Todayís "Guaranteed Lowest Rate" on the Internet
Now Viewed as the Hotelís Published Rack Rate
|By: Neil Salerno, CHME, CHA Ė January 2005
From the time when I was still a young hotel sales pup, the only rates published to the consumer were our highest rack rates; and sometimes other specially created rates for specific hot dates or specific market segments. Times were good.
We were able to leverage special rates against our rack rates to show consumers the real value of the discount presented to them. ďOur rack rate is $125, but we are prepared to offer your group a special rate of $90.Ē We knew then, as we still do today, that people bought the value of saving $35; a 28% discount! They bought the value; not just the rate!
Ironically, the same rate of $90 loses much of its value if the rack rate is only $100; not as great a deal. Note that the only thing that changed is the imagined rack rate, which is the rate which created the value and was the rate first presented. That rack rate defined your hotel.
Todayís ďbest ratesĒ on the Internet have thrown a huge monkey-wrench into the mix. A published ďlowest rateĒ is now viewed as the hotelís published rack standard rate. No matter how many reservations you are receiving directly from the Internet, many experts feel that as many as 75-80% of all reservations are, first, researched on the Internet. Even at half that number, thatís a lot of viewing. Weíre actually promoting our lowest rates.
Personally, I hate the fact that our industry has made the Internet a bargain basement for hotel rates. Selling by rate is not the best way to market a hotel; or anything else for that matter. Itís unfortunate that this strategy was created as a knee-jerk reaction to the overwhelming marketing success of online third-party suppliers. Franchisors needed to take action.
As GDS production continued to wane, franchisors were faced with dwindling GDS income while facing the third-party supplierís overwhelming control over Internet sales. Internet sales continue to grow at an astounding rate. In 2004, Internet sales exceeded GDS sales for the first time in history. Third-party suppliers were poised to dominate travel sales.
In order to take control of this progressively valuable resource, franchisors countered the efforts of the third-party suppliers by creating a guaranteed lowest rate on their web sites; an attempt to draw Internet users to their sites and away from third-party sites. The problem they still face is the fact that only 20% or so, of Internet users search by hotel brand name. Third-party suppliers still dominate search engine results.
Some hoteliers think itís horrible that third-party suppliers would actually want to profit from investing many thousands of dollars to promote our hotels. Suppliers use pay-per-click listings for search engines, radio, television, and magazine advertising to promote our hotels and spend huge amounts of money to do it. Arenít they entitled to make a profit?
Thatís why I find it abhorrent that they are viewed as the enemy. True, their ďprofitĒ is generally the difference between the rates you give them to sell and those rates which you sell on your own. But, the big question is; arenít they selling the rooms you arenít selling on your own?
There are still many hotels that struggle with lower average rates, especially as compared with some of the peak years of the past. Part of that, at least, is caused by this new Internet exposure. Those hotels, which have recovered and gained in average rate, have changed their overall rate selling strategy.
Develop a Rate Strategy
Rates should not be developed in a vacuum. Use the STAR report, Hotelligence Reports, and any other reports you can find to gather the rates being offered by your competition. For those who donít feel they have competition, why arenít you full?
Next, determine where your hotel ranks within your competition set and where you want to be. Create an honest comparison of your hotel and your competing hotels; not just the brick and mortar, but services offered, staff, management, and sales teams.
RememberÖyour rates position your hotel. People that donít know your hotel often judge it by the rates offered. In their effort to determine ďvalueĒ people will use your rates as their first criteria.
What if I was selling a new car called the Zenith; it sells for $22,500. If I added a photograph and listed all its features, which compare it to a Mercedes, would you believe it? Does it make sense? Itís too cheap to compete with a Mercedes; it would definitely make you suspicious. This is what often happens when you discount your product. ďHe, who discounts his product, is the only one who knows what itís really worthĒ.
People will first judge your hotel by the rates offered. Deep discounts will under-value your hotel and make it less appealing. Higher rates will raise their expectations and impression of your hotel. Be prepared.
All deep discounting should be done, in private, on specific business only. Discounting based on volume or to cover specific slow periods is an acceptable practice, which is easily understood by the consumer. Publishing discount rates should be limited by effective dates and/or market segment.
Develop a Rate Potential
Itís basic, but average rate is not what you sell a room for; itís what you sell all your rooms for. The primary reason why we segment markets is that each market has its own rate potential. Certainly the corporate group market has the potential to produce higher rates than most SMERF groups.
The market mix of business in your hotel should be the framework for developing rates. Discounted rates need to be offset by higher rates. Be careful when publishing deeply discounted rates on the Internet; not only do they position your hotel, but they can also negatively impact your average rate, unless they can be offset by other higher rated market segments.
You should know what rates you need to sell in other market segments in order to achieve your desired average rate. This means developing a rate potential. If I sell the number of rooms, in each market segment, what average rate can I achieve, using the rates I am currently selling? If that answer is no, you have some work to do.
We know that most franchises will require you to publish your lowest rate on their site. Franchisors need your support; after all they are selling your hotel too. But, once Internet users are on your viewing page, you still have the opportunity to sell higher rates.
Itís amazing that so many hotels do not take advantage of this opportunity. After selecting arrival and departure dates, most booking engines will show all rates available for your hotel. Here is your opportunity to be creative.
How well do the room descriptors represent your room-types and upgrades? To be honest, my impression is that most hotels spend a lot of time and effort on developing the copy for their sites and as little time as possible describing room types and upgrades. Upgrades end-up being the last rooms sold; and those are usually left unsold.
Create some value-packed packages. Mixing other value elements into packages can make higher rates appear more attractive.
If you have your own web site, get going with the search engines. People need to find your web site in order to book with you. Send bookings through your franchisorís booking site, if they require it.
Considering the low cost and great R.O.I. of having your own web site, every hotel should have its own web site; unless you want your Internet fate solely in the hands of your franchisorís 20% exposure.
Neil L. Salerno, CHME, CHA
The Hotel Marketing Coach
|Also See:||Five Hotel Internet Marketing Myths - Busted!/ Neil Salerno / January 2005|
|How Does Your Hotel Web Site Measure-Up? 2005 Will Be the Internetís Most Productive Year so Far / Neil Salerno / January 2005|
|Are You Being Out-Hustled By Your Competition? How to Dominate Your Hotel's Market Set / Neil Salerno / December 2004|
|Why Are Some Hotel Companies Plagued By Management Turnover? Is This Systematic of Poor Performance? / Neil Salerno / December 2004|
|Basic Components of a Hotel Website: Current Weather, Flash Animation, and Virtual Tours?? Plain Talk About Internet Sales / Neil Salerno / February 2004|
|Donít Compromise Your Goals In 2004; Five New Yearís Resolutions You Will Want To Keep / Neil Salerno / January 2004|
|No More Whining About Third-Party Suppliers; You Control Your Own Fate On The Net / Neil Salerno / December 2003|
|Six 'Maxiís' Guaranteed To Boost Hotel Sales / Neil Salerno / November 2003|
|Itís Time To Take Back Control Of Rates & Rooms - But Is The Enemy...Us? / Neil Salerno / November 2003|
|Booking Engines Are Like A Box of Chocolates...You Never Know What Youíre Gonna Get! / Neil Salerno / October 2003|
|Hotel Web Site & Search Engine Optimization; Always A Work In Progress / Neil L. Salerno / October 2003|
|Hotel Budgets and Marketing Plans; Oh No, Is It That Time Again? / Neil L. Salerno / September 2003|
|Increasing Hotel Internet Sales Is Not Rocket Science...And It Doesnít Have To Be Costly Either / Neil L. Salerno / September 2003|
|Are You Treating Third Party eWholesalers As Competititon Or a Valuable Marketing Partner? / Neil L. Salerno / August 2003|
|How Often Have You Heard, 'I could have gotten a better rate but the client saw our rates on the Internet' ? Itís Time To Get Back To Selling Location, Facilities, and Services / Neil L. Salerno / August 2003|
|Before You Begin that Marketing Plan Challenge Your Sales Team; Expect More and Get More / Neil L. Salerno / July 2003|
|Jump Up and Shout Yes - Delivering Best Online Customer Experience, Nice Job Vividence! / Neil L. Salerno / July 2003|
|Is The Internet Delivering On Its Promise? Well, It Depends on How you Look at It / Neil L. Salerno / June 2003|
|Coaching and Mentoring, Sometimes A New Paradigm Can Go A Long Way / Neil L. Salerno / June 2003|
|Sales Training Works Well, But Sales Mentoring Makes It More Effective; Mentoring Lasts a Lifetime / Neil L. Salerno / May 2003|
|Is It Time For A Sales Tune-up? How Healthy Was Your Last Forecast? / Neil L. Salerno / May 2003|
|Hotel Web Sites; Want it Creative or Effective? / Neil L. Salerno / May 2003|
|If You Always Do What You Have Always Done.... Youíll Always Get What You Always Got! Hotelierís Mantra... Thinking Outside The Box / Neil L. Salerno / April 2003|
|Good Sales Planning - The Basics Still Work / Neil L. Salerno / April 2003|