Optimizing your Channel Profitability

Key Considerations in Rate Management for Electronic Channels:

Melissa — Wed, 02 Jul 2008 18:50:43 +0000

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.

Independent Properties in a Branded Industry: The Ten Strategies to Compete

Melissa — Mon, 02 Jun 2008 15:44:43 +0000

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Sceptre Hospitality Launches Two Programs To Address Challenging Market Conditions For 2008

Melissa — Thu, 15 May 2008 17:30:19 +0000

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.

Interested in positioning your property before the 10,000 American Express travel agents worldwide?

Melissa — Wed, 07 May 2008 13:52:32 +0000

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.

How not to lose voice bookings

Mona — Mon, 24 Mar 2008 13:00:52 +0000

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

The fingers are doing the booking

Mona — Mon, 24 Mar 2008 13:00:37 +0000

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

Sceptre Hospitality Resources Appoints New Business Development Manager; Gary Farnon To Provide Connectivity And Marketing Counsel To Independent Hoteliers

Melissa — Fri, 29 Feb 2008 16:15:30 +0000

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.

Sceptre Hospitality Resources Adds Staff To Support Independent Hotels In A Challenging Economy.

Melissa — Fri, 29 Feb 2008 16:08:47 +0000

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.

Mona Ingram Named Vice President Of Sceptre Hospitality Resources And The Elise Group

Melissa — Tue, 14 Aug 2007 16:12:34 +0000

DENVER, August 14, 2007 – Mona Ingram has been named Vice President of Denver, Colo.-based hospitality firms Sceptre Hospitality Resources and The Elise Group. In her new position, Ingram will lead both firms in the areas of strategic development, operations, sales and marketing. Previously, Ingram headed the firms’ business development initiatives, a position she held since February 2007.

A 20-year veteran of the hospitality industry, Ingram’s most recent position before joining Sceptre Hospitality Resources and the Elise Group was as regional director of sales and account management for the western United States and Canada at Dallas, Texas-based Pegasus Solutions. She was appointed director of sales during the opening of Texas’ largest convention hotel, the Adam’s Mark Hotel, and the luxurious Fairmont Hotel, both in Dallas. Ingram was also the director of marketing during the opening of the Four Seasons Hotel in Singapore.

Ingram earned a bachelor’s degree in business administration at the University of Singapore. Ingram currently holds professional memberships with the Society of Incentive & Travel Executives and Meeting Professionals International, in addition to serving as past president of Hospitality Sales & Marketing Association International, Dallas Chapter.

Sceptre Hospitality Resources provides electronic reservations connectivity for independent hoteliers, allowing non-branded properties to reach both travel agents and Internet travel sites. Sceptre also counsels hoteliers on website design, optimization and marketing as well as offering voice reservation services.