Pleasing methods vs. pleasing results

Pleasing methods vs.

Pleasing results

Over the past few years I’ve

talked with hundreds of hotel

marketing directors:And I’ve been able to show them things that will:

• Reduce their dependency on the OTAs

• Help them meet their revenue goals

• And give them more control

Still, you know what 95% of them always say?

“Sounds great!...”

And then they don’t do anything about it…

Let’s unpack that

for a second!It’s not that these strategies don’t work.

They’re just more interested in pleasing

methods versus pleasing results.

This is the ultimate CYA.

Because here’s the simple truth that

they still haven’t managed to get

through their heads.

It doesn’t matter if I attract

direct reservations using carrier

pigeons – as long as it produces

the results they’re looking for.

“Quotations are commonly printed as a

means of inspiration and to invoke

philosophical thoughts from the

reader.

“

In hotel marketing, nothing else

matters –except results

White

◎ If I’ve shown you

case studies of

hotels that don’t

need the OTAs

anymore

◎ If I’ve shown you

increasing RevPAR

So if I’ve created a great track record using

filthy pigeons…

Who cares!

It should be a no-brainer

The problem is most people aren’t

entrepereneurs

They’re just doing

their j.o.b.

They’re just

covering

their ass

And so anything new –is to be feared

Hey, I get it…

I lived in Japan for 8

years and I’ve worked

with some of the most

cautious, gun-shy people

you’ve ever met.

It’s all about how other people

see you, right?

So gray might be your favorite color.

You might always choose the safest path forward, because you’re worried about how other people see you.In fact, you might be wearing a blue shirt with gray slacks and black shoes, hoping you fit in, at this very moment!

Gray slacksBlue shirt Black shoes

We’ve all been there.

But if ‘not rocking the boat’ is your main concern – and not greater revenues –

then maybe you’re in the wrong industry?

Maybe restaurant managementis more your speed?

Because here are the simple facts.

We’re now at 80 months of positive RevPAR growth.

And that’s the historical record.

And since most economies move in cycles…You should – right now – be getting ready for declines like we saw in 2002-3 and 2008-10.

And to protect our job security, during bad times, we should all be trying new things – while we still

have some speed in the market.

Have you ever tried to change gears

going uphill?

That’s what fighting the OTAs in a

downward economy is going to feel like

Some hotels will do well(The ones that are already working on their strategy)

And some hotels will f.a.i.l.

And when the economy takes that inevitable downturn…

I don’t know about you…but I know how I’d like to position myself.

Top performers

Will jump ship

To better hotels

And, of course, ownership will be paying attention to all of this. And as a result:

Poor performers

Will be singled out

And cut

It’s all about the results, after all

It doesn’t matter what you’re doing to

bring in more direct bookings, and increase

margins – it just matters that it works.

So if I have to use:

◎ Postcards ◎ Hand written letters

◎ Or flocks of pigeons

(and they work…)

Then, I. DON’T. CARE.

I just heared some whining in the

background...

I hope it’s not you.

Somebody’s saying, “I tried email

marketing and it doesn’t work.”

Then why do you think it’s

still around, cupcake?

Again, if it works – Whatever it is – I’m

going to use it.

But most hotels, even though there are

more marketing tools on the market, than

at any time in history,

they seem to get an egotistical kick out of

ignoring as much as possible.

Believe me, it’s not because you’re too busy

Email

Youtube

Actual work

If you were really busy, you’d jump at any time saving solution…

‘No’

It’s because hotel

marketing directors

have had it easy for the

last 5 or 6 years and

they’ve gotten used to

coasting along.

• They’ve been able to

lean on the OTAs for

help

• Occupancy has been

good because

compression has been

good

• And ownership has

even helped by cutting

marketing budgets – so

‘doing nothing’ really

seems like the best

thing to do

So ideas like:

Creating local affiliate agreements

Making dedicated landing pages for each

guest segment

Or introduced to new technologies

… Just seems like too much work

---

But when the chickens come home to roost…

The free ride will suddenly and succinctly come

to a grinding halt.---

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So what are you more interested in? Pleasing methods or pleasing results?

Take a moment to think about that.

And while you do, think about this

case study, as well.

The Catamaran Hotel, in San Diego, did a two

month campaign on Groupon, right next to all the

restaurants and novelty gifts.

And, by the end, they generated over

$2 Million in direct bookings

If you could guarantee similar results,

would you go for it? Would you be among

the small group of entrepreneurs who take

matters into their own hands.

Or would you be among the 95% who say

to themselves, “I’ve tried that before and it

didn’t work for me… so it must not work,

period.”

If that’s your position, you need to face facts:

You’re not a DOM

You’re a director of mehhh…

And you’ll be first in line for lay-offs

Because school is never out

for the Pro!

Join the More Direct Booking

group on LinkedIn

And get access to the most up-

to-date ‘direct booking’

strategies in the industry

It’s time for you to stop relying

on the OTAs and:

@Direct_Bookings