Market Locally with Specials for Target Guests

Implications: As consumers cut travel and look locally for leisure pursuits, the hospitality industry has to adjust its marketing and offer specials for more local targeted audiences.  With increasing capacities for both hotel rooms and food and beverage establishments, room nights and dining room tables can be filled with consumers looking for a family dining deal, a romantic night away from the kids, and a fun summer slumber party for the kids.  Offer an online birthday, anniversary, or branded club to glean email addresses to build a local database.  Use this database to efficiently communicate weekly dining specials like burger nights, family pasta, fish and chips, or pizza nights.  Market romantic room/dinner packages to local couples in need of quality time, in a romantic setting, without breaking the budget. Promote a weekend slumber party packages for families with young teens who love pizza, movies, and pool time.  All these experiences save time, gas, and money.  LOOK LOCAL!

Analysis: Empty room and dining table revenues are lost forever when the clock strikes 12 midnight.  Fill these hotel and dining rooms with local guests and give them great service.  Word of mouth will result and locals will return with friends on a more frequent basis.  These new guests will also foster future business with out of town visitors, family gatherings, special events, and corporate outings.

Marketing locally is more efficient, targeted, and can be measured.  Birthday parties, anniversary parties, and group sales generate "forced trial" with first time guests who will return if the service, cleanliness, and price/value are positioned and offered properly.  All three of these marketing programs have been proven as "best practices" by a number of national properties such as Hyatt, Marriott, and Ritz-Carleton.