Monthly Archives: February 2009

Hotel Sales Manager & Park Sleep Fly Packages

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If your property is near an Airport, I would imagine that you would of established a Park, Sleep & Fly Package for your hotel.   If you haven’t, well you better. 

Defining a “Park, Sleep Fly Package” meaning the guest will arrive at your hotel either the night prior or the night of their return from their trip.  It is common that only about 5% will stay the night after their trip upon their return.  They will need to leave their vehicle in your parking lot of your hotel while they are away on vacation or on business. 

In the Philadelphia Market their are two popular packages – one that includes up to 7 days/nights of parking and the other with up to 14 days/nights of parking.

You can find these packages on the properties web-site and/or other web-sites. 

Is your hotel close to an airport but your property does not include transportation?  Yes, it is an expense and a liability however, what is your competition doing?  In this market is it wise to add on this extra expense to the hotel’s bottom line.  Will this burden bring in it’s return on investment?  You will have to decide but if you don’t provide this service, then expect that you are loosing market share.

There are some other issues that need to be considered.  Is your area safe?  Is your parking lot lighting bright and open?  Will you need to consider hiring a Night Patrol Man or Off Duty Officer to patrol your parking lot?  Do you have enough insurance on the property in case of something serious?  Check out everything.

From experience I am finding that not one hotel puts emphasis in this market.  They do not have a dedicated Sales & Marketing Person or Team like the off-site companies do.  Think about it…..is your property getting your fair share with such a disadvantage?

Your competition is the off-site lots.  Most people will try and save a buck by getting up extra early to leave their home, drive 2 hours to their parking lot and get on their early flight.  This consumer is very easily attracted to a good deal to use your hotel to stay overnight so they can get up refreshed and ready to go.  Sweet and simple with no stress. 

How do you tap into this market?    How do you shift market share and create the demand?

Tapping into the Market

First you must know your competition.  What are the other hotel’s doing, charging and do they provide free transportation to and from the Airport.  At what times are they providing the service?  How many shuttles do they have?  How many drivers?  How many people does the van hold?  What is the condition of their vehicles.  Send over a spy and test the shuttle.  Are the driver friendly? 

To the Airport Properties:  Review or create your packages tomorrow!  Complete a competitive analysis and get your share!!!

Good luck!

Pure Energy

Hotel Sales Manager’s & Qualifying

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It is the responsibility for the Hotel Sales Person to Qualify….understand what the client needs.  Is their need and “annual event” or a “one time event”.  If it’s a one time event, where will they go then?  Is there a sister property or brand in that area for their next event?  Does your Management Company or Franchise offer a referral program?  

There are many, many questions that can be answered during casual chatting.  Or…you tell them that you are trying to understand their organization and process and ask if you can ask questions.  I don’t recommend you wham them without asking.  They will respect you more.  Some clients, the Chatty Kathy’s will go on and on.  So make sure you take advantage of their generosity and take good notes!

In the SMERF Segment that one time Family Reunion will book in another area the next year – or bi-annually.  If you ask you can be extremely helpful and a resource to this client who you will develop a superb relationship with.  Yes it’s work but that’s what Sales People are expected to do.  And it’s a gift!

Most Traveling Sports Teams ~ amateur or professional,  most likely travel more than one time a year.  They are traveling all over the USA and the world!  Where is your team traveling next?  

Student Tour Charters/Senior Tour Charters and Program Series.  Student Tour Buses may only be coming through your area that one time.  It could be a “one time deal” for the school and depending on the schools budget and success, will depend if they plan another trip that requires lodging.  Senior Tour buses are most likely involved with a church group or a tour wholesaler who books more then one date for their “program series”. 

For example Washington, D. C. during the Cherry Blossoms has an event that draws in thousands.  This tour wholesaler may only book in that are 1x a year.   There are tons of examples and opportunities out there. 

Corporate Groups may have an annual Sales Meeting or a continuous Training Class that requires lodging.  Type in “training” for your area in google or even the yellowpages and you will see who is promoting what.  In some cases you will find required training locations where a certification class is required and you may get some business.

Good Luck!

Pure Energy

Sales Managers and keeping up with the follow up

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Follow up plays a very important role to every Sales Manager in every industry.  You follow up on inquires.  You follow up on generated leads.  You follow up on plans that your bosses are asking you to do.  You follow up on your kids school work.  Everything requires follow up. 

Many Sales People fail to provide the proper follow up thus possibly losing the sale.  Remember, a Sales Person is to build relationships.  Sales People that establish the relationship, wins the sale.  If the Sales Person does not “follow up” they will lose the sale. 

Follow up consists of client traces – potential, repeat or referred, collecting contracts and deposits, rooming list, inquiries and maintenance calls and more.  I find that I am on the phone a lot and I do miss some of my incoming calls.  They leave a message, I am to call right back.  If you make the client wait too long, they will assume that their business is not important to you and THEY WILL CALL SOMEONE ELSE.

This is why it is very important for you to keep a close eye on your incoming calls, no matter who they are, and to call the right back.  It’s bad enough that they couldn’t reach you and now they have to wait.

Most hotel sales offices consists of a sales software program to enter in client data and set the client traces.  Take advantage of this system, learn it’s features and do it.   This is a very efficient way to increase your calls and the more you get out, the more you will get back. 

Remember the old “index card trace cards”, pulling files and papercuts?  Well, if your property is not using a sales software program then get with your owners and purchase one.  It is best to purchase a sales software program that interfaces with PMS (Property Management System) however that could be costly.  Instead take a look at Goldmine, Hotel Sales Pro and other programs. 

As I make my trace calls throughout the day, handle inquires and do things, I put it all in my sales software program which currently is Hotel Sales Pro.  When I’m done with my call, I put in my notes, then I trace it.  Although the client may not have needs currently, as you qualify you may identify something that you would want to follow up on.  Any leads for 2010 I trace at least 3 other times to keep in touch with the client.  When a need arises, I want them to call me first. 

The beauty of email – these days you don’t even need to call the client.  You can email.  I will email them simply to say hello and let them know that I was thinking of them and here if they need anything.  With the super highway accessible to everyone there is simply no excuse not to follow up.  Your 30 second email can turn into revenue. 

When you get an inquiry these days be very grateful and make sure that you thank the potential client for taking the time out of THEIR busy day to call you. 

Be sure to take the time to trace your clients appropriately and be sure to make your calls and follow up!

Good Luck

Pure Energy