Q. The majority of my guests are leisure travelers, should I still care about consortia?
A. While it’s true that consortia appeals most strongly to the corporate traveler, there is a significant percentage that is leisure. Keep in mind that the majority of corporate travelers turn to the same travel agent for leisure—and, with consortia, your property is top-of-mind.

Q. Wouldn’t it be easier to just make presentations to travel agents?
A. Back in the day, that might have made sense. But, today, many travel agents are home-based or generally just out of the office. Additionally, travel agents need to make recommendations quickly and probably will have neither the time nor the inclination to dig out a leave-behind. Better to reach them at the first click for their client.

Q. Doesn’t the GDS just do the same thing?
A. No. With an upgraded consortia marketing initiative, you are able to highlight your value-adds which can make your rate that much more attractive. For example, you might offer complimentary dinner or breakfast.

Q. So, if I just join in on the basic consortia package, I’m all set?
A. The ability to market through consortia is powerful and we always recommend that our clients explore the full range of opportunities – some that you may never have considered. We also provide a thorough follow-up with consortia that details the percentage of clients that came from this venue so you can better evaluate your ROI.

Q. How can my independent property possibly compete with branded hotels in consortia?
A. For the independent hotelier, this is the true value of consortia. Properly positioned and marketed, consortia levels the playing field and can provide the same exposure that the brands enjoy.

For more information on consortia and whether it makes sense for your property, please contact Sceptre Vice President Mona Ingram.

Inventory Availability and Real-Time Reservations
Travelers, both business and leisure, want to know what rooms are available and at what price. They want to make their reservations immediately based on the information supplied. Give them the run-around and they’ll just run away.

Consistently Updated Pricing Based on Market Intelligence
Price shopping online has never been easier and that makes pricing more complex for hoteliers. Price your rooms too low and you short-change your bottom line. Price your rooms too high and you’ll lose reservations. But who has time to consistently monitor market conditions and pricing? We do.

Aesthetic Presentation
For all the technological marvels that may underlie a website’s design, it will inevitably be judged first by how it looks. Undeniably, there is an emotional component to selecting a hotel for many travelers — if not, they would probably not consider an independent property but simply head to the nearest branded hotel. Your website will give travelers their first glimpse into your property… make certain it’s a mirror that accurately depicts your property’s offerings.

It’s More Than Just Booking Rooms
Websites can, and should, do more than simply book rooms. Internet booking engines (IBE), also allow guests to research multiple trip itineraries, review room rates and package values, as well as secure group and corporate rates. Effective IBEs should also allow hotels to sell ancillary services such as dining options, spa services or resort services through dynamic packaging. The ability of the IBE to support these components while maintaining a user friendly three- to four- step booking approach and secured personal information is crucial.

But How Do You Know It’s Working?
Simply launching a website with booking capabilities is not enough. Websites require continual monitoring. Analyzing where visitors go on the site, where they drop-off and how long they stay on the site is crucial to fine tuning the content and design to optimize the return on investment. These statistics provide valuable insight into how user-friendly the site is to navigate and whether the copy and the design are engaging.

A website can only drive bookings if travelers actually visit the site. There are strategies, aside from pay-per-click, by which websites can move up in search listings. These constantly evolving strategies involve both content and programming. Effectively maintaining and optimizing a website is every bit as complex as it sounds, but the return on investment is substantial and sets the stage for long-term results.

Can we talk about your particular website? Absolutely. Contact Mona Ingram, Sceptre Hospitality Resources Vice President, for an overview of your site and how we increase its effectiveness.

The Obvious Way is Not Always the Best Way
Hotels first think to raise their rate to achieve higher ADR. However, a shift of, for example, 10 percent volume from one channel to a more lucrative channel may provide a higher revenue boost than a simple across-the-board rate increase. There are ways to grow the bottom line without increasing prices.

Understand Your Market
It is not simply about haphazardly raising or lowering your rates.  It is about defining the acceptable price point in your market for your product. Know your competitors—but don’t be ruled by their rates.

Look at the Big Picture
Do not become fixated on any one specific individual target market at the expense of an optimal mix.  Consider the influence of Transient, Leisure and Group bookings in your channel management strategies. Establish clear and measurable short- and long-term goals for each.

Keep Your Eye on the Ball—Profit
Lowering your rates in a channel with a higher profit margin—like your website where you don’t have to pay third party fees—may seem counterintuitive, but it could result in greater bookings through channels that don’t take a percentage. Result? Greater profit.

Rate management differs from one channel to the other, from one market to the next. Contact Sceptre Vice President Mona Ingram today to discuss how strategic rate management can make a difference to your bottom line.

1. Utilize the GDS to its fullest advantage by ensuring that your property is positioned before travel agents in the best possible light—and with full knowledge of how your competitors are positioned.
2. Implement strategies to enhance your ROI on third-party websites. The branded properties are better able to control their rates on these sites—you may be able to as well.
3. Don’t race to the bottom on your rates. Cornell University research has shown that when marketing on low rates alone, a property’s overall profitability does not necessarily increase with occupancy. Market intelligence, updated constantly, is key.
4. Your website must have the five key ingredients guests look for before making reservations. You have, on average, 45-60 seconds to secure their interest online before they move on to the next site.
5. In an era of immediacy, an unanswered phone or voicemail prompts guests to look elsewhere for their reservation. There are inexpensive alternatives for this dilemma.
6. Don’t treat your online booking tool as a way to simply move a commodity, but rather as an opportunity to create an experience for your guest complete with packages to enhance the stay.
7. Don’t underestimate the power of social networking online. Utilize these tools to enhance your branding online—and pay close attention to what your guests are saying to other travelers about your property.
8. Independent properties can utilize CRM to help track and retain customers. Hoteliers should target customers that are booking on the more expensive merchant programs and entice them with equal or better rates to book direct.
9. As an independent, you must aggressively market your property and follow the 4 percent revenue rule to ensure your property is not only in front of existing customers, but also drawing new travelers. When competing for guests in a difficult environment, your call to action must be compelling.
10. The Internet touches 70 percent of your customers at some point during their reservation decision and this highly competitive marketing channel is constantly changing and evolving. Your internet marketing plan and comp set internet marketing analysis must be organic—revisited and revised regularly to ensure that it reflects current market conditions and property goals.

GREENWOOD VILLAGE, Colo.,– Sceptre Hospitality Resources today announced that it will launch two new programs beginning March 1, 2008.  Sceptre Connects will provide an affordable electronic reservation connectivity for independent full-service hotels and resorts to enable their rate and inventory to be available real-time online and to the travel agent systems.   Sceptre Consults will provide not only connectivity, but also the marketing counsel necessary to fully reach out to travel agents, third-party booking sites and the travel consumers.

Sceptre Vice President Mona Ingram explains that the launch of these programs is in anticipation of challenging conditions for hoteliers in 2008.

“Our reputation has been built on the counsel we provide to independent hoteliers and that will continue with Sceptre Consults,” says Ingram.  “We recognize that this may be a difficult year for many hoteliers.  Sceptre Connects provides the basic connectivity services necessary for those hoteliers that need the continued exposure and at the same time fit their budget.”

Clients who opt for Sceptre Consults will be counseled on pricing strategies, marketing initiatives, channel and revenue management and direct outreach to consumers.  Ingram adds that clients who begin with Sceptre Connects could upgrade to Sceptre Consults at any time during their contract.

Sceptre Hospitality Resources provides revenue maximization expertise in electronic channels for full-service independent hotels and resorts, delivering to non-branded properties greater opportunities with both travel agents and Internet travel sites.  Sceptre also counsels hoteliers on website design, optimization and marketing as well as offering voice reservation services.  For more information on Sceptre Hospitality Resources, please visit esceptre.com.

The American Express Preferred Extras Hotel Program is only available to pre-approved hotel partners and is typically reserved for large-scale branded hotels. While it is not impossible for independent hoteliers to access this program on their own, it is extraordinarily rare.

A select few connectivity partners, including Sceptre Hospitality Resources, have been approved by American Express to facilitate their clients’ acceptance into the program. There are three pre-requisites to joining American Express Preferred Extras Hotel Program:

• The hotel must, obviously, accept the American Express credit card.
• The hotel must partner with an accredited partner, such as Sceptre, or they must lobby American Express individually for acceptance — which, while not futile, is very improbable.
• Hotels must offer a minimum of Best Available Rate (BAR), 10% commission and brand standard.

This prestigious agreement allows accepted hotels to:

• Be included in the searches conducted by more than 3000 corporations annually
• Display within the hotel search results in American Express’ online tools and point-of-sale tools
• Harness the prestige and reach of American Express Travel Services

This opportunity has historically been reserved for large-scale branded hotels — but now Sceptre brings it to the independent hotelier.

For more information on this program, please contact Mona Ingram at mingram@esceptre.com or call 303.220.2110.

PATIENCE IS NOT A VIRTUE OF THE TRAVELER – WHAT HAPPENS WHEN THEY CALL AND NO ONE’S HOME?
Travelers today demand immediacy.  When they contact a hotel, they expect an answer by the third ring and for the hotel representative to be helpful and knowledgeable. 

What happens at your property when staff cannot get to the phone in time, either because there are guests at the check-in desk or they’re helping customers on another line?  Nine times out of ten times, the caller moves on to the next hotel on their list.

There are a variety of voice options to address this challenge.  From basic night service to comprehensive reservations voice systems, an experienced hotel representative handles each call.  Sceptre Hospitality Resources can find the right fit for your property to ensure that a skilled representative can take the call from inquiry to reservation.

Don’t risk losing one more traveler to your competition.  Contact us today to find out how we can help.  info@esceptre.com

TRAVELERS ARE LETTING THEIR FINGERS DOING THE WALKING
Websites continue to grow in importance for both the leisure and business travelers — and their expectations are very high.  Visitors want the site to be not only informative, but functional and engaging. 

What exactly are visitors looking for?

• A concise snapshot of the hotel and what it offers: location, amenities and style.
• Reservation and pricing information that is easily navigated
• A graphic presentation of the hotel’s ambience and point-of-view
• Consistently updated information

The days of travelers having to call each individual hotel have long passed – your competitors’ pricing is only a click away.  Market intelligence, strategic pricing strategies and advanced technology are crucial in turning a website visit into a property reservation.

While a graphically pleasing website reflects well on your property, navigational ease and
up-to-the-minute pricing strategies are crucial in optimizing your website traffic revenue.

Website management is not a part-time job.  Contact us today to discuss how we can enhance your web-based revenue and RevPAR.  info@esceptre.com

GREENWOOD VILLAGE, Colo, February 29, 2008 – Sceptre Hospitality Resources today announced that Gary Farnon has joined the firm as a business development manager.  In this position, Farnon will dedicated to reaching out to independent hoteliers and helping them prepare for the anticipated economic challenges of 2008.

“2008 will be a challenging year for the economy as a whole,” commented Sceptre Vice President Mona Ingram.  “We are committed to helping independent full-service hotels and resorts maximize their opportunities.   Gary’s extensive hospitality experience will be instrumental in helping hoteliers explore their options and map out a plan for success – even in a down economy.”

Farnon has served in the hospitality industry for 14 years, including tenure as National Accounts Manager for Interstate Hotels and Resorts as well as Sales Manager for Marriott International.

Sceptre Hospitality Resources provides revenue maximization expertise in electronic channels for full-service independent hotels and resorts, delivering to non-branded properties, greater opportunities with both travel agents and Internet travel sites.  Sceptre also counsels hoteliers on website design, optimization and marketing as well as offering voice reservation services.  For more information on Sceptre Hospitality Resources, please visit esceptre.com.

GREENWOOD VILLAGE, Colo., February 29, 2008 – Sceptre Hospitality Resources today announced that it has added two management positions in order to expand its client marketing support.  Gary Farnon has joined Sceptre as Business Development Manager dedicated to reaching out to independent hotels preparing for the anticipated difficulties of the 2008 economic outlook.  Laura Pisinski has been named Data Service Manager and will provide added support to Sceptre’s hotel clients.

“2008 will be a challenging year for the economy as a whole,” commented Sceptre Vice President Mona Ingram.  “We are committed to helping our hotel partners maximize their opportunities and are expanding the team to ensure our hotels receive the attention and expertise they need quickly.   Our increased staffing levels will provide our clients with the extensive support to not only ride out, but grow in, a difficult economy.”

Both new team members came equipped with strong hospitality background.  Farnon’s hospitality career includes tenure as National Accounts Manager for Interstate Hotels and Resorts as well as Sales Manager for Marriott International.  Pisinski joins Sceptre from ResortQuest International where she has held a variety of management positions since 1997.  Pisinski has served in the hospitality industry for 18 years.

Sceptre Hospitality Resources provides revenue maximization expertise in electronic channels for full-service independent hotels and resorts, delivering to non-branded properties, greater opportunities with both travel agents and Internet travel sites.  Sceptre also counsels hoteliers on website design, optimization and marketing as well as offering voice reservation services.  For more information on Sceptre Hospitality Resources, please visit esceptre.com.