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Know Your Competitor? |
E-mail: [email protected] |
Harry Nobles & Cheryl Thompson Griggs, May
2003
Are your competitors treating their guests better than you treat yours?
What are they doing that you are not? The current climate of reduced
travel and increased competition has weakened guest loyalty and knowing
what your competitors are doing to woo and wow your guests is more important
than ever. Previously loyal repeat guests are now looking to get
as much as they can for the lowest rate.
Knowing what the property across the street is doing assures hotel managers that their property is providing the better guest experience. How do guests perceive your hotel and its amenities compared to your major competition? Are you still their first choice? The competitive intelligence gained by shopping the competition, also helps managers identify strengths and weaknesses of both properties. Capitalizing on this knowledge can make your property guests "first choice". This knowledge can also be useful in strengthening your marketing campaign. When shopping the competition be sure to evaluate every aspect of service and environment which you deem important for your own property. A side-by-side analysis will yield the most useful results. Some of our clients prefer to tailor the evaluation to focus on certain specifics; perhaps areas where they feel they need improvement; others take a broader approach. Some shops involve an overnight stay while others do not. One absolutely inviolable criteria is discretion. When you consider whether or not to shop your competitor, remember the AAA and Mobil inspectors will --- and your competitor may already be a step ahead. Harry Nobles & Cheryl Griggs
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Harry Nobles Hospitality Consulting
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