The quickest way to have occupancy and net profit improve dramatically within a short period of time is by the General Manager getting as involved as they should be in the hotel sales program and general team efforts.
Traveling around and talking to some hotel owners recently some very basic advice seems to be appropriate. This relates to GM’s just not doing their jobs frankly.
Resorts and those properties in the city are somewhat different but in the comments below you can get the gist of what should be happening.
- Given your General Manager is the CEO of your hotel every local organization from the chamber of commerce, to the board of each important local community organization, every single tourism authority, and the Tourism Minister should be well acquainted with the GM. Involvement and relationship building needs to be ongoing. Is there a plan in place for this relationship building?
- A General Manager who is effective in Sales (lets just ignore the operational aspects) will take advantage of the daily peak operating periods to pour some coffee at the breakfast table and pour water at the luncheon table and yes, shake hands. How often do you see that?
- The GM should meet and greet on arrival all the top 10 key accounts and either follow-up with a call during their stay or speak with them on check out, while ensuring you have great business relationships with the person who actually makes the bookings at these top accounts (the secretary to the CEO?) Who could be better candidates, at no cost, for repeat business or positive word of mouth.
- He/she should have two on site business lunches per week at a minimum. Look after your key accounts. Look after your high spending resort guests.
- Your General Manager should be making a minimum of 15 calls a week to new and potential account leads in support of the sales team, who should be met during the daily sales briefing after 5pm to give encouragement and support.
- Does the GM meet or call each guest who informs the management that something went wrong? These most valued guests, who have taken the time to comment are too often looked upon as someone to avoid. You not only have an opportunity to win them over and ensure whatever went wrong does not happen in the future, but these guests will more likely recommend you to others if you appease them.
- And most importantly the General Manager needs to instill a sales focused attitude in their team. This can be developed in many ways, but at least get the message across that a smile and acknowledgement from everyone to all guests at all times is a must in the hospitality industry.
Trouble is this basic level of management is just not happening sufficiently in real life.
Costly sales programs do not come before the basics, for advice on winning business plans that get all the basics in place before $ is spent, contact Mark, someone who has actually been the GM/Director of sales for a resort and put one on the world map.