Event Planner Spain, organisation d'événements en Espagne et Maroc Idées et ressources pour événements et réunions en Espagne et Maroc
Internet leaders: March 3.425.442 page views
Newsletter (15,000+) Event Planner Spain mobile version RSS Event Planner Spain
 Recherche d'Hôtels
 et lieux de réunion
 Recherche d’Agences
 Évènementielles
 Prestataires
 Événementiels
   Services
Event Planner Spain, organisation d'événements en Espagne
Toutes les catégories
Cortijo la Fe. Domaine hôtel de charme et bains arabes pour mariages intimes, séminaires et colloques à Montefrio, Grenade, Espagne
IMEX 2014

Frankfurt, 20-22 May 2014: the worldwide exhibition for incentive travel, meetings and events
Register now for IMEX 2014
Frankfurt 20-22 May

The Meetings Show

Register now for The Meetings Show<br/> <b>Olympia, London 8-10 July 2014</b>
Register now
Olympia, London 8-10 July

Articles intéressants
Fourteen Meetings Technology Trends to Watch for 2014 Fourteen Meetings Technology Trends to Watch for 2014 ...
The Top 10 Questions Hoteliers Should Be Asking Their SEO Vendor The Top 10 Questions Hoteliers Should Be Asking ...
Geofencing, Proximity Sensing and iBeacons: Coming to an Event near You! Geofencing, Proximity Sensing and iBeacons: Coming to an ...
Business Funding Checklist: 9 Brutal Facts You Shouldn’t Overlook When Raising Money Business Funding Checklist: 9 Brutal Facts You Shouldn’t ...

The Hotel Challenge to Manage Marketing Expenses – What to Cut; What to Keep

Envoyer cette nouvelle a un ami
Share to Facebook Share to Twitter Share to Digg Share to Delicious More...
The Hotel Challenge to Manage Marketing Expenses – What to Cut; What to KeepThis year, there are few things that are certain, but one thing is for sure; the travel business pie is shrinking. To compound the problem, so many people, in the business and public news media, are talking doom and gloom. I wish they would slow down their rhetoric, so we eternal optimists can take a long relaxing breath. I’m just concerned that too much talk of pending doom and gloom can become its own self-fulfilling prophesy.

Business will not be terrible for everyone; don’t let yourself, or your staff, buy-into the recession woes. Travel will not come to a stop; business will simply be harder to find. We will have to work smarter and harder.

We will, most certainly, be challenged to do more with less, but we’ve been through times like this before. Sharp hoteliers will survive, even thrive; they always do. They survive because they make the good decisions necessary to grow their slice of the business pie, while others are left shouting that the sky is falling.

Last week, I was privileged to make a revenue management presentation at the Twentieth Anniversary Conference for Hilton’s Homewood Suites. I was totally thrilled to get a round of applause when I cautioned that hoteliers should stay optimistic and not buy-into all the recession hype. They get it. With that kind of positive attitude, the Homewood Suites team has obviously developed a winning posture among their properties. That will pay huge dividends in the days and months to come.

There will be opportunities to grow business during this downturn, but finding and acting upon those opportunities will depend upon the decisions hoteliers make. The recurring decisions, during times like this, are always centered around finding opportunities to make hotel operations as financially efficient as possible without negatively impacting service levels.

In addition, critical decisions will be made on sales and marketing activities and expenses. Reducing marketing expenses is far too easy for many hoteliers; after-all, marketing expenses translate to bottom-line dollars. Cutting sales dollars could be a big mistake. The problem is that reducing marketing expenses could be a death sentence for hotels in this new competitive environment.

Don’t Look Now, But Your Competition is Growing
In tough times, the typical demarcation lines, which define competing hotels, tend to blend and overlap; putting hotels into direct rivalry with other hotels which would not normally be considered their competition. That high-end hotel down the street may now be after your business. This requires hoteliers to re-think their marketing plans and resist the urge to shoot themselves in the foot by cutting expenses when sales promotion is needed most.

Selling is easy; finding someone to sell is the difficult part of hotel sales. There is a classic anecdote, which says "The more people you talk to, the more business you will book." Years ago, I thought my boss made it up just to get me to make more sales calls, but it really works. I believe this is why Internet marketing works so well; world-wide exposure to more travelers.

Your hotel’s presence on the Net will be more important this year. Leave room in that marketing budget for a fully searchable, fully sales optimized proprietary website. Nothing you can do will produce a faster or stronger return-on-your-investment. Nothing.

Take advantage of other forms of electronic marketing such as GDS marketing and getting closer to the third-party travel aggregators. The added market exposure will pay huge dividends down the road.

A direct sales effort is always important, but never more than now. Whether you have sales people or cover that area yourself, make sure that sufficient time is spent getting close to prospective group and corporate transient clients.

Hotel sales is not like a water faucet that you can turn on and off with quick results. Picture, instead, an old fashioned water pump; it takes time and effort to prime the pump before you see any water flow. If you stop pumping, the pump needs priming all over again.

There are many good reasons why it’s a bad idea to cut dollars from your marketing budget this year, but, if you absolutely must cut corners, prioritize before you do. Please keep in mind that your sales effort is an investment in the future of your hotel. On March 11, we will be conducting a webinar to discuss and sort out necessary priorities. Please join us.

Contact:
Neil Salerno, CHME, CHA
Hotel Marketing Coach
Email: NeilS@hotelmarketingcoach.com
Comment on this news item
Name     Email

See more Neil Salerno news
See more internet marketing in the hospitality industry news

Tags, event suppliers: Activities  Hotels  Marketing  Media  Staff 

Tags, news section: Activities  Anniversary  Budget  Business  Clients  Competition  Environment  Hotel  Hoteliers  Internet  IT  Management  Marketing  Media  Promotion  Recession  Sales  Staff 

Glossary, news section: CHME  Conference  Corporate  GDS  Revenue management  Webinar 

Number of views of this article: 7,769

Newsletter
Prestataires
par (1) mot cléf
Actualité
par (1) mot cléf
Rechercher tout
Loading
Accès Membres
nom d'utilisateur
mot de passe
Andalusí Club. Voyages incentives et team building sur mesure pour entreprises en Espagne et au Nord de l'Afrique, agence de voyages, voyagiste et organisation professionnelle de congrès (OPC)
3n1. DMC, Agence événementielle et d'incentives, destinations Valence Espagne
Hacienda Zorita. Hôtel spa et cave à vin oenotourisme événements et incentives a Valverdon, Salamanca, Espagne
Gallery Hotel . Hôtel d'affaires et banquets Barcelone Espagne
Boutique-Hotel Varadero. Boutique-hôtel à Zahara de los Atunes, Cadix, Espagne, avec restaurant et des espaces pour mariages, fêtes, réunions et incentives

 
À propos de nous | Annoncez-vous | Contacter | Légal | Glossaire | Plan du site
Si vous planifiez un événement en Espagne ou au Maroc, prenez contact avec nous ou directement avec les
650 prestataires de qualité sur notre portail pour des devis gratuits, sans obligations et sans commissions.

Avec plus de 3,400,000 de pages vues et 1,000 demandes de devis par mois, Event Planner Spain est actuellement le portail le
plus visité pour l'organisation événementielle en Espagne, disponible en huit langues et avec des visites de plus de 160 pays.
Si vous offrez des services pour événements en Espagne ou au Maroc, inscrivez-vous et profitez de nos promotions actuelles.
Si vous souhaitez annoncer sur notre portail, contactez-nous pour une proposition intéressante.

Event Planner Spain, S.L.
Paseo de la Sierra, 38-20, 29018 Málaga, Espagne
© Copyright Event Planner Spain 2006-2014
Tel. +34 952 294 327

360Experience. Service personnalisé achats VIP places billets événements sportifs et concerts au tour du monde

Dernière prestataire

360Experience. Service personnalisé achats VIP places billets événements ...
Exclusive Promotion at the Hotel Ibersol Antemare in Sitges

Dernière promotion

Exclusive Promotion at the Hotel Ibersol Antemare in ...

Dernière actualité

...
Foto Jesús Ortiz. Photographe pour mariages, photographie de mariages à Murcie et dans le reste de l

Prestataire aléatoire

Foto Jesús Ortiz. Photographe pour mariages, photographie de ...
Barça Themed Apartment at the Madanis Hotel

Promotion aléatoire

Barça Themed Apartment at the Madanis Hotel ...
Empowered Clients

Actualité aléatoire

Empowered Clients ...

Málaga Convention Bureau Member MPI Member, Meeting Professionals International CO2 Neutral Website Exhibiting at EIBTM, global event for meetings and incentives IMEX 2014 – Frankfurt 20-22 May. The essential worldwide exhibition for incentive travel, meetings and events ICCA Iberian Chapter