Thursday, February 22, 2018

How to convince owners to reinvest…

The most important aspect of marketing is the product itself.

But what happens when hotel marketers are asked to bend steel with their bare hands and meet lofty revenue goals with a tired and inadequate product? How can hotel marketers contribute evidence to ownership that there is a problem and it’s time to reinvest?  

Here’s a few ways to support your case with real data:

1: Show past guest reviews (and aggregated guest sentiment scores) regarding common issues reported at your property, such as uncomfortable beds, old bathrooms, dirty carpets or tired decor.

2: Prepare a summary of new supply or newly refurbished compset properties, as well as your STR index trends against those properties.

3: Pull PMS or CRM data that illustrates the decline in repeat visitation from past guests as a result of inferior product experience.

Without a commitment to property upgrades, hotel marketers are facing an uphill battle, while owners are facing a decline in profits and ultimately… a decline in their property value. What do you think?

About Tambourine Blog

Tambourine Blog
Tambourine is a US-based marketing, booking and distribution service that helps hotel and travel marketers sort it all out. It delivers a 360º program that reduces stress and increases revenue.

One comment

  1. Your article is SPOT-ON with the never ending battle to convince owners to spend money on their property. If you show them how un kept and dated property is affecting their bottom line, they should soon see what they have to do to keep up with expectations of an ever increasing demanding guest. Our customers want a 5 star room but are only paying 3 star prices, and still expect silver service.

Leave a Reply

Your email address will not be published. Required fields are marked *

Check Also

Turning up the turndown service

I was recently reminded of turndown services whilst staying at a South Australian hotel. Having not requested a turndown service in some time, I arranged the service for one evening – and to my surprise, the service included everything but the ‘turning down’ of the bed.

The big problems with booking direct

Conscious of the impact on accommodation providers, I decided to book a recent trip directly through hotel websites. To my disappointment, the process was not a simple one.

Growth starts with staff

According to a recent announcement from the Australian Chamber of Tourism, federal members of the House of Representatives are being urged to seek ongoing support for tourism growth from within the accommodation and wider hospitality industry.