Sales promotion is an essential tool in the strategy of any hotel project. This approach is based on the use of short-term incentives to quickly stimulate the acquisition of hotel services. It involves a series of promotional strategies aimed at various audiences, including final consumers, distributors and hotel sales staff.
An effective sales promotion strategy can not only boost hotel sales and occupancy, but can also build brand recognition and customer loyalty.
Throughout this article, we will look at how sales promotion is implemented in hotel projects, from defining objectives to the specific tools used to attract and retain guests.
WHAT IS SALES PROMOTION?
Sales promotion is one of the fundamental elements in any business plan. And it refers to a set of short-term incentives designed to quickly stimulate the acquisition of hotel services. These are promotional strategies that involve various tools aimed at different audiences, including the final consumer, distributors and members of the hotel’s sales team.
It is necessary to highlight that a well-planned sales promotion strategy can, indirectly, generate greater brand visibility and recognition. Some hotels have organized special events in honor of a group of teachers, as a gesture of recognition for their educational work. This type of action is not only appreciated by the local community, but also has a positive impact on the hotel by stimulating room reservations during a period of low occupancy.
When developing a hotel project, you should choose to use sales promotion. But to do this it is essential to follow a structured process that includes the definition of objectives and the selection of the appropriate tools.
THE OBJECTIVES OF SALES PROMOTION MUST BE ESTABLISHED
The objectives of sales promotion cover a wide spectrum of possibilities. When it comes to customers, these strategies can be aimed at increasing sales in the short term or maintaining a strong market presence in the long term. Some of the specific objectives may include attracting new customers to try a new product. They may also include diverting attention from competing products or rewarding demonstrated loyalty.
Sales promotion also plays a vital role in brand positioning and building. Well, it promotes the positioning of the product and communicates a message aimed at boosting sales.
In an ideal scenario, the goal of hotel sales promotion should be to consolidate long-term, sustained demand, rather than triggering a temporary brand change. This will help establish long-lasting relationships and strengthen customer loyalty over time.
THE NEED TO TRAIN STAFF FOR SALES PROMOTION
To carry out an effective sales promotion, hotel staff must be prepared. Since convincingly selling customers the possibility of staying in an apartment or a suite next to the pool is achieved through in-depth knowledge of the product. For this it is necessary to carry out the following:
Offer sales incentives, such as tasting menus (in the hotel restaurant or bar), free spa, or stays in luxury suites at the establishment.
Provide employees with the opportunity to enjoy all the facilities on exclusive days.
Share information with employees through newsletters or brochures to keep staff informed.
Maintain positive and constant communication about products and services to reinforce their value. Employees tend to quickly forget the positive aspects of the services around them at the hotel.
SOME STRATEGIES FOR HOTEL SALES PROMOTION
Below we show some sales promotion strategies or tools for the hotel market:
1. THE SAMPLES
Samples are small portions of a product offered as a test. They are an effective (but sometimes expensive) way to launch a new service or revitalize interest in existing ones. They can be free or have a nominal cost. Samples can be distributed via email, in advertisements on the hotel’s website, in partner stores, or door-to-door.
Some hotels have used this strategy by inviting potential guests and influential community members to stay for free. This strategy can achieve two objectives. The first is about closing contracts with companies, since potential clients have experienced the hotel. And the second is to stimulate positive word of mouth. Despite their cost, samples are an effective way to introduce a product in the development of a hotel project.
2. DISCOUNT COUPONS
Coupons are certificates that offer customers savings on specific products. These can be mailed, included in other products, or advertised. Although they are most common in restaurants, they can also be used in hotels.
Now, regarding discount coupons, you must be careful with how to use discount coupons. In the hotel sector, where demand varies with seasonality, it is suggested that discount coupons be used strategically. For example, avoiding its use in periods when customers are willing to pay regular prices without discounts.
3. SERVICE PACKAGES AT A REDUCED PRICE
Sales promotions can include bundles of products from the same company. These packages are widely used in resorts or hotels that offer a variety of services. For example, a hotel can present a weekend package focused on local cuisine, including typical dishes accompanied by selected wines. The package may include meals, tastings and demonstrations. In addition to accommodation, invitations to wine tastings and a special lunch prepared by the chef.
These packages are also designed for sporting events, such as big football games, offering accommodation, tickets, breakfast and sightseeing. These offers will not only boost your hotel in low seasons, but will also create memorable experiences for guests.
4. COMPENSATION FOR LOYALTY
Loyalty compensations are rewards. These may or may not be monetary, but are given in gratitude for the continued use of the hotel’s products or services. An example of this is airline programs that award points for spending on tickets or services, which can be exchanged for free travel.
Most hotel chains also offer regular customer programs, as do many restaurants that provide discounts to their loyal customers.
These programs reward repeat customers, gather valuable information, and encourage positive purchasing behavior. But not only that, they also promote word of mouth. This strategy not only pleases loyal customers but also increases the hotel’s visibility.
5. PROMOTIONS AT THE POINT OF SALE
Promotions at the point of sale are demonstrations, tastings and exhibitions that take place in the establishments themselves. For example, a wine representative may offer a tasting at the hotel restaurant or bar.
At your hotel, you can also use lobby display counters to promote other additional services, such as valet parking and city tours.
In short, sales promotion plays a crucial role in the success of hotel projects. By setting clear goals and selecting the right tools, you can attract new customers, build loyalty, increase your brand visibility, and maximize sales in slow seasons.
Staff training and the implementation of strategies such as samples, coupons, service packages, loyalty compensation and point-of-sale promotions are fundamental elements to achieve these objectives. Ultimately, a well-planned sales promotion strategy can contribute to the sustainable success of your hotel project and the lasting satisfaction of your customers.