by Bill Heaney

The quest for business in the hotel industry often focuses on finding “new” and “revolutionary” methods that will open the spigot of fortune and let the business flow. But don’t forget, the answer often lies with the basics. A simple statement sums it up:

“There are only two kinds of real business for sure, the business you have and the business your designated competitors have.”

All the rest is potential or “maybe” business. And, yes, trends, history and other data show us that potential business is there, but it’s not as real as the customers who paid you and your competitors last night. With this in mind, primary effort in hotel sales should always focus on; 1) who your customers are, 2) where they come from, and 3) how you get more of them. Today, there are numerous methods for building a sourcing network with your current customers. These include social networking, newsletters, mailing lists, and more. Train your team to understand completely the value of your current customers, and to emphasize the importance of your present business as one of your two biggest sources of business.

The second source is your competitors’ real business. Take practical steps to identify who they are, where they come from, their choice criteria, and what you can do to convince these customers to switch to your hotel. Training in the best tactics for converting your competitors’ customers will bring fruitful rewards.

Of course, don’t forget potential business. And, by all means, employ “new” and “revolutionary” methods that make sense. However, you will find that a systematic focus on current customers – both your own and those of your competitors – will be time and effort well spent.