Integration is key for hotel marketers in 2014
The direct and indirect costs of hotel distribution expenses are growing at a rate faster that industry RevPar growth. Thus there is a critical need for sales, marketing, and revenue management functions in hotels to intentionally integrate all of their customer acquisition strategies and tactics.
2014 promises to be a year full of change for hotel sales, marketing and revenue management professionals. As your professional association, HSMAI will keep you up to date throughout the year on the latest trends, insights, and opportunities, and help you take advantage of them. Your investment in membership will pay great dividends.
The year will be an opportunity for continued global revenue growth and moderate supply growth but will required additional focus on integrating the disciplines of sales, marketing, and revenue management. However, customer acquisition costs continue to grow and erode hotel profit margins so the science of understanding and optimizing the business derived by channel and managing these and other intermediation costs will be paramount to success in 2014. Hotels and resorts as well as hotel brands and management companies must be focused on these fundamental shifts in how business is sourced and transacted.
Insights into Sales
The fundamental skills in sales have been consistent for a long time. HSMAI has identified four emerging skill sets that we believe are vital for the modern sales professional. We believe that in 2014 sales professionals will need: