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 for the hotel’s business objectives. It’s a means of deciding the direction of the hotel and sales department within the objectives of the franchise company and JHS.
JHS Marketing Plan Process
A strategic Sales and Marketing Plan is created each year for each JHS property. The tactical initiatives of this plan (Sales Action Plan) are reviewed monthly to ensure property compliance.
The plan is also reviewed each month between the Director of Operations and the General Manager to determine any new approaches that could better market the hotel.
JHS monitors coordination between property and franchiser marketing (i.e Choice, Hilton, Hampton, Sheraton), ensuring that properties capitalize on all marketing opportunities and support provided by their franchiser.
Hotel Internet Marketing Strategies
Business generated from the Internet is rapidly on the increase. In 2015 65% of all revenues in hospitality will be generated from the Internet (14% in 2003). The Internet will contribute over 75% 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.
As part of your comprehensive Total Online Distribution Strategy, JHS can assist in:
- Evaluating the overall use of the Internet as a hotel marketing tool.
- Development and deployment of the hotel web site.
- Perform a web site Optimization Strategy to make your existing hotel web site user-friendly, search engine-friendly and travel booker-friendly.
- Perform a robust Search Engine Strategy designed to improve your web site positioning on search engines in order to boost direct consumer bookings. 85% of Internet users rely on search engines to locate information on the Web and that search patterns for accommodations are strictly destination-focused.