Leisure & Hospitality International - Spring 2015 - 82

M A R I N M A NAG E M E N T

Marin Management says that no matter what the property, the company concentrates on providing the best service in every circumstance.

through marketing, as opposed to many firms that concentrate on the service inside their hotels. Manderfeld
says all hospitality properties should be concentrating
on having the best service no matter what, but many
management firms concentrate on this while overlooking
the importance of marketing.

Marin Management's marketing plans include comprehensive services aimed at helping properties increase
their revenues. Manderfeld says the company helps properties develop a sales action plan, conduct competition
analysis, develop an advertising plan and set goals. This
includes an on-site evaluation of the property as well as
on-site training for staff.

ONLINE MANAGEMENT
One crucial aspect of marketing that has become especially important in recent years is online reputation
management. With the rise of sites like Yelp and TripAdvisor, hotels and other hospitality properties have to be
aware of what customers are saying about them online
and provide feedback when warranted. "It's a difficult
process to control, what people are going to say about
you," Manderfeld says, adding that Marin Management
manages 5,000 to 10,000 Internet comments for its clients each year.
In addition, online travel brokers like Priceline and
Expedia change their offerings on a daily basis, making it
essential that hotels know what deals are being offered in

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