Hotel Winter Checklist
Check you have your rates set up for 2017
Remember most OTA's will sell rooms 12
months in advance. In many regions January can be a good booking period for
summer dates as people get Christmas out of the way and start to think about
summer holidays or journeys.
Check the OTA's you are working with.
Are they all performing? Do you need to
remove any or add any?
Check your OTA listing details.
Are your photos uptodate? the map location?
Could the description be improved? Forget about your new bedspreads and
upgraded curtains, see the property through your customers eyes. What is
important to them?
Check you have all the room types listed on
all the OTA's
Currently there is something of a move to
Room Only and Advance Purchase rates. Because Room Only rates are cheaper your
property will appear higher up the list when someone does search for a room on
an OTA by price. Breakfast can be listed as an ‘extra’. Advance Purchase rates are
useful to counteract the high level of cancellations through some OTA’s.
Review your Channel 'Prioritisation'
There may be dates next year when you dont
need the OTA's to sell rooms ie Bank Holidays, Summer Weekends and other peak
periods. Close out the OTA's on these dates now.
Review your 'Selling Conditions'
Most Booking Engine and OTA's offer the
chance to speed up the booking process by not requesting a postal address or
even a credit card number under certain conditions. Check that these are
consistently set to what you require.
Review your 'Booking Confirmation' Message.
Most Booking Engines offer you the chance
to insert a message at the end of the booking process. This can be to give
useful information to your guest such as your location, how to get there or
even upsell key features of the hotel.
Review your Upgrades/Extras
Normally on your Booking Engine you can add
Upgrades and Extras such as Late Check-out, Early Check-in, Room Upgrades,
Local Tour Tickets, Transport, Welcome Packages etc. Make sure yours are fine tuned.
Sit down with whoever runs your Adwords
Campaign. Make sure the ROI is good and the budget it is being spent in the
right areas. If you don’t know what remarketing is ask someone. Its important!
TripAdvisor Business Listing
Did you renew your Business Listing? Is the
Special offer displaying? Are your photos uptodate?
Do you have any new staff? Are there any
areas or systems you dont understand? Use the winter period to get them trained
on your Channel Manager/Booking Engine/Website CMS etc
Its that time of year! Do you have
attractive Gift Vouchers set up. Do your staff know how to process them?
'Book Direct' Marketing
Review what you are doing to get customers
to book direct. Is it obvious as soon as they walk into the property? Are there
‘Book Direct’ messages at Reception? In the Lift? In the Toilets? On the Menus?
In the Rooms etc etc
Sales and Marketing Plans
Do you have the semblance of a plan/budget
for marketing in 2017? Do you know who is going to action it? (If you dont have
anything the OTA's will do it for you… at a cost).