How-To-Video |

Acquire Market Share

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


TRAVEL OFFICES - If your hotel participates in a luxury organization (i.e. Virtuoso, Signature, Ensemble, Travel Leaders), it is important to visit ALL dedicated travel offices in that program.

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 office manager highlighting your hotel
  • 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, etc. from the agent
  • Cater breakfast or lunch for the Agents booking specific accounts
  • If local, invite the Agents, Team Leaders, Account Managers, General Managers 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. For major metropolitan cities, please allow at least three months to set up calls. Please contact the Preferred Hotels & Resorts sales directors prior to visit to set up an appointment to visit their offices and review any accounts for any updates/changes to the travel offices.

ROADSHOWS/TRADESHOWS/EVENTS - Participate in Preferred Hotels & Resorts Roadshows, tradeshows, and showcase events as appropriate for your hotel. These events will give you access to agents that only accept visits from hotels in the specific luxury organization.

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 agencies’ Intranet Site marketing opportunities, which 90% of companies 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.