2024酒店銷售之星：終極戰(zhàn)略手冊（英文版）-Amadeus

aMaDEU

AmadeusInsights

HotelSalesStars:

TheUltimate

StrategyPlaybook

Discoverthesalesandeventtrendsshapingbusinessandgrouptravel,alongwith

innovativestrategiesto

achieveyournextlevelgoals.

Inthewakeofunprecedenteddisruptions,the

travelindustryhasexperiencedaremarkable

resurgence,bouncingbackwithrenewedvigor.

Recent

data

underscoresthis,revealingasteadyuptickinthedemandforgroups,events,and

businesstravel,coupledwithoptimistic

forecasts

projectingsustainedgrowthin2024andbeyond.

Thisboomingroupandbusinesstravelpresentsfreshopportunitiesforhospitalityprofessionalswhohave

pivotedtounderstandthenewtravellandscapewherecustomershavehigherexpectations,tightertimelines,andchallengingbudgetconstraints.Teamswhoemploysolutionsthatfacilitateseamlesscommunicationandcollaborationamongsalesandeventscanstreamline

thebidtocontractprocess,ensureflawlesseventexe-cution,andhelpbuildlastingcustomerrelationships.

Tohelpyounavigatetoday’schallengesandcapitalizeonemergingopportunities,

AmadeusHospitality

,

Salesforce

,and

MeetingProfessionalsInternational

(MPI)

havecometogethertocompilekeydata,in-depthmarketresearch,andinterviewswithgloballeading

industryexperts.InthiseBook,wesharethekeytrendsandchallengeshospitalitysalesteamsfaceandofferinsights,strategies,andbestpracticestostayahead

ofthecurve.Wehopetheseinsights,coupledwithcontinuedpositivemomentum,signalapromisingtrajectoryfortheindustry,settingthestageforafuturefilledwithfreshopportunitiesforinnovationandcollaboration.

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HotelSalesStars:TheUltimateStrategyPlaybook?AmadeusITGroupanditsaffiliatesandsubsidiaries

awaoEUS

6KeyIndustryDefiningTrends

Ascustomers’preferences,priorities,andbudgetsevolve,hospitalityteamsmustremainagileandre-sponsivetotheirchangingneeds.Ourexpertshaveidentifiedsixcriticaltrendsthatpresentexcitingopportunitiesforhospitalityprofessionalswhocanadapttheirsalesandeventstrategiesaccordingly.

1.Businesstravelisresurgingbutthelandscapeisevolving

Asglobalbusinesstravelemergesfromtheshadowofthepandemic,aresurgenceisevidentand

continuestogrow.Arecent

BusinessTravelOutlookPoll

revealsmostglobalbusinesstravelindustryprofessionalsreportincreasedbookingsandspending,withrobustperformanceinbusinesstravelandexpectationsofcontinuedgrowth.

However,amidthisoptimism,industryprofessionalsanticipatepotentialchallengesahead.Rising

travelcosts,economicuncertainties,budgetconstraints,andtraveldisruptionsareamongthetop

concernsforindustrystakeholders.Additionally,theadoptionofremoteandhybridworkplacemodelshaspromptedcompaniestorevisittheiremployeetravelpoliciesandprograms,addressingfactors

suchastypeoftravelallowed,transportationoptions,andaccommodationsforemployees.

Theevolvinglandscapeofbusinesstravelunderscorestheimportanceofadaptabilityandagilityinrespondingtochangingindustrydynamics.Whiletheresurgenceofbusinesstravelpresentsopportunitiesforgrowth,businessesmustremainvigilantandproactiveinaddressingemergingchallengestoensurethecontinuedsuccessoftheirtravelprograms.

“Corporatetravelisourmainbreadandbutter,”saysLawrenceNg,SVPSalesandMarketingatLanghamHospitalityGroup,aglobalhotelcompanywithmorethan30propertiesinmajorcitiesacrossfourcontinents.“Ourhotelgrouphaslocationsinallthekeycities,sowedefinitelysee

corporatebusinesstravelasamajorsector.”

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HotelSalesStars:TheUltimateStrategyPlaybook?AmadeusITGroupanditsaffiliatesandsubsidiaries

“Thesizeoftheeventandthewaythatpeoplearetraveling

haschanged.”

LawrenceNg

SeniorVicePresident,SalesandMarketing

LanghamHospitalityGroup

2.Smallermeetingsaregrowingmorepopular

Asmoreemployeesworkremotely,thereisgrowinginterestinsmall

meetingstobringteamstogetherinperson.Inthefourthquarterof

2023,theaveragemeetingintheUnitedStateshosted112attendees;40%had75peopleorfewer.Globally,37%ofhospitalityprofessionalsexpecttoseemoresmallmeetingsin2024.However,smallmeetingscanbeachallengeformeetingplanners,requiringjustasmuchefforttoplanasbiggerones—andjustasmuchagilitytowin.

“Withinourportfolio,about50%ofsmallerprogramsarebookedwithin90days,sothere’snotimefordelaysormissteps,”says

JenniferWalsh,SeniorManagerofBusinessDevelopmentfor

AmericanExpressGlobalBusinessTravel.“Youmustimplement

strategies,solutions,andworkflowsthatallowyoutoquickly

respondtotheseinquiries.”Walshsuggestsassigningaseasonedsalesteamtothesmalltomid-sizemarket;theyhavetheexpertisetomakequickdecisions.

3.

Expectationsfortheattendeeexperienceiselevated

Fromeventdesignandtechnologytowellnessandfoodandbeverage

“Makesure

youare

offering

something

uniqueand

something

different,

butthatit’s

somethingthatistruetoyourbrandvalues.”

AlexDrinkwater

GlobalDirectorofGroups&EventsTheHoxton

options,salesandcateringteamsmustfulfillrisingexpectationsfrombotheventplannersandattendees.“Qualityoverquantity”isthebuzzphrasewithcustomersplanningforfewereventsperyear.Thetrendtowardmorethoughtfullycuratedeventsmeansthatdemandfor

boutiqueexperiences,uniquevenues,andexclusivespaceswithinhotelsandresortsisgrowing.Smallercitiesthatcanofferattendeesafreshexperiencehavealsobecomemorepopularlocations.

Thedesireformeaningfulandauthenticexperiencesisalso

paramount.“Moreandmore,Ithinkpeoplearelookingforareallyauthentic,genuine,unique,andmeaningfulexperience,”saysAlexDrinkwater,GlobalDirectorofGroups&EventsatTheHoxton,

aboutiquehotelchainwithlocationsthroughoutEuropeandNorth

America.Successfulsalesandcateringteamsarecraftingexperiencesthatseamlesslymeldphysicalspaceswithtechnologytoencourage

connectionandinteractionviausers’personaldevices.

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HotelSalesStars:TheUltimateStrategyPlaybook

?AmadeusITGroupanditsaffiliatesandsubsidiaries

4.

Thereisahigherleveloffocusonsustainability

Ahigherlevelofattentiononsustainabilityisafactorforagrowingnumberofcustomers.

Localsourcing,carbonandresourceusage,renewablematerials,andcommunityengagementarekeyareasoffocus.“Sustainabilityisusuallyfocusedonenvironmentalfriendlinessand

conservation,butit’salsoabouthowweasanoperatorcancontributetothelocalcommunityandconnecttothelocalculture,”saysNg.

Forward-thinkinghotelsareimplementingtoolsandrewardsthatdemonstratetheircommitmenttosustainabilityandgivecustomerstangibledataaboutanevent’scarbonfootprint.Forexample,

Hilton’sLightStayplatform

measurestheenvironmentalandsocialimpactofaplannedevent,

enablingeventplannerstomakechangesthatwillreduceoroffsettheevent’scarbonemissions.Hoxton’sTheGoodRateprogramencouragescustomerstochooselower-carbontransportby

offeringreducedroomratesforguestsarrivingbyrailinsteadofair.

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HotelSalesStars:TheUltimateStrategyPlaybook?AmadeusITGroupanditsaffiliatesandsubsidiaries

aMaDEUSMPl

“We’rebeing

muchmore

intentionalon

whatwe’reaskingfromourclientsandwhatweneedtodelivertoget

peopletogiveupthemostpreciouscommodity

everyonehas,whichistheirtime.”

RachelBenedick

ChiefRevenueOfficerMeetingProfessionalsInternational

“Thepower

5.Valueisparamount

Financialconcerns,suchastightbudgetsandinflation,continueto

beafactorforvenues,customers,andtravelersalike.Organizations

seekingtoreducecostsintheirbusinesstravelandmeetingprogramsaremakingcutbacksinthenumberofnights,off-siteactivities,orfoodandbeveragechoices.Amongthosewithgrowingbudgets,25%plantofocusextrafundsonimprovingtheon-siteexperience,while20%

willfocusontechnologyenhancements,accordingtoWalsh.

Whateveryourcustomer’sbudget,winningbusinessinanuncertaineconomicenvironmentrequiresfocusingonvalue,notjustprice.

“Peoplewanttobesurewhatthey’regettingisexactlywhatthey

needandistheverybestvaluefortheirmoney,”saysDrinkwater.

Demonstratingflexibilityincustomizingeventsandofferingauniqueexperiencewillincreasevalueandhelpyourvenuestandout.

oftechnologyelevatesour

communication,reallytobene-fitourcustomerstrategies.

Itallows

everyoneto

achievemorewithless

effort,whichisimperativewiththerealityofourstaffingchallenges.”

JenniferWalsh

SeniorManagerofBusinessDevelopmentAmericanEx-pressGlobalBusinessTravel

6.Staffingisanongoingchallenge

Staffingisalwaysachallengeinthehospitalityindustry,whichisstillrecoveringfrompandemic-erastaffcuts.Thelossofinstitutional

knowledge,combinedwithcontinuinghighattritionandstaff

turnoverrates,challengesoperatorstomaintainconsistencyand

providethehighlevelsofservicethatcustomersexpect.Asdemand

fortravelgrows,teamsaregrapplingwithmanagingmultipletasksandresponsibilities,whilealsobeingexpectedtoachievetheirsalestargets.

Forward-thinkinghospitalityorganizationswillseektalentinotherserviceprofessions,suchasteachingorhealthcare,andreachouttoformeremployees.Viewingthisasanopportunitytotrainnewstaffinnewapproachesandcultivatethenextgenerationoftravelprofessionals,canultimatelybuildastrongerorganization.

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HotelSalesStars:TheUltimateStrategyPlaybook?AmadeusITGroupanditsaffiliatesandsubsidiaries

Winning

toElevate

Strategies

YourSales

Cycle

Therightsalesstrategiessupportedbytechnologycanhelpsalesandcateringteamsrisetotoday’schallenges.Herearethebestpracticesthathelpourglobalindustryexpertssuccessfullynavigatethefivestagesofthesalesjourney.

ProspectingStrategies

Stage1

Asdemandfromgroupandbusinesstravelcontinuestogrow,hotelsalesteamsmustadoptproactivestrategiestoeffectivelyidentifyandengagewithpotentialclients.Inthissectionweexplorekeystrategiestoenhanceprospectingefforts.

Stayinformedwithregionalandglobalinsights:Utilizeregionalperformanceindiceslikethe

HospitalityGroupandBusinessPerformanceIndex

toassesssegmenthealthandidentify

emergingtrendsintheUnitedStates.Supplementtheseinsightswithdatafromglobalforecastssuchas

MPIMeetingsOutlook

and

AmericanExpressGlobalMeetingsandEventsForecast

togainacomprehensiveunderstandingofmarketdynamicsandupcomingtrendsonaglobalscale.

Realizethebestsegmentsmayhavechanged.Incentivetravel,all-inclusivetravel,association

groups,and“bleisure”(blendingbusinessandleisuretravel)areamongthegrowthareas,ourexpertsnote.Reviewinginternaldata,suchaspastgroupandeventbookings,andanalyzingsearchtrendstouncovertargetkeywordsrelatedtogroupandcorporatetravelcanuncoverpromisingsegments.Ngsaysthisapproachhelpshisteamidentifyemergingsourcemarkets,refocussalesandmarketingpriorities,andunderstandwherebesttoinvest.

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HotelSalesStars:TheUltimateStrategyPlaybook?AmadeusITGroupanditsaffiliatesandsubsidiaries

Lookinyourbackyard.Localbusinessesplanning

smalleventscanbeaprofitableniche,especiallyforsmallerproperties.Usetechnologysuchas

Agency360+TM

toidentifyprospectsinyourareaandlearnwhatcorporatebusinessisbooking

withinyourmarket.

Doyourhomework.AIcanhelpyouefficiently

researchaprospect’sorganization,industry,

andconcerns.“Findingacoachorsomeonewho

knowstheclientortheindustrycanalsobehelpfulinbuildingrelationshipsandgettingthroughthe

noiseofspamemails,”saysBenedick.Gettingadviceaboutwhatmatterstoaprospectcanhelpyouhoneyourapproachandturncoldcallswarm.

Don’ttakeexistingcustomersforgranted.“Youmay

think,‘Iknowthisaccount,’butthingscanchangeonadime,”cautionsGerilynHoran,VPGroupSales&

StrategicAccountsatHiltonHotels&Resorts.“We

mustconstantlyunderstandwhereacustomeris

today,whattheirneedsare,andhowwecansupportthemandbearesourceforthebusiness.”Don’tforgettotapexistingcustomersasasourceofreferrals,too.

Considergenerationaldifferences.Segmenting

prospectsbygenerationalpreferencesandbehaviorcanhelppersonalizeyouroutreach.Forexample,

“Wemustconstantly

understandwherea

customeristoday,whattheirneedsare,andhowwecansupportthem

andbearesourceforthebusiness.”

GerilynHoran

VP,GroupSales&StrategicAccountsHiltonHotels&Resorts

NgsaysBabyBoomersandGenerationXaredrawntoTheLangham’shistoryandtradition,whileGenerationZguestsfocusmoreonexperiencestheycanshare

onsocialmedia.“Thewaywespeakandconnect

withthemisverydifferent,”heexplains.Langham’snew

BrilliantbyLanghamloyaltyprogram

augmentstraditionalrewardswithexperiencessuchasprivate

cookinglessonswithcelebritychefs,crafting

workshopswithartisans,andthemedteapartiesinpicturesquelocations.

HotelSalesStars:TheUltimateStrategyPlaybook?AmadeusITGroupanditsaffiliatesandsubsidiaries

8

aMaDEUS

“Useyourtools

Embracetechnologyforrapidresponse.“Ensuringthatthe

salespersonisproactivelyselling,respondingtoleadsandmaking

connectionscomesdowntotimemanagement,”saysBarbaraWillen,VicePresidentofSales&MarketingatCommonwealthHotels,whichprovideshotelmanagementservicesfor48propertiesnationwide.

Boostyoursalesteam’sefficiencybyconsolidatingincomingleadchannelsintoacentralhub.Givingallteammembersvisibilityintoallyourroomsandpropertiesallowssalespeopletoviewupdatedavailabilityinrealtimeandrespondimmediatelytoinquiries.

Automaticallyscheduletasksforfollow-upwithRFPresponsesanddrivemorebusinesstoyourdirectchannelwithonlinegroupbookingtools.

Try,tryagain.Ifyoubidonbusinessinthepastandweren’tawardedthecontract,contacttheprospecttoexploretheissuesthatcostyouthebusiness.Thinkcreativelyandhighlightrelevantupdatesthatcansolvetheproblemthenexttime.

andtechnologytolookforward,asopposedtobeingMondaymorningquarterbacks.

Usingtechnologyallowsus

tospendthe

majorityof

ourtime

andstrategieslookingahead.”

BarbaraWillen

VicePresidentofSales&Marketing

CommonwealthHotels

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HotelSalesStars:TheUltimateStrategyPlaybook?AmadeusITGroupanditsaffiliatesandsubsidiaries

ProposalStrategies

Stage2

Theproposalstageisthefirststepinwinningthebid.Bylisteningandofferingflexibility,customization,andacompellingvaluestory—packagedinarapidresponse—yoursalesandcateringteamcandeliverawinningproposal.

Bethefirstresponder.

72%

ofbusinesseschoosethefirstrespondertoRFPs.Streamlinethe

proposalprocesswithsolutionsthatallowyoutocreatecustomizedworkflowsandrespondpromptlytoincomingRFPsanytime,anywhere.“Automationfreesupoursalesteamstofocusonthemore

complexopportunitiesthatneedthatperson-to-person,face-to-facecontact,”saysHoran.

Takeaconsultativerole.Thinkofyourselfasaconsultant,notasalesperson.Eveniftheopportunityisn’ttherightfitthistime,youcanactasaresourceandstartanongoingrelationshipwithaprospect.

Understandthecustomer.Thiswillhelpyoucraftadetailedandpersonalizedproposal.“It’sreally

aboutflexibilityandpersonalizationofthatbookingjourney—takingthetimetounderstandaclient’spriorities,showingwhatwecanandcan’tmatch,andviewingitmoreasamatchmakingprocessthanahardsell,”saysDrinkwater.

Becomedestinationexperts.Tapintolocalculturetooffersomethinguniqueanddifferentthat’struetoyourbrandvalues.Considercuratingexclusiveaccessrightsordiscountswithlocalrestaurants,

beveragepurveyors,orinterestingvenuestoenhancetheeventexperience.Besuretopersonalizetheexperiencesavailableinyourdestinationtospecificprospects’behaviorsandpreferences.

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HotelSalesStars:TheUltimateStrategyPlaybook?AmadeusITGroupanditsaffiliatesandsubsidiaries

Embraceagilityandinnovation.Theabilitytopivotquicklyandinnovatehasbecomeincreasinglyvitalforhotels,notonlyinresponsetothechallenges

ofthepandemic,butalsointermsofmeetingthe

evolvingdemandsofbusinesstravel.Forinstance,duringtheheightofuncertaintyin2020,the

Hoxton’sHolbornlocationlaunchedthe“StuffIt,

Let’sGetMarried”weddingpackage,anall-inclusivecelebrationforupto30people.“Weprideourselvesonnotjusttryingtokeepupwiththeindustrybut

beingindustry-first,doingthingsthatnobodyhasdonebefore,takingrisks,andbeingabletopivot,”saysDrinkwater.

Inasimilarvein,hotelscanapplythisagile

mindsettocateringtotheneedsofbusiness

travelers.Whetherit’sofferingflexiblebookingoptions,creatingcoworkingspaceswithinhotelpremises,orprovidingtailoredamenitiesfor

remoteworkers,embracinginnovationallowshotelstostayaheadofthecurve.

Focusonvalue,notjustprice.“Leadingwith

aclearvaluepropositionisessential,”says

Benedick.Enlistpartnersandvendorswhocanhelpyoutellyourvaluestoryinacompellingway.Ngrecommendsquotingyourbestpricepoint

andbestvalue-addedexperienceimmediately,

ratherthanexpectingalengthypricenegotiation.Thisapproachcanhelpyoumanageincreasingdemandandshorterbookingwindows,even

withasmallersalesteam.

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?AmadeusITGroupanditsaffiliatesandsubsidiaries

ContractingStrategies

Stage3

Shorterbookingtimelinesmeanthere’snoroomfordelaysormisstepsduringthecontracting

process.Payingattentiontodetailduringtheproposalstageandautomatingworkflowswhereverpossiblegivessalesprofessionalsmoretimetopersonalizetheirresponse.

Bethoroughindiscovery.Makesureeveryoneisatthetableandalldecisionmakershavebeenconsulted.Addressquestionsanddiscloseallfeesandcostsupfrontsotherearenosurprisesatthecontractingstage.Transparencybuildstrustandminimizespotentialmisunderstandings.

Ensureflexibility:Intoday’sdynamicbusinessenvironment,flexibilityiskey.Offercustomizablecontracttermsthataccommodatevaryingclientneedsandpreferences,whetherit’sadjustingeventdates,modifyingroomallocations,orrevisingcancellationpolicies.

Embraceverbalcommunication.Afive-minuteconversationtoclarifyanissuecanultimatelysavetime.Ensurethedetailsoftheconversationareloggedappropriatelyintoyour

CRM

orcentralsolutionthat’saccessibletoallrelevantteammembers.

Assignseasonedsalesteamstothesmalltomid-sizemarket.““Considerassigningsalesteammemberstothismarket,asempoweredteammemberswhocaneasilynegotiatetermsand

pricingarekey.,”saysWalsh.“Thosewhohavetimeinthatrolecanmakequickdecisionsandtherightdecisionsforyourproperty.”,

Allowampleturnaroundtime.Implementaback-endprocessandtechnologytodelivera

contracttothecustomerasquicklyasyouexpectthemtoturnitaround.Giveclientsmorethan24hourstosign,beingmindfulofpotentialdelaysduetoadditionalstepsormulti-signature

verificationsandapprovals.

Automatecontractingwheneverpossible.Thisfreesupthesalesteamtofocusonmorecomplexopportunities.Giventoday’sshorterbookingwindows,“there’ssimplynoroomfordelays,”adds

Walsh.“Leveragingthesynergyoftechnologywithahumantouchstreamlinescommunicationsbetweensuppliersandpartners,achievingmorewithlesseffortwhilepreservingtheessenceofpersonalizedhospitality.”

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HotelSalesStars:TheUltimateStrategyPlaybook?AmadeusITGroupanditsaffiliatesandsubsidiaries

ExecutionStrategies

Stage4

Yourcontractservesasacomprehensiveblueprintofthecustomer’srequirements,butitstruemeasureliesintheseamlessexecutionthatfollows.Howwillyourteamtranslatethisknowledgeintoaflawlessdelivery,navigatingon-sitechallengesandadaptingtochangeswithfinesse?

Ensuresuccessfulexecutionandexceedexpectationswiththesetactics.

BusinessTravelExecutionforanOptimalExperience

Tailorservicestoindividualneeds.Personalizeservicesandamenitiestomeettheuniquepreferencesandrequirementsofbusinesstravelers.Offerflexibilityinbooking,check-in/outtimes,andworkspaceoptionstoenhancetheirexperience.

Provideseamlesscommunication.Implementtoolsandprocessesthatenableseamlesscommunicationbetweenbusinesstravelersandhotelstaff.Offermultiplechannelsfor

communicationandensurepromptresponsestoinquiriesandrequests.

Offerbusiness-centricamenities.Equiproomsandcommonareaswithamenitiestailoredtobusinesstravelers,suchashigh-speedinternet,ergonomicworkspaces,andaccesstobusinesscentersormeetingrooms.

Facilitateproductivityonthego.Provideresourcesandservicesthatsupportproductivity

whiletraveling,suchasmobilecheck-in/out,conciergeservices,andaccesstotransportationandlocalbusinessfacilities.

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HotelSalesStars:TheUltimateStrategyPlaybook?AmadeusITGroupanditsaffiliatesandsubsidiaries

GroupandEventExecution

Documentclientconversations.Thisnotonlyensurestheclientfeelsheard,butalsosmoothsexecution.Leveragesoftwaretoensurealltheimportantinformationfromyourconversationsisaccuratelycapturedandsecure.Transferringpertinentdetailsdirectlyfromtheplatform

toclients,and/ormeetingplannersandhoteldepartmentscreatesaseamlesshand-off.

Beintentionalandcreativeineventexperiences.Lookthroughthelensofwhat’sgoingtogetsomebodyoutofthehouse.What’sgoingtoget

somebodytogiveuptimewiththeirfamily.“It’sacombinationofeduca-tion,somethingfun,andgreatbusinesscontext,”saysBenedick.“That’swherethemagicishappening.”Within-personeventstrendingtobe

lessfrequent,makesuretoalignonexpectationsearlyontobeabletocreateexperiencesthatcananticipateneedsandexceedexpectations.

Enableeffective,real-timecommunication.“Effectivecommunicationiscrucial,”saysKarenWalker,EnterpriseDirectorofHospitality,

Salesforce.“Weneedreal-timecommunicationbecausewhensalesconveyscustomermeetingrequeststooperations,there’softena

“Peopletodayarejust

puttingabitmorethoughtintocurating

theirgroupandeventtravel

programs.”

AlexDrinkwater

GlobalDirectorofGroups&EventsTheHoxton

communicationgapbetweenthetwodepartments.”StreamlinecommunicationbyensuringallrelevantteamshaveaccesstothesamedatainyourCRMorothersolution.

Empowereventplanners.Lookforwaysyoucanuse

technology

tomaketheirjobseasier.Forexample,allowplannerstoself-booka

meetingoreventinstantlyonlineaseasilyasbookingahotelstay.Evenbetter,havethebookingdetailsflowdirectlyintoyour

sales

andcateringsolution

toeasilymanageandoptimizethebooking.

Keepthesalesteamintheloop.Alertthesalesteamofchangeson

sitebyusingtechnologytotrackanymodificationstothecontractandsharethemwithallparties.Choosingasalesandcateringsolutionthatsupportsrapidcommunicationamongtheeventplanner,staff,andsalesdepartmentshelpsensuretheclient’schoicesareexecutedcorrectly.

Planforuncertainties.Createmitigationplansforpotentialproblemssuchasno-showsortechnicaldifficulties.“Smallereventsoftenrequireahigherlevelofattentiontodetailbecauseeachattendee’sexperienceiscritical,andthere’slessroomforforgivenessifthingsgowrong,”

saysBenedick.Stayingnimbleandreadytopivotcanhelpyouhandleanyeventuality.

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HotelSalesStars:TheUltimateStrategyPlaybook?AmadeusITGroupanditsaffiliatesandsubsidiaries

RelationshipBuildingStrategies

Stage5

Cultivatinglastingrelationshipsiskeytokeepingclientsreturningtoyourproperty,buildingyourreputation,andgainingreferrals.Followthesetipstogeneratereturnbusiness.

Centralizecustomerdata.Maintainingaccountsandcontactsinasolutionthat’seasilyaccessibleacrossmultipleteamsandpropertiesensurescontinuitysoanyteammembercanrespondto

prospectsandcustomers.“AgoodCRMishowwecanshareinformation,makesurethatwearefocusedontherightthingsattherighttime,andgrowthebusiness,”saysHoran.

Conducttermreviews.Documentwhatworkedandwhatdidn’tinyourdatabase,shareitwith

relevantparties,anduseittoimproveforfuturebusiness.Forcorporatecontracts,consider

conductingtermreviewstounderstandevolvingneedsorissuesthataroseduringtheagreementperiod.Takingaholisticapproachensurescontinuousimprovementandcustomersatisfaction,

fosteringlong-termrelationshipsandloyalty.“That’showyoucreateevangelists,”saysBenedick.“Youcareaboutthemthroughthewholeentireprocessandtheexecutionbecomesjustas

importantastheworkthatyouputintotheinitialsale.”

Rewardplannersforloyalty,too.Recognizingclient