Graytown Hospitality Marketing Solutions
Marketing Strategies for the Hospitality Industry

Internet Marketing
-
Website Design / Redesign
-
Search Engine Optimization
-
Pay-Per-Click Marketing
-
Organic / Natural Listings
-
Specialized Site Marketing
-
Third Party Websites (IDS)
-
Last Minute Marketing
-
Paid Inclusion Listings
-
Competition Profiling
-
Traveler Review Sites
-
Local Search Marketing
-
Web Analytics
-
Marketing Furnished Apartments
GDS Marketing
Email Marketing
Marketing Collateral Design
Hotel Photography
Don't just tag along for the ride... Profit from it !

Every hotelier faces the challenge of dealing with unsold inventory at the end of the day. An empty room is a perishable product... It can't be stored, its gone now and you didn't get anything for it.

At the same time, every revenue manager dislikes the prospect of lowering published rates. And they're absolutely correct! You shouldn't have to. There's a lot to be said about the preserving the sanctity of published rates.

Last minute sites bridge the gap by allowing properties to sell excess inventory without disclosing rates publicly. Guests are given the rate only when the booking is confirmed and it has no cancellation clauses. Priceline pioneered the "reverse-auction" module and is now the market leader. Other sites such as Hotwire and LastMinute.com have joined the fray and are catering very well to a segment that thrives on big savings. This segment ONLY books via these sites. Price and location are the top motivators for them and the brand is secondary. One has to acknowledge that by not considering an effective presence on these last minute sites, you're denying yourself access to a pretty significant tourist segment.

Admittedly, the property doesn't get top dollar for these rooms, but its sufficient to cover the fixed expenses of overhead costs and housekeeping. In trying times such as these, every cost-saving initiative is regarded as a revenue generating exercise. Simply put, a dollar saved is a dollar earned.

It would be accurate to mention that a lot of hoteliers shy away from this channel for fear of the impact it may have on their ADR and the lack of control they perceive they have on the process. Operating this channel effectively calls for careful analysis of historical occupancy records, and the setting of benchmarks. By no means is this an easy task and every property will make some mistakes initially. But once the numbers have been cranked out, the rewards are well worth it.

We advise our clients to explore this avenue to see what it can do for them. We explain all aspects of the channel and highlight the positives and the negatives. In certain cases, we advise them not to step on the bandwagon, especially where internal systems will not support the operational aspect of retrieving and entering bookings. In other cases, where the property primarily caters to a high-end corporate segment, the property may damage its brand by even being visible on these channels.

Every case is different. But as we said earlier... "Don't close a door without knowing what's behind it".

Fact: Online bookings should exceed 60% of revenue

 

 

 

 

 

 

Home Page We work differently See how we can help you Free resources that you can useFree reources to help you Keep an eye on the industry... Always Listen to our marketing Podcast The Hotel Marketing Blog Talk to Us Email Us Sitemap