No matter what property you work at, it’s likely that at least once you’ll overhear the reservations team questioning, “Why would marketing put together this package? And, why didn’t we know about it until now?”
Or, the marketing team exclaiming, “The revenue manager wants us to run the next promo at this rate? What were they thinking?!”
When it comes to internal marketing organizations, the hospitality industry stands out as an anomaly compared to others. Marketing within the hotel industry is managed by separate, and often clashing, silos: sales, revenue management, marketing and operations.
So, how can you get your team to run both efficiently and at a superior level? How can you overcome the lack of communication and the lack of a shared purpose that sometimes exists between the departments?
The bottom line is that hotel marketing is too important to just be left to the marketers. Your other departments must be engaged in it as well.
Here are three smart hotel marketing tips that you can start implementing right away to break down these silos, engage everyone in a shared vision and build a united team that will run stronger than ever:
1. Put a Focused and High-Performing Leader at the Helm
Hotels need a center of power who will oversee all revenue generation functions and who will ensure that the different departments at all levels are engaged with the hotel’s brand, story and revenue targets. This person would also delegate managers and focus them on key priorities, while keeping a birds-eye view of the overall objective. This person must have the confidence of the asset manager or ownership and be accountable for real results.
2. Set Clear Revenue Responsibilities and Accountability by Segment
Create revenue goals by segment and let every department know what they are. Clarify who is responsible for each segment’s results and schedule frequent reporting updates on progress towards the individual goals. If one department is inhibiting another’s ability to achieve its targets, the friction must be addressed and eliminated.
3. Constant Communication
Eliminate second-guessing or departments that "do their own thing" by having consistent, weekly all-team meetings. Discuss what’s on the horizon, best practices, share resources and end with a round robin where everyone shares what they’re working on. Not only does this allow everyone to get first-hand knowledge of what’s happening outside their own responsibilities, but it also gets people motivated for the same mission and enhances collaboration. That in turn ensures all members of the team will deliver consistent guest experiences, as well.
About TambourineTambourine 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