A good marketing plan is like a trusty road map. It tells us where we’re going, how to get there and, most importantly, lets us know we’re there when we’re there. Long-range thinking is more than just going through the motions. A hotel sales department requires a vehicle that will enable it to fulfill its overall business objectives.
The Annual Market Plan is the sales department’s strategy to achieve the desired results, including hotel revenue management. This report includes a market segment analysis that constitutes the hotel’s business objectives . . . a means of deciding the direction of the hotel and sales department within the framework of the objectives of the franchise company and Jackson Hospitality Services.
Business generated from the Internet is rapidly on the increase. In 2004 16% of all revenues in hospitality will be generated from the Internet (14% in 2003). By 2006, the Internet will contribute over 24% of all hotel bookings (CSFB). This year 54% of all Internet bookings in hospitality will be direct-to-consumer (i.e. via hotel-owned web sites). Some major brands (e.g. Marriott, Hilton) and proactive hotels and resorts already enjoy Direct vs. Indirect online distribution ratios of 75:25. Direct online distribution cuts costs (such as brochures), attracts affluent customers and lessens the dependency on online discounters and more traditional and expensive channels.
Whether you are an independent or branded hotel, a major hotel chain or hotel management company, you can stay ahead of your competitors and capture new market share with an effective Direct Online Distribution Strategy. The center-point of this strategy is the development of the hotel’s own web site, in addition to their franchise web-presence (if any).
As part of your comprehensive Total Online Distribution Strategy, JHS can assist in: