iT ’ s EAsy To ovErLook that you already have a targeted database that is interested in or has previously purchased from your brand : your EMAiL DATAbAsE .
CHiEf sALEs offiCErs wiLL ALso nEED To Look AT rEsourCE- DEpLoyMEnT sTrATEgiEs to determine how to grow the return on the investment in sales .
Global Update
TheDisrupTors
The Disruptors addresses issues ranging from the impact of emerging booking channels and metamediaries to how to best implement new strategies related to mobile technologies and social media .
MAxiMizing EMAiL MArkETing CAMpAigns
iT ’ s EAsy To ovErLook that you already have a targeted database that is interested in or has previously purchased from your brand : your EMAiL DATAbAsE .
Big data is hot right now , and a lot of tools can get your property in front of a qualified group of digital prospects . It ’ s easy to overlook an existing targeted database that is interested in or has previously purchased from your brand : your email database .
You might think you already market to the email database through the monthly e-newsletter , but this does not fully take advantage of the wealth of information in your database .
We often hear that hotels need to improve midweek occupancy . They create a midweek package and send it to their entire database . While that can be effective , you also have data on your customers , so why not use that information to help drive revenue ?
For example , you have data on people who have already booked their stays for Friday and Saturday nights . An email can be sent to just this segment inviting them to extend their stay an additional day . You also know the people who booked midweek last year . Why not put together a quick email inviting them to return ? Chris Jackson , GCOmmErCE , Park City , Utah
A HArD Look AT group sALEs
Some hotels report getting 60 % of their group leads through traditional intermediaries or e-channels . As customers continue changing the way they buy , hotel salespeople will have to focus on how they can get customers to book directly with them — refocusing on their relationships with customers to ensure that call is direct .
Each economic cycle requires different selling skills . The salesperson of the future will need to have analytical strength and revenue-management skills . Owners are keeping the pressure on for bottom-line results , and sales teams will continue to be pushed to prove their contribution to the business and how they are driving rates and value .
Ultimately , chief sales officers need to continue to explain — or defend — the complexity of the sales business and educate within their organizations . They will also need to look at resource-deployment strategies to determine how to grow the return on the investment in sales . Bob Gilbert , HSmAI , McLean , Virginia
CHiEf sALEs offiCErs wiLL ALso nEED To Look AT rEsourCE- DEpLoyMEnT sTrATEgiEs to determine how to grow the return on the investment in sales .
Check out more HoTELs Disruptors news at hotelsm . ag / hOTeLSDisruptors
20 HOTELS May 2015 www . hotelsmag . com