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The director of sales and/or marketing was responsible for
bringing in customers to the hotel, and was usually engaged about
6 to 9 months prior to a hotel’s opening in order to analyze the
business traveling pattern of the city and locate likely sources
of business. Room revenues were usually derived from independent
travelers, tourists, incentive groups and tours, corporate rate
guests, and special rate guests, such as airline crews. The
hotel had to find the appropriate market mix and aggressively
pursue new guest and customer markets in order to be successful,
remaining flexible and responding to any market shifts. Some of
the business was generated locally from companies and local
travel agents. The director of sales/marketing and the general
manager were responsible for negotiating with local companies and
travel agents and qualifying them for special rates in exchange
for the guaranty of a certain number of room nights.
Marketing performed by individual hotels differs from chain-
service marketing. For chain marketing, the strengths of a
particular property may be featured, but the overall purpose is
to promote the global chain. For example, Hyatt International
group’s brochures may focus on a single hotel, but also provide
reservation information for other Hyatt International hotels and
publicize one or more Hyatt International hotels in the same
area. Establishing a local presence was the general manager’s
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