Hotels are at the forefront of the hospitality trade, so you’ll need to maintain a dynamic approach to improve, or even just retain, your market position.
And while that’s rarely an easy ask in a sector where running a hotel means long hours are so often the norm, there are still a number of things you can do to make your hotel more effective and efficient.
For your guests, that means increased amenities and enhancing their overall experience, and for you, that means increased profitability.
So, what might be done to introduce a welcome breath of fresh air to raise the profile of your business?
Consider expansion
You can approach this in a variety of ways. If you know there is a new market you could accommodate, then adding to your facilities will increase your bookings and revenues.
While there will be some additional costs, these are always less for an established business, and some elements (e.g. marketing) can remain more or less the same by changing rather than increasing your strategy.
If that kind of expansion won’t work for you, consider enhancing your current provision. This might mean refreshing and expanding your menus for example, or even ringing the changes by inviting in a pop-up restaurant.
Whatever you do, make sure your dining facilities go well beyond the practical and functional. Modern expectations now dictate that your visitors will usually be looking for a memorable experience to enrich their stay, not just a basic provision that you could simply have at home.
Whatever you plan to try, remember this is also your opportunity to move with the times and reflect the latest trends. That in turn will also impress your guests, which should always be your main focus.
Renovate your facilities
If you do nothing more, then giving everything a fresh coat of paint will send a message to your guests that you want nothing but the best for them.
Your refurbishments could also stretch to include new mattresses or upgrading your bathrooms. There’s nothing better to improve your visitor’s experience than offering some extra comfort and luxury.
A modern and stylish bathroom with a sumptuous, spa-like feel could be just the thing to get your guests talking, recommending and then re-booking.
Listen to your customers
You won’t need reminding how important cleanliness is, but it’s your guests who make the judgements.
So take note of all feedback – positive or negative – to gauge how well your facilities are working, and to address any shortcomings before they become a recurring issue affecting your bookings.
Social media is a well-established marketing tool in the hospitality sector, so make sure you are the first to know what your guests have to say about their stay at your hotel.
And likewise, if you can do anything to make your guests feel that your hotel gives them special attention and added value, that will also reflect in social media recommendations and increased business.
Social media also offers the chance to keep an eye on what your local rivals are doing to attract business. So, if you keep tabs on them, you’ll get to hear about new initiatives early, which will then give you time to respond as necessary!
Campaigns and events
Your hotel is a great space for events, so use this to your full advantage.
In particular, it can be used to strengthen your links with the local community – an important consideration for most hoteliers dealing with a seasonal trade.
Advertise the fact that you are happy to host birthdays, weddings, christenings and everything in between. Consider customer-friendly discounted rates for large group bookings, and even develop your own entertainment and themed nights to help market your facilities to your local clientele, thus sending out the message that you are not there for the tourists alone.
Whatever your budget, there are always ways to develop and improve your hotel.
And the best way is usually to create an improvement plan. This will ensure that you are always looking forward, keeping your focus firmly on enhancing your visitors’ experience, and getting the best possible return on your investment.
By Jo Thornley, Head of Brand and Partnerships at Dynamis.
Joining in 2005 to co-ordinate PR and communications and produce editorial across all business brands. She earned her spurs managing the communications strategy and now creates and develops partnerships between BusinessesForSale.com, FranchiseSales.com and PropertySales.com and likeminded companies.
