SUMMIT SALESFLASH

Issue 77                                                                                                                                  Summer 2010

In the past we have asked for you submissions for any business and sales ideas that you may have found successful.
No idea or lead is too small and we welcome your input to our quarterly newsletter.
You can submit your information at anytime and it will be added to the next Salesflash, either email it to Kimberly at Kimberly@SummitAssetMgmtCorp.com, or you can fax it to her at (954) 772-0581


Creativity Corner

Fall Business Ideas

We can’t believe it’s already July and that Summer is in full swing! This means it’s time to solicit for fall business. Here are some ideas for filling your rooms:

  • Plan to meet personally with local high schools and colleges when school opens. Meet with athletic directors and coaches for athletic business, administrators for visiting group and family business and department heads for academic business.
  • · Many people vacation in the summer. It may be good PR to contact top clients (or potential clients) to see if you can assist them with their summer vacation hotel reservations. Then, use your chain system or other contacts to make reservations.
  • · Fall is a good time to meet with your government contacts. Their fiscal years often begin in the fall and they may be able to travel more frequently at the beginning of their budget year.
  • · Seniors travel in the fall. Senior groups and bus companies require summer solicitation for ad hoc groups.
  • · Summer’s a good time to clean up your chain and airline computer screens. Contact your chain’s airline automation department for airline system screen review and contact your chain’s reservation department to review the 800# screen. If you’re an independent affiliated with a reservation service, contact them.

“NOT YOUR
TYPICAL
SALES IDEAS”

Here are some unique, unusual ideas for room business you may want to consider.

  • · National Enquirer If you are willing to offer very competitive rates, consider advertising in the classified section under vacations.
  • · “Rag Publications” Consider advertising your hotel in unusual publications that fill your demographic needs. Research these publications in SALES in your library.
  • · Well Traveled Areas Consider distributing promotional fliers to unusual well-traveled establishments in your feeder cities like beauty salons and service stations.
News Stand

Reunion Solicitation Resource

As a reminder, here are several sources that can provide you with summer reunion leads:
  • · Unusual Clubs Consider targeting demographically accurate feeder city clubs that no other hotel targets like new age clubs.
  • · Retailers Collaborate with local retailers. Offer your fall promotional pieces to them for distribution to “back to school” shoppers. Compensate the retailers with a weekend and meal.
  • · Trademark Trademark your hotel with a wonderful, fresh baked item that you can deliver to local clients. Soon your presence will trigger the desire to have that baked good and hopefully the desire to book the hotel.
Monthly Mantra

This month’s mantra is a spin on creating public relations that may benefit your hotel. Be sure to write and send a release to local and trade publications for each event:

✓ Volunteer to speak with local clubs and groups

✓ Consider non-financial contributions for community causes. Some ideas are food and staple donations, use of equipment and manpower.

✓ Update media regularly with a property fact sheet.

✓ Volunteer a section of your hotel (i.e., swimming pool or parking lot) for charity events.

✓ Get to know your guests and write releases regarding human interest stories.

A BIG WELCOME TO THE NEWEST SUMMIT HOTEL MANAGEMENT COMPANY TEAM MEMBERS

Myron Joe

Front Desk Manager Courtyard by Marriott Farmington, NM

Jesus Reza

Housekeeping Ashley Hotel and Suites Los Alamos, NM

Hector Madrid

Maintenance Ashley Hotel and Suites Los Alamos, NM

CONGRATULATIONS ON YOUR PROMOTION

clapping hands

Wendell Englehart

Chief Engineer Residence Inn by Marriott Durango, CO

Shannon Gailliot

Hospitality Manager Residence Inn by Marriott Durango, CO

Daily Thought

Whenever you get overwhelmed with your work (which is certain to occur in any hotel), try the following:

  • Step back and look at the situation’s “Big picture”.
  • Put your work in two piles- 1) what will make the hotel the most money 2) everything else
  • Work on Pile 1.
  • When you are finished with Pile 1, do the process again.

Direct Marketing

Direct marketing can be useful in terms of reaching a broad base of potential clients. Remember, any direct marketing effort should be processed twice and accompanied by telemarketing and personal calls. There are several ways to conduct direct marketing including:

  1. Postal Mail
    Change your second mailing slightly, yet make it similar enough to the first mailing so receivers recognize it.
  2. Fax Mail
    Broadcast your message to clients including travel agents via fax.
  3. Email
    Broadcast your message to clients via e-mail. Consider travel agent e-mails which can be processed via their own websites through the “contact us now” option.

If you are a chain property, here are some chain marketing tips:

  1. Direct mail several promotional rack cards to all chain hotels within an 8 hour drive. Ask the manager to display the cards in their brochure rack.
  2. Arrange a front desk trip from those hotels that offer the highest business potential. Choose a slow time period and invite the desk staff from those hotels for a comp weekend. They’ll enjoy your hotel and sell it. Consider paying them a commission.
  3. If your change doesn’t already have a regional coalition, form one. Meet monthly at member properties and determine sales and marketing steps for regional impact.

ENJOY YOUR SUMMER