In the competitive world of hotel sales, effective communication can make or break a deal. Yet, before any sale can be made, there’s the daunting task of prospecting.
NB: This is an article from Amadeus
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Surprisingly, over 40% of sales professionals find this initial step the most challenging in the sales journey.
Email remains a powerful tool for hotel prospecting, offering a direct line to potential clients. In fact, 59% of consumers say that email marketing influences their purchasing decisions. However, it’s not enough to simply email prospects, the key lies in strategic and thoughtful communication to stand out amidst the barrage of emails recipients receive daily.
Here are some tips to elevate your hotel prospecting game through email communication:
Personalization is Paramount
Gone are the days of generic email blasts. Personalization is the cornerstone of effective email communication. It’s as simple as addressing recipients by their name – personalized subject lines are 26% more likely to be opened. But personalization goes beyond just a name. Acknowledge the unique needs or preferences of each recipient, crafting your message accordingly. Take the time to research their company or role, showcasing your understanding of their business and how your hotel can truly add value.
Craft Compelling Subject Lines
The subject line is your first impression, so make it count. Keep it concise, relevant, and engaging. Pose a question, highlight a benefit, or create a sense of urgency to entice recipients to open your email. Avoid overused phrases such as ‘Free,’ ‘Click,’ ‘Buy’ or ‘Best Price,’ which can trigger spam filters. Instead, use attention-grabbers like ‘Sale,’ ‘New,’ or ‘Video’ to boost open rates, and finally, test your subject lines with tools like subjectline.com to ensure they are fully optimized.
Focus on Benefits, Not Features, Starting with Why
Instead of bombarding prospects with a laundry list of your hotel’s features, highlight the benefits that resonate with their needs. As Simon Sinek famously says, “People don’t buy what you do; they buy why you do it.” Start by clearly communicating why your hotel exists, whether it’s to provide unmatched convenience, luxury, or cost-effectiveness. From there, emphasize how your unique amenities or services can cater to their upcoming event or group stay. By showcasing the value your hotel offers in meeting their specific requirements, you’re more likely to capture their interest and prompt them to take action.
Keep it Short
Short and sweet is the name of the game! With 41% of emails being opened on mobile first, it’s crucial to keep your communication concise and to the point. Remember, the average mobile screen can only accommodate 4-7 words max, so make every word count for maximum impact and readability. Enhance your message by including supporting content through the use of links and avoid cluttering the body of the email.
Lure Them In
Boost your chances of capturing the recipient’s attention by crafting a captivating hook. Whether it’s an enticing promotion, an exciting renovation update, or the success story of a recent event, offering a compelling reason for the recipient to dive into your email increases the likelihood of them engaging with your offering.
Clear Call to Action (CTA)
Every email should have a clear and compelling call to action. From scheduling a call or requesting more information to booking a site visit, guide recipients on the next steps to move the conversation forward. Make the CTA prominent and easy to act upon.
Follow Up Strategically
Don’t be discouraged by initial non-responses. Follow up with polite and personalized reminders to keep your hotel top of mind. 44% of sales reps give up after one follow-up, but keep in mind that 80% of sales require 5 follow-up attempts before receiving a yes. Resilience in the face of rejection is crucial.
Timing is also key, so space out your follow-ups appropriately. Best practices recommend waiting at least 3-5 business days between follow-ups. However, depending on the specific situation and recipient, you may need to adjust your timing accordingly. Remember, people are often busy, so allow them ample time to read and respond to your emails. As you follow up, consider offering additional value or incentives to reignite interest and keep the conversation going.
Measure and Improve
Track the performance of your email campaigns using metrics like open rates, click-through rates, top performing content and subject lines and conversion rates. Analyze what’s working and what’s not, and continuously revamp your approach to optimize results.
Leverage the right Tools
Prospecting can be time-consuming, but streamlining your workflow is easier when you integrate prospecting and email outreach seamlessly with the combined power of UpMail and Amadeus’ Delphi Solutions. UpMail’s pre-built email templates for various sales scenarios allow you to quickly personalize and send professional, media-rich emails, while tracking engagement for follow-up opportunities. Delphi centralizes all your sales and catering data, simplifying cross-department collaboration and ensuring seamless execution of events.
By implementing these strategies, you can enhance your hotel prospecting efforts and forge meaningful connections with potential clients through strategic email communication. Remember, it’s not just about sending emails; it’s about crafting messages that resonate and drive action.
