The marketing mix
The starting point for top-line management is to set a vision and create a strategy for reaching the vision. Then, like many other businesses, a hotel can use the marketing mix, or the 4P framework, to develop and implement strategies to reach its goal for the top line. The 4P concept consists of Product, Price, Place, and Promotion.
Any company that wants to succeed has to offer exceptional products and services that cater to the target market's needs. All product development starts by analyzing the target market's needs. Hotels are located in a specific destination, so it is vital to understand why which type of people travel to the destination before the hotel creates the hotel concept and the star rating. The overall concept will include the quality of the rooms, the range of amenities and facilities (such as a gym, pool, spa, and restaurants), and additional services like a concierge or room service.
The product is the foundation for generating revenue. From a top-line management perspective, ensuring high guest satisfaction through quality accommodations and other facilities, exceptional service, and personalized offerings leads to repeat business and positive word-of-mouth. A good reputation will attract guests and encourage them to spend more during their stays.
Hotels tend to be in business for a very long time, so to stay relevant, hotels must continuously refine and improve the hotel's offerings based on guest feedback and market trends to ensure a competitive edge. The general manager must closely cooperate with the commercial team in planning product upgrades or changes to align with current and future demand.
Develop a dynamic pricing strategy considering seasonality, demand, competition, and customer segmentation. Offer a variety of price points and packages to cater to different customer preferences, such as special promotions for families, business travelers, or long-term stays. Regularly review and adjust pricing to optimize room rates and maximize revenue.
Revenue management monitors the overall demand and will maximize room revenues through dynamic pricing, yielding strategies, and inventory management, considering factors like variation in demand from different segments, competition, and seasonal fluctuations.
Hotel revenue managers have mainly managed room pricing. However, with the emergence of total revenue management, hotel revenue managers also must get involved in pricing all products and services, identifying and capitalizing on additional revenue opportunities such as food and beverage sales, spa services, and event space rentals.
Distribution is a hot topic in the hotel industry. To increase visibility and reach the target audience, utilize the proper distribution channels. This includes working with online travel agencies (OTAs), global distribution systems (GDS), and direct booking channels like the hotel's website or mobile app. Optimize the hotel's online presence with explicit, informative, and visually appealing content to encourage direct bookings. Leverage strategic partnerships with local businesses, tourism boards, and event organizers to increase the hotel's reach and attract more guests.
One part of the distribution is managing all digital distribution channels. Another factor is managing the B2B customers, where the hotel salespeople build strong relationships with corporate and MICE customers and the travel trade.
The concept of promotion is to make the hotel with its products and services visible to potential guests and customers to increase awareness and consideration to stay at the hotel. Implement targeted marketing and advertising campaigns to generate interest in the hotel. Do not try to reach a broad audience using traditional marketing channels like print, TV, or radio. These conventional marketing channels might still work for mega-chains but are far too wide and expensive for independent hotels. Instead, use digital marketing channels like content marketing, social media, and email to target niche channels where the hotel meets its main target groups. Offer special promotions, loyalty programs, or exclusive deals to incentivize bookings and encourage repeat business. Engage with guests through social media and online review platforms to maintain a positive brand image and foster customer loyalty.
Implementing targeted marketing campaigns for specific seasons, events, or days of the week in close collaboration with revenue management will attract the right guests and increase occupancy. In addition, forming brand partnerships will make the hotel visible in channels the target audience is familiar with.
What is top-line management?
Top-line management effectively utilizes the 4P concept to create a comprehensive and integrated marketing strategy that drives revenue growth and maximizes profits. To succeed, hotels must have real-time access to the correct information, excel in time management to maximize productivity and align all roles within the team toward the same vision and overall objectives. Unfortunately, most hotels have challenges fulfilling all three aspects. First, the data sits in siloed systems and is very difficult to access for all roles, not to mention the lack of the big picture. The jobs for marketing, sales, and revenue are still too manual, which wastes valuable time that could be used to focus on activities that grow revenue and profitability. Finally, marketing, sales, and revenue tend to work in silos and have conflicting goals that will slow the progress toward the hotel's overall goal.
Demand Calendar automatically collects all data from siloed systems into one centralized information system easily accessed by marketing, sales, and revenue. One truth is based on the same data. By automating data collection and streamlining processes, Demand Calendar helps marketing, sales, and revenue to become more productive and to focus on reaching their objectives. Finally, by working in the same system, marketing, sales, and revenue can easily align toward the same goals and reach the overall top-line objective faster.
Demand Calendar has built-in functions to regularly evaluate the hotel's revenue performance, identify improvement areas, and make data-driven decisions to optimize the top line. Combined with all the other over one hundred functions, Demand Calendar is a real top-line management system.