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  • BezlaLLC
  • Measuring the Performance of your Hotel Call Center January 19, 2021|Hotel Marketing In inbound marketing, it is not about having the most attractive advertisement or going after your customers to offer your business. Inbound marketing is about your customers voluntarily coming to you for what you can offer. Contrary to traditional advertising where the guest is usually the receiver of advertising messages, a call center is a platform where your business is on the receiving end. Your hotel’s call center is a venue where your clients actively reach out to request for information. Hence, the term inbound marketing. Now, with the way it works, at first it may seem like inbound marketing is “easier” than outbound marketing, with the business being on the receiving end. This misconception is why this area of marketing often gets left out in bigger campaigns. You should realize that inbound marketing is not as simple as waiting for clients to call your business. How can you make your hotel’s call center work for your business as effectively as it could? Collect relevant and useful data If there is one thing that you should stay focused on if you are aiming to improve your marketing strategy--it’s your data. Having solid and relevant data can give you a better idea of what is going on and suggest what necessary steps should be taken next. Having metrics such as the number of calls received, waiting and handling time, the actual number of conversions, and customer satisfaction among others, can be an excellent indicator of how well your marketing is doing. Set sales goals and targets Sometimes, employing specific sales targets also help you get results, although it may not be very popular among call center staff as it appears as an added pressure. Anyhow, meeting specified targets is a good way to gauge your staff’s accomplishments, and this data can also be used in determining your staff’s strengths and weaknesses, and therefore their improvement, as well. Manage unanswered calls When it comes to analyzing data on inbound marketing, it is important to note that it is not just about getting a high number of calls received. Taking into consideration the number of unanswered calls is also significant. Typically, hotels don’t have 24-hour call centers to receive each call that comes in. So, inevitably, there are calls that get unanswered. Depending on the hotel, this concern is addressed accordingly. Usually, businesses have their calls routed to an interactive voice-prompt menu, while some have prompts directing the client to their website, or some other attempt to collect the caller’s information. The problem with this is that it can cause frustration and inconsistency in the quality for service provided, and can lead to abandoned calls. You must therefore weigh things carefully and consider what works best for your business. Maintain an Appropriate Staff Capacity Staffing capacity is another thing to be considered in working with a hotel call center. Analyzing your data also lets you know your business’ peak demand times. This will help you plot your staff’s schedules, allowing you to distribute work as evenly as possible within the team. Constant monitoring and collection of call center data can help you visualize the peak demand times for each season or for different business days. But more than just analyzing data, a call center’s staff capacity mostly depends on how hotel managers ensure having the appropriate size to accommodate higher demand. This is a good way to determine whether the call center is understaffed or if there is need for recruitment. Inbound channels in marketing are generally associated with lower overhead costs and higher conversion rates. Therefore, it is just as crucial to focus on it as much as you spend resources on outbound marketing. Closely monitoring and evaluating your hotel call center's performance is important in getting the most out of your business regardless of the size and reach of the hotel you're running. If you need assistance with your hotel’s marketing, don’t hesitate to get in touch with us at Bezla.com or call 1 (888) 999 8086 Bezla.com LLC Website: https://Bezla.com LinkedIn: https://www.linkedin.com/company/bezla Phone: +1-888-999-8086 1800 JFK Blvd Suite 300 PMB 91649 Philadelphia, PA 19103 [more]
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  • Internet Hotel Marketing has become Essential in Hotel Asset Management January 11, 2021|Hotel Marketing Internet Hotel Marketing: an Essential Part of Hotel Asset Management In this industry, it is important to get the highest return on property investment. Internet marketing can play a crucial role in reaching that objective. More than just focusing on the day-to-day grind of running a hotel, it is a must to have a real estate perspective in overseeing the business. By considering marketing at an ownership level, and not just at a management level, the hotel is actually marketed and sold for the same reasons that the owners invested in it, such as the location, and other unique selling points. Traditionally, many hotels market their business by putting out their brand first, rather than showcasing what their properties actually have to offer. This approach is especially convenient for hotel chains because employing generic brand messages can easily unify multiple properties, to fit a single marketing strategy. This is typically observed in franchise properties where they capitalize on their brand rather than the hotel itself and its features. Admittedly, this approach can argue that hotels are managed more independently, and not at the national level. Certainly, this approach won’t work for every single hotel out there, but it brings up practical concerns such as how high the overheads are, franchise fees and corporate marketing contributions. A higher return of investment can only be achieved by renegotiating these costs or by operating independently. At this time and age, it is common knowledge that investing in a property and using traditional marketing strategies alone to generate a steady income is just not enough. Internet marketing is key in hotel assets management. If used correctly, it can remove overhead costs associated with traditional marketing strategies such as printing, mailing and creation of different physical promotional materials. This strategy can be very effective in reducing marketing costs by removing overhead costs associated with traditional marketing strategies such as printing, mailing, and other physical promotional materials. However, even when these traditional costs have been removed from the equation, it is the revenue managers duty to take extra measures that they don't creep back to budget over time as this can backfire and result in overspending. Check out our blog at bezla.com to discover some more helpful resources on how to creatively market hotels. Bezla.com LLC Website: https://Bezla.com LinkedIn: https://www.linkedin.com/company/bezla Phone: +1-888-999-8086 1800 JFK Blvd Suite 300 PMB 91649 Philadelphia, PA 19103 [more]
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  • Hotel Sales Order Takers vs Aggressive Personalized Hotel Sales January 4, 2021|Hotel Marketing In an internet-denominated world where everything can be practically done online, it is not surprising that many people would think of telephone sales as an obsolete method to sell. While it’s true that online reservations now dominate hotel bookings worldwide, it doesn’t mean that the internet has become an absolute replacement for telephone sales. Phone sales should never be set aside, even in the age of online bookings. In fact, online bookings and telephone sales can and should work together to get as many hotel reservations as possible. What you can do in telephone sales: 1. Tailor the conversation to each customer A telephone call is an excellent opportunity to directly connect with prospective guests. This direct and personal connection makes it easier to convert them into a sale. Conversations can be used to the hotel’s advantage by collecting information such as the guests’ reasons for travelling, and whether they’ve been in the area before. This allows the business to effectively address the guest’s individual needs, and provide a better overall experience. 2. Provide suitable options and simplify the transaction Phone sales isn’t as simple as quoting prices over the phone. That is what the website is for. Hotel sales staff should be able to recognize the opportunity to introduce relevant and useful options to allow guests to reach an informed decision, before finally closing a sale. In addressing concerns however, it’s not recommended to send clients back to the hotel’s website. Chances are, they’ve already been there. This step only lengthens the sale process, causes frustration, and makes them less likely to book with the hotel. It is always best to get all the customer’s concerns addressed in a single call. 3. Streamline the call process In attempting to make a sale over the phone, sales staff should stick to the basics: being polite, thanking the customer for calling, and working to meet their needs. Avoid following a word for word script. This takes away the individual needs-based conversation with the caller. Instead, there should be a flowchart to guide staff through the booking process. This makes the phone conversation more natural and personalized. 4. Equip and compensate the sales staff side from providing proper training to the hotel's sales staff, it is also crucial to invest in their continued professional development. A mystery-calling initiative can be used to evaluate their performance and provide material for follow-up training. It is also a good idea to provide incentives such as commissions, although this will vary greatly between hotels. Bezla offers services that can help you effectively market your property. If you need assistance, email us at support@bezla.com or call us at 888-999-8086 so we can talk about it. Bezla.com LLC Website: https://Bezla.com LinkedIn: https://www.linkedin.com/company/bezla Phone: +1-888-999-8086 1800 JFK Blvd Suite 300 PMB 91649 Philadelphia, PA 19103 [more]
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  • 7 effective ways to boost your hotel's occupancy and revenue December 28, 2020|Hotel Marketing 1. Leads Leads are one of the crucial things needed before anyone can even start marketing a hotel. This is where it all starts and what makes things possible. So, where does one get leads? Who’s generating leads in this market? How does one find them? Waiting for the company’s inbox to fill and relying on that alone to generate leads is not going to cut it if increasing the property’s revenue is in mind. Moreover, it should not be just any leads. They must be sourced from the right places and using the right tools. Otherwise, it will be tough to get ahead in a very saturated market. The key thing to remember here is having more solid data in your hands increases the likelihood of increased occupancy and revenue for the business. 2. Script With valuable leads available, the next thing to be considered is the business’ script. What kind of script should be used? Do the people answering phones know how to answer inquiries and what questions to ask before they transfer the calls? Are they properly trained? Are they equipped with the right set of skills and questions that can convert phone calls to sales? High quality leads can mean nothing without a well-thought script to convince potential clients. 3. Contracting In the event that a client finally says yes, setting up a contract should be laid out next. How does one go about drafting contracts? What are the essential elements that are a must in every contract? Are the correct terminologies and context used? Every angle and aspect of the agreement must be considered in drafting contracts. This is essential in protecting and ensuring both parties are going to meet their expectations from the deal. Before the contract is finalized, it is a must to have everything laid out clearly. Because in business, you don’t get what you deserve, you get what you negotiate. 4. Digital marketing It is a tough task for businesses like hotels to keep up and prosper in extremely saturated areas. It is not easy to be competing with hundreds and hundreds of hotels. But having the right digital marketing approach can certainly make a big difference for any business. With internet marketing, SEO, marketing ads a business can gain more views and bookings by simply having a great presence online. A property’s amazing location, unique facilities and excellent service are good as nothing if the business does not come up in the first pages of search engines. Not having the right techniques and methods to increase online presence is as good as being invisible. And it is impossible to be competitive as long as the business remains unseen. 4. Digital marketing It is a tough task for businesses like hotels to keep up and prosper in extremely saturated areas. It is not easy to be competing with hundreds and hundreds of hotels. But having the right digital marketing approach can certainly make a big difference for any business. With internet marketing, SEO, marketing ads a business can gain more views and bookings by simply having a great presence online. A property’s amazing location, unique facilities and excellent service are good as nothing if the business does not come up in the first pages of search engines. Not having the right techniques and methods to increase online presence is as good as being invisible. And it is impossible to be competitive as long as the business remains unseen. 6. Competitive rates To stand out and be competitive enough, a hotel can not just give a measly 10% discount in contrast with the competitors’ tempting offers. Hotel owners must come up with an approach to give the best deals possible while maintaining profit margins. There can be bundle offers, or seasonal offers. Find out the most ingenious and most innovative ways that can add value to what you are currently offering. 7. Follow up This is a job for the marketing team. How often are follow ups made? Is it being enough? Are the right people being contacted? Are the offers interesting enough to entice undecided clients to convert this time? It is a good idea to have a list of clients that need following up. Equally important is having a group of marketing individuals who are armed with the right set of skills that can call those who are on the fence to finally jump in. There are actually thousands of ways to boost the overall performance of a property, but applying and focusing on these 7 alone, can already create a huge impact for any business. If you need help in finding ways to improve your hotel's overall performance, Bezla can help. Email us at support@bezla.com or call us at 888-999-8086. #HotelMarekting #BeatTheCompetition #Bezla Bezla.com LLC Website: https://Bezla.com LinkedIn: https://www.linkedin.com/company/bezla Phone: +1-888-999-8086 1800 JFK Blvd Suite 300 PMB 91649 Philadelphia, PA 19103 [more]
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  • Online Hotel Marketing Strategies | Hotel Marketing December 21, 2020|Hotel Marketing How to approach the weird and wonderful world of online marketing: One thing to note about dealing with online marketing is the extremely fast paced environment in which the online media sector evolves. While traditional print media deals with decades-worth of loyal readers to its newspapers, websites and social media platforms are made to evolve much quicker in order to maintain popularity. So what does this mean for hotel managers and owners? Essentially, it means keeping up with the latest marketing techniques, paying attention to current trends, and most of all, staying ahead of the competition. This may sound easy and straightforward but in reality, it is not. There can be a number of challenges along the way in online marketing. One of the biggest things to overcome may actually be within the business organization. Employees who have years of experience working in the same hotel, using the same systems are likely to be resistant to change. In this case, it’s the hotel manager’s job to maintain balance between considering the long term knowledge of experienced staff while being open to new ideas. Keeping up with trends is a one liner that is easier said than done. In the world of online marketing, it simply isn’t enough for a business to have social media accounts and pin a few posts every now and then. It is more than just having a big number of social media followers. It is about knowing and understanding how customers are arriving at your website, which post garners the most reaction, or which ad creates the most engagement and which ad set eventually converts into sales. In online marketing, one has to be analytical. And it all starts with data. The great thing about online marketing is that an advertising campaign’s success can be conveniently and accurately monitored by analysing data from the hotel’s website and social media accounts. Another key point in working in the fast-paced nature of online marketing is that it is much easier to make an active effort to stand up in the crowd and establish the business in contrast with its competitors. Nowadays, “standing out” no longer means having the most eye-catching advertisement in the local newspaper or magazine. It’s now about reaching out to new forms of media and new social media platforms where the business’ competitors are less likely to have a presence. Online marketing isn’t a luxury to invest in if you can afford it. Actually, it’s just the opposite. In fact, if you are serious about growing your business, it’s something you can’t afford to miss out on. We can help your property stand out against your competition. Bezla offers services that can amplify your hotel’s online marketing strategy. To learn more, email us at support@bezla.com or call us at 888-999-8086. Bezla.com LLC Website: https://Bezla.com LinkedIn: https://www.linkedin.com/company/bezla Phone: +1-888-999-8086 1800 JFK Blvd Suite 300 PMB 91649 Philadelphia, PA 19103 #HotelMarketing #BeatTheCompetition #Bezla [more]
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  • How to Market a Hotel? | Hotel Marketing December 13, 2020|Hotel Marketing 1. Boost PR While traditional advertising is an important part of marketing, public relations can play an equally important role and should always be taken into consideration in any marketing strategy. The press and the media can create a huge impact on just about anything, which makes them significantly important to many businesses, including the hotel sector. Genuinely positive reviews especially from journalists, travel bloggers and social media influencers are invaluable to this business, and having strong public relations can keep it within reach. 2. Get feedback from clients A hotel’s positive reputation and image can easily be created by getting feedback from happy customers. It is always best to ask clients for reviews and make them available in different platforms such as Yelp, Tripadvisor, and Google. Customers’ feedback can help the hotel highlight its strengths, and also determine the business’ weaknesses, which can be used by the operations team to improve services. 3. Build relationships with partners Tourism and hotels go hand in hand. When local destination marketing companies promote tourism, it almost always equates to hotels being promoted as well. By making sure that the hotel has solid partnerships with local tourism companies, it ensures that the business is getting as much publicity and advertising as possible. It is best to always provide partners with the hotel’s latest prices and information. 4. Make direct sales This is probably the best way to connect with customers. Making direct sales through the hotel’s own website gives the business the most control and profit because there is no need to pay commission to affiliates or third party sites. In generating direct sales however, it is important to make the hotel easily searchable online. This is where search engine optimization steps in. SEO makes searching for the hotel easy and hassle-free, and conveniently converts a simple search into a sale. 5. Find a key selling point Hotels are always compared for their prices. But a hotel that offers something unique or exclusive to its customers delivers more value and appeal to potential guests. A hotel's unique selling point is hard to replicate. Make sure to establish what is, highlight it and use it to put the hotel ahead of the game. Bezla.com LLC Website: https://Bezla.com LinkedIn: https://www.linkedin.com/company/bezla Phone: +1-888-999-8086 1800 JFK Blvd Suite 300 PMB 91649 Philadelphia, PA 19103 [more]
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  • Top Secret Hotel Website Improvement Plan | Hotel Marketing December 7, 2020|Hotel Marketing COVID-19 has undoubtedly affected our businesses in ways we may not have been prepared for. Some businesses have had to resort to doing almost all business entirely online for quite some time for the safety of all interested parties. Of course, most hotels have had websites for years and transacted this way. However, with the variety of people now needing to use their websites, it is time for some changes to make the experience more seamless. With this, we’d like to offer you some insight on how to improve your hotel’s website because as they say – there’s no time like the present! 1. Understand how your customers get to your website. Before making any changes to your website, try to gather data as to how your customers are able to get to your website. For example, through their choice of search engine. Your website hosting platform can usually provide this data to help you better understand the kind of traffic going through your website. From there, you can make an informed decision whether you think the organic traffic is enough for your goals or whether you need more paid advertising support from other providers. For instance, Google Ads. 2. Know how to use your teams effectively. In any successful business, collaboration between different teams is key. The same is applicable in running your hotel website. In this case, the marketing and sales teams will have to work hand in hand to run paid promotions and handle reservations effectively. Remember that fostering and encouraging collaborative work comes from top management and is important for you to be able to maximize the revenue generated from your website. 3. Be clear with what you want to achieve with your content. Whether your preference is for your clients to book online through your website, to send you an email, or to pick up the phone and give you a call, it should be intuitive on how your website is constructed. Making this clear and apparent on your website ensures an easy process to reach the point of sale. A good gauge on how you can improve effectiveness on this front is to ask your customers if they found everything they needed on your website or what other improvements you can make so that their next visit will be more seamless. 4. Keep a good eye on the competition. Researching market competitor websites is now very common and accessible, even from your office desk. Try to look for common aspects which you can use to your advantage. For example, an interface that is familiar or intuitive will lead to an easier point of sale. If your customers know how to use your website, there will be better chances that they will find the details of your offers and will likely book with you. 5. Consider your target audience. As with all other things, considering your target audience is a huge part of the decisions you will be making in improving your website. Whether you appeal to leisure guests or business people will affect how your website looks and feels. You will need to highlight relevant amenities, offerings, and other features that your target audience will find useful. A practice that some hotels make is to create a separate page for business needs for easier distinction. Their business page usually includes rates exclusive of tax, as is preferred by corporations. Finally, remember that your website is never really finished. It will always remain to be a continuing development that will always have to adapt to the changes in the times. Continually making improvements to it should not be neglected because it is never just "done." Bezla.com LLC Website: https://Bezla.com LinkedIn: https://www.linkedin.com/company/bezla Phone: +1-888-999-8086 1800 JFK Blvd Suite 300 PMB 91649 Philadelphia, PA 19103 [more]
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  • What does Opaque Pricing mean for hotels? | Hotel Marketing November 30, 2020|Hotel Marketing Opaque is the opposite of transparent. In transparent pricing, the customer sees the brand or product he is buying. In opaque pricing, the customer does not see this branding. Opaque pricing is useful to a hotel because the hotel can offer considerable discounts to prospective guests without affecting the hotel’s published price position. The word “opaque” is used because the hotel’s branding remains hidden throughout the entire booking process until the reservation is made. Opaque pricing is a good strategy to use if the hotel wants to reach more price-conscious customers who are less interested in the specifics of the booking and more concerned about the cost. Websites such as Hotwire are a classic example where price is the first thing that is sold, and the hotel comes second. Our advice on opaque pricing is not to be put off on offering ultimately lower prices. These discount websites make up an increasing proportion of the hotel sales market. Revenues from these sales tend to be lower, but the approach is entirely demand driven, which means it’s a great strategy to use for filling up empty rooms in a hotel. For this reason, many hotel booking websites have their own opaque pricing subsidiaries, often offering a last-minute deal or a secret hotel deal which guests can’t find anywhere else. Opaque pricing is definitely a strategy to consider for a hotel. Should you need assistance or more information on opaque pricing or hotel marketing management, please do not hesitate to get in touch with us at support@bezla.com or calling 888-999-8086. #HotelMarketing #BeatTheCompetition #Bezla Bezla.com [more]
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  • What is the Definition Hotel Revenue Management?| Hotel Marketing November 23, 2020|Hotel Marketing Hotel revenue management is an important concept in the hotel industry because it allows one to anticipate the demand to optimize the hotel’s availability and pricing in order to achieve the best possible financial results. The widely accepted definition for good hotel revenue management is selling the right room to the right guest at the right time for the right price. The hotel’s revenue management strategy should be based on past and present data of the hotel’s demand. Consistently gathering this information will allow one to make informed adjustments to the hotel by predicting levels of demand ahead of time. Once the hotel revenue management strategy is in place, one can optimize the hotel’s inventory and price to increase revenue growth. For example, when it can be predicted that the demand for the hotel will be low at a certain period, one can sell a room for a lower price to attract more guests. This is why it’s important to always know the hotel’s market because it will help hotel management to sell the right room to the right guest at the right time for the right price. That’s a brief overview of the hotel revenue management and why it’s important to a hotel. If we can be of any assistance at all in your hotel revenue management, we invite you to get in touch with us by emailing support@bezla.com or calling 888-999-8086. #HotelMarketing #BeatTheCompetition #Bezla Bezla.com [more]
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  • Revenue Management Tips on How to Increase Hotel Income & Profit November 16, 2020|Hotel Marketing Here are general tips on how to improve the hotel’s revenue: 1. Monitor the hotel’s unconstrained demand The hotel’s unconstrained demand refers to an estimate of the total demand of the hotel. It measures how many rooms can be sold in a given day if the hotel had totally unlimited capacity. For example, when demand is high, such as Christmas, the hotel’s unconstrained demand will likely be higher than the hotel’s capacity. This means one can increase their prices to maximize revenue. 2. Forecast overall demand Another way to increase hotel revenue is by forecasting overall demand. By predicting how many guests the hotel is likely to receive, management can plan ahead and change their prices. If last year, the demand increased during a certain period, management can learn from this and increase their prices accordingly. It’s alright to make mistakes at first, as long as management learns from it, as this will help optimize the hotel’s revenue in the long-term. 3. Turn unused spaces into more efficient rooms If the hotel has unused spaces or spaces not used to its full potential, such as meeting rooms or lobbies, management can think about turning them into co-working spaces or even turning the meeting room into a private events room. The possibilities are endless as there are many creative solutions available, depending on the hotel’s location, size, and type of guests that the hotel attracts. 4. Increase one’s knowledge of the hotel market Knowing the market is a necessity when it comes to managing a successful hotel. Management should identify the hotel’s unique selling points by analyzing strengths, weaknesses, and any new opportunities for the hotel. With this, management will be able to target the potential guests and attract them more. It is also important to stay in touch with the current trends of the market and be one step ahead of the guest’s needs and wants. 5. Diversify the hotel’s room types A hotel can attract many different types of guests, such as millennials and families, so it’s important for management to offer different types of rooms with varying sizes, functionalities, and layouts. Management can also change the room names to make them sound more appealing to different types of guests. 6. Cancellation policies If many guests cancel their bookings at the last minute, hotel profits will go down. Management can either choose not to allow cancellation or charge a fee for cancellation. Either way, it’s very important to reinforce the hotel’s cancellation policy, making sure the hotel can rely on the guests’ reservations. 7. Feedback and reviews The hotel’s reputation depends on the reviews the guests leave after their stay. Reviews are read by potential guests in the future, which means they have a big impact on the hotel’s demand. Answering these reviews, whether they are positive or negative, is a good way to improve the hotel’s reputation. It shows that the hotel management cares and acknowledges the opinions of its hotel guests. Hotel management should also apologize and professionally respond to the negative reviews, and more importantly, try to fix the issues raised by the guests. This will reassure the future guests that the hotel management is working hard in trying to make their future stay as enjoyable as possible. 8. Social media platforms Social media platforms are a great way to reach the potential guest. However, it is important to know how to use them by developing strategies and staying consistent. Once a platform is chosen, management has to decide when and what to post. The post should be scheduled according to the information the hotel wants to share. 9. Upsell the hotel Upsell the hotel by using the right tools. This will encourage the guests to spend a little bit more when they come to stay with the hotel - either online or in person. For example, management can offer room upgrades on the website or in the hotel reception desk as soon as the guests' check-in. 10. Cross-selling Similar to upselling, cross-selling will help the hotel to increase its revenue by offering complementary products to the guests, such as spa visits, excursions, and other activities, depending on the hotel's location and the type of guests that the hotel attracts. 11. Technology Lastly, utilizing technology is a great tool to increase the hotel's efficiency. For example, organizing reservations and managing revenues will be faster if the hotel uses the right systems. However, human interaction is still very important in the hospitality sector so hotel management should not over-rely on technology. In summary, these are just a few of the many ways the hotel can improve its revenue. Should you need assistance or more information, please do not hesitate to get in touch with us at support@bezla.com or calling 888-999-8086. #HotelMarketing #BeatTheCompetition #Bezla Bezla.com [more]
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