We spend all our time helping hotels and resorts with their marketing and that includes working with some very talented and successful DOSMs. During the course of our collaboration, a number of common traits have emerged among the most effective DOSMs we work with…
Based on our working experience with these highly effective hotel DOSMs, here are the 10 things we recommend to all DOSMs seeking better results in 2019:
1. Be vigilant on your product/service experience
Always remember that no matter how smart your hotel sales and marketing tactics may be, they will only go so far if guests are given an inferior product and experience at your hotel. Or, as one genius executive said: “Advertising is the tax for an unremarkable product.” In the age of Tripadvisor, Google reviews, etc., this is the kiss of death, and will perpetually haunt your efforts until the problems at the property are resolved, whether it’s a physical condition, the F&B, or the service levels that are dragging you down.
Keep that in mind this year when the inevitable conversation arises with ownership about investing in property improvements and upgrades.
The best DOSMs are fearless and vigilant about holding ownership accountable for product quality.
But don’t expect checkbooks to open from your own personal desires. Instead, keep records of what your guest review/sentiment monitoring has revealed over the last year and present an annual report to ownership that details recommended renovations based on these findings.
2. Own a UVP
The greatest marketers in the world know that a primary key to success is to constantly convey ONE MESSAGE over and over again to targeted consumers. Similarly, at the root of all great hotel marketing is a deep understanding of the respective hotel’s unique value proposition (UVP), or simply, its story. Communicating that story—rooted in the specific truthful aspects that make your hotel unique in its market—should be a key focus across all marketing channels, as the prime reason travelers should choose to stay in your property.
That means you’ll need to understand your target audiences, recognize which assets and personal storylines at your hotel that they’ll be most interested in hearing about, and visualize how those elements combine to offer an experience that’s clearly unique compared to your competitors.
It is absolutely imperative to stay on script with this message and propagate it at every consumer touchpoint. As an example, think of Volvo… regardless of who the CEO is or what models they are making, they ALWAYS talk about SAFETY.
What’s your UVP? And is it being clearly, consistently and succinctly presented in ALL your marketing.
3. Know your MCPB
Meaningful metrics and KPIs are essential tools in the arsenals of smart hotel marketers, and knowing the real marketing cost per booking (MCPB) for each of your hotel’s channels and segments are one of those core calculations. Understanding the MCPBs at your property is mandatory for three reasons:
