Post on 20-Aug-2020
08Fall
ConnectingwiththeNor1eStandby®System
MerchandisingReferenceGuide
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MERCHANDISINGREFERENCEGUIDE
Theimportanceofprofessionalimagesandconcisedescriptionsthathighlightthedifferencebetweenwhathasalreadybeenpurchasedandwhatisbeingofferedcannotbeemphasizedenough.Thehotel’sinvestmentinthisprocesswilloptimizeconversionandgreatlyenhancerevenues.
ConciseofferswithdifferentiationConsiderthesetypicalfeaturesthatwillseparateoneroomfromanother.
§ Sizeofroom§ Viewfromroom§ Virtualroomtypes&combinations§ Uniquefeaturesincludedwithroom(ConciergeLevel,ExecutiveLounge)§ Specialroomamenities(kitchen,bar,Jacuzzi,largebathroom,balcony,flatscreenTV,grandpianoetc).§ Newlyrenovated
Nor1’sresearchhasdemonstratedthattheimpactofoneormoreofthesedifferentiators,coupledwithawell-thought-outdescription,willproducethegreatestresults.YourNor1representativeisamerchandisingexpertandcanhelpyouapplytheseprinciplestoyourinventory.
SampleforProductswithHIGHAdoption&HIGHFulfillment:1. Location/View/Features:Takeadvantageofuniquelocationsandavailablefeatures.
§ Benefit:theseancillaryproductscanbeawardedinconjunctionwithotheradd-ons&actualroomupgrades.
§ RetailPricescanbedefinedbyproperty(seeImplementation/AccountRevenueManagerforrecommendation).Recommendedrangesare30%-100%
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2. ExecutiveLoungeAccess:AllowsaccesstotheExecutiveLounge,andbenefitsassociatedwiththelounge,whennotoccupyinganExecutivelevelroom.§ AppliestoallhotelsthatcurrentlyoperateanExecutiveLounge§ OffershouldberestrictedtothedaysoftheweekthattheLoungeisopenandoperational§ Hotelswillneedtocompleteanalysistodeterminethatsellingadditionalaccessdoesnotcreate
customerserviceissuesorovercrowding§ RecommendedPricing:ShouldbepricedinrelationtothecostofpurchasingaNor1ExecutiveLevel
roomupgrade,i.e.IfanupgradetoanExecutiveLevelroomcosts$50,thecosttoonlypurchaseExecutiveLoungeaccessshouldbesomethingless($25)
3. EarlyArrivalOpportunity:Allowsaguesttorequestanearlycheck-inonscheduleddayofarrivalbetween8amandnoon.§ Pricing:$25Fixedchargenon-modifiabletobechargedasa1timefeeautopostedtoguestfolioas
EarlyArrivalOpportunity(RefertotheNor1EarlyArrivaldocumentsintheRevenueManagementLibrary)
§ Enhancementshavebeenrequestedtocaptureestimatedarrivaltimesandtoautomateemaildelivery
4. LateCheck-Out:Allowsgueststorequestalatecheck-outonscheduleddayofdeparturebetweennoonand5pm.§ Availability:Standardhotelproceduresapply§ RecommendedPricing:Chargeasa1timefeetobedeterminedbyhotelbasedonmarketconditions§ Manuallypostinyourhotel’sPMsystemunderLateCheckOut§ Offershouldbelimitedtonomorethantwotimeframes(i.e.“LateCheckout3pm”or“LateCheckout
6pm”)
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5. SpaServices:PropertieswithDaySpaswithinthehotel,orwithahotelaffiliationtoaspa,maycreatecustomoffersbasedonspecificneeds.§ RecommendedPricing:10%-25%discountoffretailpricingifofferisforaspecificserviceorbundle§ Offermayincludediscountforanyserviceortimeperiodtowhichyouwishtodrivebusiness(i.e.,$25
for$50offcouponforspecificspaservices,$30for$50offcoupononTuesdaysorWednesdaysforanyservice,$25for$50offcouponfrom2pm–4pmonweekdays,etc.)
§ Nomorethantwospaoffersavailablewithinanofferset,sopleaseidentifythegreatestopportunitiesbeforeloadingthemwithNor1.Operationalconsiderations(scheduling,confirming,offercutoffandleadtimes)tobedeterminedbythehotel
§ FollowexistingSPApostingprocedures
6. Golf:Hotelswithgolfcoursesonproperty,orwithahotelaffiliationtoagolfcourse,maycreatecustomoffersforgolfrelatedamenitiesorservices§ RecommendedPricing:10%-25%discountoffretailpricingCreateoffersthatcandrivebusinessinto
leastpopularteetimes(i.e2pm–4pmonweekdaysinPhoenixduringthesummer,orbuyoneroundatfullpriceandgetthesecondroundfora25%discount,etc.)
§ Nomorethantwogolfoffersavailablewithinanofferset,sopleaseidentifythegreatestopportunitiesbeforeloadingthemwithNor1
§ Operationalconsiderations:(scheduling,confirming,offercutoffandleadtimes)tobedeterminedbythehotel
§ ChargetoGolfClub
7. PoolSideCabanas/BeachChairRentals/WaterSportRentals§ AppliestoResort/Beachfrontpropertiesonly§ RecommendedPricing:10%-25%discountoffretailpricingperserviceorbundle§ Offersshouldbelimitedtomostpopularandavailableserviceswithamaximumof2offerswithinan
offerset,sopleaseidentifythegreatestopportunitiesbeforeloadingthemwithNor1
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§ Considerseasonalitywhenmakingtheseoffersavailable§ Followexistingpostingproceduresforappropriatedepartment§ Operationalconsiderations(scheduling,confirming,offercutoffandleadtimes)tobedeterminedbythe
hotel
8. ConnectingRoomRequest:Guestholdingareservationfor2roomswillbegiventheopportunitytorequest
connectingrooms.§ Thisoffershouldindicateavailableroomtypecombinationsi.e.double/doubleconnectstoa
double/double§ RecommendedPricing:AdailyincreaseinconfirmedADRbasedoncompetitiveanalysis
9. HealthClub:PropertieswithPremiumFitnessCenterstocreatecustomoffersforamenitiesorservicesofferedinconjunctionwithHealthClub§ RecommendedPricing:10%-25%discountoffretailpricingperserviceorbundle§ ChargetoHealthClub
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10. SecondRoom:Guestsholdingareservationfor3ormorepeople(1room)willbegiventheopportunitytorequestasecondroomforadiscount.§ Appliestoallhotels§ RecommendedPricing:25%-50%offrateconfirmedonoriginalreservation§ OffershouldtargetshouldernightsandneedDOW
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