Browsing Tag

symphony hotel marketing

Cheap Commodities: How Hotels Have Become Pork Bellies

September 27, 2016 • By


From an outside point-of-view, a hotel should be anything but a commodity. After all, guests should be placing high value on a product that involves their most intimate and private moments. They take showers in the bathroom, sleep in the beds, take private phone calls, and yes, even walk around au naturel.

You would think all of these private moments would build a highly personal connection to hotel consideration and booking, or better yet, even loyalty over time. Yet, guest purchase behavior is usually swayed by price. And their brand preference is almost always weaker than the love they have for other consumer goods and services that cost much less, such as their choice of golf balls, laundry detergent or beverages.

Sadly, the blame doesn’t entirely have to do with modern buyer behavior or the fact that new hotels are popping up all over the country.

Here are the five real reasons why your hotel experience is seen as a replaceable commodity (and, surprise! Most of these are the hotel industry’s fault in the first place):

1. The Hotel Experience is Largely Homogenized

Until very recently, hotel brands have catered to loyal customers who want something reliable, familiar and safe (ahem, boring). Place any traveler in a Hilton, Holiday Inn or Marriott guest room and they most likely will not be able to identify the brand they’re staying at or even be able to tell the major brands apart. So, because the experiences are similar no matter where you book, travelers instead use price as a point of differentiation.

2. Hotels Willingly Surrender Rooms to Be Sold Based on Price

When you hand over your room inventory to a 3rd -party channel, you are pitted up against your competitors (who have also lowered their rates) in a platform that makes your region appear overcrowded with options. To narrow down and simplify their choices, consumers are drawn to the one thing that does make each hotel listing different – the price.

This is why OTAs allow users to filter by price rather than by “best martinis” or “closest to cool stuff in the neighborhood.”

3. Hotels Allow Themselves to Be Sold on Opaque Channels That Focus on Cheap Rates and Nothing Else

Opaque channels such as Hotwire and Priceline allow guests to either name their own rate, or publish heavily discounted rates without showing the name of the property. Once the guest has moved forward with the purchase, only then is the hotel revealed. So, these customers are not willingly choosing to stay with your hotel. They’re not told that you offer the best organic breakfast in town, or that your rooms and the artwork reflect the local culture. In fact, they have no idea who you are until their payment has gone through! On opaque channels, you are nothing special and nothing more than a cheap rate.image2

4. Hotels Are Not Good at Telling a Story That Touches People’s Emotions

Let’s face it. You, your marketing staff and your sales team have long put too much emphasis on your hotel features instead of showcasing your unique experience and building it into a story that will resonate with guests. Proudly ticking off a list of amenities – outdoor swimming pool, bar, full-service restaurant, airport shuttle, room service, complimentary Wifi – does nothing to make your hotel stand out amongst your comp set nor appeal to a guest’s emotions. At the end of the day, customers will not remember which hotel offers what, and will – again – turn to price to make the decision.

5. Hotels Put Prices in Every Ad

Other than the ultra-luxury brands, virtually every hotel ad—across every type of media—includes a price point.


99%+ of consumers who encounter these ads have no previous exposure to the property and no idea whether $129 or $159 per night is a good deal. This price-first mentality has trained consumers to expect discounts, and has pushed hotels further into the category of commodity.

3 Ways to Avoid Commoditization

According to Harvard Business Review, here are three ways that hotel marketers can deflect the inevitable commoditization of their property:

1. Segment Your Audience and Market Directly to Them

Identify your hotel’s key customer segments and create unique products, packages and promos just for them. This approach will allow you to narrow in your marketing creativity on specific niche audiences, rather than just attempting to sell rooms to everyone and anyone. This is why it’s important to segment your email subscriber list and create target audiences for your online ads, as well. For instance, The Garden City Hotel in Long Island knows their hotel appeals to travelers willing to pay a price for grand experiences. So, they leveraged the close distance to Neiman Marcus to offer a luxury retail experience that includes a private tour before the store opens to the public, a customized consultation with a personal stylist, and lunch at the famed NM Café.

2. Build Room Packages Bundled With Ancillary Services or Destination Experiences

A simple overnight stay never provides the full experience that your hotel is capable of. Don’t expect guests to ‘get it’ and purchase ancillary services on their own. You’ll have to build distinctive experiences for them that are based on your property’s unique attributes. To showcase their lifestyle amenities, The Grand Lucayan Resort in the Bahamas built a wellness package, "Feel Grand and Healthy," that includes unlimited fitness classes, a round of tennis or golf, and 20% off spa treatments, along with a stay in an oceanview room.

3. Innovate With New Products Or Upgrades

Innovation should be every hoteliers mantra, period. Seek out ways to innovate every and any part of the guest experience, then spread the word. You can either create a new product experience or offer unique upgrades. Either way, you’ll be offering something that your competition doesn’t, which is the only true way out of the commoditization trap.

About Tambourine

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

Direct Bookings, Guest Experience, hospitality, hotel marketing, Hotel Marketing Advice, Hotel Marketing Mistakes, Hotel Sales, Increase Direct Bookings, Marketing Advice

Friday Freebie: Reduce Friction In Your Booking Engine

September 23, 2016 • By


Welcome to the Friday Freebie! Each week we share one FREE impactful hotel marketing tactic that you can implement immediately to drive more revenue. 

This week’s freebie: Eliminate unnecessary friction in your booking engine and watch revenue instantly climb!

Remember the days of arranging a taxi cab to take you to the airport? You would call the cab company, talk to a dispatcher, arrange a pick up time, then worriedly wait for them out on the curb, never knowing if the driver was 1 minute away or 20.

Then, came Uber.

Today, people expect companies to make their lives easier, to eliminate  unnecessary inconveniences and make transactions as frictionless as possible. This is a major reason why Uber has seen such blazing success. They took all the small steps and aggravations of booking, waiting and paying for a cab, and eliminated them with one spectacularly simple app.

Get More: Three Things Hotel Marketers Can Learn from Uber

What steps can you streamline, eliminate or consolidate? How can you make it easier for someone to book a room? How can you innovate your own booking process? Start by taking a look at what’s cluttering the process for your customers. Are there too many options to select or too many fields to fill out? Do you really need to force purchasers to choose add-on packages BEFORE booking? Can you accept additional credit cards?

Take a lesson from Uber and reduce any superfluous functions or user requirements in your booking engine.

About Tambourine

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

Booking Engine, Direct Bookings, Guest Experience, hospitality, hotel marketing, Hotel Revenue, Industry Trends

Friday Freebie: How To Get Past Meeting Clients To Sell For You

September 16, 2016 • By


Welcome to the Friday Freebie! Each week we share one impactful hotel marketing tactic that you can implement immediately to drive more revenue. 

This week’s freebie: Brilliantly use past clients and events to sell for you.

Despite all the efforts to build solid relationships with meeting planners, they will always trust fellow meeting planners over you. But, don’t fret. This is actually good news and you can brilliantly use this to your advantage.

By now (we hope), you have already collected a lot of testimonials from past clients and even have images of past events held in your hotel’s meeting venue. These past testimonials are GOLD when trying to win even more group business. However, most hotels keep those testimonials and photos in some unseen archive. Or, only include three or less testimonials in the proposal itself, and that’s it.

Instead, showcase your 10 best testimonials on your meeting website itself, along with a gallery of images showing how past clients used your space. This will have a greater impact on future clients than photos of empty ballrooms and marketing copy. Another idea is to show the logos of past companies or associations who have booked with you in the past. This is called social proof. By showing who else has invested in your hotel as a venue space, you are making it easier for future planners to believe your hotel is worth the investment as well. 

Here are four more ways to attract more meetings to your hotel.

About Tambourine

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:

Guest Experience, hospitality, hotel marketing, Meeting Planners, Meetings and Events

What Every Hotelier Should Be Doing Before 2016 Ends

September 13, 2016 • By


Newsflash: There are just four months left of 2016!  

With Labor Day behind us, the dust has settled from your summer season and you’re just now beginning to think of the rest of the year ahead. Before you get swept up in end-of-year chaos and coming up with holiday hotel marketing campaigns, September is the opportune time to set the foundation for your success in 2017.   

Get smart about planning ahead.

Here are five must-do tasks to ramp up for your 2017 revenue goals:

1. Evaluate the True Needs of Your Hotel’s Business Mix

We often see hotels that invest too much of their marketing focus and resources on attracting leisure business. Meanwhile, their corporate sales and group sales teams are left having to hastily create disjointed lead campaigns on their own. The biggest irony of this common situation is that a single corporate or group business contract promises hundreds of bookings and larger ancillary spending, while leisure marketing campaigns drive reservations one-by-one. Don’t ignore the biggest spenders. Instead, look at what your corporate sales’ and group sales’ goals are and create an integrated marketing strategy that aims to help them achieve those numbers, in addition to your leisure campaigns.


2. Prepare a Hotel Marketing Budget That Aligns to Your 2017 Revenue Goals

By now, your management or ownership team have met and begun to map out their revenue targetsfor 2017. If you haven’t already, ask them specifically what part of that revenue pie you and your hotel marketing team are responsible for. Don’t move forward on a budget without knowing exactly what goals your team is beholden to. Get as much clarification as you can, including how many room nights, booked meetings, corporate bookings, etc. should be attributed to your marketing efforts.

A common mistake hotel marketers make when creating a marketing budget is they simply just ask for the same amount as the current year. Here’s the problem: Your hotel owners will likely have an expectation for your team to do even better and to produce even more than this year. So, it makes no sense to ask for the same amount when now, you are being held accountable for achieving so much more!

3. Recruit New Salespeople to Replace Poor Performers

Now that we’re at the end of Q3 and heading into Q4, there’s less doubt as to which salespeople are your top players and which team members are not achieving their goals. If you’ve already invested in training and sales coaching but you're still not seeing any gains in the amount of groups booked by these poor performers, now’s the time to start looking at other potential sales people to take their place.

Competition for group business is fierce and you could possibly be missing out on hundreds of thousands of dollars in group revenue if some of your precious salespeople are missing their numbers. You need an ambitious, creative and smart sales team to drive your goals. And, everyone has to carry his/her weight – period.

4. Gather Guest Reviews to Support Your Budget Requests for Hotel Upgrades

Even the most brilliant hotel marketers can’t get away with putting lipstick on a pig. Despite your consistent and creative marketing efforts, your insightful decisions and your perfectly executed marketing campaigns, you won’t ever be as successful as you deserve if your hotel is crumbling, aging, and showing signs of decay and disarray. Fresh, new properties are popping over everywhere and delivering the exact experience that modern guests are looking for. So, your hotel owners can’t sit back on their past investments and expect to drive the same business with the same ol’ product. Upgrades are necessary, you just have to prove it.

Leverage past guest reviews to convince ownership and management that investments are urgent and imperative to effectively compete. Comb through your guest reviews and highlight complaints that come up most often and will most likely drive potential guests away (mold in the bathrooms, shades aren’t dark enough, ratty carpets, aged décor, etc).

5. Have an Open Dialogue With All Stakeholders About What’s Worked and Not Worked YTD

Marketing success doesn’t occur in a vacuum or behind closed doors of your marketing meetings. You need to have open discussions with your other departments of the property team to analyze the year with you and review where you saw your biggest success, where you tanked, what was the best use of marketing funds and where you can save.

And, don’t overlook your own front desk staff as a key source of information about your customers. They often have insightful direct feedback that could impact your marketing campaigns for the future.

About Tambourine

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

Business, Direct Bookings, hospitality, hotel marketing, Hotel Revenue, Marketing Plan

Friday Freebie: One Timeless Rule Every Hotel Marketer Should Follow

September 9, 2016 • By
FridayFreebie-Tambourine Welcome to the Friday FreebieEach week we share one impactful hotel marketing tactic that you can implement immediately to drive more direct bookings.

This week’s freebie: Forget your hotel. It’s all about emotions.

Charles Revson, the founder of Revlon Cosmetics, famously said,In the factory, we make cosmetics. In the store, we sell hope.”

It’s all too easy to get caught up in selling rooms each night.  Most often, hotel marketers are buried under a barrage of daily marketing tasks that take up most of their time. It’s little wonder then that some hoteliers may start seeing their hotel as a commodity – as a physical product rather than a “creator of emotion.”

But, the most successful marketers know that what you sell is probably NOT what you should market. So, instead of focusing on your rooms, your restaurant, your spa or any of your travel awards, focus on the emotional benefit that a stay at your hotel can bring.

For example, Revlon sells makeup, but they market hope for women wanting to look their best. Disney sells tickets to an expansive theme park, but they market family togetherness and joy.

What feelings can come out of staying at your property? Is it precious time with friends image2-2and family? A peaceful place to remain productive and successful on the road? Is it a place to rekindle romance? Forget about your rational hotel features and emphasize how your guests will feel.

Get more words of (hotel marketing) wisdom here: Three Quotes to Inspire Hotel Marketers

About Tambourine

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

Brand Story, Guest Experience, hospitality, hotel marketing, Hotel Marketing Advice

5 Ways To Attract Last-Minute Labor Day Bookings From Your Drive Markets

September 1, 2016 • By


Millions of travelers will be packing their bags and hitting the roads this Labor Day weekend to take advantage of summer’s last official weekend.

While most travelers will already have their travel plans booked, you still have a chance to attract last-minute vacationers from your drive markets using Facebook advertising, your own email subscriber lists and social media accounts. 

Here's a list of our favorite hotel marketing tips to amplify the number of Labor Day travelers checking in this weekend:

1. Play Up Summer Fun

Amplify all things summer that guests can enjoy at your hotel –  soaking up some sun by the pool, the close proximity to the beach, outdoor activities and crisp cool drinks on the balcony. The idea of going back to school and the responsibilities that usually come in fall and winter are already fresh on people’s minds, so it shouldn’t be much of a challenge to evoke a wanderlust for the last remnants of summer.

2. Include Parking

Because of continued low prices at the gas pumps, millions of travelers are road-tripping to Labor Day destinations. It’s the perfect opportunity to create a clever end-of-summer road trip package offering complimentary parking. Is parking already free at your property? Then flaunt it good and often this week! Entice your audience to quickly round up a few friends or family for one last getaway to enjoy the final golden days of summer.

3. Leverage Last-Minute Travelers’ FOMO

There are two types of FOMO that you can incite this week: 

  1. Fear of missing out on the last days of summer.
  2. Fear of missing out on your last room availability.

Starting today, use your social media accounts and marketing emails to address one or both of these. This is a good use of the scarcity principle to make people aware that yes, summer is almost over. And yes, you still have rooms available. But, no, they will not last long. For instance, “Say goodbye to summer with one last sun-soaked getaway! We’re down to our last 12 rooms this weekend. Get ‘em while they’re hot.”

4. Feed the Foodies

AAA Travel studies show that more than half of Labor Day travelers listed dining as their top activity. Create summer-inspired F&B promos, such as a "So Long Summer Sips" menu of summer cocktails or "Final Flavors of Summer" breakfast or lunch featuring seasonal ingredients. Or, highlight farmers markets, authentic eateries, or events close to your hotel where guests can experience the local flavors of the season.

5. Give Them All the Reasons to Take a Last-Minute Getaway

Create a fun "before the summer ends" bucket list that features fun activities that every traveler should experience before autumn arrives at your destination. Or, put together a Top 10 list of drive-worthy restaurants, outdoor activities or attractions within close proximity to your hotel that Labor Day visitors should experience when they stay with you. Add a personal touch by curating these lists straight from your staff themselves.

6. Encourage Them to Bring the Dog!

Holiday weekends are a great time for regional guests to get away, but what about their dog? If your property is pet-friendly, remind potential bookers that pets are welcome and encourage them to bring Fido along for the ride!

About Tambourine

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

Booking Engine, Direct Booking, FOMO, Holidays, hospitality, Hotel Packages

The Incredible OTA Stat That Everyone Has Forgotten About…

August 29, 2016 • By


Sometimes, we all need to be reminded of just how much we’re throwing away by leaning too heavily on OTAs as a primary source of online bookings. Everyone knows that OTA bookings cost more, but very little is ever made of the amazing fact that OTA bookings are usually much lower in total value than direct bookings.

Siteminder, which is a unique position to see booking flow from both OTAs and direct websites, recently stated: The average booking value hotels are realizing on their direct website is nearly double the value they are receiving from third-party booking channels. (The finding is based on the 43.5 million reservations).”

And Kalibri Labs, which helps hotels evaluate revenue performance, analyzed the daily stay and cost history from 25,000 U.S. hotels from 2011 through present. They found that bookings made directly on your hotel brand’s site were 9 percent higher than OTA bookings. Plus, when you factor in ancillary on-property spending, direct bookings brought in up to 18 percent more revenue than OTA reservations!

Here are the reasons behind this surprising stat:

1. OTAs Are for Brand Atheists and Price-Conscious Shoppers

The picture of an OTA customer is clear. They don’t care about your hotel brand (or any other property’s brand for that matter), what makes your experience unique, or any of your updates and renovations. 

You are a commodity to them. They’re looking solely at price and where they feel they’ll receive more bang for their buck.

OTAs are not only your least valuable booking sources, they are also your costliest. To make matters worse, many hotels attempt to out-do their competition on OTA channels by offering even lower rates than what is listed on their own hotel website (via opaque offers). It’s the hotel industry’s version of self-sabotage. Not only is this short-sighted, it unnecessarily undercuts and cheapens any other efforts you make to drive profitability at your property. Lowering already-discounted room rates will ultimately leave potential guests no reason to book direct.

2. Direct Bookers Are Loyal Guests Who Tend to Stay Longer

Guests who book direct care about so much more than price. They want something unique that only your hotel can offer. They’ve done the research, looked at your comp set, read your reviews and have deemed your hotel worth their time and money. 

These invested guests tend to book longer stays and spend more money on ancillary products during their visit. Plus, the value of these directly booked guests only multiply because there is a large possibility that they’ll come back for a return stay, meaning more room nights and even more ancillary spend.

The Big Takeaway:

The major lesson behind this incredible stat is this: 3rd party bookings not only cost more, they also bring less total revenue.

Instead of lowering your rates and paying hefty commissions for low-value OTA bookings, get smart about investing in marketing tools This includes retargeting tools, personalized and targeted email marketing, live chat to engage visitors, a booking engine with automatic best rate guarantee, reservation recovery, and a stunning responsive website and mobile site.

This will ensure a more balanced approach to your distribution and give your hotel the full benefit of higher value bookings.

About Tambourine

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

Booking Engine, Direct Bookings, Fighting Back Against OTA, hotel marketing, Hotel Revenue, OTA

Friday Freebie: Up Your Visual Appeal To Get More Bookings

August 26, 2016 • By


Welcome to the Friday Freebie! Each week we share one impactful hotel marketing tactic that you can implement immediately to drive more direct bookings.

This week’s freebie: Attract more bookings by appealing to people’s sense of sight.

Contrary to what many believe, people make purchase decisions based on emotions and how something makes them feel -- not on facts or figures. Luckily for hotel marketers, evoking powerful emotions from your target audience is as easy as a few simple tweaks to your existing materials.

Out of the five senses, it’s the sense of sight that remains the most important way for hotels to gain recognition, convey the guest experience, and most importantly, impact booking decisions. Here’s one easy way to maximize your hotel marketing’s visual appeal to encourage more bookings: 

Replace all Ugly or Ho-Hum Photography With Stunning Property Images

This may seem like an obvious move to some, but we have seen hundreds of hotels that still use outdated and bland photos in their marketing assets! Remember, images have the power to repel or entice guests, so don’t take photography lightly. Audit every image on your website, sales kits, marketing emails and ads. If they’re old, dark, grainy, pixilated, or fail to convey your property’s core message, then be ruthless and replace or delete them.

Even if you’re a gorgeous beachside resort, all it takes is ONE ugly property photo to convince someone not to stay with you. If you don’t have any beautiful images to replace them with, than it’s time to invest in an experienced hotel or real estate photographer.

Finally, make sure your images are consistent across the entire digital landscape. If consumers see different photos on OTAs than the ones they see on your site, they will be uncomfortable and surf off to your compset.

Learn how to appeal to more senses to increase bookings: The Five Senses of Hotel Marketing

About Tambourine

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:

Brand Story, Content Publishing, Digital Marketing, Direct Booking, Email Marketing, Guest Experience, hospitality, hotel marketing, Hotel Marketing Advice

If Hotel Marketing Were An Olympic Sport…

August 22, 2016 • By


There is nothing quite like the Olympics that has the power to inspire the greatness in all of us. It shows us the virtue of sportsmanship and the reward for committing yourself to excellence. And, along with going after that gold medal, in the end it's the grit, focus and relentless effort that really count.

The Olympics should also remind hotel marketers that the battle for personal gold is not confined to the boxing ring, running track, or at the high jump bar. Everyday, you’re reaching your own new heights of performance and greatness at your hotel, pulling off impressive feats of skill and execution like a true champ.

However, hotels marketers are not all alike. We all have our own ways of going after the gold. Just like athletes with their respective sports, you too have your own strategy to winning your hotel marketing and sales goals.

If hotel marketers were Olympic athletes, which event would you compete in?

1. The High Jumper

These hotel marketers are known for jumping over impossibly high revenue bars set by owners. You don’t flinch when you hear the proposed sales and marketing projections. Instead, you take off running, quickly strategizing each next move to help you clear the bar. Like a champion high jumper, no marketing goal is insurmountable, just so long as you come in with the right approach, dedicate yourself to every detail and commit to flawless execution and practice.

2. The Marathoner

You’re a hotel marketer known for endurance, a trait that pays off when you consistently outperform your compset year after year. Your skill and fortitude comes from a systematic approach to marketing. You start off your year by building a hotel marketing strategy for the long-haul, not for short sprints of revenue. Instead of going for speed and facing the danger of running out of steam, you pace yourself and run on persistence and patience. You set monthly key performance indicators as your mile markers, and encourage and reward your team when you reach them. Because of your perseverance, you always finish strong.

3. The Archer

These hotel marketers know exactly where to aim.

You’ve taken the time to narrow down an audience, put together personas of your hotel’s ideal customers, know where they live, how old they are and what type of media they consume. You have a laser-sharp focus on what your marketing goals are and exactly how to get there. You value quality over quantity and that means narrowing your audience, instead of casting a wide net. Your hotel owners trust that you’ll fire off highly accurate and relevant campaigns, to the right audience, at the right time. So, it’s never a surprise when you always end up right on target!

4. The Boxer

These are group sales professionals who enter into negotiations with corporate buyers and meeting planners with the mental toughness and the competitive edge of a prized boxer. You know preparation is key before squaring off with your opponent. So, you approach the sparring session at the negotiation table with optimal conditioning and experience. You know your opponent's weak spots. You can spot your winning opportunities. And, you’re prepared to face rapid-fire questions and arguments, along with throwing in well-planned moves of your own. You know what value you and your hotel can bring, and you fight for the business until you get your knockout punch with a signed contract.

5. The Tennis Champ

These hotel marketers stay in the game by always hitting the ball back over the net, no matter what kind of shots are coming at them. Just as a tennis player never takes their eyes off the ball, you always know how your is audience reacting, how your metrics are growing, and how well your marketing campaigns are doing. You know how to drown out all the distractions and focus on what really matters. When you miss a shot, you pick up the ball and get right back in the game. Plus, you have learned to anticipate your opponent’s every move, a skill you sharpened by keeping close watch on your comp set, so that you’ll be in the right position and prepared for your own marketing moves and whatever comes your way.

About Tambourine

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:

hospitality, hotel marketing, Hotel Marketing Competitors, Hotel Sales, Marketing Advice, Marketing Budget

Friday Freebie: Convert Business Travelers to Bleisure Guests

August 19, 2016 • By


Welcome to the Friday Freebie! Each week we share one free, impactful hotel marketing tactic that you can implement immediately to drive more direct bookings.

This week’s freebie: How to convince business travelers to stay longer with a targeted bleisure offer:

Of all three travel segments that bring dollars to your property, the corporate market holds the most year-round promise. Corporate travel is often the most dependable year after year, and business guests tend to spend more at your property since they get reimbursed for most of their costs. 

Want more corporate business? Convince your business travelers to extend their stay even longer, and even invite their family!

Here’s one way to do it:

Create an offer solely for business travelers that extends the corporate rate a few days before and after their reservation. Then, consider adding on simple perks during those extra days that address “bleisure needs such as complimentary breakfast, a late check-out, passes to a nearby gym (if your property doesn’t offer a fitness center) and a calendar of unique/authentic local events happening nearby.

Once the offer is created, use your CRM system to share the offer with all guests marked with corporate rate codes in your PMS before their stay. Include the offer in their pre-stay email, remind them at check-in and if possible… leave them a note during their stay.

Get more tips on how to urge business travelers to extend their stay: Turning Business Into Pleasure

About Tambourine

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:

Business, Direct Bookings, Guest Experience, hospitality, hotel marketing, Online Bookings