Operations Planner
«  »
SMTWTFS
 1234
567891011
12131415161718
19202122232425
262728293031 

A Quiz on Effective Hospitality Marketing: Using Complementary Tools

publication date: Oct 13, 2014
 | 
author/source: Dr. John Hogan CHA CHE CMHS CHO
Download Print Send a summary of this page to someone via email.

 

Lessons From the FieldTM: Common Sense Approaches in Hotel Sales
 

A Quiz on Effective Hospitality Marketing  :

Understanding and Using Complementary Tools

 

 

by Dr. John Hogan, CHE CHA CMHS CHO

For each of the last several years, I have felt honored to work with the award winning Short Course of the Texas Hotel & Lodging Association. TH&LA for the past six decades has annually offered a week-long course at a very attractive rate for rising hospitality professionals. The program includes a range of well known corporate and academic hospitality educators who lead interactive discussions on the leading topics of the day.

Last year, one of the topic areas I addressed was marketing. Today's rising professionals are very savvy on social media and a number of related areas. Below are a sampling of questions for your review. Mark True or False and take a moment to think why you answered the way you did.

QUESTIONS


  1. Whether you work in a small limited service property or a large convention hotel, there are key marketing techniques you cannot afford to ignore. True or False
  2. The Marketing Plan is the fundamental center of effective marketing. True or False
  3. The trend in hotels the past five years has been to build and market large convention hotels. True or False
  4. Research and Qualifying is one of the key marketing activities that must be properly executed. True or False
  5. Market Fragmentation means blast marketing at as many markets as possible to find the right customers for your hotel. True or False
  6. Successful Hospitality Marketing today relies heavily on Relationship building. Getting to YES requires coordinated marketing activities that makes the potential customer want to make the decision to use your hotel over a competitor. True or False
  7. The most effective way to Overcome Objections is to continue your presentation as planned and answering all questions at the end. True or False
  8. The only Concessions or Negotiating Points important to meeting planners are Complimentary Rooms, Upgrades, Meeting Room Rentals, Parking and Internet costs. True or False
  9. Revenue Management means adjusting rates so your hotel always achieves the highest average rate. True or False
  10. The real secrets of bed & breakfasts are that they are small, inexpensive and unusual. True or False
I will review the answers directly, but here were the most important 3 key points of this presentation to be emphasized to this energetic class of rising professionals:
  1. The end result in Hospitality Marketing is recapped in the quote from long time sales executive and Executive Vice President, HSMAI Adrian Philips, "Don't go after a friend to make a sale; go after a sale to make a friend" The responsibility for exceptional customer sales and service belongs to everyone on staff, including the owner and manager.
  2. Understanding that Repeat Clients are the heart of any successful hotel marketing. This means Defining your clients, knowing what makes you special to them and adding special experiences to enhance the ‘uniqueness' of your offerings. That combination of sales message and service delivery are tied together
  3. Successful Hospitality Marketing today relies heavily on Relationship building. We cannot forget that Getting to YES requires a coordinated marketing activity that makes the potential customer want to make the decision to use your hotel over a competitor. You have to be better and more attractive in your total package to get them to make that YES decision.
Now for the ANSWERS

  1. Whether you work in a small limited service property or a large convention hotel, there are key marketing techniques you cannot afford to ignore. True - the property's size determines budgets, markets served and staffing, but there essentials of marketing that remain essential to pay attention to.
  2. The Marketing Plan is the fundamental center of effective marketing. True - even smaller country inns, B&Bs, restaurants and all hospitality businesses need a central plan.
  3. The trend in hotels the past five years has been to build and market large convention hotels. False - while there have been some large convention center hotels built or expanded, the trend has been to smaller boutique hotels. Trends do change and tend to go in cycles, depending on many factors.
  4. Research and Qualifying is one of the key marketing activities that must be properly executed. True - even smaller properties must know who their probable client is. The days of massive cold calls are behind us, as techology can assist tremendously in qualifying leads.
  5. Market Fragmentation means blast marketing to as many markets as possible to find the right customers for your hotel. False - while "blast marketing" may have its' place in establishing name recognition, understanding which markets you serve and when means working the marketing plan effectively.
  6. Successful Hospitality Marketing today relies heavily on Relationship building. Getting to YES requires coordinated marketing activities that makes the potential customer want to make the decision to use your hotel over a competitor. True - this one should not have required extensive thought. Networking and relationships are essential to ongoing success.
  7. The most effective way to Overcome Objections is to continue your presentation as planned and answering all questions at the end. False - there is a difference between effective listening and "canned" answers. Think of the responses we sometimes receive from the cable companies, certain banks, airlines or other "service" providers that only respond to key words. Today's customers have too many choices to deal with uncaring hospitality firms.
  8. The only Concessions or Negotiating Points important to meeting planners are Complimentary Rooms, Upgrades, Meeting Room Rentals, Parking and Internet costs. False - I worked with a series of meeting planners in the 2nd half of 2010 at national programs across the US and they are dealing with many of the same issues as hotels. Attrition, concern on attendance, providing excellence in service and meetings are all major concerns for them as well.
  9. Revenue Management means adjusting rates so your hotel always achieves the highest average rate. False - Revenue Management is complex and yet simple. The best results are from research and a blend of clients that meet both short and long term goals of revenue and occupancy.
  10. The real secrets of bed & breakfasts are that they are small, inexpensive and unusual. False - many people have yet to enjoy the distinctions offered at B&Bs and Country Inns. These smaller properties have limited numbers of accommodations and tend to provide exceptional personal attention that justifies their higher rates.

On a personal note, I am excited to have just posted my

Blog # 100 : A Baker's Dozen of Reflections - What our Guests Should Mean to Us | And a Competition!

http://hoganhospitality.wordpress.com/2011/05/11/blog-100-a-bakers-dozen-of-reflections-what-our-guests-should-mean-to-us-and-a-competition/


Hospitality Tip of the WeekTM


"The best way to find yourself is to lose yourself in the service of others."

Mohandas K. Gandhi

KEYS TO SUCCESS

 is the umbrella title for my programs, hospitality services and columns. This year's writings focus on a variety of topics for hotel owners, managers and professionals including both my "HOW TO" articles, HOSPITALITY CONVERSATIONSTM, Lessons from the FieldTM, Hotel Common SenseTM   and Principles for Success.

Don't forget the special values being offered to industry professionals available on annual membership at www.HospitalityEducators.com.  

Feel free to share an idea for a column at info@hoganhospitality.com  anytime or contact me regarding consulting, customized workshops, speaking engagements ... And remember - we all need a regular dose of common sense.


John Hogan is a successful hospitality executive, educator, author and consultant and is a frequent keynote speaker and seminar leader at many hospitality industry events.  He is Co-Founder of a consortium (www.HospitalityEducators.com) of successful corporate and academic professionals delivering focused and affordable counsel in solving specific challenges facing hospitality today.
 
www.HospitalityEducators.com
is a membership site offering a wide range of information, forms, best practices and ideas designed to help individual hoteliers and hospitality businesses improve their market penetration, deliver service excellence and increase their profitability. Individuals wishing to contribute materials may send them Kathleen@HospitalityEducators.com.   Special pricing is in effect for a limited time that also includes a complimentary copy of LESSONS FROM THE FIELD- A COMMON SENSE APPROACH TO EFFECTIVE HOTEL SALES.

Contact:  Dr. John Hogan, CHA MHS CHE
john.hogan@hospitalityeducators.com




Receive Your Hospitality Industry Headlines via Email for Free! Subscribe Here  

To Learn More About Your News Being Published on Hotel-Online Inquire Here

Also See: Hotel Common SenseTM: Meeting the Need for Talent: A Baker's Dozen of Questions (Part 1 of 2 ) / Dr. John Hogan / May 2011
  Hotel Common SenseTM: Questions I Wish You Would Ask MeTM: Karl Ruether CHA, CFBE, International Hotelier / Dr. John Hogan / April 2011
  Hotel Common SenseTM: Stronger Hiring Outlook Means Hospitality Employers Must Step Up Recruitment Efforts; The job markets are changing and candidates will soon have choices again. / Dr. John Hogan / April 2011
  Hotel Common SenseTM: Five Common Sense Steps to Stronger Public Relations / Dr. John Hogan / April 2011
  A Smile from HospitalityEducators.com - April 14 - International Moment of Laughter Day / Dr. John Hogan / April 2011
  Lessons From the FieldTM: Communications 101 - How to effectively use the telephone / Dr. John Hogan / March 2011
  Principles of Success: Fine Tuning Your Hospitality Business Strategies for A Measurable Competitive Advantage - Part 2 / Dr. John Hogan / March 2011
  Principles of Success: Fine tuning Your Hospitality Business Strategies for A Measurable Competitive Advantage - Part 1 / Dr. John Hogan / March 2011
  Hotels Were More Interesting than Selling Insurance: An Unexpected Career; A Professional and Personal Tribute to Neil Salerno, CHME CHA / Dr. John Hogan and Howard Feiertag / March 2011
  Principles of Success: Evaluate Your Hospitality Business Strategies to Create a Real and Measurable Competitive Advantage / Dr. John Hogan / March 2011
  Sales Blitzes: A Look At the Benefits of Team Efforts / Dr. John Hogan / March 2011
  Principles for Success: No Nonsense Benchmarking for Hotels and Hospitality Businesses / Dr. John Hogan / March 2011
  Principles for Success: What we have here is a FAILURE to COMMUNICATE! / Dr. John Hogan / February 2011
  Making This New Year's Hospitality Resolutions Last - Part 3; Real and Practical Action Steps #13-28 / Dr. John Hogan / February 2011
  Making This New Year's Hospitality Resolutions: Real and Practical - Sales Action Steps #1-12 / Dr. John Hogan / January 2011
  Making New Year's Hospitality Resolutions Real and Practical; A "Fresh Air- New Ideas" Perspective / Dr. John Hogan / January 2011
  Keys to Success: Be Aware of and Work with the Law; Do Not be Afraid of it / Dr. John Hogan / December 2010
  Keys to Success: Make Your Hotel More Profitable and Successful - 2011 is the critical time to invest in Your Talent and Your Team / Dr. John Hogan / December 2010
  Keys to Success: A Common Sense Approach to Success in the Hospitality Industry; 13 Best Practices for Hospitality Training Managers & Directors / Dr. John Hogan / December 2010
  Hospitality Conversations - Looking Ahead! / Dr. John Hogan / November 2010
  Learning from The Greatest Business Leaders of the Twentieth Century / Dr. John Hogan / November 2010
  Five Considerations in Hiring a Hospitality Consultant; Understanding the Qualifications for Effective Hospitality Consultants / Dr. John Hogan / November 2010
  5 Reasons Using A Qualified Consultant Could Make a Huge Difference in Your Hospitality Business / Dr John Hogan / October 2010
  Half Luck and Half Brains - Kemmons Wilson's 20 Steps for Success / Dr John Hogan / October 2010
  Ten Quotes Addressing the Topic of SERVICE / Dr John Hogan / October 2010
  Hospitality Conversations - Understanding the Developing Perspectives in Quality Assurance (Part 2 of 2) / Dr John Hogan / October 2010
  Hospitality Conversations - Understanding the Developing Perspectives in Quality Assurance Part 1 of 2 / Dr John Hogan
  Hospitality Conversations: Examining the Learning Options Available in the Hospitality Field / Dr John Hogan / July 2010

..



0 Comments Posted Leave a comment

 

Add a comment:

Sign in to comment on this entry. (Required)

Search the Site