This summer is an opportunity to finally drive rates as demand is predicted to be higher than last year - or is it?
“According to the number of hotel rooms that have already been booked at this point, Rubicon is reporting committed occupancy to be 4.3% higher this summer than last. The number of committed rooms on the books is up 5.9% for June, 4.3% for July and 1.6% for August, compared to this point last year, CEO Tim Hart said.” (HotelNewsNow, April 6, 2011)
While the unemployment rate has declined, the cost of gas and airfare has risen. Many consumers are looking to book early before airfare rises any more. Others are beginning to think of ‘staycations’ again due the price of gas. “While many consumers think that the discounts may not be here this summer, they are making plans early before rates increase further,” says Carol Verret. “However, if the demand numbers above are dented by rising transportation costs, hotels will need to be able to be nimble, and make adjustments quickly.”
In this webinar, we will explore how the immediacy of social media and Google Travel tools can be used in either scenario:
Summer Strategies. We will discuss strategies if demand materializes and remains high and the opportunity exists for driving rate. If demand remains short lead and softens up, what promotions or value adds can you develop now to roll out in response to these realities? How can you use the channels below to turn on a dime?
Google Maps. Google Maps has given a new definition to rate parity. Making your rates transparent is a fact on Google Maps whether hotels like it or not. Which channels are showing up on Google Maps and why? Don’t assume that Google is automatically picking up all channels that you are on. How you do close off high cost channels on Google Maps? PS, it is not just leisure travelers checking out the rates on Google.
Google Places. Google places has become an aggregate channel for most every review site on the internet including Google reviews. How to handle and respond to those that allow you to do so has become a challenge. We will explore how you can manage these to your advantage. As well, Google Places has become a platform where hotels can showcase their hotels – we’ll explore what you need to know to maximize your presence.
Social Media. What changes on Facebook can you use to not only promote but allow your Fans to book through the Facebook page? We’ll discuss how to do this and why it is critical especially as Facebook, Expedia and Trip Advisor all interface. We’ll talk about how to maximize these interfaces.
At the end of this program sales professionals, emarketers and Revenue Managers will be able to manipulate these channels to adjust strategies up and down to generate demand fast during the upcoming summer season. This program will be offered on April 20 at 10am PDT, 11am MDT, Noon CST and 1pm. The fee is $99 per session and $89 per session for two or more connections from the same company.
Click here to register.
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