Jul
16
We know from our experience with hotel brochures that hotels don't sell furniture. We might be forgiven for thinking that they do. But they don't.
So what do hotels sell?
What does your hotel sell? Rooms? Beer? Wine? Sausages? Beds? Steaks? Pillows? Curtains?
Not really.
It depends on who you're selling to.
If you're selling to business travellers, you might be selling utility, ease of use, a place to work, a place to think or secure parking. You might be selling peace of mind for the person who booked the hotel (note, NOT the person who stays, the person who BOOKS). You might be selling reliability.
If you're selling to leisure travellers, you might be selling experiences and memories. You could be selling time for two people to share together (that's a short break) or space for a family to enjoy. Either way, it's the experience you're selling - not the curtains.
When people leave your hotel after a relaxing weekend spent with their loved one, they don't go home and remember your curtains or your sausages. They remember their experiences - what it was like to eat dinner together - how it felt to be in each other's company. Sure, they might remember your fabulous cooking, comfortable bed and fine wines but if they're paying for them they're probably expecting them to be pretty good anyway.
All they're left with is a receipt and a memory. If the memory is a positive one, you might get them back to stay. They might even recommend you to other people! Nice.
When people are booking - they might be looking for a place that looks like it will provide an experience. How will they know what the experience will be like?
You need to tell them!!
So in your next promotion, concentrate on explaining to people what it's going to be like to use - and give them memories of the future (an impression of what it's going to be like). It's a good way to create sales. You see, people rehearse the future over and over again in their mind. The more you can inform that memory, the more likely you are to get those sales you need.
So what do hotels sell?
What does your hotel sell? Rooms? Beer? Wine? Sausages? Beds? Steaks? Pillows? Curtains?
Not really.
It depends on who you're selling to.
If you're selling to business travellers, you might be selling utility, ease of use, a place to work, a place to think or secure parking. You might be selling peace of mind for the person who booked the hotel (note, NOT the person who stays, the person who BOOKS). You might be selling reliability.
If you're selling to leisure travellers, you might be selling experiences and memories. You could be selling time for two people to share together (that's a short break) or space for a family to enjoy. Either way, it's the experience you're selling - not the curtains.
When people leave your hotel after a relaxing weekend spent with their loved one, they don't go home and remember your curtains or your sausages. They remember their experiences - what it was like to eat dinner together - how it felt to be in each other's company. Sure, they might remember your fabulous cooking, comfortable bed and fine wines but if they're paying for them they're probably expecting them to be pretty good anyway.
All they're left with is a receipt and a memory. If the memory is a positive one, you might get them back to stay. They might even recommend you to other people! Nice.
When people are booking - they might be looking for a place that looks like it will provide an experience. How will they know what the experience will be like?
You need to tell them!!
So in your next promotion, concentrate on explaining to people what it's going to be like to use - and give them memories of the future (an impression of what it's going to be like). It's a good way to create sales. You see, people rehearse the future over and over again in their mind. The more you can inform that memory, the more likely you are to get those sales you need.
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