Its easy to see how things can go off course in hotel marketing. With an array of channels, disparate vendors and multiple audience segments to manage, its inevitable that some things may fall through the cracks, questions will go unanswered and mistakes could quickly multiply. The good news is that even if your hotel marketing is out of control from time to time, it doesnt mean youve lost control.
Occupancy is high. Youre crushing your RevPar Index. And, youre on pace to surpass your quarterly revenue targets as well as last years revenue. From the look of things, your revenue team (this includes marketing and revenue management) is blazing to success and should be credited and applauded for driving huge profits to your property. But, wait. Look closer.
While many guests will book online, others prefer to first speak directly with a credible reservations agent. Generally, the higher the rate, the longer the stay, and the more they guest has a personal interest in the visit (such leisure guests) the more likely they are to call.
Based on what I hear from the hotel sales and catering sales managers I train each month, the vast majority of inquiries for groups, meetings, conferences and catering events are being received electronically.