For each of the last several years, I have felt honored to work with the award winning Short Course of the Texas Hotel & Lodging Association. TH&LA for the past six decades has annually offered a week-long course at a very attractive rate for rising hospitality professionals. The program includes a range of well known corporate and academic hospitality educators who lead interactive discussions on the leading topics of the day.

This past year, one of the topic areas I addressed was marketing. Today's rising professionals are very savvy on social media and a number of related areas. Below are a sampling of questions for your review. Mark True or False and take a moment to think why you answered the way you did.

QUESTIONS

1. Whether you work in a small limited service property or a large convention hotel, there are key marketing techniques you cannot afford to ignore. True or False
2. The Marketing Plan is the fundamental center of effective marketing. True or False
3. The trend in hotels the past five years has been to build and market large convention hotels. True or False
4. Research and Qualifying is one of the key marketing activities that must be properly executed. True or False
5. Market Fragmentation means blast marketing at as many markets as possible to find the right customers for your hotel. True or False
6. Successful Hospitality Marketing today relies heavily on Relationship building. Getting to YES requires coordinated marketing activities that makes the potential customer want to make the decision to use your hotel over a competitor. True or False
7. The most effective way to Overcome Objections is to continue your presentation as planned and answering all questions at the end. True or False
8. The only Concessions or Negotiating Points important to meeting planners are Complimentary Rooms, Upgrades, Meeting Room Rentals, Parking and Internet costs. True or False
9. Revenue Management means adjusting rates so your hotel always achieves the highest average rate. True or False
10. The real secrets of bed & breakfasts are that they are small, inexpensive and unusual. True or False

1. The end result in Hospitality Marketing is recapped in the quote from long time sales executive and Executive Vice President, HSMAI Adrian Philips, ”Don't go after a friend to make a sale; go after a sale to make a friend" The responsibility for exceptional customer sales and service belongs to everyone on staff, including the owner and manager.
2. Understanding that Repeat Clients are the heart of any successful hotel marketing. This means Defining your clients, knowing what makes you special to them and adding special experiences to enhance the ‘uniqueness’ of your offerings. That combination of sales message and service delivery are tied together
3. Successful Hospitality Marketing today relies heavily on Relationship building. We cannot forget that Getting to YES requires a coordinated marketing activity that makes the potential customer want to make the decision to use your hotel over a competitor. You have to be better and more attractive in your total package to get them to make that YES decision.

Now for the ANSWERS

1. Whether you work in a small limited service property or a large convention hotel, there are key marketing techniques you cannot afford to ignore. True - the property's size determines budgets, markets served and staffing, but there essentials of marketing that remain essential to pay attention to.
2. The Marketing Plan is the fundamental center of effective marketing. True - even smaller country inns, B&Bs, restaurants and all hospitality businesses need a central plan.
3. The trend in hotels the past five years has been to build and market large convention hotels. False - while there have been some large convention center hotels built or expanded, the trend has been to smaller boutique hotels. Trends do change and tend to go in cycles, depending on many factors.
4. Research and Qualifying is one of the key marketing activities that must be properly executed. True - even smaller properties must know who their probable client is. The days of massive cold calls are behind us, as techology can assist tremendously in qualifying leads.
5. Market Fragmentation means blast marketing to as many markets as possible to find the right customers for your hotel. False - while “blast marketing” may have its' place in establishing name recognition, understanding which markets you serve and when means working the marketing plan effectively.
6. Successful Hospitality Marketing today relies heavily on Relationship building. Getting to YES requires coordinated marketing activities that makes the potential customer want to make the decision to use your hotel over a competitor. True - this one should not have required extensive thought. Networking and relationships are essential to ongoing success.
7. The most effective way to Overcome Objections is to continue your presentation as planned and answering all questions at the end. False - there is a difference between effective listening and “canned” answers. Think of the responses we sometimes receive from the cable companies, certain banks, airlines or other “service” providers that only respond to key words. Today's customers have too many choices to deal with uncaring hospitality firms.
8. The only Concessions or Negotiating Points important to meeting planners are Complimentary Rooms, Upgrades, Meeting Room Rentals, Parking and Internet costs. False - I worked with a series of meeting planners in the 2nd half of 2010 at national programs across the US and they are dealing with many of the same issues as hotels. Attrition, concern on attendance, providing excellence in service and meetings are all major concerns for them as well.
9. Revenue Management means adjusting rates so your hotel always achieves the highest average rate. False - Revenue Management is complex and yet simple. The best results are from research and a blend of clients that meet both short and long term goals of revenue and occupancy.
10. The real secrets of bed & breakfasts are that they are small, inexpensive and unusual. False - many people have yet to enjoy the distinctions offered at B&Bs and Country Inns. These smaller properties have limited numbers of accommodations and tend to provide exceptional personal attention that justifies their higher rates.

On a personal note, I am excited to have just posted my Blog # 100 : A Baker's Dozen of Reflections - What our Guests Should Mean to Us | And a Competition!
http://hoganhospitality.wordpress.com/2011/05/11/blog-100-a-bakers-dozen-of-reflections-what-our-guests-should-mean-to-us-and-a-competition/