By David M. Brudney, ISHC, March 2006
I love it when clients put me up at a hotel I never would have found
nor selected on my own. I love it because I always come away from
the experience with either a reminder or a new lesson to share.
One lesson I�ve learned over the years is to always engage other guests
in conversation, when and wherever the opportunity presents itself.
This past week I found myself in a suburban, independent limited service
hotel near a project where I anticipate doing some future consulting work.
So here I was, having a really nice complimentary breakfast - - make
your own waffle fresh, what a great idea! - - when a fellow business traveler
sat down at the table next to mine. A CNN news item triggered some
conversation during which I learned the following:
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The guest was a �brand new� road warrior
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He drove his own car 400 miles from home
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He made no reservation because he didn�t think it was necessary (Metro
suburban area, winter time, midweek arrival), but he had done some Internet
homework and knew of two options
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Upon arriving in the town he tried to check in at a branded inn and suites
property in the heart of the small downtown
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He couldn�t find the entrance and due to all the surrounding construction
(condo development), he made the assumption the hotel was not open
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He had an address of the other option (�our� hotel) but he could not find
it in the dark
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He saw a familiar branded supermarket across the street and since his wife
worked for the same chain, he went in and asked a cashier where he might
find a room for the night (3 nights!)
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The supermarket cashier not only told him about �our� hotel, she told him
it was a nice, clean place and then gave him specific directions on how
to find it
My fellow business traveler�s stay represented $262.11 in room revenue
and taxes. None of that would have been collected by the innkeeper
had it not been for a neighborhood merchant�s awareness and testimonial.
And that testimonial did not come from the supermarket�s general manager
nor manager on duty, it came directly from a cashier, possibly part-time
hourly.
As I reflected on the experience, I wondered if the hotel�s general
manager and/or sales associate had made neighborly calls on the market,
providing information while delivering �goodwill� packages (breakfast or
snack samples) and thanking the team for keeping the hotel in mind whenever
shoppers inquire?
I wondered if the hotel had ever called on all the other neighboring
merchants: fast food, restaurants, lounges, service stations, auto repair,
car rental and retail shops?
Paraphrasing the late Tip O�Neill, all marketing is local and it begins
with careful cultivating of merchants in your immediate and surrounding
neighborhoods. A testimonial and/or referral from a local merchant
can make the difference in a point or two in weekly occupancy or making
room revenue monthly budget.
Better yet, should the innkeeper deliver the product and service, that
one referred guest might return a dozen times in the future and who knows
how many other potential guests he or she might influence?
A successful restaurateur told me once that a table of four - - producing
a positive dining experience - - represented $1 million worth of future
business.
Here�s a few other reminder tips:
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Seek out website linkages with merchants, attractions and venues of interest
to your guests
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Seek out database sharing and possible co-op marketing efforts and cross-selling
opportunities with selected local merchants with interest in your guest
profiles
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If your complimentary breakfast is your hotel�s signature item, invite
selected merchants to experience first hand
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Offer neighborhood merchant owners complimentary rooms and breakfast (subject
to space availability, of course) as part of their employee bonus and incentive
planning
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An annual neighborhood merchant reception with heavy �working the room�
by the G.M. and/or Sales associate, is very good for business
Note: for more ideas and tips on neighborhood marketing, read �Uncertain
Times Call For Backyard Basics,� April 2003.
© copyright 2006
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David M. Brudney, ISHC, is a veteran sales and marketing
professional concluding his fourth decade of service to the hospitality
industry. Brudney advises lodging owners, lenders and operators on
sales and marketing �best practices� and conducts reviews of sales and
marketing operations throughout the U.S. and overseas. The principal
of David Brudney & Associates of Carlsbad, CA, a sales and marketing
consulting firm specializing in the hospitality industry since 1979, Brudney
is a frequent lecturer, instructor and speaker. He is a charter member
of International Society of Hospitality Consultants. Previously,
Brudney held sales and marketing positions with Hyatt, Westin and Marriott. |
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