HOTEL MARKETING 101 Course Outline Building Relationships is

HOTEL MARKETING 101 Course Outline • Building Relationships is a key • GM “ 10 Commandments” • S. M. A. R. T. Goals • Internal Sales & Marketing for All Associates • Front Desk - Selling to Groups • Tips for a Successful Sales Call • Lead Referral Form • Networking Opportunities • Competition • Resources • Direct Mail Listings • Leisure Sales Action Steps • Business Sales Action Steps

BUILDING RELATIONSHIPS The client will always use your hotel TRUSTED ADVISOR RELIABLE ACCOUNT MANAGER The client will occasionally use your hotel The client will usually use your hotel RECOGNIZED HOTEL SALESPERSON SUPPLIER OF ROOMS The client might use your hotel

SELECT SERVICE AND EXTENDED STAY GM “ 10 Commandments” of Leading the Sales Effort 1) Make joint calls and provide specific feedback. 2) Reduce operational and organizational distractions for your sales person(s). 3) Attend and contribute to sales meetings. 4) Evaluate sales files and sales activity reports. 5) Celebrate sales successes! 6) Lead the sales planning process and establish SMART goals for your hotel. 7) Develop relationships with decision-makers & guests within your top accounts. 8) Ensure every person at your hotel is a “sales person. ” 9) Own your hotel’s revenue management strategy. 10) Sell more rooms, have more fun, make more money!

S. M. A. R. T. GOALS To get to the Trusted Advisor you need to create goals. Creating S. M. A. R. T. Goals is a great way of achieving this! S M A R T P E C E I E A H L M C S I E E I U E V F R V A I A A N C B B T L L E E

S. M. A. R. T. GOALS SAMPLE GOAL # 1 - To make International Paper one of our top 5 corporate accounts.

S. M. A. R. T. GOALS Ways to accomplish this goal: ü Plan the sales efforts to uncover more business opportunities for this company ü Use internet for viewing company ü Saturate your accounts, contact every department within an organization or business ü Bring your hotel to them ü Bring them to your hotel ü Make sure ALL associates are engaged with the process

INTERNAL SALES & MARKETING OPPORTUNITIES ALL ASSOCIATES Company Tracking Record guests’ company names in your computer system. If your staff is not entering names: • Train them on the importance. • Develop a system to ensure they capture. • Create a contest with incentives for capture. Reverse Registrations Simply take names of companies from your system and teleprospect to qualify for potential business. Business Card Drops Provide an offer to guests who place their business cards in a drop at your front desk. In-Room Surveys Often times, a guest is willing to share information with you and your team, if they are given a treat.

FRONT DESK SELLING TO GROUPS Group reservations are invaluable to selling your hotel in high demand times and in off-season. They provide a way to either reduce inventory or maximize revenue during special events. It is important to create a system on quoting rates, booking rooms, contract management and room block management. Starting at the Beginning 1. Train your staff on how to give a tour to a guest looking for group reservations. 2. Train your staff on procedures forwarding leads to the General Manager, Sales Manager or lead associate (leads via fax, i. e. Chamber, CVB, walk-ins or reservations). 3. Train your staff on how to complete a Group Information Form.

FRONT DESK SELLING TO GROUPS Hotel Tours Hotel tours are a valuable tool to selling your hotel. • Connect/building rappor with the customer. “How did you find out about us? ” • Give the tour. Tip: You should identify one of each room type each morning as your “tour/show rooms. ” • First Area: Lobby/Gatehouse. Discuss amenities. • Second Area: Meeting Room. Capacity. AV available. • Third Area: Guest rooms/suites. • Fourth Area: Exercise Room. • Fifth Area: Pool/Spa. • Gaining Commitment. Ask “When will you be making a decision? ” • Creative Tips -> Tour with flowers. > Place their company logo throughout the hotel. > Place balloons on all of the featured areas. > Involve your staff.

TIPS FOR A SUCCESSFUL SALES CALL How should you dress. . . • You are the hotel! • A suit or business attire for a professional image What should you know ahead of time. . . • Gather the details • Research • Know your rates and availability! • Know your competition • Know your Hotel! What should you take. . . • Giveaway or Goody Item • Business Card • Sales Call Note Sheet • Sales Call Observation Sheet • Rewards Enrollment Information • Direct Billing Request Form

SALES CALL NOTES OPENING • Shake hands • Introduce yourself • Offer your business card • Be alert to your surroundings • Ask if they have limited time • Points of connection / things in common with the customer Business Segue • Wait for cues before moving into business

SALES CALL NOTES ADVANCING THE CALL Exploring Needs, Objections, Options • Company Information > What does the business do > What type of office (corp/reg) > Other corporate / branch / direct offices > What other cities do your travelers go to > What does the (contact) person do in the company > Corporate travel agency > How does your company make decisions on hotels > Other people in the company who make reservations > Printed and/or Electronic travel directory and How often > Does your company have a travel policy > Percentage of travelers using the central travel department

SALES CALL NOTES ADVANCING THE CALL Exploring Needs, Objections, Options • Past Practices > Hotels used in the past / rates paid > If they could change anything about the hotel they are using > Do they have contracts with other hotels • Objectives > Ask: “What is most important to you when choosing a hotel? ” > Ask: “Why is that important to you? ” > Ask: “Is there anything else? ”

SALES CALL NOTES ADVANCING THE CALL Exploring Needs, Objections, Options • Presenting Solutions > Focus on the customer’s objectives > Be concise when presenting benefits of your hotel > Only identify things about your hotel that meet the customer’s objective > Ask the customer if the objectives have been met

SALES CALL NOTES GAINING COMMITMENT Concluding / Closing • Quote (rack rate) with confidence!!! • Ask for the business and state next step • Other commitment (if applicable) • Information left (cards/gifts) • Obstacles (if any) • Next Step

LEAD REFERRAL FORM • Name • Company • Address • Email • Phone number • Arrival date / # of nights • How many people will be traveling? • How often will they be coming in? • How long will they be staying? • Who within your company makes hotel decisions? • Comments/ Follow up • Person who generated lead • Today’s date

INCREASE YOUR NETWORKING OPPORTUNITIES Go Where the Guests are. . . • 6: 00 a. m. to 9: 00 a. m. Are you sitting in the office when your guests are having breakfast? • 5: 00 p. m. to 7: 00 p. m. Are you filling out paperwork when your guests are checking in? • 5: 00 p. m. to 7: 00 p. m. Are you gone when walk-in guest are looking for rooms, or when your in-house guests are returning for the day?

INCREASE YOUR NETWORKING OPPORTUNITIES Food & Beverage Associates • Have them talk to the guests. • Train them on addressing guest complaints. • Teach them how to obtain company leads through questioning. • Motivate them to write leads down.

COMPETITION They have what we want. . . Guests! Daily Call-Arounds • Every day during each shift, the staff should call the competition and see how many rooms they have sold or have left to sell (also check on rate. ) • If you are sold out, it is important to do daily call-arounds to know what options are available for guests. Parking Lot Shops • Shop the competitions parking lot from 10 p. m. to 7 a. m. for new leads. • Do not leave your vehicle when driving through; simply do a scan of the lot.

RESOURCES Chamber of Commerce Business Journal • Community Profile • Company information • Members list/disk • City events/ calendar • Top 50 companies • Mailing labels for membership • Manufacturer’s list Economic Development Telephone Book • Company lists • Government section • Medical section • Hotel names and numbers Competition • List of commercial building projects • Directories / websites • Existing business information • Rack cards • Map of area • Reader boards Internet • City sites • Follow their van • Parking lot shops • Company information on top employers Corporations • Attraction information • Annual reports • Competitors • Company newsletters • Government website • Websites • Motorcoach directory State Office Newspaper • Government phone directories • Business section Convention and Visitors Bureau • Classifieds (new associates/departments) • City events, tours, groups, sport tournaments • Travel and leisure (packaging) • Engagement announcements • Sports (sport teams) Library • Book of lists

PROMOTE YOURSELF ON TRIP ADVISOR

UTILIZE SOCIAL AND BUSINESS INTERNET MEDIA

DIRECT MAIL LISTINGS Sales Opportunities Free Listings • American Automobile Association (AAA). (407) 444 -8370 • OAG/Business Travel Planner. (800) 342 -5624 • Hertz Computerized Driving Directories. Contact local Hertz office driving coordinator. • State Employee Lodging Directory. Contact state procurement office. • State Accommodations Directory. Contact state tourism office. • City/Area Accommodations Guide. Contact Chamber or CVB. Lists for a Cost • American Express Database. (212) 640 -3685 • American List Council. (800) 526 -3973 • Dun & Bradstreet. • List Strategies. (212) 767 -1000 • Official Airline Guide. (630) 574 -6000

LEISURE SALES ACTION STEPS Wedding groups Blitz flower shops, churches, synagogues and catering halls. College athletic teams Contact college athletic departments to get in-coming teams contact names for group sales. Tour groups/motorcoach - CVB Build a relationship with the CVB to assist in producing leads. Visitor Centers Leave brochures for them to hand out for your hotel. Local events Get list of local events and calendars from fairgrounds, convention centers, exhibit halls. Funeral homes Visit funeral homes and set up a “Helping Hands” rate for families. Car rentals / airlines Call on rental agencies, airlines and airline vendors to get referrals. Front desk sales training Training to handle walk-in inquiries and book social rooms. Special weekend promotions advertising Lower rates, buy two - get one free packages. Local sports commissions Contact for upcoming tournaments and tournament coordinators.

LEISURE SALES ACTION STEPS Tour and travel trade shows Participate in shows that focus on Motorcoaches in your area. Auto repair shops / tow truck companies Overnight breakdown referrals. Travel companies Coupons for distressed passengers - airlines, car rentals, bus or train. Shopping malls Contact for tour groups or for vendors coming in for shows. Readerboards Check readerboards in competitors lobbies for names of companies using their hotel. Sponsor sports team Place name of your hotel on jerseys. Team/group for business - chamber Get a list of upcoming team/group events. Sales blitz schools and associations Blitz schools and associations for upcoming events. Seminars, meetings, team building, etc. Blitz feeder cities Work with sister properties in feeder cities to help coordinate. AAA / AARP To discuss packaging or leads.

LEISURE SALES ACTION STEPS NCAA ‘Blue Book’ Purchase listing and telemarket coaches. Special event calendars Identify events and contact coordinators to try to piggyback advertising. Toll booth operators Tell them about your property. Taxi companies Create a rebate for taxi referrals. Insurance Agencies Disaster displacement business. Doctor’s offices Out of town business such as pharmaceutical reps and outpatient services. Networking Chamber luncheons, trade shows and charitable organizations. Clusters / Market Sales Cross-selling in the other brand properties. Motorcoach Direct mail the qualified leads from corporate office. Sports events / special events Sponsor local sporting team or special events.

LEISURE SALES ACTION STEPS Internet Find info on the community from city website. Top employers, businesses, new development, etc. Packages Work with destinations, attractions and travel agents. Parks and recreation / banquet halls Find future booking for reunions, weddings, receptions, company parties. Automobile dealerships Discuss ways of obtaining customers who are purchasing vehicles. Show programs Advertising in local show programs. Jewelry Stores Bridal registries, anniversaries. Bridal Stores Bridal registries.

BUSINESS SALES ACTION STEPS Identify top 5 accounts Plan sales efforts to uncover more business opportunities. Call on 10 top employers in your area Build relationships. Sales blitz Identify ideas and timeline. Top 10 Businesses Create a list of top accounts that you want and are not getting. Trade Shows Develop customer contacts. Alliance accounts Call National Account Manager to receive leads and information. Top corporate accounts using your hotel Create a plan for account management. Teleprospect top accounts Identify top accounts use sources (I. e. manufacturer’s list. ) Formulate “reservation makers” club Only as a last resort. Keep limited to a controlled situation with deadlines, guidelines. Internal leads Business cards in a fish bowl or briefcase. Set up incentive for front desk associates.

BUSINESS SALES ACTION STEPS Network Be active in area business/city organizations. New Development / New Businesses Contact Economic Development or City Planning / Building Permits for new construction. Drive the market Look for changes in market, such as business closing, major developments. Volunteer Participate in local or national community or charitable organizations. Car rental companies or transportation companies Provide accurate directions to your facility. Possibly do special map with your hotel on it. Competition Become the first choice for competition to refer business to when they are sold out. Relocation business Contact real estate companies, pest control, interior decorators for relocation business. Website E-commerce. Insure comprehensive business and group travel info is prominently displayed. Company tracking Solicit guests at check-in for company names for potential new business. GM sales calls GM’s lead by example. Go out with sales manager on sales calls.

BUSINESS SALES ACTION STEPS Client events Sponsor a client event. Joint Sales Calls Go on joint sales calls to saturate an account for your brand products. GSA selling Train staff to be “sales” people; in-house promotion to front desk staff and breakfast ambassadors. Account maintenance Drop by current accounts for a courtesy call. Make sure they are happy. Travel agent blitz Plan a travel agent blitz. Government Understand the government market. Company names Capture company names on registration cards at check-in and do sales call on new companies. Mailings Mail a special promotion or offer to local organizations/associations for retreats. Packages Develop packages using unique leisure opportunities. Advertise in feeder cities and locally. Exit guides Advertise with a coupon in exit guides.

BUSINESS SALES ACTION STEPS Travel Agents - FAM trip Host a FAM trip for travel agents. Local events advertising Advertise in publications for local events. Visitors centers Drop off rack cards for display. Fax availability weekly to staff at visitor centers. Radio / newspaper trade Advertising packages for slow periods. Internet auction sites Advertise special rates to drive slow periods. State high school athletic association Advertise in publications. Obtain membership lists and direct mail to coaches. Breakfast meetings Invite corporate decision-makers or travel agents to hotel for a breakfast meeting. Create Meeting Planner Comprehensive listing of all facilities in your area. Weekend business travelers Provide an offer of $25 off a weekend stay to business travelers who are staying mid-week. Open house Host an open house during lunch once a month or quarterly to target top producers in area.

BUSINESS SALES ACTION STEPS Crisis housing Work with Red Cross and FEMA during times of crisis and natural disasters. Golf tournaments Participate and sponsor a hole during local golf tournaments. CTAC Mailers Mail promotions to travel agents to create additional awareness. CVB leads This is easy revenue. Incentives - CRES and travel agents Create a promotion for generating bookings through CRES and Travel Agents. CRES / group reservations center presentation Do a presentation for CRES and Group Reservation Center to create awareness. Radio Do radio spots on local talk radio and radio in feeder markets. Do a trade to cut costs. Guest folio messaging Have pre-printed messages on guest’s folios promoting a return visit.

BUSINESS SALES ACTION STEPS Ypulse - www. ypulse. com Keep tabs on all the latest news relating to Gen Y, Millenials and more. This blog offers a daily roundup – complete with commentary – designed for the media and advertising crowd. Travel Market Report - www. travelmarketreport. com Simply choose section (Leisure Travel, Retail Strategies, Business, Wellness Travel, Technology, etc. ) to access relevant studies for nearly any age group. Pew Internet & American Life Project – www. pewinternet. org No time or money for focus groups? Just type teen into the search box and hit go to uncover an avalanche of free research on how this age group (or any age group) uses technology. Girl Scout Research Institute – www. girlscouts. org/research This official arm of everyone’s favorite cookie sales force conducts original research on lives of teen and tween girls, including a study on girls and new media.