SALES & MARKETING
Having the flexibility to sell against outdoor spaces at the Waikiki Beach Marriott in Hawaii helps drive group business .
Leisure travel has seen a strong rebound with the lifting of many COVID restrictions , but demand for business travel has been slower to recover to pre-pandemic levels . The tide started to turn in 2022 and many hoteliers remain publicly optimistic , but in recent months fears that inflation , rising interest rates and the war in Ukraine were pushing the U . S . economy toward a recession in 2023 have tempered some of that optimism . Other economies are facing similar scenarios .
Corporate travel managers polled by the Global Business Travel Association in October acknowledged that concerns about the economy were the factor most likely to limit business travel in 2023 . But 30 % of those same travel managers doubted any potential impact , and nearly half said they were taking a wait-andsee approach and not seriously considering a travel curb .
Valerie Gavin , senior vice president of sales for Accor North and Central America , captured the mood . “ The signs are very positive , and we are confident about 2023 ,” she said . “ As always , we are keeping an eye on certain headwinds , but at this time , we ’ re not seeing a negative impact on our projections .”
Strategies for luring back transient business travelers and groups vary , but many operators are relying on two approaches : flexibility and customization .
“ Our main focus right now is flexibility and speed to market ,” said Raul Moronta , chief commercial officer for third-party manager Remington Hotels , Dallas , Texas .
“ Not all clients have the same business needs . For some of them , it ’ s about price , some want more flexible terms and others are interested in points and offers ,” added Loretta Macke , Remington ’ s senior vice president of sales . Remington has offered some accounts “ pick your perk ” booking terms that allow clients to decide what makes the most sense for the organization .
Mission Pacific Hotel and The Seabird Resort , two newer properties in the San Diego market , are focusing on tailored experiences . “ Our main strategy to reach the business travel market is to adapt to the individual needs of each organization we work with ,” said Ben Fairchild , area director of sales and marketing . “ We understand that one size does not fit all .” The hotels offer experiences that showcase their location , such as sunrise seaside
82 hotelsmag . com Jan / Feb 2023