829 1. Participate in community special events on an on-going basis, maintaining the positive public image and top-of-mind awareness of Your Hotel. 2. Participate as an active member of a local committee, maintaining the positive public image and top-of-mind awareness of Your Hotel. Sales/Profitability/Cost Controls 1. Meeting of department outside sales calls per sales plan 2. Reasonable entertainment of potential and existing customers. Administration: 1. Attendance and participation of weekly department head meetings 2. Timely completion of weekly sales reports. Distribute to VP operations. 3. Completion and accuracy of all Hotel listings. 4. Maintenance of Hotel credit policies 5. Collection of advance deposit and payment when required 6. Reports of Guest complaints discovered upon follow-up 7. Relationship with and reporting of regional sales activity 8. Development and maintenance of Hotel control policies 9. Placement of employment ads & control incoming applications. 10. Participation in Duty Manager Shifts as required. Product Quality: 1. Participation towards quality of Hotel maintenance, cleanliness and services 2. Participation towards achieving Hotel Chain top service awards (Days Inn, 5 Sunburst; Radisson). 3. Overall maintenance of operations at a level in keeping with the standards prescribed. 4. Report any deficiencies in equipment and facilities. Service: 1. Attitude and appearance 2. Number of customer complaints 3. Proper handling of telephone 4. Teamwork-Relations with Co-workers and management 5. Rapport building and public relations with clients 6. Quality and consistency of Sales services 7. Familiarity with Hotel Chain Services
830 Job Description - Sales Coordinator Reporting to the Director of Sales (In the absence of the DOS, reports to the Sales Manager). The basic function is to work as a liaison between all group bookings (sports team, wedding guestroom blocks and group tours), FIT bookings, and all departments of the hotel. This list is an outline of the job tasks and is intended to help in the efficient operation of the Sales and Catering Departments. Administration: 1. Provide administrative support to the Director of Sales and the Sales Manager. 2. Ensure efficient communication between sales, catering and all necessary departments. 3. Respond to all telephone, facsimile, mail and e-mail on the same business day. 4. Maintain an accurate filing system for Sales. 5. Maintain an accurate tracking of signed agreements and Terms and Conditions, rooming lists, deposits etc. 6. Prepare and send by method of facsimile, mail and e-mail all correspondence pertaining to sports teams, wedding guestrooms, group tour and FITs within 48 hours of confirmation. 7. Provide an accurate tracking system of all contracts that need to be signed, signed contracts, contracts requiring deposits and deposits not required, and rooming lists that we have not received and rooming lists that we have received. 8. Handles property sites with clients. 9. Assists in the preparation of sales promotions and mailings. 10. Attend all catering, sales and front desk meetings. 11. Attend all training sessions. 12. May help Banquet Staff with service if necessary. 13. Handle client/guest complaints and problems. 14. Competitive analysis every six months by calling competition & gathering data such as Room Rental prices, Banquet Kits etc. 15. Ensure proper business attire. 16. Telemarketing to previous clients to enquire about future bookings. 17. All other duties assigned by the Director of Sales. 18. Ensure that all hotel rules and policies are followed. 19. Assist in the implementation of the Marketing Plan. 20. Assist the Sales Coordinator when needed. 21. Visit current clients...appreciation. Booking Activities 1. Handle all telephone catering enquiries and ensure timely follow-up. 2. Secure all sports team, wedding guestrooms and group tour blocks, new and repeat as required. Any larger, more detailed requests requiring proposals, negotiations or contracts, are to be passed on to the appropriate department. 3. Keeps an accurate and detailed listing of all group tour bookings, strictly monitoring allowable bookings. 4. Complete accurate change forms and distribute to the above mentioned. 5. Assist the Director of Sales in booking functions, gathering details of functions (rooming lists, meeting details etc.).
831 6. Setting up reservations for catering bookings and associated guest room bookings in the Property Management System. 7. Assist the Catering Co-ordinator when needed. Service 1. All clients are to receive the finest quality of service. 2. Customer service should be of high quality and very personable. 3. All client and guest complaints and problems shall be handled in a calm, professional manner. PRESONAL SALES The personal sales call is often the most effective means of customer contact, especially when directed at volume movers of the leisure, business and meetings market. A personal sales call is used to build rapport with clients or potential clients and sell them the property’s product and services. Type of personal sales call: 1. Cold calls or prospect calls – which can either be made in person or by telephone, are usually made within a small geographic area with a minimum amount of time spent on each call. 2. Public relation calls – This call made for existing customer to enhance the relation ship. 3. Presentation calls – This call are made to individuals committees or groups to explain how your property can meet their needs and to ask for their business. 4. Inside calls – These calls are made to walk-ins inquiry about the property or to group buyers, such as tour operators and meeting planners. Prospecting Prospecting is the life blood of sales because prospecting identifies the individuals or groups that may become the property’s client base in the future. At a minimum, each sales person should be making 10 to 15 calls per week on new prospects. Sources of prospecting - Referral program of past and present clients - Account penetration
832 - Local organization and companies - Community contacts - Front desk personnel - Other property employees - The property competitors - Other sources - The national level - Networking - The internet Qualifying prospects Qualify and quantify are two of the most important steps in the solicitation of any account. Unfortunately, not every prospect qualifies as a potential client, in many hotels 80 percent of business is generated by 20 percent of their accounts. The sales kit Before making a sales call you should prepare a well organized and professional sales kit. Only the information pertinent to the client’s particular needs should be included, too much information results in clutter and appears unprofessional. TELEPHONE SALES The telephone is an important business tool and proper handling of a phone call is one of the most important skills one needs in the business world. Since the telephone is used in so many different ways, telephone sales may be delegated to several groups of employees within a property. Sales call may be handled by sales people or top management no matter how calls are delegated, both incoming and out going calls play an important role in a property’s overall sales and marketing efforts. Outgoing calls 1. Prospect and Qualifying calls
833 The objective of prospect calls is to gather information and learn the names of decision makers. Qualifying calls determine if prospects need or can afford the products and services offered by the property. 2. Appointments calls Appointment calls are used to briefly introduce a prospective client to the features and services offered by the property and ask for an appointment to meet face to face the object of an appointment call is to get the prospect to agree to an appointment, not to make a sale. Before making appointment call you should have all necessary information available at your hand.appoinment call is made up of several steps - reaching the decision maker - opening the sales call - the presentation - overcoming objection - setting the appointments 3. Sales call Telephone sales calls may be made by a sales person or by a telemarketer working with a sales script. Hotel chain and many large independent hotels work with specially trained telephone sales team that call on prospect and concentrate on getting bookings or commitments by phone. 4. Promotional calls Promotional calls may be made by sales people or top management to introduce special promotions. 5. Service calls Client satisfaction and loyalty can be develop through service calls, whether the calls are made just to keep in touch or are follow up calls to clients after a sale has been made. It helps to build a good rapport with the customer and help to identify any changes in meeting schedules. 5. Public relation calls These calls are made to generate goodwill among the prospect customer. INCOMING CALLS No matter what type of calls is receiving to the hotel, it is essential that the caller receive a positive first impression .when a call is answered at the hotel, the spot light is on the person representing the property, and any unprofessional behaviour will create a bad reflection about organization. Reservations
834 Telephones play an important role in making reservations. At small properties reservation are handle by a small group of reservation staff or the front desk agents. Since the reservationists is often the public’s first contact with the property, more and more emphasis is being put on the training of reservation personnel. Response to advertising One of the most effective advertising methods used by hotelier today is the listening of a toll free telephone number in print ads. Since people are more likely to respond if the call is free. Toll free calls are often handle by telemarketing people staff that tries to get either a firm commitment for a reservation or information to pass along to a hotel sales person. Inquires Excellent leads for prospective business come in the form of inquiries from people who call the property on the recommendation of friends, acquaintances or business associates who are familiar with the property. INTENAL MARKETING AND SALES A concept that sees employees as “customer” who must be sold on the property they work for and convinced of their importance to its successes. What is an internal sale? Specific sales activities engaged in by various employees of a property in conjunction with a program of internal merchandising to promote additional sales and guest satisfaction. Management can encourage these vital relation ships in three ways. 1 .provide an environment for guest – employee relation. 2. Instill pride (recognizing the value of employee and their positions) 3. Provide training that encourages employees to become more helpful. Upgrading Reservation is an effective way to increase revenues, but very few front desks or reservations staffs are trained to use upgrading technicques.upgrading can be accomplished without pressuring a guest by using one of three methods. - Top down method Guests are encouraged to reserve middle or high rate rooms. - Rate category alternative methods
835 If the guest can’t afford high rates, Guests are encouraged to select middle rates range of rooms - Bottom up If the guest can’t afford high rates and middle rates Guest are encouraged to buy low rates rooms SUGGESTIVE SELLING It is a process of influencing guest’s purchase decision through the use of sales phrases. The entire employee can practice these techniques to increase the sales volume. Ex; food server can suggest a cocktail before the dinner. EMPLOYEE INCENTIVE PROGRAMME Employee incentive programs can be an effective means of motivating employees to sell and of tracking sales results. Here the employees are rewarded in various ways for their extra selling efforts. When developing incentive programs management should realized that while incentives in the form of cash, merchandise, or trips are often used to motivate employees. INTERNAL MERCHANDISING Internal merchandising is the use of guest room services directories, Restaurant tent cards, Elevator posters, Bulletin boards and other promotional items to promote the property’s facilities and services.
836 MARKETING AND SALES OFFICE Marketing and sales division can be varied with the size, type, and budget of the hotel to hotel. Small hotel only have one person who is handling all the sales activities related to the hotel business. But large hotel have organized sales and marketing division with no of key personnel. Duties of key positions Marketing research coordinator Responsible for - Finding out current market trends - Marketing and sales strategies - General consumer trend - Fining out new market trends - Conducting any other research activity which will affect to the business Director of Advertising and Public Relation Responsible for - coordinate all promotional material - establishing good public image to the company - selecting advertising media for the property Director of Revenue Management Responsible for - price structure based on the date,season,day of the week competitive situation and the potential of the group Telemarketing Director Responsible for - supervise and manage the telephone sales staff Director of convention services Responsible for - overseeing the servicing of the group business once it has been sold - handling bookings related to the convention halls - close coordination with food and beverage department Director of sales Responsible for - putting up the sales plan for the hotel - coordinating with top management - administrating a sales support system
837 - training the sales staff - setting sales targets - evaluating sales progress - evaluating sales procedures Organizing the Marketing and Sales Office It can be organized in a variety of ways, based on a number of factors, - The property’s goals and objectives - The budget for marketing and sales - Available outside assistance (travel agents, chain referral, reservation) - The total market potential and the no of people needed to take advantage to take That potential Training a sales person Each sales person should have a firm foundation in the following key areas Property knowledge- General description about the property, the no of and type of guest rooms, room rates, no of conventions hall, lay out of the hotel. Office procedure – should know about the office routine works .Booking policies, sales quotas, sales office hours, function and guest room control books, sales forms and reports Performance standard – Expected service from the sales persons Salesmanship- How efficiency in sales activities Evaluating salespeople Can evaluate by studying - No of sales calls made - No of room nights booked and revenue generated - No of proposal sent out - No of follow ups on the file - Percentage of rooms nights booked during high need time - No of inspections conducted and business generated
838 MARKETING TO BUSINESS TRAVELERS Who are the business travelers? People those who travel business purpose will come under this category. Ex: company chairmen, CEO, Top Management, Business travelers concern following points when selecting a hotel - Convenient location - Clean, comfortable rooms - Room rates and amenities - Recommendations of friends and colleagues - Previous experience with the property - Facilities - Frequent traveler programs Frequent Business Travelers Business travelers who come on regularly basis to a selected hotel will known as frequent business travelers. The following factors are accompanied by the percentage s of frequent business travelers who found them important. - Restaurant on premises - Quality service - Room appointments - Sport and recreation facilities - Ambience - Entertainment on premises - Prior knowledge - Safety and security There are there types of frequent travelers 1. No Frill Travelers No frill travelers, is made up largely of middle to upper management level positions. They expect clean, comfortable, room at a fair price but their spending power is above the cost – plus travelers. They are more interest on such facilities like swimming pool, saunas, tennis court, etc... 2. Cost plus Travelers
839 This is the next largest group of frequent business travelers. These travelers are extremely cost conscious and seeking for low room rates. Cost plus travelers are more interested on restaurant opening hours, room amenities and lounges of the hotel etc... 3. Extroverted- Affluent Travelers They are typically young and affluent, and either professional ,top level executives or self employed they required following characteristics in the hotel such as fashionable properties, high quality amenities, recreational facilities, live entertainment, finest deco in eating outlets etc… WOMEN BUISNESS TRVELERS They are more concern about following points when they book a hotel - Security - Comfort and service - Convenience - Facilities IDENTIFYING NEEDS OF BUISNESS TRVELERS They have high spending power and expect personalized service from hotel side. Following services are required to attract business clients. - Business floors - Business centers - Health and fitness centre - High Tec and other special amenities - In room refreshment centers - Frequent traveler program( introducing guest privilege cards, special discounts on room rates, complimentary finding dinner, VIP treatments) MARKETING TO LEISURE TRAVELERS Those who Travel for pleasure, as opposed to business travel. Often used to indicate a trip of sevens days or longer, regardless of its purpose The leisure travelers market can be divided into two segments, they are, 1 Individual Traveler 2. Group Traveler INDIVIDUAL LEISURE TRAVELERS
840 Can be define as non business guests who are traveling independently rather than with a group on prearranged tour. They can be classified in to following group - Families - Seniors - Baby boomers - Generation x - Others FAMILIES Married couples, couples with children, single parents and grand parents and other family members traveling with children comes under this category. They expect following characteristics from the hotel, such as - Rooms with more space - Reasonable rates or no rates for children - Low cost recreational facilities - Rooms with kitchen facilities - Kiddies menus - Colorful interior rooms - In house doctors - Baby sitting facilities - All inclusive packages SENIORS An elderly person above 55 years old comes under this. There four types of seniors by age limit, they are - Preretirement (50 years -65 years) - Young old (65 years -75 years) - Old- old (75 years -85 years) - 85 plus ( above 85 years) What do they expect from a hotel? - Quality service - Clean and comfortable room - Clean and comfortable lounge areas and public areas - Rooms with two separate beds - High safety and security measures - Easy access rooms closer to elevators - Elderly care facilities - Large well lit rooms - Non slippery floors How to reach the senior market? - Introducing religious tour packages
841 - Conducting promotion in various social organization - Advertise to older travelers in travel guides - Advertise in elders magazines - Advertise in news papers OTHERS Other individual leisure travelers include businesses travelers who are taking a leisure trip either before or after doing business, affluent leisure travelers, active leisure travelers, and single leisure travelers who may be traveling alone or with a group of other singles. Business leisure travelers People those who travel for both purpose will comes under this Affluent leisure travelers This segment consists with those who have wealth and those who have mindset of affluence. Each different person has different needs and interests. Active leisure travelers Active leisure travelers are actively participating with different type of activities in order to spend their leisure time. They really concern such activities like sport, adventure etc... Single leisure travelers Here only one member is representing alone for his holiday. Many single leisure travelers look for personal enrichment while on vacation. GROUP LEISURE TRAVELERS People those who travel with formulated groups comes under this segmented. Services in group tour packages range form transportation, accommodation, and baggage handling to more extensive arrangements such as meals ,sight seeing ,entertainment, and admission to attractions. Tour intermediaries Travel professionals who arrange tours are known as tour intermediaries or travel intermediaries. They include tour brokers, tour wholesalers, and retail travel agents.
842 Tour brokers Also known as tour operators. They do bulk purchasing of hotel products and and other transportation products. Many tour operators operate their own travel agencies through which tours are sold. Most of the times they own charter flights also. Tour wholesalers Like tour brokers put tour packages together, but typically work with airlines rather than ground transportation. Most of tour wholesalers contact with hotels, air lines and other travel and lodging suppliers. MARKETING TO TRAVEL AGENTS Travel Agents Travel agents help travelers sort through vast amounts of information to help them make the best possible travel arrangements. They offer advice on destinations and make arrangements for transportation, hotel accommodations, car rentals, and tours for their clients. They are also the primary source of bookings for most of the major cruise lines. In addition, resorts and specialty travel groups use travel agents to promote travel packages to their clients. Travel Management Companies Also known as Mega travel Agencies because of their size and scope are giant chains that own and control all aspect their operations. they provide complete travel services, including arranging and booking transportation ,accommodations, and trips and tours. Consortiums are groups of travel agents that have partnered to maximize their buying power and share the high cost of today’s computer technology. Independent agencies may serve areas not covered by major agencies. Generally speaking travel agents serve three types of travelers. They are - Business Travelers - Leisure travelers - International Travelers More travel agencies are serving business groups .this trend has lead to the development of agents or separate department within travel agencies that specialized in business meetings and groups. Leisure travelers often need more assistance in planning their destinations than
843 business travelers.buisness travelers they have pre determine palces.International travelers can be business or leisure travelers. MEETING THE NEEDS OF TRAVEL AGENTS Property information Hotels can provide information to travel agents in a number of ways; they are Global distribution system, Internet distribution system, Web sites, Faxes, and E-mails, Hotel directories, Information packages, Familiarizations tours. Global distribution system (GDS s) Internet Distribution System ("IDS") connectivity encompasses hotel inventory distribution to hundred's of today's most popular Web sites and travel portals driven through our connections to alternate channels such as the Pegasus Online Distribution Database (“ODD”) (e.g. Travel Web, Hotwire, Expedia, etc.), and Hotel Booking Solutions Demand Partner Network (American Airlines Vacations, Group Travel Planet, Liberty/GoGo Travel, etc). Web sites Another way to use computers is to create a chain or property web site either as part of travel related net work or as an independent site. Faxes and E mails Updates on property promotions and special rates can be sent via fax as well as over the internet. Hotel directories Hotel directories provide the detailed information travel agents need to properly service clients. An agent can compare one property’s costs, location, amenities, and facilities with each other. Brochures A property can also include large quantity of for agency clients in its information package. Familiarization tour Many properties offer familiarization tours to travel agents. These tours can be conducted during during slack periods are an effective way to promote the property.
844 SERVICE The kind of service agents receive from a property is an important factor in whether they will recommend that property again. Service to travel agents also includes service to their clients. 1. Toll free numbers 2. Travel agents clubs 3. commission payment plans 4. Providing good service for travel agents clients. THE GROUP MEETING MARKET Group meeting market can be divided in to two segments. They are associations and corporation. The needs of these two segments may be the same in some areas related to the nature of the meetings. ASSOCIATIONS An association is an organization of persons having common interest of purpose Types of associations 1. Trade associations 2. professional scientific associations 3. Non profit Organizations 1. Trade associations Trade associations are made up of Individuals and companies or corporations in a specific business or industry organized to promote common interests. Trade associations are usually consider as the most lucrative source of group meetings business because of their memberships consist largely of successful executives. Most trade association hold conventions in conjunction with trade shows, trade fairs etc... 2. Professional scientific associations Are closely related to the trade associations but differ in regard to the meeting frequency. Most Professional scientific associations have regular meeting schedules. 3. Non profit Organizations
845 A nonprofit organization is formed for the purpose of serving a public or mutual benefit other than the pursuit or accumulation of profits for owners or investors. "The nonprofit sector is a collection of entities that are organizations; private as opposed to governmental; non-profit distributing; self-governing; voluntary; and of public benefit”. The nonprofit sector is often referred to as the third sector, independent sector, voluntary sector, philanthropic sector, social sector, tax-exempt sector, or the charitable sector. The National Taxonomy of Exempt Entities classifies nonprofit organizations into nine major groups: • Arts, culture, humanities • Education • Environment and animals • Health • Human services • International, foreign affairs • Public societal benefit • Religion related • Mutual/membership benefit Planning factors for association meetings - Timing - Lead time - Geographic pattern - Geographic restrictions - Attendance - Site selection requirements - Whom to contacts CORPORATIONS A legal entity that is separate and distinct from its owners. Corporations enjoy most of the rights and responsibilities that an individual possesses; that is, a corporation has the right to enter into contracts, loan and borrow money, sue and be sued, hire employees, own assets and pay taxes. The most important aspect of a corporation is limited liability. That is, shareholders have the right to participate in the profits, through dividends and/or the appreciation of stock, but are not held personally liable for the company's debts.
846 Types of corporations: Corporations are greatly in size and purpose. There are local, state, national, and international corporations that sell products, services or both. Type of corporation meetings 1. National sales meetings 2. Regional or district sales meetings 3. Training seminars 4. New product introductions 5. Management meetings 6. Stock holder meetings 7. Incentive trips Planning factors for corporation meetings also same as the association meetings Reaching to associations and corporate meeting planners Following ways will help to reach above sectors. They are, - BY giving Personal sales calls - By attending Trade shows - Print advertising MARKETING TO SPECIAL SEGMENTS One of the fastest growing and most profitable special segments is the international traveler market. They look for following characteristic in a place before they book the holiday. They are location, facilities, price, services offered by the hotel etc. The decision maker will be one of the following - Individual guest - Local or foreign company managers - Tour operator and wholesalers
847 - Travel agents - Receptive agents MEETING THE NEED OF INTERNATIONAL TRAVELERS Following needs will accept by the guest from travel agent or hotel - Making reservation - Language barriers - Transportation to the hotel - Methods of payment - Special appliances How to reach international travelers? - joint advertising with air line - personal selling in different destination - Advertising in international market - Participating to trade shows and exhibition - Advertising in international magazines and journals HONEYMOONERS This market can be extremely profitable for the hospitality industry. Honeymooners are usually loyal guest; many return to their honeymoon property for anniversary visits or recommend it to friends. They look for more privacy on their honey moon. Another trend that can prove profitable to properties interested in attracting this market is the destination wedding. More people can attract for this event. The decision maker is almost always some one in the wedding party. Meeting the needs of honeymooners - look for romantic atmosphere with more privacy - lot of activities in affordable price - Special packages including all the services - Destination tours Reaching for honeymooners - participating bridal promotions and shows - Advertising in young people magazines - Direct mail and advertising - Advertising in bridal magazines
848 GOVERNMENT TRAVELLERS Federal, state and local government provides numerous opportunities for properties to increase room occupancies through out the year.goverment business automatically go to the lowest bidder. The final decision is also based on the property’s ability to contribute to the efficiency and effectiveness of government operations by providing quality accommodation and services. Before bidding for government business, you should be aware of the requirements involved in establishing a business relationship with the government. You should aware of how expense money is allocated to government travelers. Straight per dim is dollar figure allocated to cover lodging, meals, local, transportation and gratuities when government employees travel on official business The actual and necessary per dim is the maximum amount and employee may spend regardless of location and usually equal to or higher than the Straight per dim rate. The contract per dim is the pricing arrangements and d incorporates the total cost of accommodation, meals, gratuities, travel expenses and so on. Reaching the government market - Direct sales - Direct mail - Advertising in government journals and magazines OTHER SPECIAL SEGMENTS 1. Reunion attendees- consists of family , class and military reunions 2. Travel crews and directresses passengers 3. Truckers 4. Construction crews 5. Movie crews 6. Military personnel Some of the trends that are affecting the food and beverage industry as follows 1. Celebrity involvement 2. Theme restaurant 3. Dining entertainment options 4. Increased competition 5. Take out and delivery 6. Hotel and restaurant branding partnership
849 7. Multiple branding among restaurant ADVERTISING AND PUBLIC RELATION Hospitality firms advertise for a number of reasons. - Advertising reaches a vast audience. - Advertising is relatively inexpensive - Advertising prompts audience response - Advertising demonstrates competitiveness TYPES OF ADVERTISING The types of advertising that hospitality firm’s use include print, broadcast, electronic, direct mail, outdoor, collateral and alternative media. PRINT ADVERTISING News papers Print advertising media include news papers, magazines, and directories. News papers are used by the hospitality industry more than other advertising mediums for a number of reasons. - High leadership - Flexibility - Low advertising rates Magazines Magazines are an excellent advertising option, since many consumer and trade magazines target specific leader ship. Other advantages include - production quality - wider scope - long life Directories Directories fall in to three categories. They are general, hotel, trade etc. BROAD CAST ELECTRONIC ADVERTSING
850 Both broad cast and high Tec electronic advertising media have the potential of reaching large no of consumers at one time Different methods of Electronic Advertising 1. Radio 2. Television 3. Video 4. Internet 5. CD ROMs 6. Fax DIRECT MAIL ADVERTISING Direct mail is one of the most popular forms of hospitality advertising because it is - Targetable - Personal - Conspicuous - Flexible - Designed for prospect involvement action - Easily cost controlled - Easily tested and measured OUTDOOR ADVERTISING Methods of out door advertising - Signs Sign can be a simple as a painted board or as standing board with the atmosphere of the place. - Bill board Signs appear on the grounds of the hotel or restaurant, but billboard advertisement are placed away from the property at strategic location on well traveled streets and highways - Displays Displays can be used both in house and off property to promote products and services. Collateral Materials
851 Virtually all hospitality firms use collateral materials in one form or another. It includes materials, such as brochures, poster, fliers and tent cards and specialty items designed to promote your product and services. ALTERNATIVE MEDIA ADVERTISING In addition to these common advertising options, three are several alternative media advertising options. These include - Movie theater advertising - Sponsor ship advertising - In flight advertising - Insert in billings - High flying advertising - Retailer tie ins DEVELOPING ADVERTISING PLAN No matter what strategy is used, your advertising must cut through the media clutter and promote your firm in a memorable and cost effective way. Four characteristics reach; Frequency, consistency, and Timing play important roles in all successful advertising strategies. - Reach Refers to the no of different individuals or homes exposed to an advertising message at least once during a specified time period.Genarally advertising costs will be higher as reach goals increase. - Frequency Is a measure of how many times the average person in the target market is exposed to the advertising message over a specified time period? - Consistency Plays an important part in consumer recognition of your hotel or restaurant. Your advertising will be far more effective if it has a consistent look and, in the case of broad cast media, a consistent sound - Timing It involves scheduling advertising for those times when it will be most effective. The news paper advertising bureau recommends timing advertisements to coincide with seasonal sales patterns –promoting summer vacation packages just before the season.
852 PLACING ADVERTISEMENTS Here you have to consider the placement of your advertisements should be based on where and when they will be most effective. In particular you should select the media outlets in which to place ads based on the ability of each to - reach the largest number of potential guest at the lowest cost per guest - deliver an adequate selling message BUDGETING FOR ADVERTISING Before establishing an advertising budget, you should consider a number of variables that will affect the kind of advertising budget you will use, - The size and type of the hospitality firm - The competition - Marketing objectives - Target markets COOPERATIVE ADVERTISING Involves advertising in conjunction with another advertisier.there are two types of corporative advertising. Horizontal and vertical. Horizontal co-op advertising involves similar business, such as several hotels that pool resources to promote their destination city. Vertical co-op advertising, on the other hand involves several different types of businesses such as a hotel and airline that cosponsor an advertisement benefit both parties. RECIPROCAL ADVERTISING It is the exchange of hospitality product or services (rooms, food and beverages etc...) for advertising space or airtime. This type of advertising can be especially effective for firms with limited budget MONITORING ADVERTISING There are three ways to monitor the cost-effectiveness of your advertising 1. cost per thousand 2. cost per inquiry 3. cost per conversion Cost per thousand refers to the cost for reaching one thousand potential buyers, and is calculated as follows Cost of advertisement
853 CPM * 1,000 Vehicle circulation Cost per inquiry can be used evaluate both the response to a specific advertisement and the cost of soliciting each potential customer. CPI can determine as follows. Cost of advertisement CPI Total inquires generated Inquires don’t always result in sales, so to determine the actual value received for the cost of advertising ,actual sales must be measured. Cost of advertisement Cost per conversion Total conversions Cost per conversion is an Advertising and Marketing, describing the cost of acquiring a Customer typically calculated by dividing the total cost of an advertising campaign by the number of conversions. The definition of "conversion" varies depending upon the situation; it is sometimes considered to be a Lead, a Sale, or a Purchase. Cost of advertisement Eg: Cost of sales Total sales ADVERTISING AGENCIES Advertising agencies can be extremely helpful in making media decisions that will cut through media clutter and make the best use of your advertising dollars. When selecting an advertising agency, it’s important to consider these factors - The agency longevity, reputation. And experience with hospitality firms - Who will handle your account and his experience - The number of accounts the agency handle - The services the agency provides and how it would work with your firm - The number of and types of media with which the agency experienced - How the agency would be compensated PUBLIC RELATIONS AND PUBLICITY PUBLIC RELATION
854 Public relations can be defined as the process of communicating favorable information about a hospitality firm to the public. Public relations include positive guest relations, publicity, and other interaction with the public and media. DEVELOPING PUBLIC RELATION PLAN Your plan should include what you hope to accomplish, when you can best reach target markets, and, perhaps most important .who will be involved in these efforts and what these people will do. PUBLICITY Publicity, the media’s gratuitous of your firm, is one of the most effective promotional tools available to the hospitality industry, yet few properties include publicity in their marketing plan. Developing Promotional Materials Several types of promotional materials are typically used in conjunction with public relations and publicity campaigns. Press kits typically include - A letter of introduction - A summary sheet - Fact sheet - A basic news letter - Photographs of the property - Photographs of key personal - News clipping - Advertising materials PRESS RELATIONS It is easier to establish or maintain effective public relations program if your property or restaurant enjoys a good relationship with the press. To develop good media relations and get the the most from media coverage have to consider following factors. - prepare news release properly - avoid duplication - be honest - respect deadlines
855 MARKETING PLAN It is a guide for marketing, sales, Advertising and promotional efforts. It is the upon which sales is built It is the property’s road map .Normally marketing plan has to develop for at least three year period. It - Forces Managers to think ahead and make better use of the property’s resources. - sets responsibilities and coordinates and unifies efforts to reach the property’s sales Goals - Creates an awareness of problems and obstacles - Identifies opportunities to increase market share in some market segments and new Opportunities in previously ignore areas - Ensure that sales promotions and advertising are not wasted because of misdirected Efforts If the management is uncomfortable with three year plan a compromise can be reached by setting broad goals over the three year period and well defined objectives and strategies for for the first year of three year cycle Steps of Marketing Plan Three are five steps that must be included STEP 01 Conducting a Marketing Audit The foundation of any marketing plan is the marketing audit. Marketing audit is the research steps in the planning process, and is some time referred to as gathering marketing intelligence. - property analysis - It is a written unbiased self- appraisal used to assess the strength and weakness of your property. Under that following factors will be considered *Revenue and non revenue producing area * Reputation * Location * Building exteriors * Landscaping
856 Competition Analysis An evaluation of a business’s competition to identify opportunities and unique selling points. It is a part of marketing audit. The objectives of a competition analysis are to discover the objectives of a competition analysis are to discover - profitable guest groups are being served by competitors that are not being at your property - Some competitive benefits or advantage your property enjoys that cannot be matched by major competitors - Weakness in the marketing strategies of the competition on which your property can capitalize Ex: competitive rate analysis Market Place Analysis Researches the property’s current position in the market place and reveals potential opportunities to promote the property It evaluates the environmental opportunities and problems that can affect the business and forces affecting a business, such as changes in life styles societal values, economic conditions, and Technology. STEP 02 Selecting Profitable Target Markets Here we have to consider the difference market segmentation in an around us. Market segmentation: Dividing the market in to groups of consumers with similar needs, wants, backgrounds, incomes, buying habits, and so on STEP03 Positioning the property Positioning: A marketing term used to describe the process of shaping how consumers perceive the products and services offered by a particular hotel or restaurant in relation to similar products and services offered by competitors (the process of designing a property’s market position is known as positioning) Positioning is not simply advertising. A property ‘s is composed of the hospitality it offers and the managers and marketers ability to create unique selling points based on the property location internal or external features personnel. Without positioning it is
857 impossible to determine what the property has to offer, where the property is going and how it will get there etc. STEP 04 Establishing Objectives and Action Plan Once the market audit is completed, the target market segments identified and the positioning established, the next step in the marketing plan is to establish specific marketing objectives. This is one of the most difficult steps in the planning process because it involves establishing goals for each market segment. Marketing objectives should be simple should be set for each market segment, revenue centre and revenue producing service like outsource laundry facilities. Marketing objective should be - In writing - Understandable - Realistic and challenging - Specific and measurable STEP 05 Monitoring and Evaluating the Market Plan Marketing efforts should be measured carefully; the easier it will be future marketing activities and programs. The marketing plan should be review periodically so that corrective action can be taken through out the planning cycle. If action plans are effective and objectives are realized within establish budget limits, corrective action need not be a part of the process. But it is painful fact that some strategies do not work .If hotel sales goals are not being met the problem can often be traced to one or more of the following reasons - Lack of responsibility - Lack of communication - Lack of time - Lack of authority - Lack of appeal - Lack of control - Lack of realistic goals
858 Lost Business Report Lead Tentative Definite Date of Meeting Year Dates Group Name Agency/Company Address: Contact Telephone Email Number of Rooms Rates Offered Lost to – Another Destination Lost to - Same Destination Hotel Comments: Action Steps: Buy Decision: Alternative Offered: Date Prepared Hotel Representative General (Assistant) Manager Reporting: This form is to be completed by Reservation/Guest Service Manager/Sales/Catering anytime a piece of business is lost. The report is to be dated and signed with the original given to the General Manager who will keep it in a “Lost Business” Book by date. This way if the reason for the loss of business is “unavailability”, should space open up due to a cancellation, we can quickly check the Lost business file and possibly book a replacement piece of business. Should some of them be new potential clients, the Sales Department will pursue the organization for future potential. The Lost Business Book will be kept in the Sales Office (duplicate) as well as the General Managers office. If the lost business report is completed for a Tentative or Definite group booking, then copies must be given to both Reservations and Catering to release space being held. Reason: Availability Price Facilities Location Option Date Other
Pace Within the Month and Reach Date Prepared Month of Prepared By Market Segment Forecast ROB at Start of Month Week End Actual Weekly Pick-Up Month To Date Pick- Up Reach Month End Actual Variance To Forecast Actual Last Year Rack Specials Weekend/Packages Corporate
859 Government Group Corporate Group Tour Group Other Complimentary Total
860 Meeting Evaluation Thank you for choosing Your Hotel. Your events are important to us. We encourage you to share your opinions with us as one more way of ensuring continued high levels of quality service. Group: _______________________________ Date of Function: __________________________ On a scale from 1 to 5, "1" being VERY DISSATISFIED to "5" being VERY SATISFIED, please rate the following: Was Your Sales Representative: Knowledgeable? 1 2 3 4 5 Responsive to your needs? 1 2 3 4 5 Friendly, helpful, and efficient? 1 2 3 4 5 Comments: Was Your Banquet/Meeting Room: Set-up as you requested? 1 2 3 4 5 Clean and comfortable? 1 2 3 4 5 Comments: If you reported a problem and/or a request, was it responded to promptly? Yes: _____ No: _____ On a scale of 1 - 5, overall the service you received? _____ Do you have any additional comments on how we can improve our service? Can we book your next meeting?
861 Meeting Contract Date Company Name Address City, State/Province, Zip/PostalCode Attention: Name of Contact, Position Dear First Name, Thank you for selecting Your Hotel to host your upcoming meeting. Please find enclosed the contract outlining the details of your function. Meeting And Function Room Requirements: Day: Start Time: Function: Date: End Time: Room: Estimated # Guest Rooms: Set-up: Rental Fee: The above-mentioned meeting/function rooms have been reserved for your function. The function room rental fees include one function room set-up. Labour fees will apply for unscheduled resets. The hotel reserves the right to re-assign an alternate meeting/function room that is suitable for your group size. The hotel will not be held liable for any loss of, or damage to, personal property left in any function room. In accordance with Your Town By-Law No. 0000-000, smoking is not permitted in any of our meeting rooms or public areas. The convenor accepts full responsibility for the actions of their group and will be liable for any and all damages caused by their guests. The hotel reserves the right to inspect any ongoing function. As storage space is limited, arrangements must be made in advance with the catering office for receiving, storage and return of materials prior to, during and/or following a function. All items must be clearly labelled. Food & Beverage Requirements: Menu prices will be guaranteed sixty (60) days prior to the event. For the purpose of final preparation by our staff, we request that final changes to your menu be made at least thirty (30) days prior to your function. Prices are subject to 0% PST, 0% GST, and 00% Gratuity. Prices are per person, not per unit, unless otherwise stated. Billing will be based on the guaranteed number of guests or the actual number of guests in attendance, whichever number is greater. The guaranteed number of guests for your function is required three (3) business days prior to the function. Please inform us of any guests in your group that have any food allergies, food sensitivities, or special dietary requirements so that we can take the necessary precautions when preparing their meal. Please be aware that food prepared in our kitchen may contain or have come in contact with peanuts, nuts, fish or other possible allergens. Therefore we cannot guarantee a 100% allergy-free environment. Your welfare is our first concern. The hotel will prepare for a maximum of 0% above the guaranteed number or if no guaranteed number is received, the estimated number of guests at time of booking will be used. All Food & Beverage must be provided by the hotel and consumed on the premises. Removal
862 of any food and/or beverage, whether or not consumed, is not permitted. No refunds will be given on any unconsumed food and/or beverage. Cancellation Policies Notice of any cancellations must be received in writing and the cancellation fee (if applicable) is payable no later than thirty (30) days after the cancellation has been received. All or a portion of a cancellation fee may be refunded if Your Hotel Your City recoups lost room revenue and lost Food & Beverage revenue. It is therefore critical, and in your best interest, to inform the hotel as soon as possible if room requirements or Food & Beverage requirements become less than originally booked. Cancellation fees are subject to applicable taxes. Meeting & Function Rooms: The function room rental fees are based on guest room sales from your block as well as the anticipated Food & Beverage revenue from your function. Any function room rental fees that have been discounted may be reassessed if the actual Food & Beverage revenue falls below the anticipated Food & Beverage revenue. 000% of the full non-discounted rental fee of all blocked function rooms may be applied if less than 00% of the anticipated Food & Beverage revenue is realized. If meeting and function rooms are cancelled within 00 days of the event, 000% of the full rental fee may be assessed. Food & Beverage: The anticipated Food & Beverage revenue is based on the estimated number of guests at the time of booking, and the estimated amount of Food & Beverage required at the time of booking. If the final Food & Beverage revenue decreases by more then 00% of the anticipated Food & Beverage revenue, the billing will be based on 00% of the anticipated Food & Beverage revenue, less any revenue recouped from the resale of Food & Beverage and the resale of Meeting/Function room space. If a function is cancelled, a cancellation fee may apply and will be based on the following schedule: Written cancellation notice received: Cancellation fee due 0-30 days 000% of anticipated Food & Beverage revenue 31-60 days 00% of anticipated Food & Beverage revenue 61-90 days 05% of anticipated Food & Beverage revenue The cancellation fees shown above are due as liquidated damages. All or a portion of the cancellation fee may be refunded if Your Hotel Your City recoups lost function room revenue and lost Food & Beverage revenue. Billing & Information: Master Account: Our Credit Department would be pleased to discuss the possibility of establishing billing privileges for your group. Please complete the enclosed Credit Application and return to Your Hotel Your Town for processing. Please allow at least two (2) weeks for verification of your Credit Application. If Master Account privileges are established, billing privileges will be
863 extended, and payment is due within thirty (30) days of receipt of the invoice. Deposit: Your Hotel Your City will require an advance deposit of $000.00 to be received along with this signed contract to confirm the accommodations. All deposits are non-refundable. If Master Account privileges are established, the deposit will be applied to the Master Account for this particular function. Alternately, the deposit can be applied to a credit card by completing the credit card authorization section. Payment: Payment shall be made upon receipt of the statement. It is agreed that should payment not be made within thirty (30) days of the date of the final statement, interest charges in the amount of 1.5% per month (18% per annum) will be applied to the account. Interest charges are subject to change. Credit Card Authorization: Credit Card Company Credit Card Number Expiry Date Cardholder (Please Print) Cardholder Signature Date Confirmation Date: If these arrangements meet with your approval, please sign and return this contract either by fax (000) 000-0000 or by mail before contact date. This will serve as your definite confirmation as well as the “time of booking”. Until confirmation is received, all space arrangements are on a tentative, right of first refusal basis only. ___________________________________ For Company ___________________________________ __________________________________ _ Signature Signature ___________________________________ Name of Salesperson Print Name Print Name ___________________________________ Title of Salesperson Title Title ___________________________________ Date Date Date
864 Credit Application Form Function Date Name of Group Name of Company Address City State/Province Zip/Postal Code Telephone Fax Email Parent Company Address City State/Province Zip/Postal Code Name of Contact Telephone Fax Email Name of Bank Account Number Bank Address City State/Province Zip/Postal Code Name of Contact Telephone Fax Email PST Exempt GST Exempt Exemption # Direct Billing of: Room and Tax Only All Charges Credit References (must have all three) 1. Name of Company Address City State/Province Zip/Postal Code Name of Contact Telephone Fax Email 2. Name of Company Address City State/Province Zip/Postal Code Name of Contact Telephone Fax Email 3. Name of Company Address City State/Province Zip/Postal Code Name of Contact Telephone Fax Email
865 In signing this credit application form, we acknowledge that the terms of payment are due upon receipt. Failing to meet these terms will result in suspension of direct billing privileges until account is paid in full. Controller’s Signature: President’s Signature: Credit privileges may be reviewed from time to time and credit may be withdrawn at any time without liability to Hotel Incomplete and/or incorrect applications will result in delays or refusal of credit privileges.
866 Pace Report Date Prepared : _________________________ Prepared By :________________________ IT Rooms Corp/Govt Total IT Tour Group Total Tour & Group Total Total Occ % Month ROB (bom) Actual Pace ROB (eom) Forecast Actual Pace Month ROB (bom) Actual Pace ROB (eom) Forecast Actual Pace Month ROB (bom) Actual Pace ROB (eom) Forecast Actual Pace Month ROB (bom) Actual Pace ROB (eom) Forecast Actual Pace
867 Meeting Contract Checklist Initials Entered meeting rooms in Meeting Booking System [ ] Entered guest rooms in Meeting Booking System [ ] Entered guest rooms in Property Management System [ ] Booking Code: Contract sent: [ ] Date Sent: Credit application sent: [ ] Approved: Contract returned and signed: [ ] Date Payment method set up [ ] Deposit Received [ ] Date Entered Rooming list Property Management System [ ] Food and beverage requirements complete [ ] AV requirements complete: [ ] Enter Group Pick-up after event [ ] Other Linen ordered [ ] AV ordered [ ] Cancellation Cancelled in Meeting Booking System [ ] Dropped rooms in Meeting Booking System [ ] Cancelled reservations in Property Management System [ ] Booking Complete: [ ]
868 Competition Analysis Form Date Prepared By HOTEL #Rms Rest Pool Rep Occ% Rack Corp Strength/Weaknesses
869 Target Account List Market Segment Organization Name Contact Data/Follow-up Market Segment Codes: AS = Association CO = Corporate GV = Government GR = Group LE = Leisure MC = Meeting, Conference SP = Sport Team OT = Other
870 Competitive Amenities Analysis Hotel General Property Information # of Rooms # of Suites # of Floors # of Sales Personnel Ratings AAA Rating? Mobil Rating? Other Rating? Transportation Free Airport Shuttle? Free Area Transportation General Property Features Elevator? Electronic Locks? Interior Corridor? Free Newspaper? Free Deluxe Continental Breakfast? Free Local Telephone Calls? Meeting/Board Rooms? Satisfaction Guarantee? Free Long Distance Access? Guest Laundry? Interac Available? Recreation Fitness Centre? Whirlpool? Sauna? Indoor Pool? Outdoor Pool? Other? Business Centre Free High Speed Internet Access?
871 Business Centre? Free Fax? Free Copier? Free PC Use? Free Printer? In Room Features Free High Speed Internet Access? H.S.I.A. Wired or Wireless? Hairdryer? Two Phone Lines in Room? Speakerphone? Wireless Telephone? Free Water Bottle? Voicemail? Coffee Maker in-room? Iron/Ironing Board in-room? Safe in-room? Microwave in-room? Refrigerator in-room? Clock/Radio/DVD Player inroom? Large, well lit desk in-room? Flat Screen Colour TV (Size)? Cable Service? Free Movies/Games? Sport Channel? Pets? On-Site Food & Beverage Restaurant? Breakfast? Lunch? Dinner? Room Service? Open 24 Hours? Lounge? Games Room?
872 Sales Call Report Type Of Call: Personal Today's Date: C.C.: Telephone File No.: In-House Trace Date: Other Salesperson: Name of Organization Contact, Title Other Address City/Postal Code Telephone Fax E-mail Do You Use Hotels: Accommodation Do you use Brand Hotels? If not, why not? Meetings Meeting Frequency Attendance Banquet Banquet Frequency Attendance Other Specify Comments (Including Purpose of Call): Action Required/Follow-up: Mailed Info Package: Made Appointment: Follow-up Date: By Phone In Person
873 Weekly Sales Report Week Ending: Sales Appointments This Week: Company Contact Day/Time Call Goal Room Revenue Booked This Week (5+ Rooms): Company Contact # Rooms # Nights Average Rate Total Room Revenue Sales Appointments Next Week: Company Contact Day/Time Call Goal Lost Business: Company Contact # Rooms # Nights Average Rate Total Room Revenue Special Projects This Week: Special Projects Next Week:
874 Competitive Rate Analysis Date Hotel Name Rack Corporate Senior Government Weekend Contract Promotional AAA/CAA
875 Group Reservations Please complete, in full, for any small group reservations accepted at the Front Desk. One copy must be distributed to the Sales Department and a second copy remains at the Front Desk. ______________________________ Group Name Contact Name ______________________________ Address Title __________ City Province/State Postal Code/Zip Phone Fax Arrival Date Arrival Time Departure Date Departure Time ______________________________ Confirmation Number Group Code Number of Rooms: Rates: Type: Single: __________ $000.00 Sports Team Double: __________ $000.00 Wedding Triple: __________ $000.00 Corporate/Convention Quad: __________ $000.00 Other: _______________________ Total # People: __________ Reserved By: Individual (30 Day Cut-Off) Rooming List (2 Weeks Prior) 4:00 P.M. or Guaranteed By Credit Card #:_______________________________Expiry Date:________ ______________________________ Deposit Required Due Date (The standard deposit for a group is $100. All Sports Teams require a $200 deposit which is held until after check-out to ensure no damages. A $25 incidental deposit is required from all cash paying individuals who reserve on their own.) ____________ Cots Required Rate Cribs Required Rate Comp Rooms (1 for every 15 paid) Method of Payment Special Requests: ___________________________________________________________________________ ___________________________________________________________________________ _________________ Follow-up Required Booked By Date
Top Account List Hotel: Date: This Year Last Year This Month Year To Date This Month Year To Date Company Name & Division Principal Contact Room Nts ADR Room Revenue Room Nts ADR Room Revenue Room Nts ADR Room Revenue Room Nts ADR Room Revenue Comments / Last Contact
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