Luxury Hotelier - September 2007 - (Page 67)

Connect | 67 Holiday packages add spice to sales Christmas specials can make a dramatic impact on a hotel’s year-end performance Both photos: Gleneagles Hotel C elebrating the holiday season brings families together, and hotels that cater to their wants and needs reap the benefit: guests who return to the property year after year. Scottish holiday Gleneagles Hotel in Auchterarder, Scotland, has offered Christmas specials for more than 10 years, according to Patrick Elsmie, general manager. The program follows a similar format with a few unique touches every year. “The package is based on a three-night stay, and includes dinner, bed, breakfast and entertainment,” Mr. Elsmie says. “On Christmas Day, the Strathearn restaurant and the Ballroom are set up and dressed to provide a beautiful festive feast.” He says the 232-room Gleneagles makes the most of its surroundings and transforms itself into a winter wonderland, with an ice rink on the grounds, a visit from Santa, carol singers and Scottish pipers all provide a magical atmosphere. Holiday guests are very important to the hotel’s performance. “Christmas is a successful time and is extremely well supported,” Mr. Elsmie says. “The festive guest is often a repeat guest supporting us year after year, and visit us at other times of year, too.” Big-city break The Sherry Netherland in New York City offers two holiday packages: the Snowflake Special and the Winter Special. The Snowflake Special includes a visit to the Baccarat crystal snowflake outdoor chandelier at 57th Street and Fifth Avenue and a Baccarat crystal snowflake Christmas ornament. A portion of the proceeds go to UNICEF. The Winter Special includes a half-price Sunday as part of a three-night stay. The packages have been very successful sales-and-marketing tools for the hotel. “The Winter Special performed very well for us in the past, with over 300 bookings in the 12 weeks it was available,” says general manager Michael Littler. “The Snowflake Special drew five bookings in the three-week period that it was available.” The programs offer new and returning guests something to look forward to, according to Mr. Littler. “They help draw in new business, and also give our regular customers something different to try, especially when they come to New York with their families,” he says. “They create a revenue steam that supports The Sherry Netherland’s ongoing commitment to making charity donations, which is one way The Sherry gives back.” Mr. Littler expects another successful season this holiday season. “We anticipate a huge response,” he says. “These packages are of great value to experience a luxury boutique property in New York City.” » BY ELAINE YETZER SIMON www.LuxuryHotelier.com | September 2007 | Luxury Hotelier http://www.LuxuryHotelier.com

Table of Contents Feed for the Digital Edition of Luxury Hotelier - September 2007

EDITOR’S LETTER PUBLISHER’S LETTER INFORM NETWORK PERSONALITIES INSIGHT INSIGHT PROPERTIES ROPERTIES INSPIRE DELIVER PROTOCOLS INSIGHT INNOVATE DEVELOPMENT INDULGE INSIGHT CONNECT UPDATE DOSSIER

Luxury Hotelier - September 2007

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