Hotel & Motel Management - July 7, 2008 - (Page 10) 10 Marketing Matters IN THE details Resorts generate revenue Offer Web features Provide food variety Cater to golf crowd By Barry Brown and Perry Goodbar H&MM Columnists H&MM July 7, 2008 | HotelMotel.com www.HotelMotel.com/digital_edition Resorts’ appetite for ancillary revenue grows or resorts, it’s a critical time to find all the revenue streams possible during this time of economic uncertainty—room rates are flat, credit is tight and fuel prices are setting record highs. However, resorts can generate ancillary revenue in many different ways. The recent Resort Best F Practices Initiative from Hospitality Sales & Marketing Association International shows resorts share 160 best practices to generate revenue, including ideas for spas, food and beverage, golf courses, partnerships and promotions. By sharing ideas, resorts can help speed time to market, elim- inate false starts and stops and provide an opportunity to learn from others in the industry. Here’s a sampling of revenue ideas: Capturing the experience Take advantage of the Internet and use multimedia presentations to expose potential travelers to the spirit of your destina- tion. The Mauna Lani Resort in Hawaii, for instance, offers eight videos on its Web site. The clips provide an overview of everything from the resort and spa to golf and sea adventures. Feeling the experience before they arrive can spur potential guests to make that reservation. Customized food There’s a growing appetite for groceries that can be delivered to a room, saving guests a trip to town. The General Store at The Canyons Grand Summit Hotel in Park City, Utah, lets guests submit online pre-orders for a wide variety of food, includ- Other successful tips Offer mini-spa packages with simultaneous facial and pedicure Offer past guests a chance to pre-purchase golf rounds Thank first-time guests with a $50-$100 credit for next visit. Welcome and involve pets Do an analysis on each customer type to understand the benefit they deliver. Source: HSMAI ing milk, soda, coffee, tea, hamburger patties, sliced turkey, bread and cookies. Family fairways Golf resorts are finding green on their greens through promotions that promote family-friendly golf packages, suitable for both beginners and low handicappers. The Pinehurst Resort offers a “Family Fairways” promotion from Memorial Day through Labor Day with a rate that includes up to six people, free rental clubs and a one-hour beginners clinic. For more proven concepts regarding generating ancillary revenue, visit www.HSMAIresortbestpractices.com. hmm@questex.com Barry Brown is the director of sales and marketing for Hotel Del Coronado in San Diego. Perry Goodbar is vice president for hospitality sales and business development for Colonial Williamsburg Hotels in Williamsburg, Va. CIRCLE NO. 108 http://HotelMotel.com http://www.HotelMotel.com/digital_edition http://www.HSMAIresortbestpractices.com http://www.HSMAIresortbestpractices.com http://buyefficient.com http://buyefficient.com
Table of Contents Feed for the Digital Edition of Hotel & Motel Management - July 7, 2008 Hotel & Motel Management - July 7, 2008 Contents Brands Target Eastern Markets New Peer Network Promotes Innovation Noble Makes Moves Despite Slow Market Perspective Legally Speaking On Finance AAHOA Update Satisfaction Trends Trends & Stats HotelWorld Update Guest Column 2008 Purchasing Survey Refrigerators Transportation In-Room Ammenities Revenue Management Ad/Editorial Index Marketplace Classifieds Checking Out Hotel & Motel Management - July 7, 2008 Hotel & Motel Management - July 7, 2008 - Hotel & Motel Management - July 7, 2008 (Page 1) Hotel & Motel Management - July 7, 2008 - Hotel & Motel Management - July 7, 2008 (Page 2) Hotel & Motel Management - July 7, 2008 - Contents (Page 3) Hotel & Motel Management - July 7, 2008 - Noble Makes Moves Despite Slow Market (Page 4) Hotel & Motel Management - July 7, 2008 - Noble Makes Moves Despite Slow Market (Page 5) Hotel & Motel Management - July 7, 2008 - Perspective (Page 6) Hotel & Motel Management - July 7, 2008 - Perspective (Page 7) Hotel & Motel Management - July 7, 2008 - Legally Speaking (Page 8) Hotel & Motel Management - July 7, 2008 - Legally Speaking (Page 9) Hotel & Motel Management - July 7, 2008 - Legally Speaking (Page 10) Hotel & Motel Management - July 7, 2008 - Legally Speaking (Page 11) Hotel & Motel Management - July 7, 2008 - Legally Speaking (Page 12) Hotel & Motel Management - July 7, 2008 - Legally Speaking (Page 13) Hotel & Motel Management - July 7, 2008 - On Finance (Page 14) Hotel & Motel Management - July 7, 2008 - On Finance (Page 15) Hotel & Motel Management - July 7, 2008 - AAHOA Update (Page 16) Hotel & Motel Management - July 7, 2008 - Satisfaction Trends (Page 17) Hotel & Motel Management - July 7, 2008 - Trends & Stats (Page 18) Hotel & Motel Management - July 7, 2008 - HotelWorld Update (Page 19) Hotel & Motel Management - July 7, 2008 - Guest Column (Page 20) Hotel & Motel Management - July 7, 2008 - Guest Column (Page 21) Hotel & Motel Management - July 7, 2008 - Guest Column (Page 22) Hotel & Motel Management - July 7, 2008 - Guest Column (Page 23) Hotel & Motel Management - July 7, 2008 - 2008 Purchasing Survey (Page 24) Hotel & Motel Management - July 7, 2008 - 2008 Purchasing Survey (Page 25) Hotel & Motel Management - July 7, 2008 - 2008 Purchasing Survey (Page 26) Hotel & Motel Management - July 7, 2008 - 2008 Purchasing Survey (Page 27) Hotel & Motel Management - July 7, 2008 - Refrigerators (Page 28) Hotel & Motel Management - July 7, 2008 - Refrigerators (Page 29) Hotel & Motel Management - July 7, 2008 - Transportation (Page 30) Hotel & Motel Management - July 7, 2008 - Transportation (Page 31) Hotel & Motel Management - July 7, 2008 - Transportation (Page 32) Hotel & Motel Management - July 7, 2008 - Transportation (Page 33) Hotel & Motel Management - July 7, 2008 - Transportation (Page 34) Hotel & Motel Management - July 7, 2008 - Transportation (Page 35) Hotel & Motel Management - July 7, 2008 - In-Room Ammenities (Page 36) Hotel & Motel Management - July 7, 2008 - In-Room Ammenities (Page 37) Hotel & Motel Management - July 7, 2008 - In-Room Ammenities (Page 38) Hotel & Motel Management - July 7, 2008 - In-Room Ammenities (Page 39) Hotel & Motel Management - July 7, 2008 - In-Room Ammenities (Page 40) Hotel & Motel Management - July 7, 2008 - In-Room Ammenities (Page 41) Hotel & Motel Management - July 7, 2008 - Revenue Management (Page 42) Hotel & Motel Management - July 7, 2008 - Revenue Management (Page 43) Hotel & Motel Management - July 7, 2008 - Ad/Editorial Index (Page 44) Hotel & Motel Management - July 7, 2008 - Ad/Editorial Index (Page 45) Hotel & Motel Management - July 7, 2008 - Ad/Editorial Index (Page 46) Hotel & Motel Management - July 7, 2008 - Ad/Editorial Index (Page 47) Hotel & Motel Management - July 7, 2008 - Marketplace (Page 48) Hotel & Motel Management - July 7, 2008 - Classifieds (Page 49) Hotel & Motel Management - July 7, 2008 - Classifieds (Page 50) Hotel & Motel Management - July 7, 2008 - Classifieds (Page 51) Hotel & Motel Management - July 7, 2008 - Classifieds (Page 52) Hotel & Motel Management - July 7, 2008 - Classifieds (Page 53) Hotel & Motel Management - July 7, 2008 - Checking Out (Page 54) Hotel & Motel Management - July 7, 2008 - Checking Out (Page 55) Hotel & Motel Management - July 7, 2008 - Checking Out (Page 56)
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