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Opinion Article Sales & Marketing

HSMAI’s Sales Advisory Board’s Tips for Driving Hotel Revenues in 2023

Paula Zeller, Divisional Vice President of Sales & Marketing, Remington Hotels, HSMAI Sales Advisory Board Member

With costs rising and flow more difficult to achieve, sales teams must exceed revenue expectations for hotels and/or ownership to achieve acceptable profit levels. The HSMAI Sales Advisory Board got together to discuss how to meet those revenue expectations.

Paula Zeller
By Paula Zeller, Divisional Vice President of Sales & Marketing, Remington Hospitality, HSMAI Sales Advisory Board Member, Remington

Five ways to adjust your mix of business in 2023

  1. Shift to retail.
  2. Group up.
  3. Mix the discount business differently such as AAA and advance purchase.
  4. Continuously analyze the business including running P&L for groups to make sure they are profitable.
  5. Look for ways to capture direct channel business because it’s more profitable.

Five ideas to manage group inventory differently

  1. Increase the frequency of benchmarking the market to see what concessions and group rates competitors are giving.
  2. Capitalize on the opportunities for higher rate of business in the shorter term, rather than relying on pace reports as we have in the past.
  3. Learn the art of walking business – move groups to another hotel if another piece of group business comes in that is a better pattern, has more F&B and a higher priced ADR.
  4. Move groups within property as needed and get ingenious about space.
  5. Change the convention service manager position to remote so that they can manage several hotels.

Five tips to grow budget/revenue

  1. Stay agile, look at lead times and the business that’s out there.
  2. If one segment, such as retail, is at a peak, look at other segments like groups to make-up revenue.
  3. Provide the sales teams with the right tools on how to educate the client to close business.
  4. Look to mid-size hotels that have been good for smaller meetings.
  5. Review your processes and ask, “Is how we have to do this? Is there a technology that now exists that will make people more efficient?”q

Sales & Marketing
Paula Zeller
Paula Zeller
Divisional Vice President of Sales & Marketing, Remington Hospitality, HSMAI Sales Advisory Board Member, Remington

Remington is a dynamic and growing hotel management company providing top quality service and expertise in property management. Founded in 1968, the hospitality group has grown into a strong, industry-leading service provider and today manages 86 hotels in 26 states across 17 brands, including 12 independent and boutique properties.

HSMAI (USA)
Association

HSMAI is a global organization of sales, marketing, and revenue management professionals representing all segments of the hospitality industry. With a strong focus on education, HSMAI leads the way in identifying and communicating trends in the hospitality industry. Operating as a leading voice for both hospitality and for sales, marketing, and revenue management disciplines, HSMAI connects its members with customers.

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