Dear DOSM – this is your year.
With January just underway, the rest of 2015 is yours for the taking.
And, here’s why: You have more tools than ever to reap lucrative group contracts, monitor your competition, hear directly from your customers, and reel in more direct reservations than 2014. However, to make 2015 a landmark year at your property, you have to commit to daily activities. Haphazardly checking in on your metrics, industry trends, or guest reviews - on random days and times - guarantees you WON’T be able to stay ahead of the game and maximize all that you and your team are capable of.
We get it. You’re busy. That’s why we put together our annual Tambourine
DOSM Checklist for 2015 to help carve out your road to success, little by little with these daily steps.
1. Watch the metrics hotel owners care about!
Daily check-ups on vital metrics, such as your Website conversion rate, MCPB (marketing cost per booking) and DDR (direct revenue ratio), are vital to driving the performance of your property. Don’t wait until your low season to catch up on these numbers, or else you’ll frantically scramble to play catch-up from there.
Read more: 6 Sales and Marketing Metrics Every Hotel Owner Cares About
2. Stay Educated on Industry Trends and News
From Hotel News Now
, Hospitality Net
, to Skift
, there’s more than enough resources and industry publications online to stay on top of the latest tools and hospitality news. Designate 30 minutes every morning to browse these industry sites, file the articles you want to refer to later, or pass them onto the appropriate staff member.
3. Analyze Your Team’s Performance Against Targets and Goals
Successful DOSMs know where they are in relation to their sales goals, on any given day. By tracking your daily progress towards your target numbers, you’ll know whether you’re behind or ahead. How close is each member of your team to their projected room nights? Are there a lot more sales calls and follow-ups to make? When working to increase meetings and events at your property, you can’t get lax on this. It’s paramount to monitor your team’s progress on a daily basis.
4. Stay on Top of Guest Sentiment
Your guests and meeting attendees are the direct window to your hotel experience and your future success. So, pay attention to what they say, what they experienced and how they felt at your property. Reviewing guest sentiment doesn’t take a lot of time, just 5-10 minutes. Notice the themes that run repeatedly throughout the reviews and outline ways to address them. Later, walk your property, paying close attention to the areas where most of the guests and meeting attendees spend their time. Scrutinize the guest experience through the eyes of a first-time visitor.
5. Pow Wow With Your Revenue Managers
You should become closely familiar to your revenue management team. In fact, they should be on the list of your daily appointments, not weekly. Just like with your sales goals, you need to stay on top of your latest numbers, including your ADR index vs the comp set, upcoming low periods, and your property’s pace reports.
6. Check in On Your Comp Set
Never lose track of your competition. There’s no shortage of tools at your disposal, such as STR reports, Google alerts and hotel reader boards. To streamline your monitoring, sign up for a hotel marketing intelligence service, which will produce reports showing your comp set’s annual repeat business, which companies are booking meetings at other hotels, and your competition’s most active groups.
7. Talk to Your Guests - Both Leisure Visitors and Meeting Attendees
Don’t lock yourself in your office and in meetings all day. Reserve some time to have conversations with your overnight guests and people attending a meeting. Mingle among them. Ask them about their stay and their meeting experience and if there is anything that could make it even better. These opinions matter most to meeting planners, so jot down notes and use the intel to improve your hotel product and secure future group business.
8. Map Out Each Day’s Top Priorities
We all do it. We step into our offices, flip on the computer, and dive right into work, and only glance up to grab a quick sandwich at lunchtime. Tomorrow morning – stop yourself and instead write down a plan for your day. Without one, your day will be full of distractions, including impromptu projects, wandering thoughts, and frivolous emails that will take up loads of your precious time. Instead, map out what needs to be done to make the biggest impact on your property’s revenue.
9. Keep Your Top 20 Sales Opportunities Top-of-Mind
Where do you stand on your team’s top meeting and conference prospects? Sit down with each sales person and review their top sales opportunities. Go over each meeting planner’s hot buttons and pain points, the competing properties, and determine what else can be done to push the decision toward your property.
10. Applaud Your Team
Your success rides on the skills and energy of your team, so give them the praise and recognition they deserve. Genuinely giving kudos to your marketing, catering, banquet and sales staff will boost morale and job performance. In other words, happy employees equals better (and more) business. So, don’t hold back when dishing out the applause.
Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com