When is the best time for hotel owners, operators and lenders to contract for an independent, comprehensive sales and marketing audit? The answer? Anytime is the time.
Operators need to make certain that nothing is being overlooked in sales and marketing. A professional consultant with a "fresh set of eyes" is needed to conduct a truely independent audit. Only hotel marketing consulting specialists should be conducting sales audits.
Why have an audit?
To make sure...
· The owner and operator are in agreement over the property's positioning
· Sales and marketing support programs and services are fully optimized
· Yielding and revenue management systems are in place and effective
· Data management and mining resources are in place and effective
· CRO and aligned GDS are exceeding expectations in the delivery of room nights and revenues
· Your sales department is deployed, equipped, funded, directed, productive and monitored correctly
· Future definite and tentative group room nights are booked, verifiable and authentic
· Sales, catering, convention services and reservations departments are meeting all standards
You should also have an audit to figure out if another brand would help deliver new and better business, greater occupancy, and drive rates.
Results may uncover...
· That your sales staff is too engaged in reactive selling.
· Sales files marked "dead," failure to follow up on general inquiries, lost business, former hot prospects, turned over to new, dynamic outsourcing firms to convert into fresh leads and actual definite business.
· That your sales staff is improperly deployed.
· That there are missed opportunities for cross-selling, re-booking and potential referrals.
· An absence of a strong, effective public relations program.
· That critical markets are underdeveloped, e.g., SMERF (social, military, education, religious, fraternal), leisure.
We provide a comprehensive audit report that details the current status and suggests changes necessary to maximize your results.
We are available to assist in implementing and monitoring changes as appropriate.