Carol Verret Consulting
Contingency Marketing Plan
Carol Verret / November 2002
|How will a war with Iraq (or anyone
else for that matter) effect travel and the hotel business? Are you in
denial or are you making a contingency plan for your hotel?
Several months ago, I wrote an article on contingency planning as an addendum to the Marketing Plan. That dealt with infrastructure changes in the market, the loss of a large contract or those things that could significantly change the status quo in your hotel market. At that time, we weren’t even concerned about a possible war.
For those of us who remember the Gulf War, the implications are profound.
If you recall, travel came to a screeching halt after the war began. A
large corporation that shall remain nameless issued a memo to all employees,
advising them that if they were on the road they should return home and
all business travel was suspended until further notice. Fortunately,
that war was relatively short. That may not be the case this time.
Not one hotelier to whom I have spoken has given this much thought. Alan Greenspan’s attempt to reassure us by indicating that he didn’t think war would have a significant impact on the economy has done little to reassure the uncertainty in the markets or the Consumer Confidence Index.
While a war will most certainly have an impact, giving some thought to how it may effect your hotel and developing an alternative strategy prior to the event shortens the response time. In the old SWOT analysis model, the T stands for ‘threats’.
Which segments would be effected? Most certainly corporate and leisure air travel to foreign destinations and gateway cities, such as LA and DC will be impacted. Large convention venues and attractions where large numbers of people congregate have been mentioned, as have large resort destinations. Drive travel will still be the preferred domestic mode of transportation although the destinations are likely to remain those closer to home or close to military installations where family members may have been called to serve.
What can individual properties do to minimize the impact on occupancies and revenue? Below are just a few of the steps that you can take now in your Contingency Plan.
We can’t always control the things that happen but we can choose how we respond and react.
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|Also See:||Playing the Rate Game - Positioning -- Positioning -- Positioning! / Carol Verret / October 2002|
|The Rate Game - Playing to Win / Carol Verret / October 2002|
|The Challenge of Marketing Independent Boutique Hotels / Carol Verett / August 2002|
|Hotel Sales in a Limited Service Environment - The Rules Have Changed / Carol Verett / August 2002|
|The General Manager’s Role in Sales -Chief Marketing Officer of the Hotel / Carol Verret / April 2002|
|100% Market Share Penetration is Not Good Enough / Carol Verett / January 2002|
|The Key to REVPAR Recovery – New Business Development / Carol Verett / December 2001|
|Trash the 2002 Marketing Plan - And Just Start Over / Carol Verett / September 2001|
|How to Use Consultants Effectively – A View From the Other Side / Carol Verret / August 2001|
|How Soft Is Your Hotel's Economic Landing? / Carol Verret / Aprl 2001|
|The ‘Value Proposition’: Marketing Yourself to Prospective Employees / Carol Verret / January 2001|
|Generation Y: Motivating and Training a New Generation of Employees / Carol Verret / November 2000|
|Why Customer Service Seminars Don't Work / Carol Verret / October 2000|
|Creating a Culture of Customer Service / Carol Verret Consulting and Training / Sept 2000|
|FAT, DUMB AND HAPPY – The Seasonal Boom and Bust Cycle / Carol Verret / August 2000|
|Surf's Up - Ride the Wave or Miss the Boat -The Effective Use of Technology in Hotel Sales / Carol Verret / July 2000|
|Measuring Effectiveness of Hotel Sales Departments / Carol Verret / June 2000|
|Hotel Sales Training - The Need for Immediate Results / Carol Verret/ May 2000|