Hotel Marketing Apathy: The Hidden Cost of Doing Nothing
By Dave Spector, Partner at Tambourine
Hotel marketing teams, overburdened with small staffs and growing responsibilities, are resorting to the old, seemingly harmless adage: "If it ain"t broke, don"t fix it."
of hotel tools and trends crowding the market. In addition to becoming weary and lethargic, one popular way to cope has been to avoid the changes all together and remain content to market their properties "the way we"ve always done."
However, it"s thinking like this that is leaving hotel ROI on the table. While doing the same thing (oreven nothing) is the path of least resistance, it can easily become the road to ruin.
Keeping Up With The Status Quo: Disaster
Nothing can kill a hotel faster than
"Market share is so vital and we won"t gain if we"re not constantly figuring out how to do it better," hesaid. Adam stresses that in the age of daily developments in technology, you have to remain flexible, agile and on your toes.
"You"re either moving forward or backwards. The real danger is if you fall behind."
The reality is that none of us will ever be doing as well
Adams and Goddard offered advice to both hotel owners and hotel management teams.
"It all starts with a strong brand DNA that is well communicated across all stakeholders: Agency,owners, corporate team," said Goddard. "When you have this in place, developing both passive and active marketing tactics come easy."
"You"re only limited to the creativity of your team."
Adams suggests hotel owners check in regularly with their in-house team (he opts for a weekly call tohis hotels) to push for fresh and relevant marketing concepts.
"At all of our hotels, we are pushing to find value in every nook and cranny. I want our team to befocused on it every second of the day."
Getting too comfortable with "business as usual" will
Goddard believes avoiding marketing apathy at your hotel depends on making innovation andcreativity company standards.
"If your hotel doesn"t believe in innovation, then you won"t have innovative people working for you,"he said. "Innovation is part of our DNA – we hire people and agencies that believe that innovation is important to dominate the market.
"People who get complacent don"t belong here."hotel marketing company in New York City, offers another tailored piece of advice to keep hotel marketing teams moving forward.
"Most hotel management teams are understaffed and can"t keep up with all the new evolving channelsof business being pushed at them," he said.
"Our advice: if you do nothing else this year, make sure you have a revenue projection BY CHANNEL(i.e. OTAs, direct, corporate, etc). "Measure your results every quarter and invest the time and resources to fortify underperforming channels."
Partner: Tambourine Hotel Marketing