The most important aspect of marketing is the product itself.
But what happens when hotel marketers are asked to bend steel with their bare hands and meet lofty revenue goals with a tired and inadequate product? How can hotel marketers contribute evidence to ownership that there is a problem and it’s time to reinvest?
1: Show past guest reviews (and aggregated guest sentiment scores) regarding common issues reported at your property, such as uncomfortable beds, old bathrooms, dirty carpets or tired decor.
2: Prepare a summary of new supply or newly refurbished compset properties, as well as your STR index trends against those properties.
3: Pull PMS or CRM data that illustrates the decline in repeat visitation from past guests as a result of inferior product experience.
Without a commitment to property upgrades, hotel marketers are facing an uphill battle, while owners are facing a decline in profits and ultimately… a decline in their property value. What do you think?