Competition in the accommodation industry is extremely fierce. Affordable air fares and aggressive marketing campaigns have resulted in a massive increase in tourism all over the world. Regardless of where people travel, they have to sleep and eat somewhere. Hospitality sales training therefore has to focus on aspects unique to this industry and marketing is done to a tough, competitive customer base.
Tourists visit specific areas because there are attractions, activities or events that have motivated them to choose that destination above others. Accommodation establishments therefore have to market the entire area if they hope to increase bed nights. This necessity creates a unique situation where competitors all have to market certain similar regional attractions. The local tourism industry therefore benefits.
Tourist establishments, especially those that provide accommodation are extremely vulnerable to a host of environmental factors. There are many examples of entire regions that have suddenly lost its popularity because there was negative publicity that scare potential visitors away. Marketing strategies must take potential disasters of any sort into account and contingency plans must be put in place.
In order to minimize risks most owners strive towards obtaining bulk booking long in advance. This, in turn, requires effective marketing to tour operators, especially those that specialize in the incentive tours market. The downside is that these tour operators are most likely to demand substantial discounts for bulk bookings long in advance. In addition, it is possible that tours can be cancelled, leaving the establishment with many beds to fill at short notice.
Offering a comfortable bed, a clean room and good service is most certainly not good enough to ensure that the establishment will be successful. Tourists expect value for money and they have a myriad of options. Accommodation establishments must therefore offer something that cannot be found elsewhere. In some cases this may involve special deals regarding attractions in the vicinity or entertainment that is unique and exclusive.
Marketers for hotels and resorts have to be empowered to sell innovation. This does not mean that major changes must be made all the time, but rather that regular guests and tour operators must learn that they will always encounter a new experience during each visit. At the same time it is imperative that standards are maintained and that guests will feel at home when returning.
Hospitality sales training is unique in the sense that it is not only very difficult to market resorts and hotels, but also in the sense that there are many variables that must be taken into account. Marketing executives have to be able and authorized to negotiate. Marketing is almost always an abstract matter in the sense that it is an experience that is sold rather than a comfortable bed and a good meal.
Tourists visit specific areas because there are attractions, activities or events that have motivated them to choose that destination above others. Accommodation establishments therefore have to market the entire area if they hope to increase bed nights. This necessity creates a unique situation where competitors all have to market certain similar regional attractions. The local tourism industry therefore benefits.
Tourist establishments, especially those that provide accommodation are extremely vulnerable to a host of environmental factors. There are many examples of entire regions that have suddenly lost its popularity because there was negative publicity that scare potential visitors away. Marketing strategies must take potential disasters of any sort into account and contingency plans must be put in place.
In order to minimize risks most owners strive towards obtaining bulk booking long in advance. This, in turn, requires effective marketing to tour operators, especially those that specialize in the incentive tours market. The downside is that these tour operators are most likely to demand substantial discounts for bulk bookings long in advance. In addition, it is possible that tours can be cancelled, leaving the establishment with many beds to fill at short notice.
Offering a comfortable bed, a clean room and good service is most certainly not good enough to ensure that the establishment will be successful. Tourists expect value for money and they have a myriad of options. Accommodation establishments must therefore offer something that cannot be found elsewhere. In some cases this may involve special deals regarding attractions in the vicinity or entertainment that is unique and exclusive.
Marketers for hotels and resorts have to be empowered to sell innovation. This does not mean that major changes must be made all the time, but rather that regular guests and tour operators must learn that they will always encounter a new experience during each visit. At the same time it is imperative that standards are maintained and that guests will feel at home when returning.
Hospitality sales training is unique in the sense that it is not only very difficult to market resorts and hotels, but also in the sense that there are many variables that must be taken into account. Marketing executives have to be able and authorized to negotiate. Marketing is almost always an abstract matter in the sense that it is an experience that is sold rather than a comfortable bed and a good meal.
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