How-To-Video |

Acquire market share

Best practice tips and suggestions on how to acquire market share against your hotel's competitive set.

 

CALL CENTERS - If your hotel is in a travel program, it is important to visit ALL dedicated corporate call centers that book these account(s).

BE CREATIVE - If travel is limited, be creative with getting the word out to the Agents that you are in their travel program, for example:

  • Provide a one page flyer to the Team Leader for a specific account highlighting your negotiated rate, value added amenities, and anything extra that you want to promote to stimulate business
  • Review daily arrival list, identify your accounts, and do something special - i.e., meet & greet the end users upon arrival if possible. If not, send a welcome note/amenity, provide welcome drink/breakfast vouchers or extend an invite to join you for breakfast or evening cocktail reception as appropriate.
  • Cater breakfast or lunch for the Agents booking specific accounts
  • If local, invite the Agents, Team Leaders, Account Managers, General Managers or Admins that may be booking locally to your property for a hosted event that includes a site inspection of your hotel, whether it’s a breakfast, lunch, dinner, or cocktail reception.

SALES CALLS – It is important to travel to your key cities minimum 2x a year or more to be able to stay visible in the marketplace. We strongly recommend limiting your travel during peak RFP season, which is October to December.

ROADSHOWS/TRADESHOWS/EVENTS - Participate in Preferred Hotels & Resorts Roadshows, tradeshows, and showcase events as appropriate for your hotel.

ACCOUNT RECOGNITION - Implement an “Account of the Month” program, and incorporate the same initiatives as above for your top producer on a monthly basis.

TRAVEL AGENT RATE - Offer a special Travel Agent Rate over shoulder periods or weekends, which includes a mandatory site inspection.

MARKETING OPPORTUNITIES - Take advantage of Corporations’ Intranet Site marketing opportunities, which 90% of Corporations have and welcome. This is usually complimentary and allows your hotel to promote the negotiated rate, value-adds, etc…for one month or longer.

COMPETITION - Keep an eye on your competition by shopping them on a regular basis, as they may be doing something special for the accounts that may outshine your efforts.

 

REMEMBER, AS THE SAYING GOES…OUT OF SIGHT, OUT OF MIND…