Hospitality Property School

Post COVID-19, a well-planned marketing strategy is imperative for the success of your hospitality property.I will share tips to help you succeed.If you have been listening to the Hospitality Property School Podcasts since the beginning and have been following some of the steps and recommendations, I know you have been seeing improvements in your property's operation.Maybe you have not implemented all the changes yet and that is all right, many of these changes might feel dramatic so one step is fine. But it is important to stay the course and look at these suggestions and your property as a work in progress.As I had mentioned, today we are going to be talking about developing your marketing strategy. When it comes to most businesses, this topic is huge.I just don’t mean all the information available, but the importance of marketing your property correctly.If you are not getting heads in your beds consistently, then your marketing battle is going to be consistently uphill.Continue reading and I will look at t

Cross-selling and upselling products can be a win-win for both guests and hospitality property owners.Here’s what you need to do to increase your profits? Promoting your hospitality property can be a daily grind, but it doesn’t have to be.And you don’t have to do it alone. You can increase your client base and improve your bottom line by using cross-promotion, collaborating on marketing with comparable business partners.Cross Promotion is a great way of tapping a target group of partners without investing much. With more businesses competing for a slice of the market share, creative businesses of all sizes are trying more cross-promotion campaigns, in the hopes of driving sales and increasing brand loyalty. It can be a win-win situation for all of the parties involved. Sometimes there is confusion over cross-promoting and cross-sellingCross-promotion may involve two or more companies working together in promoting a service or product whereas cross-selling or upselling, is the act of selling (or upselling) an

Many owners of hotels, resorts & bed and breakfasts want to get their message out but struggle with content writing. Follow the tips from THE Word Specialist to get started.I am excited to be sharing this encore guest post from professional content writer, Bev Moss-Reilly aka “THE Word Specialist” and as you could have guessed she is going to be sharing tips for content writing. Her post was written but I have also produced a video reading her post exactly as she sent it to us.So, without further ado, here isReading between the linesWritten by Bev Moss-Reilly -THE Word Specialist When I was kindly invited to write about “the writing of content”, I had to think hard about how I could possibly convey my message, as writing is a passion that runs through my veins. It’s my blood type! So how can one teach about writing and serve up tips to “want to be writers” when you are not sure whether they have the element of passion or not!One certainly needs to be armed with an excellent vocabulary, as well as cor

I don’t like patting myself on the back, but I am recognized as a hospitality property authority or influencer. You as well can become an influencer for your region or property. I’ll tell you how.In the past, if you had a celebrity promoting your business or product, that was worth its weight in gold. Today, when it comes to getting advice or recommendations on what to do, where to vacation, where to stay or where to eat, most people trust peers more than so-called "experts." Now, you might be an expert in the hospitality property field, especially in your region, but to benefit an influencer in your field, your goal should be to become a peer and this can be done by sharing your content and insight in a certain way, so your returning and potential customer see you more as a peer. Influencers are ordinary people who have earned a substantial loyal following because of their expertise and transparency. Unlike celebrities who actively endorse products on their social media accounts, influencers achieved their f

Getting eyes on your property online is the best way to start your guest’s journey, so when planning your marketing you have to ask “how to get visitors on my website”. Here’s how.“How do I get potential guests to visit my website?” At some point, that thought crosses the mind of every hotelier/innkeeper with a website.Whether you’re you are looking to reopen in the near future or have been operating your property for a while, trying to attract your first or your 1,000th visitor, generating more traffic to your hospitality property is a crucial part of growing your business. If your site is properly optimized for conversions, getting an increase in web traffic could mean more visitors and bookings.From a marketing perspective, the good news is the process of getting your first visitor versus your 1000th is the same.How to get visitors on my website - 15 proven, high-impact tactics.1. Manage a ‘Google My Business listingGoogle My Business is an essential tool for any website.https://www.google.com/business/Usi

Although COVID-19 is an expected temporary disruption, the growth of hotel technology is evolving and will define the future of the hospitality property industry. Here’s what you can expect.Why new hotel technology is important New machine-learning-based systems will play an important role as hotels, resorts, bed and breakfasts recover losses in the post-pandemic period. They are useful for:• Automated revenue management• Micro-targeted marketing• Fare forecasting• Predicting seasonal demands• Personalised search and booking engines with learned preferences• Competitive pricing• Customised, personalized experiencesHere are seven of the most important technologies that have emerged as essential for hospitality businesses in a post-pandemic future.Machine learning & AI systemsNew developments in these technologies shaped by online search engines and booking apps have a huge potential to revolutionize the hospitality property industry, including:• Automated Revenue Management Tools• Evolving Search and Booki

The future for spa and wellness travel post-COVID may seem a bit unclear now with so many new regulations, that some might worry we won’t enjoy the experience as we once did. So why are many hospitality property owners optimistic?No matter how you look at it, the last year and a half have been stressful—from worries about catching the virus to job stress and all the other problems in the world around us. Through all of this, not everyone has taken the time to focus on themselves and their own wellness. As COVID-19 has caused so many changes in the world, it has also affected how people look at health and wellness going forward. So, what can hospitality properties do? I’m going to give you spa and wellness travel options to consider.1. Increased cleanliness proceduresSpas have to adopt new cleanliness methods every day. While sanitation has always been a priority, it’s clear that constant sanitization and disinfection will have to increase. As properties reopen their spas we can expect staff to take on extra r

If you offer f & b services, now is the perfect time to test new approaches that will get your food & beverage strategy in the best shape ever, and generate much-needed income.Find out how.Though the pandemic has had profound effects across all industries, few have felt the very real impacts of the major pandemic as much as the travel industry. Impacts for hospitality properties that also support restaurants, bars, or even room service have been especially fierce. Exploring ways to keep hotel restaurants, bars, and other food services in business and making money is an important task of any hospitality property owner or manager.Designing your food & beverage strategyCreating a safe and comfortable environment is crucial at a time when Covid-19 is still on everyone’s mind. Your first step is to find out which new and any updated rules and regulations you must implement in your F&B department. Check your local authority’s guidelines and brainstorm how to put them into practice.Since running a re

Post COVID-19 it will be more important than ever to build guest trust and provide a great experience. Here are 6 ways your hospitality property can take advantage.Build your guest's trust while offering a great experience, pre-COVID-19 strategies might not cut it. Even though we are still feeling our way into a new future, here are 6 techniques that have already show promise.1. Personalize your guest’s experienceTechnology is going to be of utmost importance for the future of the hospitality property industry but we can not afford to totally get lost in the world of gadgets.According to American Express Travel, 93% of travellers indicate that the value of personal service cannot be replaced, regardless of technological advances in the travel industry.So what can you do to get to know your customers better? • Ask why they travel and what they are specifically looking for when they do. This enables you to build a more personable rapport with your guests.• Integrate a customer relationship management system and

Once the Covid lockdown measures are almost completely gone, guests will still need assurance that hospitality properties have taken the necessary steps to ensure onsite safety, but these steps could be harmful to revenues. Here’s how to balance with post-Covid measures.Guests largely choose the properties they intend to stay at based upon emotional factors.What this means is that when non-staycation travel starts to ramp back up, numerous guests will suffer from what is best defined as ‘post-coronavirus stress disorder’ (PCSD), and to alleviate PCSD or any other sanitization-related anxieties, hospitality properties will need to be scrupulous in their approach to both guestroom and public area cleanliness. Other measures might include:•Asking to see guest Covid passports or positive test results•Having all employees wear the appropriate PPE •Putting hand sanitizer stations everywhere•Extensive deep cleaning of every room after check-out•Room occupancy buffers before the next check-in•Taking visitors’ tempera

Whether you’re nurturing relationships with past and potential guests during this period of low demand, an active email list is the most valuable marketing asset for hoteliers and innkeepers.Are you looking at how to build an email list with lead magnets? Stay tuned.How do you start an email list, if you haven’t already? Is there a more effective lead generation method for hospitality property’s beyond putting a “Subscribe here!” form onto your website?Yes. It’s called a lead magnet.It’s a shame, but very few hospitality property marketing teams use lead magnets to build their email lists and generate more leads for their property. “Subscribe to our property’s newsletter” on your website is not really doing it anymore.What is a lead magnet?The term “lead magnets” might be new to you but the concept is a decades-old staple in advertising.Simply put, a lead magnet is a freebie. You’re giving something of value away in exchange for the customer’s contact information and permission to email them in the future.Lea

Netting guest data has become an essential part of any successful hospitality property business plan and collecting guests' email addresses is the primary channel for staying in front of your customers.Here’s how.With the impact of the global pandemic on the hospitality property industry, collecting guest email addresses is set to become an even more important medium through which property owners and managers can drive their business to ongoing success. Why collecting guest email addresses are so important Owning your listSocial media companies and search engines are constantly updating their algorithms and in many cases, we have seen traffic coming from specific websites drop dramatically. This is why it is important to build up and cultivate your email list and strategy. With email, your property keeps a record of your guest information and there is no risk of any algorithmic change suddenly changing your ability to reach your customers.Getting your guest information rightGuest data provides insights into t

In times of crisis, we look to alternative technology to increase efficiency and reduce costs. This crisis is no different and I’ll explain why and how to use chatbots as your first step.It has been shown that hospitality properties that adapt quickly and decisively in times of crises to new concepts, later reap the rewards. If you want to stand out, it’s not the time to play it safe, instead, now is the time to expand your reach.Once we reach the post-pandemic era, newly implemented technologies will become the new norm and taking an early digital leap will set your property ahead of your competitors. Chatbots are a great place to start.Why chatbots?Artificial intelligence has been named the most promising technology of the past few years. We have and will continue to see a rapid increase in the use of AI in all sorts of platforms, messaging is no exception.AI-driven chatbots are a way to streamline guest communications, whether before, during or after their stay.Since the beginning of the pandemic, we have

With the world slowly starting to open up, it is one thing to be ready, but how are customers going to find you?Today’s episode is about your hospitality property’s visibility.People have been thinking of travel since the start of COVID-19 and in the not too distant future, this is going to become a reality. Hospitality properties are eager to open their doors to the world, so how are you going to stand apart from your competitors?Your hospitality property’s visibility ranking higher on GoogleHow can you do this?You need to have your website search engine optimized but many owners and managers are not sure or are nervous about SEO, plus, it rarely offers any quick wins or instant gratification. This is a long-term endeavour.For this, to work you need to have your house in order before you’ll see any real results from your search optimization efforts.It is not a one-and-done task to be crossed off your marketing to-do list.Just to be clear, you don’t need to be all that tech-savvy to understand SEO. Any time y

Though many hospitality properties are cutting costs to get ready for the after-effects of the Covid-19 lockdown, this is not the time for hoteliers and innkeepers to pause marketing. Instead, you need to use marketing strategies and in a targeted fashion. As a property owner or manager, you should devise your marketing strategy for two phases:During lock-down And post-lock-down openingHere are the key things to be kept in mind during both these phases.Marketing considerations during lockdown Your customers are spending way more time online during the many lockdowns and it is crucial to be in front of them during this period by keeping proactive communication ongoing.Hoteliers and innkeepers should take into account the following marketing considerations:• Leverage your social media/email platforms to stay in touch with your customers & partners empathetically. Share with your customers not only what your property is doing, with plans of providing a safe and secure environment when they return, but also

Great leadership is important to build team engagement, but it plays an even bigger role during a crisis. Here are some ways to manage your employees during a crisis.This may sound like a no-brainer, but when you are navigating uncertain times, it can feel challenging.The hospitality industry is typically founded on teams of individuals working together, not only for the high performance of their function but also for creating a positive experience for guests. Research has identified that the more effective the team is, the greater its ultimate performance. Although good team functioning is often assumed, it can be difficult to take a step back and reflect on how a team is actually performing as an entity.Taking time out to understand the undercurrents of how your employees, your team, are functioning, how team members are responding to each other and to focus on outcomes & your goals are all important steps for identifying problems and thinking about how to address them. Continue reading or watching and

As more and more countries begin their reopening, how can you make sure your hospitality property message doesn’t get lost in the clutter. I’m talking about messaging to guests.Is there a no-fail way for a hospitality property to avoid getting lost in the crowd as they get ready to open up again? The simple answer is - No. However, is that there are key steps hoteliers and innkeepers should consider as you start communicating with former and potential guests.Messaging to Guests IntroductionKeep guests up-to-dateOnce all your policies are in line and your employees are on board, an easy way to reassure guests of your hygiene standards is to set up a dedicated page on your website. If you are currently open, another quick and simple way to reassure guests is to take your 'cleanliness' ratings from your OTA listings and display them prominently on your site. Potential bookers care what other guests have to say as much as they care about your official policies.In terms of how you communicate the details of your C

In any business, cash flow is imperative! For hospitality properties to stay alive in times of disruption - It is Vital!Revenue management will play a central role.In protecting, forecasting, and strengthening a hotel-resorts-inn-bed and breakfast’s etc. cash flow and overall financial position, revenue management will be needed to drive the top-line and eventually the cash position of the property.Here are 6 ways revenue management can make a differenceIncrease the cash held within your businessIn this period of low occupancy and business disruptions through COVID-19, a higher rate of cash flow, combined with detailed forecasts will allow expense management. This will have a number of benefits critical to operating. Additional revenue generated by the proper use of a modern, calculated revenue management system (RMS) directly flows into the amount of cash available. From giving the hospitality property greater day-to-day assets to enable meeting of operating costs, to having money in the bank generating inte

It is no secret that hotels, resorts, inns, bed and breakfasts have been struggling since the beginning of Covid-19 and will continue to do so until it is safe to again travel. Here are 7 ways hospitality properties will change post Covid-19.No matter what your current status is, hospitality properties will need to adapt quickly to meet consumer demands regarding COVID-19, especially if they want to benefit from the likely travel resurgence in later 2021 and beyond. When it is safe to travel again, there will be a spike in post Covid-19 travel and here are 7 ways hospitality properties will change post Covid-19 in their accommodation operations.7 ways hospitality properties will change post Covid-19 IntroductionRemoving and altering touch pointsThe pandemic has quickened the pace for already occurring trends. For example, more and more people were turning from cash payments and opting to use digital payment methods for in-store purchases.Hospitality properties will need to transform the ways in which guests i

Housekeeping will change post COVID-19, and the housekeeping department will be front & centre of the new normal hospitality property experience.Let me explain what I mean.Housekeeping Will Change Post Covid-19 IntroductionTravellers are going to be choosing hospitality property’s that can give them peace of mind by guaranteeing their safety through increased cleanliness procedures.Exactly how these changes will transpire is the debate. Will properties choose to offer a housekeeping opt-out option thereby cutting costs or go full service to maintain strict cleanliness brand standards?On the one hand, a freshly cleaned guest room each and every day has been for decades, a core service for traditional hotels, resorts and bed and breakfast. It has also been a strong persuader for guests, especially at the luxury end where housekeeping becomes a product differentiator in its own right.There is no doubt guests appreciate the housekeeping service as part of a wholly satisfying experience because it is better th