Offices: I have to confess that I have yet to |
| trend from alert hotel owners who are aware | | | | meet one director of sales or general manager |
| that things are not quite right and do not | | | | who can name their contacts in the group, motor |
| understand why their hotel is not producing the | | | | coach and/ national sales offices of their brand. |
| revenues it should. These owners are smart in | | | | These account managers are dying to know |
| seeking outside expertise before it is thrust upon | | | | more about your hotel and what it offers |
| them. It can allow them to negotiate out of a | | | | (especially if it is unique to your brand such as a |
| receivership or forced management situation | | | | select service branded hotel with an attached |
| before it happens. | | | | conference center, a location next to the number |
| One common thread among these and all our | | | | one motor coach stop in your market or about |
| clients whether multi-unit owner-operators or | | | | your corporate amenities package that is above |
| family-operated motels is they have not fully | | | | the brand standards. Have contact with them and |
| utilized the resources available to them from their | | | | teach them about your individual hotel. But, please |
| franchised brand. It is a shame really, brands work | | | | do not try to tell them how great you are during |
| hard to provide value for their franchise | | | | the height of the RFP season. Reach out to him |
| community and so often their efforts go | | | | or her in January when they are not frazzled by |
| unnoticed and underutilized. Below are eight key | | | | all of the activity. These national account |
| resources available through most major lodging | | | | managers are calling on the top decision makers |
| brands. Speak with your sales teams and general | | | | and influencers at the largest national accounts. It |
| managers to learn more about how they are | | | | is important that they know you and have a |
| being utilized at your hotel(s). | | | | relationship with you and your hotel. |
| Brand and On-line Travel Agency Partnerships: It | | | | Speaking of visiting, have you visited the brand |
| was not long ago that the online booking sites | | | | reservation center to do a presentation? |
| that marketed to the public were based upon a | | | | Performance Reports: Nothing highlights your |
| wholesaler model; taking control of your room | | | | opportunities like comparison data. Reports like |
| inventory at a great price reduction and reselling it | | | | STAR from Smith Travel Research and |
| at the highest possible price pocketing the | | | | Hotelligence by TravelClick are often provided at |
| difference. For the most part those days are | | | | no charge by your brand. Take the opportunity to |
| behind us. Brands that are focused on maintaining | | | | evaluate where your opportunity lies and create |
| long-term quality and rate integrity have forced | | | | sales strategies for revenue growth. Does the |
| the third-party sites into arrangements that are | | | | STAR report indicate in your market that hotels |
| much more favorable to hotels. Sites like Orbitz, | | | | of your brand scale, location and price-point are |
| Expedia, hotels.com, etc. have experienced and | | | | achieving a higher average daily rate or |
| extreme makeover as on-line travel agencies. | | | | occupancy? What will you do about it? Does the |
| Major brands have negotiated new agreements | | | | Hotelligence report indicate that you competitors |
| where the on-line agency and hotel agree to | | | | have attracted a new account in the market? |
| maintain pricing integrity and to work on a | | | | Obtaining these reports and understanding how to |
| commission model like a traditional | | | | utilize them to grow revenues is essential to |
| bricks-and-mortar travel agency. Yes, the | | | | long-term financial success. |
| commission is slightly higher than the traditional | | | | Co-Operative Promotions and Advertising: Brands |
| 10% (about 15-20%). However, you no longer | | | | often create regions that can cooperatively |
| turn over valuable room inventory to them that is | | | | promote their area and split the costs of |
| out of your control. You can allot any amount of | | | | promotion among the participant and often even |
| rooms you want when you want. Would you pay | | | | the brand. There can also be marketing funds or |
| a slightly higher travel agent commission off your | | | | credits against your marketing fund fees for |
| best available rate on an off day while still | | | | opening or converting hotels. |
| maintaining price integrity? I hope you would. | | | | Training: Our firm conducts direct sales training |
| In the arena of on-line travel agencies, do not | | | | conferences periodically throughout the year often |
| forget about the online government travel | | | | on behalf of national brands. Do not miss the |
| agency, Fedrooms, the Federal Premier Lodging | | | | opportunity to attend training and to assist your |
| Program. It a must participate program for those | | | | sales team members and general managers, yes I |
| seeking the government traveler. Major brands | | | | said general managers, in learning more about |
| (Choice, Hilton, Wyndham, LaQuinta, and IHG) are | | | | selling. Attending a one-time mandatory sales |
| all there advertising and may have tie-in | | | | training seminar is helpful but is not going to hone |
| advertising opportunities for you at little or no | | | | the skills of your staff to an expert level. |
| cost. | | | | Repetitive sales training with multiple facilitators will |
| Brand Promotions & Packages: Most lodging | | | | aid them in growing their skill set and closing |
| brands work hard to create well-thought out | | | | abilities. Training is also typically offered in the area |
| promotions and package templates for both | | | | of revenue management where the same |
| business and leisure travelers which they | | | | suggestions apply. |
| advertise in print media, on the web and through | | | | Distribution Channel Placement: Where on the list |
| their telephone reservations centers. Participate in | | | | of hotels does yours show up on the web, on the |
| these promotions and packages. You are able to | | | | GDS systems or at the call center? Speak with |
| set the pricing and they are great at creating | | | | your franchise support representative to discuss |
| incremental revenues at off peak times. | | | | how your brand can help you place better on |
| Brand Frequent Guest/Loyalty Programs: Your | | | | these searches. They can guide you to ways in |
| franchise has gone to great lengths to generate a | | | | which you can improve performance such as |
| tremendous database of loyal users of your | | | | pay-per-click, GDS placement (i.e., Sabre Spotlight), |
| brand. At little or no cost you can participate in | | | | web search placement, etc. Some at a cost and |
| numerous promotional offers to these loyal users. | | | | some not. |
| In most cases the database is so excellent you | | | | As you wrap up your marketing plan for next |
| can target travelers who are regular visitors of | | | | year think about reviewing the opportunities |
| your destination. Bonus point offerings for things | | | | above and adding some related tasks to the plan. |
| like first time guests, or off night arrivals can | | | | Good luck! |