Happy hour = Happy Hoteliers
It’s happy hour somewhere!
That’s the mantra of many hotel marketing pros at big brands as well as boutique properties. Why? They have discovered that free happy hour offerings are a great marketing tool: increasing overall loyalty and boosting brand awareness.
Hosted happy hours encourage travelers to stay on the property and socialize with staff members and other guests while enjoying wine, cocktails – and light snacks, too.
Several hotel companies have perfected the complimentary happy hour concept, which have become a favorite activity among travelers who enjoy chilling out and sipping a few cocktails. And whether guests are visiting for leisure or business, hotels are profiting. According to the U.S. Travel Association, more than three out of four domestic trips are taken for leisure purposes…and leisure travel topped $600 billion in 2013. Also, the Association reports that for every dollar invested in business travel, businesses benefit from an average of $9.50 in increased revenue and $2.90 in profits.
For marketers willing to invest in a happy hour, these are two of the more successful concepts with positive results:
Kimpton: Raise a glass to the hotel company that started it all. With over 60 properties in 30 cities across the US (with familiar names such as Monaco and Palomar), Kimpton’s legendary “wine hour” keeps gaining momentum. The idea was based on original owner Bill Kimpton’s hospitable tradition of welcoming guests with a glass of wine. Today, Kimpton’s happy hour is a mainstay – and features light snacks that showcase the property’s restaurant and “Wines that Care,” which hail from eco-friendly regional producers.
Four Points by Sheraton: Proving that hotel happy hour is not just about wine, Sheraton’s successful “Best Brews” Program features a selection of locally made craft beer, offering guests a variety of styles of the frothy beverage, while educating them about the nuances of beer-making. The “Best Brews,” menu can change with the seasons too, enabling hotels to treat guests to a generous pint while shining a spotlight on authentic local breweries in the neighboring area.
So whether it’s a wine or artisanal beer, a free happy hour is a welcoming gesture to guests that positively affects customer satisfaction and celebrates the community…all while elevating the hotel’s ROI.
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