What's your strategy for winning more business?

hosp-think-ahead

When looking for the perfect venue for their Christmas celebrations, 75% of guests specifically seek out Christmas offers and menus, with 50% revealing that they would leave a website if they couldn’t find one.

Whilst it might be the last thing on your mind right now, many Brits (56%) have already started to organise their personal and work festivities, so what are you doing to stay ahead of your competitors this autumn and coming winter?

Estimated to be worth £42 billion, the UK Christmas industry offers hospitality businesses the opportunity to reach new customers and create returning guests for the following year.

As a recent study found, Brits are 'creatures of habit'. In fact, 93% will routinely return to a past holiday destination, including 38% who will repeat book at a UK hotel or resort.

Meaning that any customers who book direct with you over the next few months could potentially do so again in the future, should you nurture that relationship pre and post-stay.

Seven out of ten consumers believe that early December is the ideal time to celebrate, so you need to ensure that you’re running offers and events well before and after the official Christmas week to keep the festive momentum going.

 

Target the corporate sector

Technological innovation has conditioned consumers to expect access to information on-demand, no matter where they are or when they want it.

In the hospitality industry, this has resulted in 89% planning their trips based on what they’ve seen online, which includes 25% of customers who found travel inspiration through social media.

The first step to attract business and leisure customers is to publicise your plans across your website, emails and social media profiles – especially with references to your local area, as this will boost your SEO ranking in location-specific searches.

When it comes to early planners, 59% of work party bookings are made three months in advance, as are 50% of group bookings.

If you’re struggling to fill your weekday or lunchtime slots, a canvassing card campaign to businesses in your local area could be a sure-fire way to rectify the problem.

You may also want to consider sending a promotional email to guests who have stayed with you in the past, providing an incentive or discount for their repeat custom.

 

Provide an exceptional experience

For 57% of guests, having “ongoing but appropriate engagement” with a host makes them a “great” one, whilst 19% believe it is more to do with “awareness of their moods and needs”.

Keeping your workforce in high spirits can be difficult at this time of the year, particularly for those working on key Christmas dates, but it’s critical to ensure that you deliver the highest standard of service to your customers.

To this end, you may want to consider rewarding your team and providing enough downtime with efficient scheduling. For more information on this topic, refer to our blog on positivity in the workplace.

It’s commonly believed that customers form an attachment with a sole business representative, but according to some studies, 87% see hospitality service as a “team-wide responsibility” and do not necessarily need to be served by the same person.

 

Get it right with your cross and upselling

Whether you’re a hotelier or a restaurateur, your catering options and capabilities play a vital role in the decision-making process for consumers, with 60% choosing food as the most important factor in where they go around Christmas time.

Guests who are booking with their friends and family prefer the ability to order food on the day, whereas 44% of those organising a work Christmas party prefer the ease afforded by pre-ordering from a set menu.

Everyone is different, so in order to establish exactly what your customers want before they arrive, consider sending a welcome message with a survey, as this will allow you to identify their expectations and be better prepared to meet them.

In 2017, four out of ten shoppers bought experience-led gifts over store items, with this trend predicted to increase this December, thereby providing you with the perfect opening to market your spa packages and additional amenities.

So, if you’re concerned that January will bring a drop in business, use this time to proactively market ‘weekend trips’ and ‘spa retreats’ for couples and families to gift one another.

 

Find out more

Eat, sleep, repeat customers. Partnered with the AA, BriefYourMarket.com are committed to supporting hospitality businesses as they reduce their reliance on OTAs and stand out from their competitors.

To find out what benefits you stand to gain from our multi-channel marketing platform, call us on 0344 800 84 24 or contact a member of our Marketing team at charlottel@briefyourmarket.co.uk.

 

Key takeaways from this year's EA Masters with Ric...
What does the future hold for brokers?
 

Comments

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Guest
Thursday, 13 December 2018

What's your strategy for winning more business?

hosp-think-ahead

When looking for the perfect venue for their Christmas celebrations, 75% of guests specifically seek out Christmas offers and menus, with 50% revealing that they would leave a website if they couldn’t find one.

Whilst it might be the last thing on your mind right now, many Brits (56%) have already started to organise their personal and work festivities, so what are you doing to stay ahead of your competitors this autumn and coming winter?

Estimated to be worth £42 billion, the UK Christmas industry offers hospitality businesses the opportunity to reach new customers and create returning guests for the following year.

As a recent study found, Brits are 'creatures of habit'. In fact, 93% will routinely return to a past holiday destination, including 38% who will repeat book at a UK hotel or resort.

Meaning that any customers who book direct with you over the next few months could potentially do so again in the future, should you nurture that relationship pre and post-stay.

Seven out of ten consumers believe that early December is the ideal time to celebrate, so you need to ensure that you’re running offers and events well before and after the official Christmas week to keep the festive momentum going.

 

Target the corporate sector

Technological innovation has conditioned consumers to expect access to information on-demand, no matter where they are or when they want it.

In the hospitality industry, this has resulted in 89% planning their trips based on what they’ve seen online, which includes 25% of customers who found travel inspiration through social media.

The first step to attract business and leisure customers is to publicise your plans across your website, emails and social media profiles – especially with references to your local area, as this will boost your SEO ranking in location-specific searches.

When it comes to early planners, 59% of work party bookings are made three months in advance, as are 50% of group bookings.

If you’re struggling to fill your weekday or lunchtime slots, a canvassing card campaign to businesses in your local area could be a sure-fire way to rectify the problem.

You may also want to consider sending a promotional email to guests who have stayed with you in the past, providing an incentive or discount for their repeat custom.

 

Provide an exceptional experience

For 57% of guests, having “ongoing but appropriate engagement” with a host makes them a “great” one, whilst 19% believe it is more to do with “awareness of their moods and needs”.

Keeping your workforce in high spirits can be difficult at this time of the year, particularly for those working on key Christmas dates, but it’s critical to ensure that you deliver the highest standard of service to your customers.

To this end, you may want to consider rewarding your team and providing enough downtime with efficient scheduling. For more information on this topic, refer to our blog on positivity in the workplace.

It’s commonly believed that customers form an attachment with a sole business representative, but according to some studies, 87% see hospitality service as a “team-wide responsibility” and do not necessarily need to be served by the same person.

 

Get it right with your cross and upselling

Whether you’re a hotelier or a restaurateur, your catering options and capabilities play a vital role in the decision-making process for consumers, with 60% choosing food as the most important factor in where they go around Christmas time.

Guests who are booking with their friends and family prefer the ability to order food on the day, whereas 44% of those organising a work Christmas party prefer the ease afforded by pre-ordering from a set menu.

Everyone is different, so in order to establish exactly what your customers want before they arrive, consider sending a welcome message with a survey, as this will allow you to identify their expectations and be better prepared to meet them.

In 2017, four out of ten shoppers bought experience-led gifts over store items, with this trend predicted to increase this December, thereby providing you with the perfect opening to market your spa packages and additional amenities.

So, if you’re concerned that January will bring a drop in business, use this time to proactively market ‘weekend trips’ and ‘spa retreats’ for couples and families to gift one another.

 

Find out more

Eat, sleep, repeat customers. Partnered with the AA, BriefYourMarket.com are committed to supporting hospitality businesses as they reduce their reliance on OTAs and stand out from their competitors.

To find out what benefits you stand to gain from our multi-channel marketing platform, call us on 0344 800 84 24 or contact a member of our Marketing team at charlottel@briefyourmarket.co.uk.

 

Key takeaways from this year's EA Masters with Ric...
What does the future hold for brokers?
 

Comments

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Already Registered? Login Here
Guest
Thursday, 13 December 2018
 
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