The way consumers interact with hotels nowadays highlights the increased need for consolidation into a comprehensive commercial strategy – where everyone from front office staff to revenue management, sales, and marketing are aligned towards delivering the best experiences to guests and boosting business performance.
NB: This is an article from Guestcentric
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Guests increasingly prioritize seamless digital interactions and personalized experiences, creating a demand for more efficient, integrated, and agile operations. This integration allows businesses to leverage data across functions, providing a unified view of consumer behavior that enhances decision-making and drives targeted marketing efforts.
In this article, we put the commercial strategy into context for hotels and what each department can bring to the table to improve business performance. Furthermore, we provide actionable tips for hotels to consolidate and successfully implement a fully comprehensive commercial strategy.
Why do Hotels need a Commercial Strategy?
In recent years, consumer behaviour has undergone significant shifts, and these changes are set to continue, reshaping how hotels must operate to remain competitive:
- Early Engagement: With attention spans shortening due to constant digital distractions, hotels must now capture guests’ interest much earlier in the booking process. Sophisticated digital marketing and data-driven strategies are essential to engage potential guests before they even begin considering their options.
- Personalized Experiences: Modern travelers expect personalized offerings that cater to their specific preferences, such as customized room settings and tailored communications. This demand for personalization is crucial for enhancing guest satisfaction and fostering loyalty.
- Flexibility and Security: Recent global events have increased uncertainty in travel planning, driving the need for flexible booking options and clear communication about security policies. Guests now seek the ability to modify or cancel their plans without penalties, making flexibility a key requirement.
- Seamless Digital Interactions: The expectation for seamless digital interactions has become a non-negotiable aspect of the guest experience. Guests expect to manage every part of their stay—from booking to check-out—through intuitive digital platforms, with these interactions being critical to guest satisfaction.
These trends underscore the importance of hotels adopting a unified commercial strategy that consolidates marketing, sales, revenue management, and operations. This approach ensures that every aspect of the guest journey, from the first point of contact to the post-stay experience, is aligned to meet the evolving demands of today’s travelers.
In fact, a recent study by Deloitte highlights that companies that align these functions can achieve up to 15% higher revenue growth, as they are better positioned to respond to real-time market changes and optimize pricing strategies. This shift not only boosts operational efficiency but also fosters sustained business growth in a rapidly evolving market landscape.
