Hotel Owners Linking Higher Yield from More Personalized, Direct Selling – The Best of David Brudney

While some things change in hotels, certain fundamentals remain intact.

Enjoy this Guest blog re-posting from the BEST OF DAVID BRUDNEY

Hotel Owners and Operators Expecting Higher Yield from Increases in More Personalized, Direct Selling Expenses


REPOSTED JULY 2016

While sales and marketing-related labor costs have experienced moderate growth and advertising has declined, more dollars are being directed to “Selling” expenses, according to a recent article by PKF Consulting (“Focus of Hotel Sales Personnel to Shift from Selling Room Nights to Capturing More Dollars”, by Robert Mandelbaum and Viet Vo).

 “If you’re selling a service, you’re selling a relationship”
Harry Beckwith

“Selling” expenses – – trade shows, travel, and prospect and client entertainment – – grew 9.2 percent in 2006, by far the largest increase of all major cost categories for sales and marketing departments, according to the PKF article.

What this information suggests is that maybe hotel owners and operators have rediscovered the importance and value of more personalized direct selling as a means to increasing revenue through higher average daily rates.

And doesn’t it suggest also that after investing millions of dollars in new technology, embracing state-of-the-art CRM, Sales and catering software and group database programs, managing the Internet distribution channels better and creating powerful, interactive websites and blogs, focus may be shifting now from technology based selling back to relationship based selling?

If so, hallelujah!  A primary message repeated in so many past articles of mine has been the concern I have over an entire new generation of hospitality sales professionals that have mastered the art of technology based selling while forsaking the timeless skills required in relationship based selling.

“Only a computer wants to do business with another computer.  People respond to people”   Harvey Mackay  

We’ve created a generation that prefers e-mails over phone calls, text messaging over personal sales calls and computer time over trade shows and travel.

E-mails and text messaging have become a necessity in all of our business and social lives.  No argument here.

But today’s direct sales teams must be adept at leveraging the value and impact of all of these communication and data exchange tools – – technology and relationship based – –  and understand when and where best to employ each.

Now that hotels have re-staffed their sales force “in an effort to capture group business and implement yield management strategies,”  according to PKF, I believe that owners, asset managers and operators will be looking to the direct sales teams to drive even higher group room rates in 2008.

This will pose no small challenge now with supply having caught up with demand and meeting planners, eager for the pendulum to swing back to more of a buyers’ market, having grown tired of paying top rates with fewer options.

 

Owners and operators’ expectations will be high and scrutiny will be intense.  There will be little, if any, patience or tolerance for direct sales teams that continue discounting practices to book group business.

Will direct sales teams respond to the challenge?  Have too many become too comfortable during the prolonged sellers’ market of recent years?  Have too many become too reactive and less proactive?  Have too many lost that selling “edge”?

The true test might be which sales departments have the experience and skills required to capture higher rates?  Which sales teams have benefitted from management’s commitment to advanced professional sales training during the recent span of high profits?

Let the real selling begin.

 

By David M. Brudney, ISHC, December 2007

© Copyright 2007

David M. Brudney, ISHC, a nationally recognized spokesman for hotels and a veteran with four decades of experience, is the principal of David Brudney & Assoc. of Carlsbad, CA

David Brudney & Associates- Hospitality Marketing Consultants

 

Nothing Changes Until You Do

Good lessons – recommended reading over a two week period, in small tastes and taking time to sink in.   This book is a series of contrasts.

 

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The contrasts are an evolution of time and are generally positive and to the point.

I am not familiar with the career of Mike Robbins as a ballplayer, but it can be interesting to see the world from a different profession than our own. Some can say that most readers don’t really care about his ego and success in baseball, yet we all care about our life story and that is what we know about.

The author’s writings style uses an easy to read format and the chapters are short and bite sized. This is a book from Hay House publishing and one can see the values and approach that many of their authors use.

In particular, I like the following chapters
* Chapter one – focus on what really matters
* Chapter six – ask for help
* Chapter seven – don’t get caught in the trap of comparison
* Chapter 10 – don’t take yourself too seriously
* Chapter 13 – give yourself permission to make mistakes
* Chapter 17 – remember that it’s not the circumstances, it’s you
* Chapter 18 – appreciate people
* Chapter 20 – give yourself permission to cry
* Chapter 24 – practice gratitude
* Chapter 27 – remember that you are much more than what you do
* Chapter 31 – be easily amazed
* Chapter 37 – focus on what you can control
* Chapter 40 – live like you’re going to die (because you are someday)

I read two books a week, with one novel and one for something to expand my mind in a different direction. I doubt if there is much information in this book that many of us have not been exposed to previously, yet we all realize that we must keep repeating the lessons that are hard for us to learn if we are to gain from their strength.

This is a good book and a recommended reading over a two week period, in small tastes and taking time to sink in.

John Hogan, CHA CHMS CHE CHO
HospitalityEducators
Hogan Hospitality

11 Lessons in Leadership from the Greatest Winner in the 20th Century

The 2016 NBA championship has concluded and the Cleveland Cavaliers have been able to bring home a “best of category” for the 1st time in sports in five decades. The Minnesota Lynx are the current WNBA champions.

Russell Rules This book was written by a professional who is the Greatest Team Champion in the 20th Century in ALL sports.

The messages are all about: Team, Leadership and Accountability

RECOMMENDED READING – RUSSELL RULES

Sports have a certain effect on people everywhere in the world. This effect can include excitement and enjoyment when our team wins, and frustration and disappointment if the outcome is not what we hoped for.

Bill Russell became a sports icon with reason. He is an original, with more championships than any other team player as evidenced by his recognition in being named the 20th century’s greatest team player by Sports Illustrated and HBO called him the greatest winner in the 20th century. He was the 1st African American to coach a professional sports team and won two championships as a player/coach without even an assistant coach. He won championships in the NCAA, the Olympics and an NBA championship  all in the same year (1956).

The book, RUSSELL RULES is a collection of basketball and personal examples from Russell’s career. The balance between sports, business and personal integrity is clear, easy to follow and is genuinely interesting, whether one likes sports or not.

The 11 lessons address commitment, team decision processes, accountability, change, discipline, the need for the desire to win and a number of how-to business examples. These lessons include easy to follow messages on ego management, active listening, setting standards and meeting them, seeking and encouraging perfection, building mutual trust, positive control, using imagination to to enhance performance, leadership by establishing and reinforcing discipline, as well as earned delegation and finally, always looking for the win, whatever the odds.

Russell has not been an active part of the Celtics in recent years, but in a 2008 televised interview with the current center, Kevin Garnett, one could hear that his public words of counsel and planning reflected what must have been said in private between the two men of different generations. Russell expressed that he felt the current Celtic team could win two or three championships if they played as a team. Those exchanges were meaningful to me as part of team, leadership and accountability in every day examples of life.

_______________________________________________________
On a related note (after this book was written), in February of 2011, US President Barack Obama awarded Bill Russell with the Presidential Medal of Freedom, the United States’ highest civilian award. This recognition is given to men and women who have “made an especially meritorious contribution to (1), the security or national interests of the United States, or (2) world peace, or (3) cultural or other significant public or private endeavors.” The White House issued the following statement regarding Russell’s honor.

Bill Russell is the former Boston Celtics’ Captain who almost single-handedly redefined the game of basketball. Russell led the Celtics to a virtually unparalleled string of eleven championships in thirteen years and was named the NBA’s Most Valuable Player five times. The first African American to coach in the NBA–indeed he was the first to coach a major sport at the professional level in the United States–Bill Russell is also an impassioned advocate of human rights. He marched with Dr. Martin Luther King, Jr., and has been a consistent advocate of equality.

The book epilogue has an outstanding message ” making CELTIC PRIDE work for you. I urge you to read this resource and enjoy!

As always, feedback or comments are welcome
John Hogan CHA CHE CMHS CHO
HoganHospitality
HospitalityEducators com

General Managers – what are the hot spots causing you and your hotel the greatest challenges today?

Solutions for General Managers – A Short Survey – Please respond by 3/20

Please take the time to answer each question as accurately as you can. We are looking for the areas that you need the most help

https://www.surveymonkey.com/r/GM-Survey  

HE logo

Kathleen Hogan and John Hogan  

480-436-0283           Service@HospitalityEducators.com

John Hogan CHA CMHS CHE CHO and Kathleen Hogan MBA CHO are the co-founders of  HospitalityEducators.com, which was created in 2010 to be a resource for hotel owners and professionals as they sought to improve market share, occupancy, operational efficiency and profitability.  The husband and wife team are transitioning the original membership site concept and evolving the business model today to a focused resource offering consulting, training, and individualized support to both hospitality and other service businesses.   Services include keynote addresses workshops, online support, metrics measurement, marketing and customer service from a group of more than a dozen experienced professionals.   While continuing to serve hospitality, the demand for these types of services is growing and can be personalized.

John Hogan is also the principal of HoganHospitality.com, which provides a range of expert professional services for hotel owners, including professional development for organizations, training, consulting and expert witness services.

Contact information:  Kathleen Hogan  480-436-0283, John Hogan 602-799-5375 orservice@hospitalityeducators.com

Hospitality Tip of the Week from HospitalityEducators.com

Crowne Plaza

A Providence RI hotel salutes its’ customers and staff in a special way.

(A special tribute to Southwest Airlines crew, which is known for their unique approaches to customer service)

How do you say THANK YOU to your best guests?

 

Success does not come by accident or chance.

Contact us for assistance.

Hospitality.jpg

Kathleen Hogan Ireland Sept 2013John J. Hogan CHA CHE CHO and Kathleen Hogan  MBA CHO are the  co-founders of  HospitalityEducators.com, which was created in 2010 to be a resource for hotel owners and professionals as they sought to improve market share, occupancy, operational efficiency and profitability.

The husband and wife team are transitioning the original membership site concept and evolving the business model today to a focused resource offering consulting, training, and individualized support to both hospitality and other service businesses.   Services include keynote addresses workshops, online support, metrics measurement, marketing and customer service from a group of more than a dozen experienced professionals.   While continuing to serve hospitality, the demand for these types of services is growing and can be personalized.

John Hogan is also the principal of HoganHospitality.com, which provides a range of expert professional services for hotel owners, including professional development for organizations, training, consulting and expert witness services.

John Hogan Sept 2013DSCN0215

Contact information:  Kathleen Hogan  480-436-0283,

John Hogan

602-799-5375 or service@hospitalityeducators.com

Workshops Available include: 

From the Chalkboard to the Front Line

What They Don’t Teach You at Hotel School

Focus:

  • Hotel Profitability
  • Hotel Sales
  • Marketing Ideas
  • Hotel Operations

There will always be an ongoing debate on the comparative merits of experience versus the knowledge acquired in formal educational settings.   The best lessons anyone can learn from hotel schools include an awareness of what really occurs on the front line in the actual hospitality setting.  This keynote transitions the academic message to the real world of running a profitable hospitality business.

 Click    here   for Keynotes and Workshops Available 

http://www.HoganHospitality.com
Your Hospitality Resource for Hotel Owners, Innkeepers, Managers and Associations

A Shared holiday smile from SIEGEL SAYS and HOTEL-ONLINE – Some Thanksgiving fun facts

A Shared holiday smile from SIEGEL SAYS and HOTEL-ONLINE

And now for you-know-what…

Some Thanksgiving fun facts:

  •  The Pilgrims’ first-ever Thanksgiving took place over three days in Plymouth, Mass.
  • Gov. William Bradford planned the first Thanksgiving dinner.
  • The Pilgrims ate items like lobster, hickory nuts, cabbage, goat cheese and squash at the first Thanksgiving.
  • Pilgrims probably didn’t wear all black with big buckles. That stereotype was created by illustrators in the 19th century.
  • A writer named Sarah Josepha Hale is responsible for Thanksgiving’s national holiday status. She asked President Abraham Lincoln to declare it an American holiday in October 1863.
  • Congress designated Thanksgiving as an official holiday in 1941.
  • For the past 67 years, the president has pardoned a live turkey every Thanksgiving. The pardoned turkeys get to live on a farm until they die of old age.
  • Benjamin Franklin campaigned for the turkey, not the bald eagle, to be the national bird.
  • Nearly 90 percent of Americans eat turkey every Thanksgiving.
  • About 46 million turkeys are eaten every Thanksgiving.
  • Turkey doesn’t make you tired. It contains no more tryptophan than cheese or chicken.
  • Most of the turkeys come from Minnesota, North Carolina, Arkansas, Missouri, Virginia and Indiana.
  • Turkeys can’t see well at night, and if they’re raised commercially, they can’t fly.
  • Most Thanksgiving turkeys weigh about 15 pounds. They’re usually 70 percent to 30 percent white meat/dark meat.
  • Every year, the average person in the United States eats about 17 pounds of turkey.
  • The oldest Thanksgiving day parade was organized by Gimbels department store in 1920. The Macy’s parade didn’t start until four years later.
  • The Wednesday before Thanksgiving has the most liquor sales of the whole year.

Happy US Thanksgiving from Hospitality Educators!

HE logo

Kathleen Hogan and John Hogan  

480-436-0283           Service@HospitalityEducators.com

Powers of Two – Answers for Hospitality and All Business Leaders – IF WE CAN DEAL WITH THE EGOS!

Our industry lost a significant and memorable leader a year ago, with the passing of Jack Vaughn, CHA.   This is a reminder that we all need each other to succeed.

Finding the Essence of Innovation in Creative PairsPowers of TWO

5.0 out of 5 stars

A persuasive examination of the very character of what makes success.

This is an interesting read and one that I found to be very real because of two sets of people I found in my hospitality career to be excellent illustrations of such key partnerships.  I will reveal them at the end of the review

In today’s overexposed world of instant communication, the notion of celebrity as a single performer or player receives an enormous amount of attention, social media in a whirl of blatant over reporting. Yet, and when one does stop to assess the results of that celebrity, performer or player, it often is the team, the band, the back of the house support and others that actually made that performer or player seem to excel.

5.0 out of 5 stars

“Powers of Two” is a persuasive examination of the very character of what makes success. It does not examine or look at entire teams, but looks at how many combinations of TWO people have reached unheard of or unexpected successes, discoveries and accomplishment over a period of several hundred years.
Using detailed research and interviews, author Joshua Shenk surveys well-known, resourceful and unusually original pairs in a range of human endeavors:
• art – Theo and Vincent Van Gogh
• aviation- Orville and Wilbur Wright
• basketball – Larry Bird and Magic Johnson
• civil rights – Ralph Abernathy and Martin Luther King, Jr.
• comedy – Dave Chappelle and Neal Brennan
• dance – George Balanchine and Suzanne Farrell
• entertainment- Jerry Lewis and Dean Martin
• finance -Warren Buffett and Charlie Munger
• music –  Lennon and McCartney
• music – David Crosby and Graham Nash
• science – Marie and Pierre Curie
• technology – Steve Jobs and Steve Wozniak of Apple
• womens rights – Susan Anthony and Elizabeth Stanton

5.0 out of 5 stars

This is the 1st book I have read by Shenk, and he has a style that is interesting and engaging.He shares stories that include some we have heard (the Beatles, some TV and comedies, Jobs and Apple) but he does more than repeat yarns.He assesses the POWERS OF TWO in six areas:
1. meeting
2. confluence
3. dialectics
4. distance
5. the infinite game
6. interruptionHe looks for the connectivity that links the two-s together and his analysis makes the energy and sometimes even the conflicts make sense. He examines rivalries, competitive spirits and the overall desire to be better with another than perhaps one can be by themselves.He contrasts the member of the pair that is more the one who imagines with the one that is more the one who delivers, but he does not imply that either is more or less important than the other. This analysis is certainly not always easy, and it is a compliment to author Shenk on how well he describes all these people over time, industries, genders and passionI wonder who is the influence or other in his “two?

The teams of two I have always been impressed with:
1.   Jack Vaughn and Joe Henry in 1975 joined forces to create what had originally been envisioned as primarily a seasonal hotel in Nashville near the Grand Old Opry. This pair created a vision that grew to be the 3000 room Opryland Hotel that became world class in their 25 years together.  To those who know them, we all realize the strengths and operational skills of Joe Henry allowed Jack Vaughn to use his PR and hospitality competencies which resulted in one of the finest convention hotels in the US.
 flat,550x550,075,fOpryland
2. Around the same period, Bob Hazard and Gerry Petitt joined forces initially at Best Western to expand that brand.  When they discovered the association business model did not allow them to operate in the entrepreneurial way they preferred, they moved to Quality Courts in 1980 and together worked with others to create what became one of the worlds largest hotel franchisors, CHOICE HOTELS.  Hazard was the ultimate ideas and marketing guy, while Petitt made the systems work.
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Henry, Vaughn, Petitt and Hazard were all very good at what they did, but none of them would have been nearly as successful without their key in their POWER OF TWO!
Hospitality.jpg
Highly recommended!
John Hogan CHA CMHS CHE CHO
Hospitality Educators
Hogan Hospitality

Kathleen Hogan Ireland Sept 2013John Hogan Sept 2013DSCN0215John Hogan CHA CMHS CHE CHO and Kathleen Hogan MBA CHO are the co-founders of  HospitalityEducators.com, which was created in 2010 to be a resource for hotel owners and professionals as they sought to improve market share, occupancy, operational efficiency and profitability.  The husband and wife team are transitioning the original membership site concept and evolving the business model today to a focused resource offering consulting, training, and individualized support to both hospitality and other service businesses.   Services include keynote addresses workshops, online support, metrics measurement, marketing and customer service from a group of more than a dozen experienced professionals.   While continuing to serve hospitality, the demand for these types of services is growing and can be personalized.

John Hogan is also the principal of HoganHospitality.com, which provides a range of expert professional services for hotel owners, including professional development for organizations, training, consulting and expert witness services.

Contact information:  Kathleen Hogan  480-436-0283, John Hogan 602-799-5375 orservice@hospitalityeducators.com

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