HOSPITALITY PROMOTIONSChapter 5.1 Developing Promotional

StrategiesChapter 5.2 Advertising and Public

RelationsChapter 5.3 Special Promotional

Strategies for Hotels

New Ice Age

• Ice Hotel in Lapland, Sweden made of ice– Ice beds with sleeping bags

• Ice Hotel in Quebec, Canada– Ice columns, takes 5 weeks to build, open from Jan. –

March, then taken down– Rates are from $200-$940– Offers sledding, ice skating, skiing, hikes,

snowshoeing, dog sledding– Icehotel– Ice Hotel Sweden Travel Sweden

Developing Promotional Strategies

• Hospitality industry is competitive• Develop partnerships with related

corporations to get more customers• Partners may be airlines, rail lines, charter

bus companies, car-rental companies, credit companies

• Intermediaries-companies that offer special promotional packages, tours, etc.

Travel Agents Tour Operators• Significant source of

business for hotels• Hotels pay

commissions • Hotels help agents

with reservations• Hotels promote

confidence with agents

• Hotels satisfy guests needs sent by agents

• Develop packages for hotels

• Usually sell in large volume

Personal Selling

• Individual

• One-on-one

• Representative persuades a customer to purchase goods or services

• Most often work with businesses, events planners, travel agents, parties to book event

B & B

B & B

GDS

• Global Distribution System– Computerized link between hotels and other

travel companies that allow you to make reservations such as airlines, hotels, rental cars and so forth from one point at the same time.

– Produces such convenience, availability and time-savings for customer

Basics Of Personal Selling

• Pre-approach: Research client, call to set up appointment, gather materials, info.

• Approach: Arrange time, dress professionally, have materials in order

• Determine needs: Listen to questions, dates, events, number of people, price

• Present sales information: Be clear, accurate, describe features, benefits, show pictures

Basics Of Personal Selling

• Handle objections: true concerns that a client may have (price, product, location)

• Close the sale: Ask the client to approve the product and sign a contract

• Suggestion selling: occurs throughout the sale, offer different services, products, upgrades, extra amenities to meet the customer’s needs

Advertising

• Most familiar component of the promotional mix

• Is a paid presentation of a product or service with an identifiable sponsor

• Used to catch the attention of the customer

• Keep the attention of the customer

• Motivate the customer to BUY

Advertising

Three main categories – Print Advertising: ads in newspapers,

magazines, billboards or direct mail• Short easy to read, attention getter, describes

the product, may have logo, hits target markets, may be sent directly to individual customers, may be posted on the side of the interstate, side of buses, terminals, phone booths

Two Flags Over Nashville

Fodor’s Travel Publications• Largest publisher of travel

information in English• 14 different guide books• Features hotels,

restaurants, cruises, package deals

• Gives travel information tips• Web site:

Advertising

• Broadcasting: Radio, Television, Internet– 10-60 second messages, may reach millions

of people at one time, must grab your attention, can hit target markets, may be expensive (millions of dollars), must be time effective during the day, may be missed because of remote control of viewers, given to customers with no obligation for them to purchase anything

Specialty Advertising

• Events and materials to keep company name in public eye

• Items with name or logo on them

• Ball caps, t-shirts, key rings, refrigerator magnets, plastic footballs, toys

PUBLIC RELATIONS

• Activities or events which companies participate in

• Used to promote business• Used to enhance image or reputation• Example:

– Sponsor charity events, food drives, shelters– Sponsor Christmas lights– Sponsor Angel Tree– Sponsor athletic events

PUBLICITY• Large part of public relations• Often featured in the news or in

magazine• Press kits: photos, news, sent to media• News or press release: articles about

special events sent to media prior to event

• Media Dinners: specifically for reporters and editors to display features of business

SPECIAL PROMOTIONAL STRATEGIES FOR HOTELS

• “We’ll leave the light on for you.” Motel 6, most recognized advertising campaign

• Examples of special promotions– Incentive contests– Two-for-the-price-of-one meals– Coupons– Sweepstakes– Toys (happy meals)

Knowing the Market

• Successful promotional activities get the right products to the right customer at the right time for the right price.

PROMOTIONAL ITEMS

• Advertisement merchandise– Usually given away by the company– May be pencils, key chains, coffee mugs,

t-shirts, terry cloth robes

Some items are sold to the public: Hard Rock Café t-shirts, Planet Hollywood t-shirts