Slashing room rates can feel like an obvious and easy solution to a decline in bookings. However, your marketing strategy should not appear obvious or easy. Low prices invite the idea ‘you get what you pay for’ and discounted rates can indicate a hotel-in-trouble. For many, price determines quality, and price is likely to determine a potential guest’s first reaction to your hotel.
If rates were the only factor in selling a room, the hotels with the lowest rates would always be fully occupied. So, while discounts may lead to some short-term bookings, they rarely lead to the long term goal of establishing a sustainable and flourishing business. But the question is: how do you sell rooms without slashing rates?
#1: Be Distinct
It’s laughably obvious, and of course, what everyone and every business desires to be. But it’s worthwhile to spend time and repeatedly revisit the following questions: What makes you different than other hotels, inns, and B&Bs in your area? Why should someone book with you instead of with the hotel down the street? Who are your ideal guests? What do they value?
Be specific. You cannot build a successful marketing strategy without understanding who you are. Get out a piece of paper and jot down ideas. If your hotel’s unique qualities and distinct assets do not come quickly to mind, this is where you need to spend time and energy because the following pieces of advice rely on your answers to these questions.
#2: Add Value
Instead of discounting prices, maintain your rates and add services and products. Your potential guests will perceive and then receive increased value, which not only sells rooms but strengthens your brand by providing another opportunity to highlight your assets.
Add value in two ways:
