Hotel Marketing Starts Locally;
Never Forget Your Neighbors
|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:
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:
© copyright 2006
|Also See||Notes from the ALIS Conference / David Brudney / February 2006|
|General Managers Workshop: Managing Today's Hotel Sales Teams / July 2005|
|Owners & Asset Managers: Need Expert Advice, Referral? Ask A Trusted Consultant / David M. Brudney, ISHC / May 2005|
|Larry May: The Passing Of Another Hotel Soldier / David Brudney ISHC / April 2005|
|Hotel Owners: Better, Worse or About the Same? / David Brudney ISHC / December 2004|
|Let’s Put Bush and Kerry Through the RFP Process / October 2004|
|Bev Kordsmeier, Hyatt Sales’ First Lady / April 2004|
|Message to Hotel Sales Associates: “It’s Not You!”/ January 2004|
|What Innkeepers Want Every Christmas? Fill Those Empty Rooms / December 2003|
|Uncertain Times Call for Return to Backyard Basics / April 2003|
|Time to “Group Up”? Maybe, Maybe Not / May 2002|
|America’s Front Desk Fights Back! / January 2002|
|Front Desk Fails To Catch America’s Hospitality Spirit / David Brudney ISHC / November 2001|
|A Very Good Time For That Sales Audit / David Brudney ISHC / Sept 2001|
|More Theater, Less Zombies / David Brudney ISHC / Dec 2000|
|It’s The Experience, Stupid! / David Brudney ISHC / Nov 2000|
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