How to Successfully Market your Hotel by David Falor

  1. The most important first step in marketing your hotel is understanding what you are and how does your hotel fit in your market. If you are a Hilton full service hotel you are not competing with a Ritz Carlton nor a Hampton Inn so do not waste time chasing their customers, instead focus on other full service, upscale competitors such as Sheraton, and Marriot hotels in your location and whom their customers are. By doing this it greatly increases your success rate in securing new customers who have a need for your type of hotel with the least amount of your valuable time consumed.
  1. Next you need a great website that fully demonstrates your hotels strengths with outstanding photos and 360 degree videos of all areas from rooms, suites, restaurants, bars, business center, workout area, and recreational areas. In addition you need a separate tab to feature your banquet and meeting space including every function room you have. To compete in the all-important online market your hotel must have the finest website possible which will make a great closing difference percentage for those who view your site. You must have an excellent online travel manager who daily and hourly is always updating your product offerings versus your competition.

 

  1. The next step is to learn all the strengths and weakness of your comp set and how your hotel matches up with each hotel. Make a list for each competitor showing their plus and minus’ versus your hotel, listing these items in the order of importance with your strongest pluses versus their strongest weakness.

David Dalor

  1. You then start your marketing efforts going after the competitor you have the strongest advantages over for group, corporate volume accounts and banquets, which again will give you the highest percentage of success and use of your time.Never waste your valuable time pursuing customers who have very little or no need for your product.
  1. When you begin marketing your hotel to local customers start with the ones closest to your hotel and work outward. A customer is more likely to choose the hotel closest to their business or personal destination that best fulfills their needs.
  1. Customers buy best value not lowest price. They only buy the lowest price if their satisfied that your hotel fills their needs, both physically and emotionally, as well as your competition does. You are always marketing value not lowest price. Your challenge is to establish that your hotel better satisfies their needs than your competitors do. Smart customers are leery of lowest prices and look for the best total product that fills their need and budget.