Targeted Lifestyle Marketing Initiatives Can Increase Sales

By Anne Payne CEO, BeDynamic | November 13, 2013

Engaging your guests through highly targeted, relevant destination content is critical to your bottom line. Susan Jones* recently spent a week visiting her favorite city. A theater buff and connoisseur of fine art and wine, Susan was looking forward to a week of taking in plays, visiting the latest gallery exhibits, and sampling the latest syrahs.

After booking her hotel room, she spent several days working to create an itinerary, which meant spending some time doing research to find out what shows were in town and which art exhibits had just opened. Yet, despite visits to numerous Web sites, calls to galleries and theaters, she had found just two new shows, was unable to find any new gallery exhibits, and still had not tracked down a restaurant that served that new syrah she'd been reading about.

"I assumed that by visiting Web sites of galleries and theaters, perusing city guides, or the local convention and visitors bureau, I would have more than enough information to put together my trip," says Susan. "This turned out not to be the case."

In fact, filling her itinerary proved more difficult than Susan could have imagined. Over and over again, she came across static information on events - in one case she found a promotion for a Fourth of July celebration - even though it was well into the Christmas season.

"At the very least, I thought once I arrived in town, I could have the hotel concierge help me develop an itinerary, but he was only able to point me to a few good places," lamented Susan. "I knew there was much more going on in the city, yet accessing the timely, relevant information I was after was nearly impossible."

While she enjoyed her visit, Susan also decided to cut her trip short - meaning hotel room nights Susan had previously booked went back unsold.

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Coming up in March 2019...

Human Resources: An Era of Transition

Traditionally, the human resource department administers five key areas within a hotel operation - compliance, compensation and benefits, organizational dynamics, selection and retention, and training and development. However, HR professionals are also presently involved in culture-building activities, as well as implementing new employee on-boarding practices and engagement initiatives. As a result, HR professionals have been elevated to senior leadership status, creating value and profit within their organization. Still, they continue to face some intractable issues, including a shrinking talent pool and the need to recruit top-notch employees who are empowered to provide outstanding customer service. In order to attract top-tier talent, one option is to take advantage of recruitment opportunities offered through colleges and universities, especially if they have a hospitality major. This pool of prospective employees is likely to be better educated and more enthusiastic than walk-in hires. Also, once hired, there could be additional training and development opportunities that stem from an association with a college or university. Continuing education courses, business conferences, seminars and online instruction - all can be a valuable source of employee development opportunities. In addition to meeting recruitment demands in the present, HR professionals must also be forward-thinking, anticipating the skills that will be needed in the future to meet guest expectations. One such skill that is becoming increasingly valued is “resilience”, the ability to “go with the flow” and not become overwhelmed by the disruptive influences  of change and reinvention. In an era of transition—new technologies, expanding markets, consolidation of brands and businesses, and modifications in people's values and lifestyles - the capacity to remain flexible, nimble and resilient is a valuable skill to possess. The March Hotel Business Review will examine some of the strategies that HR professionals are employing to ensure that their hotel operations continue to thrive.