Archives : 2011 : March
U.S. Resort Lodging Call Volume Trend
March 30th, 2011The call volume data for the U.S. has been looking good up until February when there was a slight dip below last year’s levels. Let’s hope this trend doesn’t continue. Stay tuned for March data which should be available soon.
Note that this does not represent total call volume going through NAVIS Narrowcast. It is filtered to only include those companies who have been a client for the last two years, which allows a true Year-Over-Year analysis.
For More Resort Lodging Revenue, Out Is In!
March 28th, 2011One of the great things about having accurate data that shows where your revenue is coming from is being able to see what is working and what isn’t, which allows you to do more of the former and less of the latter. One of the best “it’s working” things for NAVIS clients is outbound selling. Over the last 12 months, it’s worked to the tune of $24 million in new bookings – and rising.
Our clients are often surprised at how receptive guests are to receiving a call. Many guests say, “I’m so glad you called. I had contacted so many places that I couldn’t remember who offered what.” Cha-ching!
Of course, implementing a good outbound sales strategy takes some work. You have to make sure you are using the right reservation agents. A good inbound agent doesn’t necessarily translate to a good outbound agent. But with the right people, the right tools, and good measurement systems, you should be able to add to your current inbound conversion rate with another 10% or more.
Out is in. Give it a try.
Bill Schlosser
Vice President – Marketing
To QR or Not QR – That Is The Question
March 21st, 2011I’m curious if QR codes are being used successfully in the hospitality market. They have certainly been big overseas for some time, but QR codes in the U.S. have been slow to gain a foothold. Anybody having success?
Here’s a good video summary about QR codes:
You’ve Got To Stand Up to Stand Out
March 14th, 2011Want people to notice your business? Want to get some attention in the market? Then you need to do something different. You’ve got to stand up and rise above the noise level in order to stand out.
The basic challenge that all marketers must face is that most of your target audience don’t want to be marketed to. They don’t want to receive your emails. They don’t want to receive your direct mails pieces. They aren’t listening to your radio spots – or anyone’s for that matter. They aren’t that interested in your blogs, your tweets or your likes. About all you can hope for is that one of your messages will sink in after a lot of repetitiveness.
Why? Because they’ve seen it all before. They get the same tired emails and social media messages that everyone else is distributing. The noise level is so high that it takes something different to get their attention.
The good news is that you can still grab attention, but you’ve got to be creative. If you’re pet friendly, send an email to their pet. If you offer golf, send a message on behalf of the flag, or a round-shaped mailer that looks like a golf ball. Use multi-stage direct mail (since nobody else is). Use humor in your blogs and on your Facebook.
Think you can’t afford it? Given the incidents of rebooking (3/10/10 blog) and what it means to the lifetime value of a guest, it’s worth spending some money to get them in the door the first, second and third time.
Be bold. Be creative. Try something new. Just don’t forget to measure it.
Bill Schlosser
Vice President – Marketing
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