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The Triangle of Hotel Success.
By Leora Lanz
Wednesday, 11th April 2007
 
Strong leaders understand that profitability and success are enjoyed when three key issues – which form a "Triangle for Hotel Marketing Success" – are under continuous review.

Without strong direction, management and motivating leadership, any organization, including a hotel, is doomed for failure. Further, an operation is successful only when a good leader surrounds themselves with other good leaders. 

Strong leaders understand that profitability and success are enjoyed when three key issues – which form a "Triangle for Hotel Marketing Success" – are under continuous review. The Triangle succeeds only when all three components are in play. With just one or two, the triangle is not complete. 

Upkeep of the property

Whether they enter a hotel for the first or 21st time, guests' impressions are formed immediately. From the entryway through the lobby, to the corridors and into the guestrooms, a well-maintained, clean and up-to-date facility is critical to their experience. 

These elements help to not only shape impressions and allow for an enjoyable and, hopefully, a return visit – they lead to all-important 3rd-party acknowledgement via public relations and word-of-mouth recommendations. 

The "behind the scenes" upkeep of systems and technologies are just as critical as the front of the house FF&E. Both of course, positively affect the guest's experience.

Service

A hotel that is physically a five-star will not maintain that image if the service is not top-notch. 

Standard Operating Procedures must be in place and updated, and training needs to be continuous in order to keep those service levels strong, gracious and consistent. 

Service must always exceed expectations as no matter how many "stars" or "diamonds" the hotel shows off in the travel guides, a guest will not recommend or return if service has failed.

Proactive Marketing

To expect that one's hotel can simply enjoy success based on the brand name, or the successes of the past, without proactively taking advantage of the marketing opportunities offered by the brand, is managing naively. Further, to expect an independent hotel to compete with the brands without a proactive sales, e-commerce, public relations and marketing effort in place is also naïve.

A strong, well-trained and proactive sales team and marketing effort are imperative to properly executing the marketing plan and generating the demand to increase average rates and revenue. Technology is also important. 

Not only are marketing opportunities through the new websites, links, and booking engines endless, but because they have become travelers' tools of choice, marketing through this medium needs to be strong and effective. 

If you promise to keep up the first side of the triangle – to continuously enhance the physical condition of your property, we can assist with sides two and three – to train your staff to provide top-notch service – and to support your team with effective, focused and proactive marketing. 

For more information, contact HVS Marketing Communications at llanz@hvs.com.
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