7 Ways to Boost your Wedding Sales

Wedding season is here!  Bringing a wedding to your hotel can result in thousands of dollars in revenue and high booking numbers.  The reasons for this are pretty obvious; weddings are expensive and often require large attendance numbers, all of whom need somewhere to stay.  More and more hotels are adding a dedicated team to wedding related-bookings and planning.  The planning process can require several on-site meetings as well as ongoing discussions with hotel contacts.  Having a team dedicated to handling these enormous events can make or break your hotel as a destination wedding location.  Here are 10 ways to improve the online wedding experience to make it easier for couples planning their big day!

1.  Nurture a Team.  Make sure you have a team dedicated specifically to wedding events.  This makes it easier to provide one individual contact for all involved in the planning process who can disseminate information as needed.
2. Empower Wedding Specialists.  Planning a wedding is difficult; make sure your specialist is in fact a specialist.  Experience is everything when crisis occurs and these professionals need to be able to respond quickly with critical decisions.
3. Identify the Property’s Strengths.  Being able to identify and promote what makes your venue special for a wedding is crucial to competing.  Whether it be location, your facilities or your ability to cater to a large group, know your strengths and use them to your advantage.
4. Work Out Relevant Offers.  Each wedding will be unique.  Make sure you’re able to provide unique packages that suit the needs of your party and their guests.
5. Help with Planning.  At every opportunity you’re given.  Extend the your hand to help with every little detail; hospitality is what you do, make that apparent.
6. Choose Images and Words Carefully.  The first stop for research will be on your website.  Make sure the pictures are attractive and you use descriptive text.  According to TripAdvisor, the top 3 words that couples use to describe their dream wedding are romantic, simple and traditional.
7. Create a Buzz.  Social media is the center of attention for congratulatory statements and sharing photos taken by the photographer and the guests.  Creating a hashtag for the happy couple is a perfect way to compile all of their guest’s photos and congratulatory statements.  This is a simple idea that couples will appreciate and take note of.

Wedding planning is stressful and takes months.  Anything extra you can provide to the couple and the wedding planner will not go unnoticed.  For more on how to increase wedding sales, check out, this article!

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Travel Professionals Top 8 for 2014

The travel industry is always changing and everyone is looking for the latest trends to keep up with their customers.  Benchmark Hospitality International ran a survey of professional travel agents on the top travel trends of 2014.  Over 20,000 professionals were surveyed on consumer and business travel in 2014 and here are some of the key takeaways from their findings.

1. The Travel Industry is Poised for Strong Growth! With the economy finally starting to show signs of recovery, industry professionals are excited about a gradual increase in travel bookings that are expected to continue.
2. Leisure Travel Leads the Way.  Fueled largely by advances in communication technology, less people are traveling for business and more people are traveling for pleasure.  People are now able to bring their work with them on leisure travels making it easier for them to get away.
3. The Specter of Direct Bookings.  More people are using direct booking options and moving away from travel agents on and offline.  Make sure your website is updated and appealing to your guest!
4. Who is Spending?  Boomers.  By far.  While they are undoubtedly leading the way in travel agent bookings, they are also very focused on rate.  Rate is the most critical factor for Boomers when booking travel accommodations.
5. Travel Reviews and their Effect.  Over 50% of travel agents surveyed use online customer reviews when making booking decisions for their customers.  Travelers will also rely on these reviews when making their travel plans.
6. Most Important Features at Hotels and Resorts.  While location is still the top priority for obvious reasons, free internet is the #2 most sought after feature for travelers.  Properties charging for internet will see a backlash from their guests.
7. Hotel Websites Sell.  Customers are doing all of their research online.  When they come to your site, what will they think?  Having a strong website that reflects your property is essential.
8. Mobile Changes Everything.  When you factor in things like pop up deals, live rates and around the clock accessibility, properties that are mobile friendly will begin to pull ahead.  Make sure your website is mobile friendly or you’ll be left behind.  Mobile sites should be brief, readable and in a format that is easy to use.

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Source:

http://www.htrends.com/trends-detail-sid-77456.html

Bike Programs: The Amenity of 2014?

Hotels are always looking for new ways to add extra amenities.  Making sure your guest has everything they need is essential to creating a remarkable experience for them.  According to Scherri Scheck-Merrill, Vice President of Amenity Services Inc., bike programs may be the breakout amenity of 2014.

Guests are always looking for a fun way to travel and explore the city they’re visiting without spending a bundle on tours and cabs.  Providing them with an affordable bike to rent for the day can be the best option they come across.  It gives them the freedom to explore the city on their own terms and on a nice day; a bike ride can really hit the spot!  Considering Colorado is ranked highly for bike friendly communities and we’re recognized as a state with plenty of sunshine, this can be an affordable way to grab your guest’s attention while providing them something useful and simple.

So why should you implement a bike program?

• Bikes attract active guests looking for new experiences.
• Bikes are an inexpensive alternative to renting cars or taking cabs in busy cities.
• Guests love them because they are a quick and easy mode of transportation.
• Bikes are a great way for guests to get out and explore everything your surrounding area has to offer.
• The cost of implementing a loaner bike program is relatively low.
• Implementing a bike program is another way to promote your property as a “healthy hotel” and/or “environmentally friendly.”

Several chain/brand hotels have implemented very successful bike programs and are well known because they offer the service.  For more information and success stories on bike programs at other hotels, please check out, http://www.hotelsmag.com/Industry/Blogs/Details/49437.

 

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4 Ways to Increase Direct Bookings

With the growing market for Online Travel Companies (OTC’s) hospitality professionals are constantly searching for new and unique approaches to increasing direct booking to their property.  Here is a glance at four things you can do to increase your own direct bookings.

1. Own the Customer Experience.  Every other business sees the potential in this industry and people are flocking to it to get their piece of the pie.  Don’t allow other companies to take over parts of the customer experience like booking through OTC’s, reserving activities through a 3^rd party and allowing travel companies to give transportation advice.  Your hotel must own the customer experience from beginning to end to show your guest that you have all the tools and information to give them the trip of their dreams.  If you own the entire experience, you gain trust and loyalty from that guest.

2. Web Experience is Guest Experience.  Your customers begin their search process online.  When booking airfare, accommodations and activities for their trip, the entire process begins with the click of a mouse.  The first place travelers will go are OTC websites because of their simple structure and ability to compare multiple rates at once.  Your website needs to be as transparent and easy to use as an OTC website.  This includes mobile optimization as many travelers will book their accommodations while on the go via their smart phone or tablet.

3. Think Like the Guest.  Your guest wants to find as many necessary services in your hotel as possible.  Do everything you can to eliminate communication with OTA’s.  Give them info on local venues, restaurants and travel in a simple manner such as a direct phone line to the concierge.  Even if they don’t use it, they will recognize its presence and take note of it when making future plans.

4. Crucial Interactions.  This is one we discuss on this blog frequently.  As an employee in hospitality, you’re given a few select opportunities to interact with the customer in a memorable way.  Your front desk knows which medium your guest booked their accommodations through and as a front desk attendant, this opportunity should be taken advantage of to remind your guests of the benefits and incentives they’re provided by doing so.  “Businesses must connect with customers and consistently encourage and reward “good” behavior.”

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Sources:

http://www.hospitalitynet.org/news/global/154000320/4064664.html

http://www.htrends.com/trends-detail-sid-76785.html

Being Proactive with your State Association

Every so often we’re reminded of how important it is to our industry and for our businesses to be involved with our state associations and state or local politics or regulations.  Hoteliers and management have a tendency to stand back and ignore issues that may or may not affect their businesses until it’s too late.  “Arizona recently made the national news with the bill SB 1062, which many believed would have allowed for discrimination of gays and lesbians based upon religious beliefs.”  Journalists and bloggers began furiously writing about how this would create big issues for the state’s tourism industry.

The bill was passed and something needed to be done; “the unification of local businesses became an evident force and pertinent factor that led to the governor’s veto.”  The state’s local businesses, including and especially hotels, were able to lobby heavily against the new bill and get it vetoed.  This wasn’t the first time Arizona had dealt with adversity like this.  In 2010 the state had dealt with issues regarding an anti-immigration bill that were very similar.  Because they had dealt with this in the past, they already had a plan in place.

“As industry leaders, we need to be involved with all our legislative bodies to keep ahead of the curve and have the clout and relationships needed to combat issues that affect our businesses.”  Legislation that affects our industry is constantly changing and evolving; the only way to combat changes that negatively affect our industry is to be actively involved.  The Colorado Hotel and Lodging Association is dedicated to doing just that.  If there’s an issue threatening your business now is the time to act.  As a member of the CHLA you’re able to voice your opinions and get support in fighting issues that can have negative outcomes for your business.

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Source:

http://www.hotelsmag.com/Industry/Blogs/Details/49043

Have you joined Groupon Getaways?

Are you on Groupon Getaways yet? If not, you’re missing out on your chunk of over $696 million.  “Travel now represents more than $250 million in annual revenue for Groupon North America.”  Travelers often plan several trips throughout the year, but not through Groupon.  It’s a very common practice for Groupon users to peruse the site or app to see what kinds of deals are available.  Most of the time, purchases made through Groupon and Groupon Getaways specifically, are purchases a customer would not have normally made if they weren’t available through Groupon.  What Groupon offers is a unique opportunity to create an incremental trip which determines the customers travel location and hotel preference simply because they found it on the site or app.

Why is Groupon Getaways good for hotels and destinations?

–94% of customers reported that their Getaways purchase was an incremental trip

–82% of customers reported that their Getaways purchase influenced their destination selection

–97% of customers reported that the hotel they booked was influenced by Getaways

“The key to Groupon’s strategy is “incrementality” – the idea that many of their customers are not using Groupon as a replacement for other trip planning and purchasing activities, rather as an additional trip they wouldn’t have taken otherwise.”

TNooz took the time to speak with Simon Goodall, VP and GM of Groupon Getaways, on the growth in revenue and current focus on Getaways.  Considering North America sales increased by 46% in 2013, it seems to make sense to put a heavier emphasis on this Groupon Getaways.

To get signed up for Groupon and work with their marketing team, visit https://www.grouponworks.com/

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Source:

http://www.tnooz.com/article/groupon-getaways-posts-double-digit-growth/

International Tourism is Growing

We’ve all heard the recent statistics that foreign tourists are coming to the US for vacation in higher numbers than ever.  The National Travel and Tourism Office recently released data from 2013 that shows just how much they impacted our travel economy.

International visitors to the US spent a record breaking $180.7 billion on travel-related goods, services and airfares in 2013.  That’s a 9 percent increase in spending from 2012 which increased the average monthly spending by $1.3 billion.  So how much of this could have been spent at your property and on local attractions?  Lodging, food, recreation, entertainment and local transportation accounted for the majority of the total spending at $139.6 billion; an 11 percent increase from 2012.  The rest of the numbers are attributed to mainly airfares which were up 5 percent from last year’s record-breaking $39.4 billion in airfare spending.

The U.S. may be on its way to reaching the goal of 100 million international visitors by 2021 which was outlined in Obama’s national strategy for increasing tourism from 2012.  While this may be contributing, it’s actually factors outside of U.S. control that are causing this up rise in tourism.

The truth is that the rest of the world is growing.  Growth in middle class economies in countries such as Brazil and China are allowing more people to travel around the world.  Due to the United States’ position as a global leader and our unique prevalence of pop culture, people are choosing to come visit the U.S. instead of other countries.  The U.S. government has taken steps to shorten visa wait times and make travel customs a much speedier process.  While all of these things contribute to a booming travel economy for the U.S., if we would like to reach our goal of 100 million visitors by 2021, we will have to continue making it easier for people to travel to our country.

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Source:

http://skift.com/2014/03/04/international-tourism-brought-181-billion-to-u-s-economy-in-2013/

Guests “Text” Their Thoughts to Hotels

The Park Hyatt at Beaver Creek recently completed their room renovations to display a more contemporary look in the ski resort.  Upon finishing the renovations, the hotel wanted to find out what their guests thought about the new rooms.  Since it’s so difficult to get guests to fill out surveys, especially on paper, this Park Hyatt asked its guest to text them their thoughts on the renovations.

Upon check in, guests are given a phone number and told they can text their thoughts on the new rooms at their own convenience.  In return for their thoughts, they receive a complimentary cocktail.  Something as simple as a free drink can generate a much larger number of responses; everyone likes free stuff!

Not only are several other hotels implementing similar strategies, guests have taken a liking to the concept.  By putting the ball in the guest’s court and not sending them solicitation texts and spam emails, guests have accepted the practice and are more open to participating.  “So long as the texts are strictly about the renovation and won’t lead to the hotel “spamming” us with deals or packages, we’re cool with that.”

While this strategy has worked great for the Park Hyatt Beaver Creek to hear guests reactions to the newly renovated rooms, this could be used across all kinds of guest reviews.  The concept creates a simple and 24/7 available outlet to tell the property what’s on their mind.

http://www.hotelchatter.com/story/2014/2/24/94258/3396/hotels/Text_The_Park_Hyatt_Beaver_Creek_What_You_Really_Think_About_Their_New_Rooms

Opportunities for Growth: Upselling at the Front Desk

With online travel companies doing so much of the work for booking rooms, there’s little to no opportunity to upsell to your customers.  More often than not, a customer will shop for accommodations online and be presented with one single rate; the lowest rate available.  The one place they are still required to interact with the hotel and its employees is at the front desk.  This is your opportunity to upsell to your guests.  There are several reasons why this may prove to be your best chance to upsell:

-Guests may not be aware of upgraded options as they often book through a third party and only research lowest possible costs

-Travel agents and online travel companies don’t usually make an effort to display the value of upgraded options or even mention them at all

-The guest’s needs may have changed since they originally booked their accommodations

-People love impulse purchases.  Some recent good news is enough for someone to feel like treating themselves to a nicer room, better view or upgraded amenities.

Another big advantage to upselling at the front desk is utilizing your knowledgeable staff who knows the exact inventory of the hotel that day.  Assuming you have more than one type of accommodation, you can inform your guests of several potential opportunities for upselling your property.  Here are a few examples of these opportunities:

-Special room types, such as junior or one bedroom suites

-Rooms or suites with special features such as whirlpool baths and kitchens

-Preferred views or hotel locations

-Packages that include additional amenities, services or activities

-Adding on a second room at registration for a significantly reduced rate (such as offering the family of four a second room at 30% off)

“Successful upselling programs have three components: a rate structure that makes upgrades a reasonable value, a staff training experience to expose them to the various techniques and tactics, and a recognition and incentive program.”  For more information on upselling at the front desk and training your employees, click the following link to see the full article written by Doug Kennedy of the Kennedy Training Network.

http://www.htrends.com/trends-detail-sid-75469.html

Human Trafficking: Educate Your Employees

Did you know human trafficking is a major problem in the United States?  Most trafficking networks rely on legitimate businesses like yours to sustain their operations.  It goes on right under our noses and is occurring in properties of all kinds.  Hotels have an opportunity to help combat this serious issue by monitoring their guests and watching for certain signs.  Law enforcement has increased their efforts toward stopping human trafficking and has made great progress.  There are a few things you can keep an eye out for in case this should be occurring at your property.  The American Hotel and Lodging Association (AH&LA) provides several actions you can take to prevent this in your hotel.  You can download several helpful materials from their website which is linked at the bottom of this page.

The number one way to combat this issue is to educate your employees on the problem.  Making sure your employees are aware of the problem and understand what to do in the event a situation arises is essential to stopping it and avoiding further complications.  The Department of Homeland Security provides several documents to educate your employees on this very real problem.  You can download an informative page, awareness poster and human trafficking indicators card to provide to your employees.  All of these documents are linked at the bottom of this page.

The first red flag you should notice is if a customer comes in without a reservation and pays for their room with cash.  This is an uncommon occurrence at hotels and is something to look for because they will attempt to come to your hotel and leave without any paper trail.  If someone comes to your property and performs this process, your front desk employees should be educated on the situation and request to take a copy of their ID.  It is legal in most states to request a copy of their ID to hold onto until they check out of the hotel at which point the copy must be destroyed.  With this ID copy, if something should happen where police approach your employees requesting information, you have that information readily available. Your employees should also be educated on what to do if police should approach them with or without a warrant.

Human trafficking is a serious issue that won’t likely ever stop, but by doing your part we can work to make a difference.  Check out these links below for more information and to get involved in actively combatting human trafficking.

Department of Homeland Security

Informative Document

Awareness Poster

Human Trafficking Tip Card

In Colorado, the Laboratory to Combat Human Trafficking is a group of volunteers dedicated to doing their part.  If you would like to join them and help fight this problem, check them out here: http://www.combathumantrafficking.org/

View the American Hotel and Lodging Association’s guide to combat human trafficking: http://www.ahla.com/content.aspx?id=30645