When we speak to hoteliers across the country, we find that nearly all skip the first and most important part of the budget process—setting goals. Generally, hoteliers decide on a budget number, then they adjust their goals to the budget. This is a shortsighted method for mapping out a marketing strategy, particularly in a market where hotels, branded and independent alike, will be fighting for each reservation.

We recommend setting goals and then adjusting your marketing dollars to reach key metrics. Goals may include:

• Reducing booking fees by driving more guests to your web site
• Utilizing third-party on-line travel sites marketing to further your sales, not necessarily theirs
• Establishing a “creative fund” whereby you set aside a certain number of dollars to take advantage of unforeseen opportunities, especially new programs from on-line agencies or GDSs capitalizing on the market shifts

Sceptre can help you set and reach your marketing goals. Our nationwide market intelligence provides insight, and our relationships provide opportunity. To learn how we can be a true partner in your success, contact Sceptre Vice President Mona Ingram today.