 |
 |
|
|
|
|
|
|
Reservation Levels Recovering; Summit Hoteliers Say Don�t Cut Rates |
| November 28, 2001: Luxury international brand Summit Hotels &
Resorts announced hotel booking levels were showing signs of recovery after
the recent downturn in world travel. Reservation volumes, tracked
on a week by week basis since September 11th, were gradually rising to
within 75% of Summit�s normal projected levels for the October/November
period. Rate levels continued to be affected but were starting to
improve as cancellations were rebooked and business travellers returned.
Summit credited the early launch of its 2002 special rate programme Summit Exclusives, as a key element in reviving bookings. Tailored to appeal to a nervous travel market, Summit Exclusives has been exceptionally successful as a single programme generating 15% of new business week on week to Summit hotel members.  Geoff
Andrew, Summit Hotels & Resorts managing director said �It is very
encouraging to see signs of recovery, especially since we are now entering
the holiday season, traditionally a quieter booking period for Summit.
The success of the Summit Exclusives programme in driving business back
to our hotels shows Summit has correctly judged and adapted to rapid changes
in the market. It demonstrates how a strong brand like Summit can
support independent hotels, particularly in times of economic recession.�
Mr Andrew paid tribute to Summit hotel members� creative marketing approach and flexibility in adapting to a rapidly changed market. He said this had helped attract back guests, who were benefiting from wider choice and better value for money than ever before in high-demand destinations. Summit Exclusives is easily bookable online at www.summithotels.com.
It is part of a portfolio of programs targeted at restoring pre-September
11th business levels for Summit�s 160-plus independent hotel members in
125 cities and resorts worldwide.
Hoteliers agree on key points but say don�t cut rates Post September 11th, Summit continues to track bookings progress week on week. A Summit hotelier survey in October asked hoteliers their recommendations for rebuilding business. Responses varied depending on how much the tourism downturn had affected a hotel�s particular location, but hoteliers agreed on three key points. Those were:
In Vermont, Linda Seville, Marketing Director at the Inn at Essex, renowned for its gourmet food and world famous chef school, said the hotel had offered a package featuring frequent driver miles, picking up guest�s gas bills for the journey to the hotel. In fact, more guests were attracted by the hotel�s image as a secluded retreat in peaceful Vermont, considered a �safe� state by New Yorkers and Bostonians looking for a break. In Europe, hotels reported that travelers were adopting a �wait and see� approach. Brian Clarke, sales and marketing manager at The Fitzwilliam Hotel in Dublin, Ireland said however their approach was �business as usual though with a more flexible and aggressive pricing strategy�. Asia Pacific�s regional traffic was less dramatically affected. In Hong Kong, Nigel Roberts, general manager of The Great Eagle said the hotel was keeping in close touch with regular customers to assure them of their support, but added �We are NOT reducing our prices!� Also in Hong Kong, Hans Heyligers, general manager at the Harbour Plaza Hong Kong said the hotel was focusing on stronger source markets such as China, Taiwan and Korea. The hotel had also had success with packages for the domestic audience including the October 1st Hong Kong National Day weekend package, which sold to 439 people in a 3-day period. Geoff Andrew, Summit�s managing director, concluded: �Summit will continue to work with our hotels to offer guests an attractive range of choice at some of the world�s finest hotels round the world�. Summit Hotels & Resorts includes more than 160 luxury, independently owned hotels and resorts in 125 city centers and resort locations worldwide. Each Summit hotel or resort has an established reputation as one of the world�s finest properties, reflecting the best of local culture and offering exceptional service and facilities. Through Summit, the hotels strengthen their independent identity and benefit from worldwide Internet distribution and cutting-edge technology services tailored to the hotel industry. |
###
|
Deirbhile O�Grady Public Relations Manager Summit Hotels & Resorts 011-44-20-8232-5680 [email protected] http://www.summithotels.com |
| Also See | Summit Hotels & Resorts Bringing Sales Management Technology for Member Independent Hotels / July 2001 |