Carol Verret Consulting
Heightened Security Requires New Strategies in Hotels
Carol Verret / March 2003
|The threat of looming war is taking
an already elevated level of security to new heights. Public buildings,
office towers and military installations are increasingly difficult to
access. Hotels, especially large destination and gateway properties, are
aware of the potential risks to guests and have their own security issues.
This is likely to become more of an issue when and if the US goes to war
The temptation on the part of hoteliers may be similar to that following September 11. Immediately following that event most businesses, including hotels and hotel companies, went into a temporary state of paralysis. Business travel came to a screeching halt and hoteliers' first reaction was to look for ways to reduce expenses.
However, this time expenses have already been cut to the bone in many cases.
There are some hotels and hotel companies that included the marketing and sales function in their expense revisions. While there was often a great deal of 'flab' in these budgeted expenses, the smart companies measured their cuts against productivity and many have sought to provide enhanced training opportunities for their sales staff to enable them to cope with the new economic realty.
When we look at the travel trends following September 11, we see that corporations have pared down their business travel - this will be attenuated with the threat of terrorism again on US soil. Association and trade show attendance has been negatively impacted by the economy. (Travel Industry Association of America, www.tia.org) The market segments that were once the backbone of hotel revenues can no longer be assumed to support property budgets.
Couple that increased level of security with the urgent need on the part of hotels to develop new business, a new approach to prospecting for new business has to be developed. A mainstay of 'backyard' marketing used to be to make cold calls on every commercial building within a certain radius. This simply will no longer work in major metropolitan areas. Access will be denied very quickly to those without appointments. Alternative markets take more time, skill and creativity to develop.
How then to ensure that a hotel is squeezing every bit of business out
of their local markets? The following are but a few ideas and certainly
not exhaustive. WARNING - This approach requires sales people to dig deeper
for longer to maximize this opportunity. If management is not prepared
to support the time and increased learning curve in new business development,
read no further!
These are just a very few of the things that hotels can do to redirect
their sales efforts for new business development. Communicating with and
qualifying these new leads also requires a different strategy than what
has always been done before. That is the subject for another newsletter!
copyright © Carol Verret, 2002-2003
3140 S. Peoria St, PMB 436
Aurora, CO 80014
Web Site: http://www.carolverret.biz
|Also See:||Revenue Recovery - Building The ‘A’ Team in Sales / Carol Verret / January 2003|
|Contingency Marketing Plan – War In Iraq! / Carol Verret / November 2002|
|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|