Post on 06-Apr-2018
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Marketing and Sales
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Getting to Know the Market
Geographic Where do your customers come from How far do they travel
Demographic What are their characteristics
Gender, age, education, occupation, income etc.
Psychographic Self-image and lifestyle
What do they value Allocentric v. Psychocentric
Behavioristic For business, special occasion, loyalty
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The Marketing Process
What to offer? Product category
To whom to offer?
Target Market At what price?
What is the strategy for distribution? Creating awareness
Through what channels? Retaining Customers.
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Marriott Strategy
A change from focusing on Accountsto a focus on Industry
Deciding on Intermediary Strategies Key Segments
Airlines, Associations, Entertainment,Government, Intermediary, Multi-cultural,SMERF, Sports, Business Travel, Catering
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3 Key Strategies
Segment Analysis and StrategyDevelopment
Sales Support of AccountManagement
Segment specific value added thatdrive incremental sales
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Segment Analysis and StrategyDevelopment
Marriotts position w/in segment Competitive analysis
Segment Marketing Plans Business model strategies Data collection and integrity
Data and trend analysis
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Sales Support
Leveraging brand initiatives Supporting the market direct sales
effort Account management in key
industries
Facilitate coordination of field efforts Company representation at industryand trade shows.
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Segment SpecificValue Added
Segment leaders Web-based support for direct sales
effort Corporate and franchise support
Industry value adds through targetedpromotions and marketing
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Targeted Segments
Airlines Business partners and revenue source -$185
billion industry
Business Travel Refers to individuals that travel separate fromassociations. This market travel for a variety ofreasons and lodging needs will change
Entertainment Movies, theaters, production crews
Government $20 billion a year segment with fixed stipends
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Targeted Segments
Intermediary Secondary sources which sell your
property
Sports Most think of professional sport teams but
a large and growing market is the
weekend youth sport leagues
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A review of market competition Occupancy trends /ADR trends /
performance of own hotel
Competitive analysis of your competitor Strengths / weaknesses / price structure
Competitive analysis of your own hotel Strengths / weaknesses / price structure
Sales & Marketing Activities: WebsitesMarketing plan development: format of marketing plan
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Marketing plan development: format of marketing planSales & Marketing Activities: Sales Efforts
Forecast of future market conditions Estimated market growth or contraction /
performance goals and objectives for ownhotel / timeline for achieving these goals andobjectives
Determination of specific marketingstrategies & activities
Advertising / public relations / promotions
Preparation of a marketing budget Development of measurement &
evaluation tools
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Special packaging of productsor services
Promoted and disseminated by
advertising and publicity
Promotion
Publicity
Development of measurement &evaluation tools
Information about hotel, media-distributed free of charge
Costs the hotel nothing May be either good or bad
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Activities ensuring hotel has a positivepublic image (good citizen of thecommunity)
Hosting charity events, contributingcash or in-kind services, donation ofhotel staff time for worthy cause
Development of measurement &evaluation tools
PublicRelations
(PR)
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Sales & Marketing Activities: Websites
Effective hotel websites should:
be easy to navigate. have some level of interactivity. be linked to appropriate companion sites (demand
generator). allow for online booking. balance guest privacy needs with hotels desire to
build a customer base. update and revise room rates easily on the website.
include a virtual tour of the property. complement other marketing efforts. be in language(s) of potential clients. have website address easy to remember.
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Evaluating Sales & MarketingDepartment: Pace Report
Is a document summarizing confirmed (group) salesmade by Sales and Marketing dept.
Can be prepared based on number of rooms sold,value (in dollars) of sales made, or both
Can also include any period of time in the future Tells hotels owner and management the potential
sales volume generated by Sales and Marketingdepartment
However , does not indicate what actual salesvolume should be (STAR report does!)
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Sold this month Total sold YTD Sold samemonth last year Total sold last
YTDJan 25 150Feb 450 750 250 550Mar 550 1,550 330 1,250
Apr 650 1,550 550 1,350May 875 1,175 650 1,050
June 1,100 1,400 800 1,700
July 1,350 2,250 1,100 2,150
Aug 1,700 2,900 1,500 1,900
Sept 500 700 750 1,750Oct 300 800 550 1,050Nov 850 1,150 300 600
Dec 200 550 125 225
Total 8,550 14,775 7,055 13,575
Waldo Hotel Group Rooms Pace Report for January, 200x
Evaluating Sales & MarketingDepartment: Sample Pace Report
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STAR working process and preparation
Who are the STAR interest groups?
Evaluating Sales & Marketing Department: TheSmith Travel Accommodations Report (STAR)
Hotel voluntarily submits financial data to Smith Smith maintains confidentiality of all individual hotel data Combine operating data submitted by selected competitors
An individual hotels operating performance is compared tothat of its competitive set (understanding the competitive setis key component of understanding STAR!)
Hotel owners, management companies, propertymanagement, franchisers, appraisers, financial community
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Evaluating Sales & Marketing Department: TheSmith Travel Accommodations Report (STAR)
Occupancy, ADR, RevPar,market share, historical trends, to-date performance, state or region
Assess performance of Sales &Marketing department as well asthe entire property
Know the strength of hotel andSales and Marketing staffs salesresults, in comparison withselected competitors.
Operatingcomparison
criteria
Goals