профессиональное продвижение отелей
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Идеи для отелей на 2014г.

Автор: Виктор Бычков

Все перечни рекомендаций для отельеров на 2014г., что мне удалось найти, состоят из рекомендаций по какой-то узкой теме. Чаще всего это либо IT, либо SMM. Я, по традиции, публикую мой перечень, включающий и другие темы отельных продаж и маркетинга.

  • 1. Начало года охарактеризовалось снижением бронировок и отменами на все города Украины и особенно Киев. Причиной всему стал политический кризис начала года, который может отразиться на привлекательности Украины как направления весь 2014г. Какой бы ни был кризис, влияющий на привлекательность направления (экологический, политический, социальный) нельзя прекращать коммуникацию. Продолжайте использовать ваши каналы общения с целевой аудиторией и доносите ей, что ничего опасного для туристов не происходит. Контента для этого достаточно.
  • 2. Помимо локального кризиса мировой кризис продолжает шагать по планете. В соответствии с опросом TripAdvisor всего лишь 33% опрошенных путешественников чувствуют финансовую стабильность в 2014г. К слову, аж 66% отельеров дали аналогичный ответ. Позитив из этого факта можно извлечь, только для тех городов и отелей, которые по праву могут считаться низкобюджетным качественным отдыхом.
  • 3. Падение платежеспособности украинского населения, начавшееся несколько лет назад, продолжится и в 2014. В этой связи российский рынок будет важен как никогда. У каждого региона свои отношения с россиянами. Вот Крыму в сезон 2014г. придется побороться за этот рынок с новой силой, т.к. строительный бум в Сочи предложит соотечественникам много новых отелей. Для остальной Украины российский поток сильно зависит от того, чем закончится история с Майданом. Главное как можно меньше оскорблений, т.к. Майдан закончится, но слова запомнятся, а жить нам вместе всегда. А пока ничего не понятно, рекомендую выставить 30% номерного фонда по невозвратному тарифу по минимально возможной цене. Лучше продать так, чем получить волну отмен на лето и майские праздники, как это было на Новый Год.
  • 4. В случае повторения курсового скачка 2008 года не следует повторять ошибок 2009, а именно привязывать тариф к новому курсу доллара. Это проигрышный вариант, т.к. многие оставят цену в гривне, и ваша цена будет самой необоснованной на рынке.
  • 5. Когда-то, несколько лет назад, отельные продажи в Интернет представлялись более сложным вопросом, чем сейчас, когда сайт отеля и OTA уступили свой рынок booking.com СОПРОТИВЛЯЙТЕСЬ! Я не отговариваю вас отказаться от booking.com, т.к. это был бы плохой совет с моей стороны. НО! этот ресурс как удав душит прямые онлайн продажи отелей и других OTA. И дальновидный отельер не должен полагаться только на букинг. Я встречал уже несколько примеров того, как отели выставляли скидки на букинге, забывая выставить их на своем сайте. Конечно, админка букинга удобней, чем на сайте, а сообщать остальным ОТА долго и, к сожалению, бессмысленно. О таком rate parity посредник может только мечтать! Это ложный путь, движущей силой которого является наша лень и в конце которого нас ждет полный отказ от прямых продаж в Интернете. Но этого не должно произойти, т.к. любая монополия ничего хорошего рынку не несет. К примеру, окончательно убив волю к сопротивлению, букинг начнет продавать премиум места, как делают крупные розничные сети. Или еще: сейчас он работает на FIT (Free Individual Traveller) рынке, но, если, предположим, завтра booking решит выйти на MICE и Corporate рынки, то с его мощностями и доверием потребителей он задушит множество посредников на этих рынках. Так что лелейте ваш сайт и будьте честны к другим OTA. Не букингом единым, как говорится.
  • 6. В 2013 г. channel manager под названием wubook продолжил вхождение на украинский рынок. За достаточно умеренную плату он предлагает не только изменение тарифов и доступности на всех значимых OTA, но и включенную в пакет форму он лайн бронирования на сайте. Последнее является значительной альтернативой имеющихся на рынке комиссионных предложений on-line форм бронирования, где отель платит не только за обслуживание формы, раскрутки сайта и привлечения на него мотивированного трафика, но и за бронь, что лично я считаю несправедливым. Т.ч. включенная в тариф форма бронирования от wubook это хорошее решение для вашего сайта. Кстати, это не реклама, и я не их представитель. Представителем wubook в нашей стране являются компании Premier Connect и Hotels24.
  • 7. С начала 2014г Яндекс откажется от внешних ссылок в ранжировании коммерческих запросов. Т.е. позиция вашего сайта в выдаче Яндекса не будет больше зависеть от количества и качества купленных ссылок вашими SEO оптимизаторами. Мнения экспертов касательно того к чему это приведет. Мое же мнение такое – качественный и уникальный контент на ваши целевые запросы это залог успеха при любых критериях ранжирования. Проанализируйте все возможные целевые запросы для вашего отеля с помощью сервиса WordStat и создайте под них страницы, наполненные качественными текстами, фото и видео.
  • 8. Зарегистрируйтесь в Google+. Даже, если сейчас в ней нет активности, Google от своего не отступится и будет вытягивать ее своим основным активом – поиском, а также другими сервисами. Кстати, после регистрации вы будете приятно удивлены тем, как изменится ваша нейминговая выдача на данном поисковике.
  • 9. Недавно меня спросили, какой маркетинговый инструмент я считаю самым главным для отелей. Я ответил – программы лояльности. И в 2014г. сохранение имеющихся клиентов будет главной задачей для старых отелей, а перераспределение рынка – для новых. В любом случае задача продаж – привлечение новых клиентов сводится к нулю без маркетинга и сервиса по их сохранению. Только прошу вас, не рассматривайте программу лояльности как набор скидочных карточек, это же скучно и уныло. Подойдите к вопросу творчески: сделайте перечень значимых для ваших клиентов аспектов вашего отеля, поговорите с уже лояльными клиентами, почему они остаются с вами, сделайте перечень сервисов, которые вы можете предоставлять бесплатно, проанализируйте отзывы гостей и исправьте недочеты, посмотрите, что нового есть в мире по вашей теме. Поработайте сами или пригласите меня с коллегами, мы поработаем и напишем вам концепцию программы лояльности.
  • 10. Пересмотрите рекламные бюджеты. Минимизируйте затраты на наружную рекламу и полиграфию и передайте их грамотным специалистам Интернет продвижения. Например, какой смысл держать билл борд на въезде в город с бюджетом 200 долларов в месяц + печать + поклейка раз в несколько месяцев, если за эти же деньги, вложенные в контекстную рекламу, можно получить около 500 целевых переходов на ваш сайт и около 10 000 показов на целевые запросы при CTR 5% и средней цене за клик в 0,4 цента? Конечно, цели бывают разные, но подумайте об этом…

Удачи всем в новом 2014 году. Это будет трудный год для украинских отелей, но также это год новых возможностей и вызовов. Тот, кто сможет рассмотреть возможности и будет готов бороться, победит.
Желаю всем тепла родных, мудрости и терпения. Пусть все зло останется позади.

The sales close techniques are a highly discussed topic in the hotel sales in the West, which is unreasonably omitted in the domestic practice. It is so popular in the Western world, that there even appeared the tendencies denying their efficiency.

The ‘sales close’ notion is formulated by different investigators in different ways. One of the options is the ‘techniques applied by the seller to solicit the customer to make a deal’. I prefer the definition created by the SPIN technology creator, Nile Rackham, i.e. that the sales close is the receipt ofcommitments assumed by the customer. Such definition significantly expands the topic and entails the thought that such ancommitment is not necessarily the act of purchase, i.e. the sales close may not have the form of a transaction.

The commitment type strongly depends on the target established by the current interaction. Taking the examples of the hotel sales, the following targets and the inherent commitments can be listed:

Individual booking by phone:

— booking by phone with a promise to arrive or call to cancel the booking and the guarantee in the form of the guest’s phone number and name,

— booking by phone with a promise to pay the issued invoice and the guarantee in the form of the guest’s phone number and name,

— request of an individual customer calling by phone to issue an order (I don’t remember the hotel in which I encountered such a perversion),

A cold call to the corporate customer:

— clarification of the person in charge of accommodation in the organization,

— obtaining a consent to service of a commercial offer or draft agreement to the customer,

— appointment with the customer,

— appointment in the hotel,

— obtaining of a permit for free stay of the company manager in our hotel, ….

I won’t list all interaction targets, since the primary topic of this article is the sales closing at the stage of booking by phone by an individual customer, i.e. actually the sales closing techniques for the booking department.

The reason for writing of this article has become the audit of a booking department of a renowned big hotel which I called again, this time for the purpose of investigation of the use of sales closing techniques and pretended to be an undetermined potential customer. The employee of a booking department inspired me to disclose this topic not only by the fact that she didn’t have an idea of any techniques, but also suggested the other hotels to me after I asked her to.

I’m trying to put it simply, but anyway I can’t do without a theory. Sales closing is a final stage of negotiations. These stages shall be listed to understand where we are in negotiations with the customer and not to impose the sales closing in undue time.

The first stage is clarification of needs and showing of capabilities. It is the basic and extremely important part of the talk. Due to the fact that this stage is frequently omitted, I decided to list all stages. Here we should clarify the trip purpose, budget, fixed dates, number of guests, guest’s preferences (floor, room type, view from the window, need in breakfast or other catering…), need in additional services, i.e. to learn its needs so that to formulate your offer in the most efficient way. At this stage you should demonstrate the advantage of your offer, e.g. ‘we have the perfect offer for you, standard room 403, overlooking the old town, with a balcony, double bed, and its cost is within the range you announced.’

At the second stage you should make sure that all the key issues are covered, so that not allow any outstanding issues arise when you move to the subsequent stages and make you to start all over again. The rough example is when you start booking (sales closing), and in the process it becomes clear that a guest wants to check in in the morning, and not at 2.00 p.m., and it is an early check-in, which entails a 50% extra charge, and the visitor is not ready, aware of…

In order to facilitate the passage of this stage, you should carry out the first stage as skillfully as possible, and it is better to use a kind of a check-list for the first stage. Then the second stage may end with the booking officer’s question,‘Do you have any additional questions or comments?’ Youanswer the guest’s questions, and ask this question again till the guest says that all the issues are negotiated.

The third step is summarizing the benefits. Guest may not have a common understanding of all the advantages of your offer and the benefits that it receives. You should pull together and provide the guest not with a list of the advantages, but the list of benefits. The advantage is your special offer for 3 nights at the price of 2, i.e.cheaper by 1/3, and the benefit is ‘You save so much using this offer.’It means that at this point you summarize your conversation in the form of a list of benefits.

And finally, the fourth stage isoffering acommitment. Moreover, the more skillfully the previous stages have been carried out, the easier it will be to persuade the guest to declare its commitment on its part, until its request to book the room and issue the invoice as soon as possible.

And here begins the essence of this article, the sales closing techniques. There are hundreds is such techniques, and they are called differently in different places. Below I will give the most functional of them forbooking by phonefor an individual customer:

1. Offer to buy — just ask the guest if he would go to the booking without further ado. The efficient and energetic question‘Can I book a room for you?’in more than half of the cases is the best option of sales closing, if you arrived at the fourth stage.

2. The ‘limitation’ technique. The bottom line is that there are currently only few rooms for a given period, and if you do not book right now, we have two calls holding, who need the same dates.

3. Best price — your hotel offers a floating price, and now, 2 months prior to arrival, the price is the best, because in 5 minutes an order will arrive to raise the prices for this type of room for the selected dates.

4. ‘This or that?’ – ‘Therefore, I will book a standard room with a king size bed or with two separate beds’. You switch the customer’s attention from the issue whether to book or not to the fact what exactly to book.

5. Consent assumption — ‘May I record the number from which you are calling as a contact phone number in the booking?’, ‘Please, be so kind to spell your email address to which I can send a booking confirmation’. This kind of questions asked to the guest before it agreed to booking requires only a response to them, and then it will automatically agree to the booking.

6. A weight off your mind – ‘Why do you need to continue searching? You’ve got through to the right place, you should only book and forget about it.’Let the guest understand that its consent is a way to solve its problem.

7. Without a risk — ‘Let me book your order, and if something changes, you can always cancel it.’ The guest runs no risk, agreeing to the booking, and then he will forget that something can change. Psychologically, this question is decided.

8. Improper termination – ‘So you need a room from the 1st to the 2nd’ (while you know that the room is needed from the 3rdto 4th). This switches the guest’s attention to correction of the mistake immediately. ‘Oh, yes, from the 3rdto the 4th! Exactly! Can I also book a table for you in the restaurant on the 3rdevening?’

There are many techniques and everyone uses the ones which suit him/her better. Many booking agents successfully close the sales basing on the personal charisma and courage, the others can catch a guest on the word, ‘You said that you needed to have a rest with the family! Shall I book a suite or a family room for you?’ The main thing is to try the new techniques, and to try then one at a time. Upon application, the selection should be based on a real situation.If the dates are under the risk of getting hot, the technique of the ‘limitation’ shall be applied, if the guest says that has been looking for a hotel for a long time, the ‘weight off your mind’ will suit, and if he is in a doubt,‘no risk’ is the best choice. You can also use several techniques, but no more than five according to the researchers.

To end with, I should say that you should not overdo it. If you encounter a guest familiar with the sales closing techniques, he would never forgive that you dared to suggest that he would buy into this. In this case, quicklyturn the fact of techniques application into a joke earnest before the guest hung up. Say‘nice to meet a sales professional, familiar with the techniques. Let me just ask you if can I book for you, or you are going to arrive without a booking.’

As for me, as soon as I hear a professional about to flog the advertisement in the magazine to me correctly, I immediately flip him off,but it is interesting to listen to the novice doing the same with errors. So, do not overdo it.

A series of seminars for SM enhancement and social media has been conducted by Victor Bychkov from 14 till 22 November 2011. The seminars are ordered by The Association of Small Hotels of the Crimea and supported by a USAID project, LINC.
These training programs have taken place in Kerch, Feodosia, Sudak, Alushta, Simferopol and Saki and attended by owners and managers of small and medium hotels of the above mentioned cities and satellite resorts.
Apart from basic aspects and techniques of hotel sales and marketing the author has put much effort to help hotels find their individuality, gave examples of inexpensive decisions to gain competitive advantage and to reach the needed client segment.

Семинар в Алуште, проект Линк, продажи для малых отелей, Виктор БычковСеминар в Судаке, проект Линк

Kiev, 09/11/2011 Victor Bychkov appeared on a conference “Practical Experience of Hotel Management” with a speech “Development of Marketing Hotel Chains in Ukraine”. The speech gave examples of different marketing models, different levels of chain influence over a hotel, described the model of Best Western International as the most flexible and beneficial for individual hotels. The speech announced as well the plans to create the largest marketing hotel chain in Ukraine based on 45 hotels belonging to Syndicates of Labor Unions, JSC “Ukrproftour”.

Clinic Sanatorium Poltava-Krym

Октябрь 25th, 2011 | Posted by Victor in Blog | Company News - (0 Comments)

BB Consulting has been chosen for administrative, service and sales audit of Clinic Sanatorium “Poltava-Krym” in Saki, Crimea. The sanatorium is located right on the seaside, has its own beach, 4 blocks for 400 rooms, several seasonal bungalows, Clinic for mud cures, 2 canteens, cinema, bars and caf?s. Currently the sanatorium is implementing a Property Management System and is working under service improvements.

Theatralny Hotel in Zaporozhie.

Июнь 7th, 2011 | Posted by Victor in Blog | Company News - (0 Comments)

A contract for sales audit and commercial representation in Kiev was signed between BB Consulting and Theatralny Hotel in Zaporozhie. The existing web site http://teatr-hotel.com/ will soon be replaced by a version created on recommendations given by our company. In future BB Consulting will represent and promote the hotel on Kiev and Ukrainian market.

I believe there’s no use talking a lot about importance of a efficient hotel web site. It’s a direct channel of electronic distribution and every hotelier is happy to receive booking trough it rather than through a OTA. But unfortunately sometimes I doubt if it’s really possible to make booking on some of Ukrainian hotel web sites.
So below a piece of advice of how add efficiency to your web site and raise the number of on-line booking.
The reservation form must appear on every page. But for some hotels this advice might be a premature one. They should first create a reservation form and do not ask their customers to write e-mails asking for booking. So there’s no use creating a special page called reservation. Just put the form on the right or on the left corner on the visible upper part of the page.
But the location of the reservation form is not the most important of the issue. My advice would be one-sided if I didn’t say you that the most important is the way the client gets confirmation. Most of the reservation forms work on an e-mail based principle. When the client has accepted a filled form he/she receives a message that hotel will contact him/her later. Sometimes the customer doesn’t even receive this message and considers the reservation to be accepted by the hotel. Later he/she might get very upset by learning that the room is not available and was not available at the moment the reservation was sent to the hotel. The best way is to confirm the reservation immediately which demands the reservation form acquire availability from a certain source. That may be a direct connection to a PMS which is costly. My advice is to create a back office module to the reservation form and refresh availability manually. This is an allotment principle the OTA are using but applied to the hotels.
By doing that your direct on-line sales will grow and your clients will stay satisfied.

In spite of the fact that spam has recently been seen as no longer efficient or even notorious way of promotion, it still stays a powerful means for hotel electronic direct marketing. But in order to gain positive result and avoid troubles the spam company should be wisely arranged. Here is some important advice and a precautionary measure:

1.    Divide your mailing lists on segments. It happens very often that hotels have only one mailing list called “customers” based on the buying experience in this property. But among them we can easily find leisure travelers, individual business travelers as well as conference members and sportsmen. To say nothing all the recipients may talk different languages. And in order to reach the goal your message must be as much personalized as possible. And the contrary: the less your message is personal the more negative impression it may produce to the ex customer.
So, thrive to create smart mailing lists based on concrete criteria. The division must be practically approached since in the future you are going to send special offers created for this or that segment. For me an example of a good segmentation may be: leisure or business travelers, people living in mega polis or locals, arrived to your property by plane or car… Then you are able to propose early booking rates in high season for leisure travelers, discounted dinner menu on the day of arrival to business men, free parking to drivers, free transfer for those who arrived by plane…
The source of information may be your PMS system, previous booking records… Nevertheless if you already have a miscellaneous data base of ex customers, send them a questionnaire asking the needed questions. They will surely appreciate your approach, and even if they do not respond, they will treat you as professionals)))
2.    A bulk sending of electronic messages can fall under antispam regulations. For these reasons some precautions should be taken to avoid troubles:
—    The letter must contain precise information about the sender, the field “From” must be correctly filled.
—    The title must be coherent with the letter content. If the content is an advertising one, the title must have “AD” remark.
—    The letter must contain information of the way this e-mail address was obtained and how the recipient can unsubscribe from the mailing.
Hope that will help you to use this operational method to attract clients. If you’re planning a spam campaign ask me for further advice.

Victor BYCHKOV

Destination Competition

Having prepared and conducted several seminars for hotel SM enhancement I’ve come to conclusion that all small hotels of the Crimea suffer from the same problems. I’m not an HR specialist and do not give legislative consulting which becomes more and more complicated in Ukraine of 2011. But my professional experience has taught me to find basic and sometimes quite visible reasons that influence hotel’s occupancy. For that reason I’ve wanted to share some experience not only with the listeners of my seminars but with anyone interested. Here’s one of the advices to the small hotels of the Crimea.

Hoteliers should change their approach to the competition. A short quiz has showed that owners of small and medium hotels consider down the road hotels to be their rivals. In fact they are your competition at the same measure as they are your partners since your real competitors are other destination hotels. If your destination is more attractive more tourists will come there. Wherefrom  comes a conclusion: your city increases its popularity if all tourism suppliers (hotels as well) do well their job. Hotels should switch from competing with their neighbors to consolidate their effort and make a promotion to the destination. At least hotels should not forget to make an advertisement of their destination in every message they are sending to the world if consolidation can be hardly achieved. Do not struggle for small part of small market, enlarge the market and your part will grow as well.

Яндекс.Метрика