Innovative Travel
Marketing
Discounting
In A Slow Economy Is Not The Only Answer: Hotels Use Barter To
Generate Business
New York, NY, March 19,
2001
The combination of an impending economic downturn and a swell of available
inventory increases the odds that many hotel rooms in the city will go
empty. While some hotel executives are packaging rooms and offering
discounted rates, others are using barter as a financial strategy to
increase business and impact occupancy using their available rooms.
"Utilizing rooms in exchange for media placements is a creative way
to increase business and profit," said Jody Merl, president of
Innovative Travel Marketing (ITM).
The value of unoccupied hotel rooms represents lost revenue that can never
be recovered. In contrast, bartered accommodations will increase occupancy
through future bookings generated, and provide media credit to also
promote business. According to Merl, "All around, barter offers
out-of-the-box opportunities to offset the slowdown in business.
Barter helps hotels optimize the value of their excess inventory so empty
rooms are traded for marketing dollars. Discounting in a slow
economy is not the only answer."
ITM works with a broad spectrum of hotels and resorts ranging from
independent properties to national hotel chains. ITM boosts ad budgets -
for pre-opening to image campaigns -- affording quality consumer
publications on trade to impact a successful hotel launch.
"New hotels are opening in all major markets," notes Merl.
"In New York alone over 3,000 rooms have opened in the last year.
Faced with growing inventory, barter will increase occupancy and offer a
key advantage to staying competitive in this economic cycle. "
SOURCE: Innovative Travel Marketing (ITM)
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Company Information
Innovative
Travel Marketing (ITM) is a niche, barter consulting firm for the travel
industry specializing in media placement and sales promotional services.
Associates have over 40 years of hotel sales and marketing experience.
ITM's customized services provide clients, which include some of the
finest hotels, resorts and airlines worldwide, with a competitive
advantage by optimizing occupancy and maximizing profit through barter.
Established in 1992 by Jody B. Merl, ITM has earned the reputation as
the most highly regarded barter advertising firm for the travel
industry. ITM is headquartered in New York City.
Contact: Mina Agnos
(646) 658-1492
magnos@innovativetravelmarketing.com
Bonnie Reuben
(212) 582-4551
reubencomm@aol.com
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2000
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