Hotel & Motel Management - June 2, 2008 - (Page 10)

10 Marketing Matters IN THE details Prepare for months ahead Work to keep regular guests Conduct status checks Make cuts carefully H&MM June 2, 2008 | HotelMotel.com www.HotelMotel.com/digital_edition Sales and marketing important in downturn A By Mark D. Thompson H&MM Columnist s the mixed economy continues to take its toll across sectors, hospitality industry leaders are looking at new ways to endure the current downturn. While the instinct may be to slash rates to keep properties full, it’s critical to take a broader view to secure solid economic health through the months ahead. Consider the following measures: Look to your core. Retaining customers should become a key imperative during an uncertain economy. We should pay careful attention to our regular customers in all economic times of course, but in recent years we’ve become accustomed to growing our businesses by adding new prospects. Now it’s time to focus efforts to retain current and past customers. Review your customer base; identify customer segments that are in trouble and plan ac- ©2008 Hilton Hotels Corporation. 36 USC 220506. All Rights Reserved. Minnesota FDD Registration No. F-1059 Be family. When you join the Hilton Family of hotels—a proud sponsor of the 2008 U.S. Olympic Team—you’re investing in more than a property. You’re investing in a philosophy and a promise to be hospitable. And you’re backed by more than a powerful network of support; you’re backed by a family. So no matter which brand you choose, the entire Hilton Family will be there for you as we are for our athletes. For development opportunities, visit hiltonfranchise.com or call 1-800-286-0645. In addition to franchising, we also offer Hilton Management Services, providing strength in numbers and a family tied to performance. For inquiries, please visit hiltonmanagementservices.com. The Hilton Family 9 distinct hotel brands, ® one simple philosophy: be hospitable. cordingly. Conversely, there are some industries and clients that are prospering from the current downturn—ﬁnd them and leverage their ﬁnancial well-being. Check in regularly with groups already on the books to get a feel for their status and plans moving forward. Groups will become even more important in a slow economy, and none of us can afford to be surprised by a reduced block or outright cancellation. Know your customers. Research becomes even more important in troubled economies and is essential in helping you gain key insights about your customers. Use research to identify key or emerging strengths of your sell. The changing economy may mean changing perceptions about some amenities, such as your day spa or your restaurant’s expensive wine list. Consider all types of data sources, including your own brand’s proprietary research. Convention and visitors bureaus are great resources for hotels, as are RSS feeds that can keep you in touch with developments in your primary market segments. Trim the fat—carefully. Just as it may be instinctual to cut rates, you may be tempted to cut positions and services to control expenses. Yes, expenses will have to be whittled to meet the budget, but be judicious when determining what type of talent you’ll need to take you through the next several months. Avoid the urge to indiscriminately cut sales positions, training programs, public relations and advertising. In bad times, you need the best people: Maintain a staff of strong, welltrained people to position and effectively market your property, sell it and close the deal. hmm@questex.com Mark D. Thompson is the advisory board chair of HSMAI’s hotel director of sales and marketing special interest group and the v.p. of marketing for the Irving, Texas, convention and visitors bureau. For information on HSMAI’s resources for hotel sales and marketing professionals, visit www. hdosm.org. CIRCLE NO. 119 http://HotelMotel.com http://www.HotelMotel.com/digital_edition http://hiltonfranchise.com http://hiltonmanagementservices.com http://hiltonfranchise.com http://www.hdosm.org http://hiltonfranchise.com http://www.hdosm.org

Table of Contents Feed for the Digital Edition of Hotel & Motel Management - June 2, 2008

Hotel & Motel Management - June 2, 2008 Contents State Programs Help Define Green Hotels AmericInn Boosts its American Presence Questex, The Bench to Host Russia Event Perspective Letter to the Editor Legally Speaking Guest Column Marketing Matters Consultant's Corner Satisfaction Trends On Finance Travel Trends Cornell Insights Energy Star Update Maintenance Doctor Management Trends Trends & Stats Finding Financing Challenges Developers Credit Crunch Still Tops List of Lawyers' Concerns Mixed-use Funding Bleak, Panelists Say Luxury Landscape Keeps Pushing Higher PTACs Events Casegoods Seating Energy Controls and Sensors Pest Control Electronic Locks Transactions Supplier News Timeshare Misconceptions Still Prevalent Awards People Ad/Edit Index Marketplace Classifieds Checking Out

Hotel & Motel Management - June 2, 2008

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