by Doug Kennedy,
June 17, 2010
With Both STR and PKF updating their recent forecasts to reflect increases
in both occupancy and ADR, as thus are seeing increases in RevPAR and profits,
many hotels and resorts will find unexpectedly high demand for the remainder
of the calendar year. This is especially true for destination beach
resorts on the Atlantic Seaboard this summer, many of which are already
near capacity especially on weekends as are resorts in other locations
ranging from Las Vegas to Orlando. Even corporate hotels are now
facing more high demand, mid-week dates.
While this is all great news for our industry, it is also time to prepare
your reservations and front desk sales agents to properly handle last minute
calls for high demand dates. The key to maximizing profits
and ensuring the �perfect sell out� is to make sure your agents properly
market the last available room options as still offering a good value.
Unfortunately all too many hotel managers do not train their agents
on how to handle this circumstance. As a result, when searching high demand
dates most agents inadvertently instead say �All I have left is��
or worse yet, even apologize in saying �Unfortunately all I have left is��
This is often said in reference to a rate category, such as when lower-tier
discounted rates have been closed out and only the top tier � rack rates
� remains available. Other times it is said in reference to a category
of accommodations, which typically ends up being either the highest rated
categories (such as one, two or more bedroom suites), or the less-desirable
room types such as ADA compliant rooms, smoking categories, or limited/non
view rooms.
The end result is that the statement �All we have left is�� diminishes
whatever is to follow. If said in reference to a rate, it implies
that something lower was available previously. If in reference
to an accommodation type or category, it makes what�s left sound like �leftovers.�
If you�ve not yet addressed this topic, or if you are looking for some
good reminders for your team during peak season, here are some training
tips for your next meeting:
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Replace �All we have left is�� with �Fortunately we do have some great
options that are still available for you during that time�� or �Fortunately
we still have our deluxe rooms open for you��
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Sometimes it is the least-desirable accommodations that are left.
In this case it is important to first point out any glaring deficiencies
such as:
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�Just to let you know, this room is a little smaller than most of our others,
and it has a walk-in shower instead of a bathtub��
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�Although this room does not face the water view�.�
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�Now this suite is located away from the main building where your meeting
is��
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In doing so you will be sure to manage the guests� expectations upon arrival,
yet you will want to continue on to add some value�
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Point out what is good about the remaining accommodations. After
notifying them of any obvious shortcomings, continue on to inform the guests
about the advantages of what you still have open for them.
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�This room is a little smaller than most of the others, but you still have
all the same amenities and services and of course access to all the resort
activities.�
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�Although the room does not face the water, many of our guests enjoy the
resort view so that you can watch the activities while sitting out on your
patio or balcony.�
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�Now this suite is located away from the main building, so it will be a
bit of a walk to your meetings, but the good part is that it is a much
more quiet and private setting��
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�Since it�s just the two of you I know you don�t really need a two bedroom
suite, but I�m sure you�ll love having the extra living space and the large
master bathroom featuring��
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Don�t assume guests cannot afford or would not want the top-tier categories.
When it comes to the last remaining availability, it is ironically the
very best options that are left, such as specialty suites. Instead
of sounding like we are apologizing by saying �All we have left is our
Governor�s Suite,� quote the option with confidence as you would any other.
Seasoned veterans know it is often the caller we would least expect to
do so who simply says, �Okay, that sounds good, let�s go with that.�
As experienced sales agents know, it is just a matter of time until you
get past enough �no thanks� until you hear someone say �Okay, that sound
perfect.�
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When discount rate categories have been closed out by your revenue manager,
instead of saying �The rate in that advertisement is not available� try
saying �The special rate is sold out at that time, are your dates flexible?
I would be glad to see when that advertised rate is available, or
I can check the lowest rates that are open for these dates for you.�
By reviewing these training tips and discussing this topic with your reservations
and/or front desk sales team, you�ll be providing your agents with the
tools they will hopefully be needing more and more into the future as our
industry continues its recovery.
Originally published at www.HotelWorldNetwork.com
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Doug Kennedy, President of
the Kennedy Training Network, has been a fixture on the hospitality and
tourism industry conference circuit since 1989, having presented over 1,000
conference keynote sessions, educational break-out seminars, or customized,
on-premise training workshops for diverse audiences representing every
segment of the lodging industry. Ee-mail Doug at: [email protected] |
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