January is the time many people set (usually lofty) resolutions, based on what we hope to improve on in the coming year. While marketing plans and budgets were likely completed in the 3rd quarter of last year, January is that time of year many people stretch for renewed enthusiasm and commitment.

I wrote a column on this general topic in January of 2009 and found it interesting to note the feedback I received then and the changes that have occurred in the global marketplace since then. The hotel segment of the hospitality industry in many segments and locations set revenue and profitability records in 2007, but the global financial meltdowns changed any hope of extending those expectations on the short run. 2009 and 2010 performances varied by location, but the industry is still reeling from a variety of negativity in the marketplace.

With that said, there remains the need for planning, thinking and executing the 2011 strategies if we expect to reverse the pessimistic nay-sayers.

A look back at the history of New Year's Resolutions

There is not universal agreement on exactly when resolutions first became used, but online research from a number of sources attribute that the Babylonians were likely the first to make New Year's resolutions. The early Christians believed the first day of the new year should be spent reflecting on past mistakes and resolving to improve oneself in the new year. Other sources credit the tradition of the New Year's Resolutions to 153 B.C., when Janus, a mythical king of early Rome was placed at the head of the calendar. With two faces, Janus could look back on past events and forward to the future. Janus became the ancient symbol for resolutions and many Romans looked for forgiveness from their enemies and also exchanged gifts before the beginning of each year.

Regardless of the source of the tradition, we all realize that people all over the world have been breaking them ever since. The title of this short piece is Making This New Year's Hospitality Resolutions Real and Practical, and my goal is to offer a slight alternative to the resolutions making approaches that seem to get broken so often, for whatever reasons.

Most hotels created a sales and marketing plan last year, but what happened to the execution? While one can blame the economy or the government or some other 3rd party, we must each assess how much of our success is tied to our efforts.

The calendar now says January, and looking back at lost opportunities for last year is a wasted effort. It is now time to think how you will be conducting your sales efforts this year, in measurable components.

  • If you have a flexible, effective sales and marketing plan developed for THIS year - congratulations! Now it is clearly time to hunker down and focus on execution.
  • If you don't have one prepared, you are behind much of the competition but it is not too late to plan the work and begin to work the plan.
  • Part of this means looking at last year's action plans and results - did your team follow the sales action steps you felt were appropriate when you made the plan?

The answer for most of us is that we do not always follow either personal or business resolutions unless we build in a reminder system. Those systems might include using Key Result Areas (KRAs) or Personal Business Objectives (PBOs) that are tracked and formally reviewed with others monthly or quarterly. Those systems may include submitting monthly reports on actual compared to plan in leads, conversions, revenue, bookings, calls, trips, etc.

Regardless of where you are in planning TODAY, recognize it is now time to realistically commit yourself to a fresh start. In this 2011 series of "Fresh Air- New Ideas" Perspective columns, I will share a large number of sales & marketing, operational and general hospitality strategic recommendations and best practices.

"Don't go after a friend to make a sale;
go after a sale to make a friend"
Adrian Philips,
long time Executive Vice President, HSMAI

As a bonus when people join www.HospitalityEducators.com , readers receive a complimentary copy of LESSONS FROM THE FIELD – a COMMON SENSE APPROACH TO EFFECTIVE HOTEL SALES, where co-author Howard Feiertag and I offered practical approaches to selling in the last big market downturn.

Common Sense Thoughts On The Fundamentals

1. Identifying Your Customers

2. The Many Ways to Reach and Influence Customers

3. The Difference Between Marketing and Sales

4. The Value of Outside Resources

Common Sense Thoughts on the Tools Available to You

5. 10 Most Important Characteristics of a Sales Professional

6. Knowing Where Your Business Originates

7. Finding Business Leads Can Be Easier Than You Think

8. Keeping the Business You Have

9. Some Careful Digging Will Help Uncover Lots of Profit

10. Building New Business

11. Recognizing the Value of the " Small Meetings" Markets

12. Understanding the Role of Sales

13. New Year's Resolutions

14. Everyone Should Know What the Sales Department Does

15. Smaller Properties Have a Distinct Need for a Sales and Marketing Plan

16. Marketing Plans Cannot Sit on Shelves

17. Using Your Business Card as an Effective Sales Tool

18. The Power of Breakfast

Common Sense Thoughts on Making Your Sales Efforts Work

19. Sales Leadership Techniques ... "ing" is actually a verb

20. Sales Leadership Techniques ... "ing" is actually a verb (Part 2)

21. Employing This Proven Formula Should Give Boost to Sales Activity

22. A Blueprint for Bigger Payoffs From Your Sales Efforts

23. "It's a Wonderful Day in the Neighborhood": Hometown Business

24. Who Would Like to Have an Additional 10 Sales People at No Cost?

25. Extending Your Sales Team- Make Travel Agents Part of Your Programs

26. Front Line Sales People

27. Trade Shows Can Be Invaluable If ...

28. Sales Blitzes: A Look At the Benefits of Team Efforts

29. The Student Blitz: A Not So New Technique For Building Sales

30. Principles of Profitability: Points to Ponder

31. It Should Take Two to Say NO

32. Act As If You Are Number Two

Common Sense Thoughts on Communication

33. Enthusiastic Attitude Will Pay Off for Hotel Salespeople

34. There Should Be No Such Thing As "Limited Service"

35. Sales Income Often Depends On Incoming Phone Calls

36. Listen Carefully

37. Letter Writing Hints

38. Solving the Problem of Finding Problem Solvers

39. Understanding Body Language

40. Lobby Lizard

Common Sense Thoughts on Perspective

41. A Self-Evaluation Test for General Managers

42. Matching Benefits to Features

43. The Use of Incentives Can Boost Revenues in Off-Peak Periods

44. Understanding the Basics of Market Segments

45. Using the Sales Staff Effectively or The Sales Staff Must Have Time to Sell

46. The Importance of Job Descriptions

47. Possible Sources and Methods of Recruiting Qualified Individuals

48. Factors for Successful Interviewing

49. Sample Interview Questions

50. Office Space

Keys to Success Hospitality Tip of the Week:

Focus on Asking the Right Questions

Consultants succeed when they take the time to evaluate situations, ask the right questions in an open-minded fashion, listen to the answers and then provide potential alternative solutions.

How do you analyze your hospitality problems? Do you really listen to your staff and your clients, or do you act before you hear what is being said?

Questions I Wish You'd Ask –
Making Hospitality More Profitable
Part of the 2011 Keys To Success Workshop Series

KEYS TO SUCCESS is the umbrella title for my 2011 programs, hospitality services and columns. This year's writings focus on a variety of topics for hotel owners, managers and professionals including both my "HOW TO" articles, HOSPITALITY CONVERSATIONS, Lessons from the Field, Hotel Common Sense and Principles for Success

John Hogan is a successful hospitality executive, educator, author and consultant and is a frequent keynote speaker and seminar leader at many hospitality industry events. He is CEO and Co-Founder of HospitalityEducators.com , which has more than 2000 resource pages and has become the #1 independent website for hotel owners and managers. He is also the Principal of HoganHospitality.com , which offers hotel expert witness services and hospitality consulting..

Contact us for assistance – [email protected] 602-799-5375 HoganHospitality.com : [email protected]

KEYS TO SUCCESS™ is the umbrella title for our programs, hospitality services and columns. This year's writings focus on a variety of topics for hotel owners, managers and professionals including both my "HOW TO" articles, HOSPITALITY CONVERSATIONS™, Lessons from the Field™, Hotel Common Sense™, THE P-A-R PRINCIPLE™ and Principles for Success.

All rights reserved by John Hogan and this column may be included in an upcoming book on hotel management. This article may not be reproduced without the expressed permission of the author. The opinions expressed in this article are those of the author and do not necessarily reflect the views of this publication.

John Dr. John Hogan CHA CMHS CHE CHO
Dr. John Hogan CHA CMHS CHE CHO