Now that demand is increasing and Revenue Managers are able to begin moving rate, it’s time to revisit the area of what unconstrained demand can tell you — info about who didn’t book may be more useful than info about those that did!
One of the reasons most sales people and Revenue Mangers don’t check those reports from the PMS is that they are imperfect. The res team member has to be in the reservation screen an terminate it prior to the completion of the reservation — reservation interuptus! However, training can alleviate some of these by instituting the low tech system of hash marks under the most common denials and regret category.
You should be regreting some reservations as your rate moves higher. If you have no denials, your rate is too low. It’s delicate balance that we all have to relearn as demand increases!
However incomplete are some info is better than none. For example, how many were rate related, how many were availability related and how many were amenity related — an inability to book the desired room type, having an indoor/outdoor pool, etc.
The info can assist in rate setting for rooms & packages, training opportunities for offering different room types and asking if the customer has flexible rates, etc. If you are geting rate denials for a certain arrival/departure pattern and you aren’t filling, should you take a look at limited ‘specials’, reduce the BAR or enable another strategy.
Sales usually learns more from why they didn’t get the business than why they did. It can also assist in training. Ddi the sales person engage the propsect in conversation about their group or did they just quote a rate and fail to value add to take the conversation to another level?
You get the drift — how much business did you actually book versus how much business did you deny or lose and why?
Join us on Thursday for a webinar “Social Media Drives the Meeting
Business” in conjunction with i-Meet. We are bringing in panelists
– a hotel sales professional, a meeting planner and a
representative from PhocusWright to talk about they successfully use
social networks in their sales processes, venue selection and the
future trends in social networks.
Finally, I think we have it fixed! Vicious spyders kept taking down the blog! Stay tuned for future posts!
Join us Friday for a web cast you can’t afford to miss. Habits of Higly Successful Hotel Sales People — 5 Habits You Need for 2010. http://www.carolverret.net/viral/oct3009html.html