When you think about it, it is really amazing how many different ways individual guests and groups get to visit, and enjoy, a hotel stay. Just take a look at all your market segments that make arrangements to stay on any one day. Why are they there? How did they decide to make the reservation? Was there any one way, or more than one way that a decision was made to get to your property? Which of the market segments were providing you with the best average daily rate? Which of the market segments booked within the dates that were helpful to you in adding occupancy? As you can see, there are loads of information that could be valuable to you in developing more and better business, and, more importantly, what manner of marketing and sales activity helped provide you with the best business?
How can you keep track of all that available information coming from so many sources? Reservations keep coming into a property on a daily basis, but do we really know what made that guest select your property? How did they know about it; where was the source of their information that helped them make that selection? Moreover, do the reservation agents or front desk associates really ask that question?
It seems most logical that in order to use a variety of sales and marketing methods to bring in more business, we would need a system that would perform the best for us. Why wouldn’t properties install some sort of a reservation system that measures information to help us get improvement in return on investment, and guides the sales and marketing effort in getting more of the more productive market segment?
A recent report from a large destination resort reflected that they have shown a remarkable increase in ADR, and improved direction in their sales and marketing effort by using such a system for their reservations. The system, called NAVIS, does it for their property. The way it works is that a unique toll-free number, for inquiries and reservations, is assigned to each marketing or sales method used to promote the property. When a call is made to inquire, the phone number used automatically identifies the sources of the query or reservation. This then tells the property which marketing or sales tool was used to capture that call. This way property management has an idea which sales or marketing efforts should be continued or dropped. With the help of this NAVIS system that resort property reservation director said: “This lets us create more profitable marketing strategies that boost revenue. The system continues to make a huge difference in our revenue, and occupancy.”
NAVIS does a good deal more with its method of gathering information, and getting to confirm more inquiries to boost occupancy. It captures guest and prospect data, tracks key revenue metrics and provides 24/7 reservation call-center services to help operators increase occupancy and ADR, and close more leisure business. For more information on NAVIS contact Bill Schlosser, VP of marketing at [email protected] or 877-346-5762.