Sales & Marketing
 
Sales & Marketing
07 DECEMBER 2018 7:10 AM

Carefully cultivated partnerships, a channel-agnostic approach, and creating connections with guests while focusing on a property’s uniqueness all drive sales and marketing success.

Create successful collaborations
“Finding new ways to speak to customers is one way (RBH Hospitality Management’s) in-house experts drive demand into hotels. … With a growing portfolio of more than 70 hotels … RBH manages upward of 500 successful partnerships per year—and it is our thorough approach and careful consideration across a number of areas of focus that maximize the success of our collaborations. … At Hotel Indigo Cardiff, we partner with (a Welsh company) to create bespoke toiletries for the bathrooms. The contract provides employment for the brand’s young adult employees who have learning difficulties and allows the hotel to offer its guests a truly unique and local touch. … We are also careful to avoid doing too much; it is this balance that ensures we’re doing what we do with brands (well).”
--Yvonne Brennan
Director, Corporate Communications, RBH Hospitality Management

Digital drives ROI
“The RLH Corporation Performance Media Team’s primary focus is to maximize revenue return through digital media activation. The team is channel-, tactic- and audience-agnostic. Our goal is to drive as much business (revenue) as possible through all and any channels, regardless of media source. This best practice has led to 10 times better revenue return (year over year).”
—Daniel Verdi
VP, Performance Media & DMP, RLH Corporation

Pound the pavement
“My Dad was (in the army). Where he went, we went. ... Since we entertained quite often, I was one of Mom’s best kitchen helpers with the (many dinners we had) … While with her in the kitchen and then invited to sit with their guests, I felt part of the ‘team’ of Mom and Dad. While sitting at the table with the adults, I learned to listen then participate when asked a question. … As my specialty in the hospitality business is … finding wonderful properties for clients in the U.S. and Europe, there is hardly a secret to it. Pound the pavement. Sometimes you stumble and get up again. ‘Connections are the essence of creativity,’ said shopping center developer Merritt Sher. In my business I do as (Sher) recommends: ‘listen for the right wavelength in people, who have a personal affinity with you.’”
--Jan Atkins
Managing Director, Atkins Hotel Advisory

Make marketing unique
“The uniqueness of one property over another is what helps make it memorable … and is often the reason why travelers choose a particular destination. We quickly discovered this when our established, top-performing resort added an ‘amenity’ (canopy tours) that turned out to be a major attraction all its own. Ultimately, resort marketing is about captivating travelers’ imaginations and inviting them to have one of the best experience of their lives—all the while understanding that what may apply to one entity may not apply to all others; even within the same industry, or, in our case, at the same location.”
--Daisy Hall
Marketing Manager, The Lodge at Geneva-on-the-Lake and Lake Erie Canopy Tours

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