Marketing is about quality, not quantity. When sales are down, some marketing teams tend to take a quantitative approach, doing more of what they are already doing instead of trying to do it better. If what your resort is doing is not working, increasing the quantity and frequency is not going to fix the problem.
Are you asking yourself some of the following questions: “Is this what we want?”, “How can we do it better?”. Do you talk to your marketing team? Do you ask them what results they expect to achieve? Ask more questions.
Experiment and adjust. Most resorts choose their marketing strategies based on what everyone else is doing, or because an individual thought that it would be a great idea. Some resorts are reluctant to try new things because they don’t know whether it will work or not. My advice is to test small, measure results, get rid of what doesn’t work and do more of what works. Don’t be afraid to experiment.
Does your marketing company follow up regularly to see how happy you are with their services? Do they ask if there’s something else that they can do for you?
Don’t be afraid of change. Supply and demand changes everyday – and marketing is all about supply and demand. If your in-house marketing team is not performing, get some fresh advice. If your marketing consulting company is not performing, look for other alternatives. Don’t continue to do the same thing over and over again, with increasingly frustrating results.
As the industry continues to grow and competition among hotels increases, the best plan of action is to look for new ways and innovative means to market your resort. Hotel marketing needs to be innovative and creative, with easily accessible methods that can be adjusted as needed.
The Internet is your most economical, value packed and most effective marketing tool, but one which must be used wisely. A hotel website must be clear and concise, allowing customers to read and view all of the information they require about the hotel.
Another way to market your resort is through customized packages that target the needs and desires of your potential guests. Personal attention makes the guest feel important and can produce very rewarding results.
Brochures, travel magazines, fact sheets and whitepapers are also used to market hotels. Advertising your hotel with affordable packages will also attract the attention of potential guests.
Keep things simple and communicate constantly with your marketing team. They should be performing, not only to achieve your initial expectations, but also to exceed your goals and objectives. If they are not, then the time has come for alternative solutions.
Resort Creative Solutions helps hotel & resort developers and travel destinations retool under-performing marketing programs to accelerate sales performance. We build brands. We make relationships. And emotionally connect them in engaging, entertaining and interactive ways. It’s quite simple and profitable.
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