The hotel industry is indeed competitive and can be saturated in certain markets, especially popular tourist destinations and major cities. Factors such as globalisation, increased travel, and the rise of online booking platforms have led to a proliferation of hotels in many areas.
This saturation can lead to intense competition, which in turn can drive down prices and profit margins.
(The pricing war you always hate but can’t really do anything, except participating)
Hotels, like many other products and services, can be considered commodities in the sense that they offer exactly the same basic services – a place to stay, sleep, and perhaps eat.
However, various hotels successfully differentiate themselves through strong branding, excellent customer service, wide selection of amenities, and unique guest experiences.
Yes, that’s the keywords.
These factors allow some hotels to stand out in a crowded market and avoid becoming purely commoditised.
To rise above this competition and truly distinguish your hotel, consider implementing these 10 strategies:
1. Employee Well-being
Prioritise the welfare of your staff. Offering fair wages, reasonable working hours, and a supportive work environment not only fosters employee satisfaction but also translates into superior guest service.
Happy and motivated staff create a positive atmosphere, enhancing guest experiences. Your guests won’t sleep well knowing they will be served by unhappy, underpaid staffs.
2. Regular Staff Training
Conduct continuous training programs for your staff. Focus on honing hospitality skills, communication techniques, and staying updated on industry trends.
Well-trained staff can handle diverse guest needs effectively, ensuring a memorable stay. Just don’t forget the bonding agreement with penalty clause to prevent them moving to another hotel after receiving trainings 🙂
3. Updating Online Information
Ensure your hotel’s online presence, including the website and booking portals, is consistently updated with accurate information and pricing.
For example, promptly reflect seasonal discounts or room availability changes online to attract potential guests. Or as simple as checking your cancellation policy and children policy.
4. Real-Time Inventory Management
Implement systems that synchronise room availability across all online platforms in real time. This prevents overbooking and maximises revenue opportunities.
By avoiding overbooked situations, you maintain guest trust and prevent negative experiences.
As simple as it sounds, but I know many hotels don’t invest enough on suitable, essential tools.
5. Local Search Optimization
Optimise your hotel’s online presence for local searches, such as on Google My Business.
This ensures your hotel appears prominently when potential guests search for accommodations nearby. Include detailed location information and attractive visuals to capture their interest.
6. Prompt Complaint Responses
Respond promptly to issues reported by guests. Addressing concerns swiftly not only ensures the property’s upkeep but also showcases your commitment to guest comfort and safety.
For instance, if a guest reports a leaky faucet, have it fixed immediately to avoid inconveniencing them.
7. Guest Feedback Analysis
Regularly analyse guest feedback to identify recurring issues and areas for improvement. Addressing these concerns promptly demonstrates your commitment to guest satisfaction.
For example, if guests frequently mention noise issues, take proactive measures like soundproofing rooms or offering complimentary earplugs.
8. Data-Driven Decision Making
Utilise data analytics to gain insights into guest behavior, booking patterns, and marketing ROI. By understanding your guests’ preferences, you can tailor your services and marketing efforts effectively.
For instance, analyse which amenities are most popular among guests and prioritize their promotion.
9. Email Marketing Initiatives
Engage guests through segmented email campaigns. Personalised content, exclusive offers, and event updates can nurture guest relationships.
For instance, send tailored offers to repeat guests, showing appreciation for their loyalty and encouraging return visits. Or just wish them a happy birthday!
10. Data Monetization
Ethically leverage guest data insights for revenue generation. Collaborate with third parties for targeted marketing campaigns and data analysis services.
For example, partner up with local attractions based on guest preferences, offering exclusive discounts and experiences to attract more bookings. You need to implement CRM system to begin with.
BONUS
+ Scent Branding
Introduce signature scents in guest rooms and public areas. A pleasant aroma enhances the ambiance, creating a memorable experience for guests.
For instance, a relaxing lavender scent in the lobby can create a calming atmosphere. I love what Santika Indonesia does with their scent branding.
+ Personalised Room Selection
Allow guests to select room preferences during the online booking process. Options such as preferred view, floor, or proximity to amenities cater to individual needs, enhancing the booking experience.
For example, a guest celebrating a special occasion might prefer a room with a panoramic view, creating a memorable stay.
Selling attribute-based value can actually boost hotel’s revenue. Think like choosing concert or flight seating.
Believe me, most hoteliers are so fucking lazy you’ll be amased of how little they will be willing to do the extra miles.
By focusing on these strategies alone you will be a lot steps ahead of competition because most of them don’t do that.