Small Inn and Bed and Breakfast Industry Articles

1/28/2008 3:40:41 PM
By Mark van Hartesvelt

When we think of our guests who eat, sleep, celebrate, and do business in our hotels, it is natural to assume they are coming from far away. This is especially true for properties in busy urban or popular resort destinations. It is easy to lose sight of the fact that some of our most important marketing efforts to put heads in beds, diners in our restaurants, and the health-conscious in our spas need to be done locally – within a 100-mile radius – of our hotels.

Backyard marketing—Don’t underestimate its importance.

Local marketing is now more crucial than ever. Just look at the state of our economy.  Experts have predicted a slowdown in spending and even a possible recession for 2008.  Travel is always one of the first expenses to be slashed in corporate America during economic crunch times. This won’t necessarily stop companies based in your market from holding meetings and conducing training. However, instead of traveling to another market, they will be more likely to hold their events locally to save on the cost of airfare.

On the leisure side, locals looking for a few days of R&R will scale back their trips and stay in the region versus traveling to far away, pricey destinations.  And, if gas prices continue to soar, families will trim that 300-mile driving vacation with the kids down to 50 miles.

Utilize your property management system to determine from what areas your leisure and business guests are coming from, concentrating on Friday and Saturday arrivals for vacationers and Monday through Thursday arrivals for business travelers. By knowing which local markets your guests are originating from, you can more effectively concentrate your marketing, promotions, and advertising in those specific communities..

Given all these factors, you want to be poised and ready to capture this incremental rise from both local business and leisure clientele. With the proper marketing, your hotel can become THE place that locals think about first.

Here are some suggestions for how to effectively accomplish this:

Promote “F” and “B” separately and create a buzz.

Create a space in your lobby where you serve drinks and light fare, separate from your main restaurant. If you don’t have a designated space, utilize a section of your lobby as a small bar area. Promote this with drink specials and new concoctions, to the local business community. Your bar area can become the next “in” place in your community for the locals to enjoy a relaxing drink after work. Once they are in your bar, you will be more likely to capture them as well for dinner. Also, if your bar develops a reputation in the community with business leaders, this also will help your restaurant become the new spot they dine at for lunch with colleagues or with those all-important new clients they want to impress.

 Understand the demographics of the locals using your restaurant and bar to help you more effectively market your “F” and “B.”  Ask local travel managers for general information on the employees at their companies (age, occupation, likes and dislikes), so that you can market appropriately.
 
Be the good corporate citizen – and then some.

Join the boards of local organizations that have meaning to you and can also bring business to your hotel. Once you are involved with such groups, volunteer to host a local meeting and/or lunch or dinner. This will allow you to showcase your catering and meeting space.

Go even one step beyond this. In addition to hosting events, create your own events. Put together a lecture series with your local university, which will exclusively take place at your property. If you have an appropriate space, invite a local entertainer to perform at your restaurant or bar. Be sure, however, that any entertainment you offer matches the demographics and dynamics of your guests and patrons.

Also, join groups that your local business clients belong to; this is an excellent way to network for potential business and meetings guests. Rather than just cold calling on a company, you will have an immediate bond if you both belong to the same organization or civic group. You want local companies to think of our property first as the place to host events and house their employees who are visiting town. 

Bring your chef out of the kitchen.

Host regular chefs’ kitchens – perhaps once a quarter – with local food writers. If you are incorporating major changes to your menu or are offering some novel holiday food and drink choices, those would be good times to have chefs’ kitchen as well. Extend your chefs’ kitchens to local meeting planners and travel managers.

In addition, have your chef greet diners during meals. Go one step further. Have the chef describe, selectively, to diners how the more unusual dishes are prepared. He can offer wine recommendations as well, and even prepare special items for your all-important regular local diners. In an era of open kitchens, giving your chef greater visibility and a presence among your local clientele is an effective way to boost overall F&B business.

Cross-promote with other local businesses.

You’ve heard of the term “think outside the box.” Well, how about “think outside of the walls.” Walk outside of your hotel. Look up and down your block. What other businesses are right in your backyard that can offer cross-promotional opportunities? Approach those businesses and get creative!

For instance, if your hotel doesn’t have F&B outlets, partner with a nearby popular restaurant. Allow your guests to sign a meal at that restaurant to their room. Or, contract with that restaurant to deliver room service to your guests.

Similarly, if your property is located in the vicinity of a jazz club or comedy club, for instance, allow your guests to sign their evening out to their room as well. Place your hotel brochures in the club and vice versa. Invite a select group of local meeting planners to a chef’s kitchen at your hotel and cap off the night with a jaunt to the cool jazz club down the block.

Utilize the mailing lists of local businesses you partner with, and vice versa. This will give your property greater reach in the local community, without adding any cost to your marketing budget. 

Know what the locals want and accommodate them.

Survey your regular local business and leisure guests. What are they looking for in a meeting? Do they have little kids or teenagers, and what would they want on a weekend getaway? Are they looking for a hotel to host an elegant wedding rehearsal dinner, because they have grown kids who are getting married? By knowing what your locals want and need, you can offer customized packages to suit both their business and leisure needs. ). After all, the local business woman with a small company needs one thing for her corporate holiday party and something totally different when she wants a night away with husband or with her husband and children. 

You also can surprise guests with extras in their rooms. If you know that a guest loves jazz, give that individual a jazz CD. If another guest is a diehard chocolate lover, substitute a bottle of wine in the room for a box of nice chocolates from a local candy shop (maybe even a local chocolate shop that you partner with). 

By utilizing these suggestions, you will be able to get a larger share of local clientele - and transform them into repeat guests for years to come. Good luck and happy marketing!


Hotel industry veteran Mark van Hartesvelt is a principal with Gemstone Hotels & Resorts, LLC, a five-star management company based in Park City, Utah. Mr. van Hartesvelt will be contributing a monthly column to Hotel Interactive.