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  • BezlaLLC
  • How to Name Hotel Room Types Effectively | Hotel Marketing November 9, 2020|Hotel Marketing How many times have you come across a hotel that sells a Standard Room? Would you want to stay there, especially if the room rate is at $200-300? That would certainly not be convincing. What if that room rate was for a Plush Double or Triple Suite? You might then be more inclined to make a reservation. Names play a critical role in the marketability of your hotel. Remember, rooms are perishable commodities in the hotel industry. Every unsold room is lost revenue. Thus, put in a little more thought in naming your rooms. They need to be creative to attract the attention of prospective guests or descriptive of the key features to encourage reservations. How creative should your room names be? Some hotels have had a bit more pizzazz with their room names, using artist names like Van Gogh, Picasso, or Rembrandt, or even destination cities like Amsterdam, Paris, or Athens. These names undeniably sound much more appealing. Whichever theme you are going for, your room names must capture the essence of the experience your hotel is selling. You can also describe the occupancy, bed type, location, or views of your rooms. Successful hotels opt for names such as Bay View, Lake View, or Pool View. Some hotels have gone as far as naming their rooms Extra Small, Small, Large, or Extra-Large with Balcony. While these names do not sound as fancy, they describe exactly what the rooms are offering. In choosing descriptive room names, make them as catchy as they are accurate so you can pull the kind of customers you want to stay in your hotel. Buyer personas have changed in recent years, and from the beginning of their experience, that is, from the moment they decide to make a reservation, guests demand to be wowed. You want to use names like Spectacular, Fabulous, Amazing, Fantastic, Cozy, or Plush. Room names like these help to sell the experience. Ask yourself, do I want to sleep in one of these rooms? If your room names do not attract you, you need to work on it. Design and boutique hotels charge more and thereby make more profit because they do not just sell a room; they sell customer experience. A guest would not want to pay $300-400 just for a room; they pay $300-400 for a complete experience. Leisure travelers are inspired to make a reservation not only by the material aspects of the room but also by the prospect of an unforgettable experience with your hotel. Every detail masters and everything starts with what they see first, the room name. Keep your prospective customers in mind when you choose your room names. Remember to capture their attention and stand out from the competition. It makes all the difference and will surely drive revenues for your hotel. #HotelMarketing #BeatTheCompetition #Bezla Bezla.com [more]
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  • How To Increase Hotel Revenue in Low Season? | Hotel Marketing November 2, 2020|Hotel Marketing How do you manage the seasonality of your hotel occupancy? After the peak season will eventually come the off-peak season, which makes it more difficult to attract guests and reach maximum hotel occupancy. You will have to deal with this every single year. So here are great tips to help prepare for your hotel's off-peak season. 1. Rev up your digital marketing campaigns. Marketing is a great way to attract potential guests. During the off-peak season, think about extending the scope of your digital marketing campaigns. By so doing, you can reach more people and therefore increase your hotel revenue. For example, you can use neutral keywords, initiate targeted display campaigns, or use tools like Google Ad words. 2. Forecast your off-peak months. A great way to prepare for the low season is to determine precisely when it will arrive. Forecasting enables you to better prepare for your hotel management and reverse the low occupancy rates by knowing when the low season will happen. 3. Diversify your target guests. Your hotel might usually attract the same type of guests during the peak season. However, during the off-peak season, you cannot afford to be too selective. Target new guests through more dynamic marketing. For example, you can adjust to customer behavior, needs, and trends. Remember, your hotel is not just for business or leisure during the off-peak season. You can attract a broader range of guests from couples to elderly groups or families traveling with their child, by offering more services and amenities. You can make your property pet-friendly, offer a family package, create co-working spaces, or host corporate events or even weddings. 4. Implement creative pricing strategies. Instead of simply lowering your room rates to attract higher occupancy during the off-peak season, you can consider partnering with local businesses that have the same target guests like you. For example, if you wish to attract families traveling with children, you can partner with adventure parks or cultural attractions for packages and discounts. As we always say here at Bezla, be mindful of the competition. Keep an eye on the market prices but do not hurt your reputation by lowering your room rates too much. 5. Update the training of your staff on revenue-generating strategies. The off-peak season is the best time for you to brush up on your revenue-generating strategies. Your restaurant and bar staff, for example, can be trained on upselling premium products. You can share best practices with your front desk staff in promoting booking upgrades. You can also go through your guest reviews and feedback more rigorously. Ask past guests to leave a review and actively engage with those who have already left some feedback. Take this time to evaluate your hotel operations and learn more about improving your services and amenities. 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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  • Top 10 tips on How to Write a Hotel Business Plan|Hotel Marketing October 26, 2020|Hotel Marketing How should you write a successful hotel business plan? Once you have come up with an initial concept for your hotel business, it is not at all that difficult to construct a business plan. To prove it to you, here are top 10 tips in writing a top-notch business plan. 1. Summarize your hotel concept. You want to start by summarizing your hotel concept into two parts: your mission statement and goals. The mission statement is usually a one-liner that describes the unique purpose of your hotel. Which need are you trying to address that has not yet been seen out there in the market? Then, set your objectives. What are you hoping to achieve? For example, you might write the average annual occupancy rate that you plan on reaching. 2. Analyze your hotel concept. You have to focus on your unique selling points. As we always say here at Bezla, being mindful of the competition is crucial. You want to draw attention to what distinguishes your hotel from the rest of the market. You should be able to give projections of what the growth rate would be like for your hotel based on its unique selling points and the performance of its competitors. It is pivotal for attracting investors. 3. Analyze your industry. The success of your hotel concept depends on your knowledge of the hospitality industry. Investors will want to make sure that you know the current trends and the state of the market you are entering. Write about how this will affect you and how you intend to optimize positive effects or diminish the negative impact. 4. Analyze your customers. You have to know who your customers are. Describe their geographic, demographic, and socio-economic information. What types of guests are you trying to attract, and what makes your hotel attractive to these guests? For example, highlight how your unique location and specific features may be the perfect fit for your target market. 5. Analyze the competition. After you have analyzed your hotel, the industry, and the guests, move on to analyzing the competition. Learn about your competitors’ strengths and weaknesses as well as their market shares and revenue management metrics such as their occupancy rate and revenue per available room. Once you have finished your analyses, you can move on to the planning stage. 6. Outline your strategic plan. A strategic plan consists of explaining your marketing strategies, distribution channels, and revenue management. It answers how you will attract your target guests. How will you position yourself vis-à-vis other properties in the market? What platforms will you use to promote your hotel? What revenue management systems will you use? What payment and cancellation policies will you include in your agreements? Provide as much detail as you can so you can show your investors that you have a well-thought-out strategic plan. 7. Outline your operations plan. How will your hotel operate? Give the number of staff or supervisors needed as well as their corresponding responsibilities. What level of experience or certifications will they require? Which suppliers or service providers will you hire? Do not forget to describe your inventory management, service standards, and operation manual, if any. Remember, the more detail, the better. 8. Sell your management team. After selling your hotel concept, you need to sell yourself. Write about your management team, their experience, and qualifications. Explain why you are distinctly qualified to run your hotel and why they should invest in you. 9. Outline your financial plan. It is one of the principal parts of your business plan. It may seem complicated at first. However, after analyzing the industry and market, it will be easier for you to estimate your start-up costs, operational expenses, and revenue projections by using revenue metrics, such as revenue per available room, average daily rate, and occupancy rate. Your investors will want to know how much funding you require and how and when you will generate a return on their investment. 10. Set targets for yourself. It is the point where your business plan comes to life. Set a road map for your hotel with specific and measurable activities, such as location setting, permit completion, construction, hiring and recruitment, opening, and the like. Remember, time is money. Any time one of the milestones is met, the investor's risk decreases. Keep your team focused on unlocking each milestone to increase your hotel's likelihood of success. If we can be of any help at all in managing your hotel revenue in any way, you may reach us through support@bezla.com or call us at 888-999-8086. #HotelMarketing #BeatTheCompetition #Bezla Bezla.com [more]
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  • Top 10 Best Practices for hotel description | Hotel Marketing October 19, 2020|Hotel Marketing Both leisure and corporate travel agents use online booking websites to search and book hotels. Your hotel description on these websites acts as an electronic brochure, which makes it one of the most significant sales assets you have. Thus, make sure that your hotel description is as great as it can be. Here are the industry’s best practices that you can use for your hotel. 1. Fill out all sections in the hotel description. Most websites will give you the option to provide a short summary along with a more detailed description. It is a cardinal rule that you make the most of both of these sections without repeating yourself too much. Use the short summary to state the unique selling points of your hotel. On the other hand, use the long description to provide additional information for what guests can expect when they come to visit you. 2. List all the amenities, services and facilities that your hotel has to offer. Help prospective guests and travel agents find the right hotel for them. Not only should you include this information in your description, but you should also tick the relevant checkboxes on booking websites for each of your amenities. It ensures that guests can easily find your hotel when they apply search filters for specific amenities. Give as much helpful information as you can. For example, if you have a restaurant on the property, you should give your guests enough restaurant information to be able to plan a dinner for one person or a group of people for one evening. 3. Be creative with your hotel room names. Differentiate yourself from the competition and try to think outside of the box. It is easy to give your rooms boring names like standard and deluxe. However, we recommend that you use your room type as an opportunity to show off its features. For example, if a set of your premium rooms overlooks a lake, call them the ‘lake view’ rooms. Guests will already be able to gauge which rooms are premium just by the price range. That is why the name of the room does not need to indicate this. 4. Be mindful of the presentation style of your description. Using full sentences and bullet points with condensed information helps prospective guests and travel agents to review your hotel quickly. Adjectives are useful to make your hotel sound more attractive and create a positive brand image. Do not use complex language or overly long sentences as international customers may not be fluent in your language. The rule of thumb is to keep it simple. 5. Know your guests and what they want. The types of rooms available for booking should have different amenities depending on whether you have leisure or corporate customer base. Do not forget to include the room size and amenities, such as breakfast or free wi-fi. Any other luxury product should also be included as well as room features, like balconies, large windows, and great views. This way, your potential guests will get a sense of what to expect, and there are no last-minute surprises. 6. Make sure your property address is correct. Your guests can copy your address information into online mapping platforms like Google Maps. It can be very frustrating for guests to find out that a wrong address is listed or only a street name but no property number is given, so when they would plot the location visually, the online map would display the wrong place along the road. That is why you need to make sure that your property is mapped onto the correct location. 7. Detail your location information. As you know, location is one of the most relevant factors when it comes to choosing a hotel. Give as much detail as you would like to know as if you have never been to your city before. Mention local landmarks and transport links like airports, as well as the proximity between your hotel and the city center. You may also want to include your longitude and latitude GPS coordinates as this may help your guests index your hotel against other points of interest in the local area. 8. Mention the attractions and tourist destinations in your local area. Attract tourists by including places they can visit in your city. You can also list corporate headquarters for large corporations to attract your corporate customers base. Make sure you provide the correct distance and directions fo these two. 9. Let guests know how to get to your hotel. Assume that your guests have never been to your city or to your hotel before. If you do have space in your description for directions to your hotel, you may include this information in your booking confirmations. However, it really does offer reassurance to guests if you include this in the hotel description. It also provides an opportunity to advertise the convenience of your hotel. You want to make it as easy as possible for guests to reach you. 10. Keep an eye on your competition. As we always say on Bezla, stay ahead of the competition. For this reason, ask your travel agents what their favorite hotels are in your local area. Get a copy of your competitor's descriptions too. Travel agents look at these descriptions everyday so they are in a position to know what makes a good hotel description. They will be more than willing got point out what works well and what does not, if you only ask. Their feedback is indeed valuable and helpful advice. As a final note, be as honest as you can be in writing your hotel description. Do not exaggerate your hotel features to avoid creating false expectations in your guests. Describe your services clearly and accurately and keep your hotel description as up-to-date as possible. More importantly, differentiate your property from the market by focusing on your unique selling points. If you need help in your hotel revenue management in any way at all, you may reach us through support@bezla.com or call us at 888-999-8086. #HotelMarketing #BeatTheCompetition #Bezla Bezla.com [more]
  • BezlaLLC
  • Hotel Profitability Made Simple | Hotel Marketing October 6, 2020|Hotel Marketing How is your business doing during the global pandemic? Is it profitable or not? If not, is it on the right track to recovery? The best place to start in answering these questions would be your P&L statement. P&L is just a fancy way of saying profits and losses, which is determined by adding your total revenues subtracted by your total expenses. Whether the difference is positive or negative determines if you are profitable or not. How financially viable your hotel is will depend on how effective you are at managing your costs. Your decision-makers are interested in the P&L statement for different reasons. Hotel owners look at it for their bottom line, the net income. Managers look at it for their key performance indicator, the gross operating profit (GOP). Lastly, investors look at it to know your hotel’s financial viability in the market to decide if it is a good purchase or not. There are three key figures that decision-makers look for in your P&L statements. TRevPAR, or total revenue per available room, is the total revenue from all your operating departments divided by the total number of rooms in your hotel. GOPPAR, or gross operating profit per available room, is all your room revenue divided by the total number of rooms in your hotel. Lastly, LPAR, or labor per available room, is your total labor costs, including wages, salaries, pensions, and holiday pays, divided by the total number of rooms in your hotel. Regularly compare your P&L statement to previous months or to like periods of the preceding years. Similarly, compare these figures to that of competing hotels in your market, or even to your projected budget. It provides a better insight than the raw data alone. It gives you a good benchmark of how well your business is doing based on past performance, competitor performance, and projected performance. Let us try comparing two hotels. For example, Hotel A has on-site bars and restaurants, while Hotel B only offers room service. Hotel A will have more F&B revenues than Hotel B. However, it will understandably rack up higher food and bar (F&B) costs as well. That means more labor costs for chefs and servers and more goods and supplies for drinking and dining options. Hotel B, on the other hand, will have minimal F&B revenues, but it will have minimal labor costs as well. If it can maximize revenues from its room service without racking up its labor and supply expenses, it may end becoming more profitable than Hotel A. Your expenses are crucial in determining your level of profitability. You can be making a lot of revenue, but if you also have a lot of expenses, you will end up with a thinner margin of profit. It all comes back into balancing labor costs to maintain efficiency without sacrificing your profitability. If you need help in increasing your revenues during the global pandemic, or in setting up a revenue management strategy, call us at 888-999-8086 or email us at support@bezla.com. #HotelMarketing #BeatTheCompetition #Bezla Bezla.com [more]
  • BezlaLLC
  • Building a Comp Set for Your Hotel – Best Practices September 28, 2020|Hotel Marketing What is a competitive set, and how can you use it to your full advantage? As we always say here at Bezla, you must stay ahead of the competition. That means keeping a close eye on what and how your competitors are doing. The big question is, which competitors? That is where a comp set comes in. A competitive set, or “comp set” for short, is a group of hotels that you compare your own business to for benchmarking purposes. A good comp set has close competitors in the same geographical area, market segment, and customer base. For example, if you own a budget hotel, you will not have a high-end luxury hotel in your comp set. Aside from the budget class, type of accommodation, facilities and amenities, you should also consider the hotel location. While it is obvious to compare your hotel to others in your local area, you may want to include hotels where room rates are similar to your comp set, and these may be in locations far away from your hotel. By choosing your own comp set, you can effectively make it as easy or difficult as you like to have a high ranking among your comp set. Do not be tempted to make it too easy or too difficult for yourself. Remember, this is only an internal measure, not a public ranking. It is solely in which your property has excellent performance and in which there is room for improvement. The hotel market is changing, so your comp set should not stay the same forever. You should review which competitors are in your comp set from time to time. Choosing which competitors to include in your comp set should be in response to market changes, not what your rank is among your competitors. Remember, your hotel is only as competitive as your comp set. Revenue managers who take advantage of their comp set will come up with a smart pricing strategy and are eventually able to optimize every revenue opportunity. if we can help your hotel revenue management in any way at all, email us at support@bezla.com, or call us at 888-999-8086. #HotelMarketing #BeatTheCompetition #Bezla Bezla.com [more]
  • BezlaLLC
  • How to get more direct bookings for your hotel? | Hotel Marketing September 22, 2020|Hotel Marketing Virtually every hotel under the sun is struggling with direct bookings. Since we in the hotel business are paying a lot for commissions to third-party websites, we want to get more direct bookings. The easiest way to get direct bookings is by using the most popular search engines, such as Google Hotels. If you invest time and resources to integrate your website to Google, it will pick-up your hotel’s inventory in real-time. Any potential booker who inputs their stay dates will immediately know the availability and rates directly from your hotel website. How do you know if your website is integrated with hotel search engines? On a private browser, do a quick Google search of your property and input a random future date. It is going to show you all the different websites where you can make a reservation. If your website is not listed, you are not connected. Do the same on other popular hotel booking sites like Trivago, Kayak, Bing, Expedia, or any of its affiliates. If it shows 10-20 different OTAs where you can make a reservation to your website but not your website, you are not connected. What will happen, then? All the reservations will come through these third-party websites. The sooner you sit down and make calculations of your revenues for the year, the quicker you realize that you are leaving a lof of money on the table. For example if you have about $100 million in revenue for a year, you are loosing $100,00-200,000 just in commissions to these thid-party websites. if you need any help at all integrating your website into Google and other hotel booking sites, give us a call at 888-999-8086 or email us at support@bezla.com. #HotelMarketing #BeatTheCompetition #Bezla Bezla.com [more]
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  • How to sustain a high occupancy hotel? | Hotel Marketing September 15, 2020|Hotel Marketing When hotel owners and investors look at their revenue management reports and compare them to the competition, they usually wonder why their occupancy rates are not up to par with competing hotels. If we break down the market segments of these high-occupancy hotels, we will most likely see that the reservations that keep their occupancy high are not coming at their best available rate. They will have some base business that they negotiate at a much lower rate. On top of that, they may have higher rates for their direct bookings, third-party website bookings, walk-in guests, and franchise loyalty guests. You cannot get 90-100% of your occupancy throughout the month just from one market segment at your best available rate. You need large group accounts if you want to produce a lot of sales volume. These accounts usually have the leverage to negotiate lower rates by shopping around in the market. While they are not bringing you a higher average daily rate (ADR), they are driving some sales volume to your property, which gives you the confidence to increase your rates for other market segments as a way to balance it out. A lot of the properties that are struggling with their occupancy rate still do not feel very comfortable getting these lower-rate accounts to build their base business. It is bad practice. You need to diversify your business sources, market segments, and the rates associated with each one. The key is to achieve a healthy mix so that ultimately you keep your occupancy rate and ADR up. Remember, you want to find out how low of a rate you can afford to book large group accounts in advance without hurting your ADR in the future. Be mindful of seasonality and peak demand rates when you allot your rooms to this segment. In contrast, you can push higher rates for other guests, say your transient guests, who are short-term visitors and are unlikely to give you repeat business. If you would like help in increasing your occupancy rate, or in setting up your revenue management strategy, call us at 888-999-8086 or email us at support@bezla.com. #HotelMarketing #BeatTheCompetition #Bezla Bezla.com [more]
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  • How to analyze hotel P&L statement. | Hotel Marketing September 7, 2020|Hotel Marketing In terms of laying out your hotel's revenue, cost, and profit performance, it does not get much simpler than a Profit and Loss (P&L) statement, also known as an income statement. It does what it says on the tin. If the impact of profit and loss on your hotel is entirely new to you, we recommend taking some time to wrap your head around how they work before delving into the analysis stage. Once you are confident with how to read a P&L statement, you can start to ask yourself what these figures mean for your hotel business. The P&L statement tells you precisely how each department is performing numerically, of course. The sections of your P&L statement will likely be set up by the department as well. Your income section will have subsections for room, bar, and restaurant revenues. On the other hand, your expenses section will have subsections for labor, maintenance, and departmental costs. Try and keep these subsections the same each year to allow accurate year-on-year comparison between your figures. If you change what is in each section, you will not be able to compare your numbers to previous years, which is arguably the principal purpose of your P&L statement. A key pitfall for all P&L statements is the classic miscellaneous section, where it is tempting to throw in everything and anything. You can think of miscellaneous income as any revenue arising outside of your operating departments, such as rental, concession, and cancellation fees. On the other hand, you can think of miscellaneous costs as any daily expense that is necessary for your hotel business, such as telephone, electricity, supply items, and the like. Only use these subsections when you need to because you should not change the categories once they are put in place. Once you are happy with your categories, you can get started with the analysis. The best way to do this is to always compare your figures to something, like looking at figures for the previous years or months. If you are focusing on the current year, you can compare income figures to the relevant expenditure for each category. For example, you can express your sales as an income-to-expenditure ratio. It simply means the amount of cost per sales. How profitable your hotel is will depend on how effective you are at managing your costs. Again, this is where the miscellaneous section can be quite tricky. It is important not to put anything in these sections unless you need to. Have a context when you analyze your figures. Are revenues lower than expected? Are your expenses out of hand? The P&L allows you to answer these questions by comparing your profitability across different departments and between like periods of different years. It provides a better insight than the raw data alone. Once you have done some internal analysis, it is then a good idea to compare your hotel to competing hotels in your market. As the subsections in the P&L statement can vary between each hotel, a like-for like comparison would not be helpful. For example, two hotels will have completely different individual figures if one offers several bars and restaurants, while the other mainly focuses on selling rooms. It is much better to compare general figures like the gross operating profit to the competition by taking your gross revenue and subtracting your gross expenditure. if we can help with your hotel's revenue management in any way at all, please do get in contact with us through support@bezla.com or you can give us a call on 888-999-8086. #HotelMarketing #BeatTheCompetition #Bezla Bezla.com [more]
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  • Real Cost of Training Hotel Employees and Turn Over. August 31, 2020|Hotel Marketing We do have a higher employee turnover in the hotel sector than in other industries. It is frustrating because it costs more to hire and train new employees than to keep the ones you already have. Some studies estimate that each employee turnover would cost an average of 6-9 months' worth of salary. Why? When our employees leave, they are walking away with all that we invested — time, energy, and money. It could be as simple as training them in using a project software or an online platform, or as costly as providing them with on-the-job sales or service training. It is easier to hire a seasoned employee with extensive experience of about 5 to 10 years. You do not have to spend a dime in training this person for anything because their previous company already made those investments for you free of charge. Inexperienced employees, on the other hand, need to be handheld before they can learn the ropes. You have to train them all the time with the hope that one day they will be a pro-active member of your team. It can take months, sometimes even years, for them to reach the level you need them to be. Unfortunately, that is also the time when they leave and look for greener pastures, and when they do, all of your investment goes out the window. Do you know how much you lose to employee turnover each year? Have a minute and look at everyone who has ever left your hotel, their reasons for leaving, and how much money and resources you spent in training them. Just put those numbers together, and you find out how much of your profit went down the drain. If you would like to know how you can reduce the cost of recruitment and training, call us at 888-999-8086 or email us at support@bezla.com #HotelMarketing #BeatTheCompetition #Bezla Bezla.com [more]
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