This is an age old question; though timely once again as the digital age has provided additional means to enhance the hotels share of wallet from each guest; combined with total guest revenue management growth can be significant.
Here are the 10 things to consider as you build a strategy to increase your share-of -wallet from each customer.
- Services for Sale: have an honest conversation with your team & outline what services your hotel has to offer that a customer would be interested in. Are there any amenities or services that are unique to your property?
- Marketing: often the first time a consumer learns about your property; does your marketing support the the full experience of your property?
- Website: are your services & amenities exposed in a meaningful way on your website; this is the perfect place to make the sale. Use descriptive text, imagery, reviews and any other means to speak to your services for sale.
- Easy to Buy: no matter where the customer purchases their room provide the opportunity to buy other services at the same point of sale; whether on-line or off-line can the customer buy in advance?
- Pre-stay Communication: communicating with your guest prior to arrival provides an ideal opportunity to enhance their stay.
- Everyone Sells: during your guest’s stay they will come into contact with an average of 5 to 10 different colleagues daily; are your employees trained on all the service offerings available at the hotel to provide recommendations throughout the guest stay?
- Cross Selling: advertise your services throughout the property; from the key card to the TV there are many touch points with the customer to promote your services.
- Post Stay Communication: if the guest did not use your services during their stay invite them back with a trial offer.
- Measurement: if you are serious about increasing the revenue at your property be prepared to measure. Use a total customer spend metric to define the baseline for your property and growth goals for your team to achieve.
- Execution: your strategy is meaningless without solid execution; consistently deliver on the tactics you define.