It has been very difficult times that the hotel sector has had to live, however, experts point out that there are many and very different possible strategies that hotels can adopt , almost as many as there are types of establishments. Aida Muñoz , Director of Revenue Strategy at HIP , and Herminio Haro, have listed some of them, and we show it here:
1.- Promote direct sales
One of the “positive” consequences of the pandemic has been the promotion of direct sales, as highlighted by Aida Muñoz : “Those who had already bet on it have been the winning horse in this long-distance race, especially in the holiday segment “.
2.- Analyze the profitability of each channel
A hotel could not survive only with direct sales , as Muñoz has recognized, so it is key to “analyze the profitability of each channel to have a healthy distribution mix” . In this sense, Haro advocates “giving each channel its importance, providing flexibility and collaboration dynamics to the relationship with the OTAs . Analyze the profitability of each channel”.
3.- Build loyalty to increase the repeat customer ratio.
The repeat customer , according to Haro, “gets you free on your direct channel, so you have to strengthen the loyalty strategy to increase its ratio. For this you have to be constant in the service to live up to their expectations “.
4.-Package to add value
As Haro has underlined, “it is necessary to add value by packaging , diversifying the strategy to maximize the benefit with different packages for different types of client and seasonality , responding to the tastes and needs of the different predominant profiles in the hotel depending on the season“.
5.- Have power over inventory
To maximize the performance of the hotel, it is necessary, as Haro has detailed, “to differentiate the different types of rooms by name, attributes, amenities, etc., and for this it is essential to have total power over the inventory. In managing that inventory we must unleash inspiration . “
The director of Revenue Strategy at the Emirates Palace Mandarin Oriental has gone a step further by stating that the future in this area involves “selling by attributes ” “If you offer the customer the product he needs, the price is not a problem, since he appreciates the added value you provide”.
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