TECHNOLOGY
that you are tracking performance by product and attach unique policies to each individual case to protect the higher room categories while offering more flexibility with lead-in-room products .
Examples include placing a strict cancellation policy on the hotel ’ s higher end products such as suites or villas , while offering flexible cancellation policy for the lead-in room categories .
IT ’ S TIME TO RETHINK GUEST COMMUNICATION . The expectation for communication integration is real-time , shorter , and more intentional now . Moving forward , finding alternative ways to communicate is critical for guest relations and building loyal customers , leading to better service scores simply by communicating in the way that the guest wants . And understanding things from their perspective is an important aspect of setting up for success .
Consider technology integrations that allow you to correspond with third-party guests directly prior to their arrival . Go back to basics and listen to what your customers are telling you . Listen to reservation calls and ask your front desk associates what customers are saying .
REIMAGINE THE HOTEL PRODUCT AND CONSIDER CO-WORKING SPACES . The way people work has changed forever . While many workers don ’ t want to go back to the office , they still want a comfortable and productive working environment . Coworking spaces coupled with the right amenities may be successful for those in neighborhood locations .
Consider reviewing under-utilized
Coworking spaces coupled with the right amenities may be successful for those in neighborhood locations .
spaces in the hotel and identify opportunities to reimagine them to create new revenue opportunities . Are there meeting rooms that could be converted to multiple offices or hot desks for locals ? Do you have guest rooms that may be better used for short-term offices ?
IS A CANCELLED CUSTOMER A FORGOTTEN CUSTOMER ? Consider implementing a method to track and communicate with those that may have booked and cancelled . Use this data to create a strategy focused on a personalized touch to encourage them to rebook .
There are several options available to hotels to track cancellations . Some hotels have the luxury of using sophisticated technology such as the Navis platform . But for others , something as simple a combination of using the PMS and an Excel spreadsheet may be helpful . Be sure
the PMS is set up for tracking the cancellation reasons and reporting can be run off this . Incorporate the PMS report into an Excel tool allowing to lay out a plan for each customer or segment of customer .
TRAVEL AGENTS ARE YOUR FRIENDS ! Pursue relationships with qualified travel agents and ramp up the approach with FAM trips . Track the bookings from those relationships and investments to show the successes and ROIs .
NETWORK , NETWORK , NETWORK . With so many professionals working from home and doing more with less , it ’ s critical that you network with peers and create in-person interactions . Get involved in local HSMAI chapters . Reach out to your in-market colleagues . Sharing ideas and learning from each other is a crucial piece to success .
88 hotelsmag . com July / August 2022