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Ten Things To Do Right NOW to Increase Hotel Revenue

  1. Pick up the phone! There is an overreliance on e-mail, so be different - connect with your customers with a phone call (and be prepared with a short message in case you get voice mail).
  2. Contact past users based on when they historically book their meeting, event, or suite (instead of when the salesperson has time to reach out).
  3. During every customer interaction, ask the question "How else can I help you?"
  4. Measure the response time of your sales team: how long does it take for them to return a call or e-mail for a lead, send a proposal, and follow up after a proposal is sent? FYI, 72% of the business goes to the first hotel to respond to a lead.
  5. Set up mystery shops for each member of the sales team. What is the likelihood this salesperson would win the business? Do the same for your competitive set. You can identify what they are doing well, areas of opportunity, and how to sell against them.
  6. Get rid of, or at least reduce, distractions such as unnecessary paperwork, too many meetings, and even office gossip.
  7. Keep the focus on a sales environment, adhering to the "golden selling hours" of 9:30 a.m. to 12 noon and 1:30 p.m. to 4:30 p.m. Note: these hours may vary by region or country.
  8. Set up prospecting goals — e.g., 25 connected calls per week. Ensure the time is used wisely by strategically selecting industries or accounts that the hotel has historically been successful with, possibly targeting the competitors of current customers.
  9. Periodically review sales correspondence and make sure it is not only error-free but also has a sales approach that would win the business. Note: this is also important for the reservations department.
  10. Motivate the team to achieve new heights, above their own expectations. Set up regular recognition, and, most important, have fun!

I'm always surprised, when I arrive at a hotel, how many of these basics have gone to the wayside. Get ahead of your competitors by reintroducing this top-10 list.

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Implement one of the above per week and within a few months, hotel revenue will increase as a direct result.

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"Timid salesmen have skinny kids."
Zig Ziglar

If you would like to hear more about how to improve hotel revenue, simply reach out to Jo-Anne at
jo-anne@jhhospitality.com

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