Increase Frequency of Purchase
I asked you earlier if you had ever stayed at a really great hotel. If you answered yes, what did they do to get you to come back? Universally
the answer is nothing. So let me set the stage. You and your family spend a wonderful summer week at a quaint hotel on a lake - swimming,
picnicking, boating, watching sunsets and so on. Do you go back without a reminder? Maybe, especially if you really enjoyed it. But will some
people “forget” to go back next year. Will they forget the special elements of the vacation - the beautiful sunsets, the great meals? You bet!
Now what if the hotel wrote you a letter, before your vacation planning time, and reminded you of the atmosphere, the waterfall, the expansive
view and the award winning golf course. And they offered you a special package as one of their special guest perhaps a free room upgrade to
the suite with the Jacuzzi or a discount on rates or a complimentary dinner? Wouldn’t it motivate you or others to go back? Powerful isn’t it!
Let me go even a step further, and keep in mind that I am sharing concepts here that are applicable to your business as well. What if they
introduced you to the wonderful winters they have up there - With 100 miles of snowmobile trials and horse and buggy rides and rooms with
stone fireplaces. And they offered you a special package, which included a room with a fireplace at 50% of room rates (which they would gladly
do if winters were their slow time). You see, the hotel’s focus should be on spending far more time getting their guest to come back instead of
trying to recruit costly new ones.
Strategic Endorsements (a.k.a. JVs)
The prospect that calls a hotel to book their wedding reception, only to find out that it is unavailable until after their wedding date, is really
called what? An absolute guaranteed customer! After all, they will most certainly call other hotels until they find a banquet hall and 50-100
rooms won’t they? If this hotel created a strategic endorsement with another hotel or similar quality, they now can say to the inquiring prospect
“I am sorry we are booked but The Plaza Hotel is quite elegant (if a high end buyer). Their Grand Ballroom is filled with crystal chandeliers and
beautiful mahogany decor. Louise has been a master wedding specialist for over 25 years. I can call to see if they have availability and have
them call you or you can reach Louise at 555-1212. They could also say “If I call I can save you 10% on the entire package because of our
affiliation.” Wouldn’t this motivate these inquiring prospects to at least call?
Hotel or Resort