Need to Close More Hotel Sales? Try Implementing These Two Marketing Tactics

By Jennifer Nagy President, jlnpr | June 10, 2018

I remember when I was launching my PR agency, JLNPR, I experienced a 24/7 rollercoaster of emotions: mostly, excitement and hope but also, a lot of fear and worry. Even though I knew my niche - the hospitality tech industry - inside and out, had many years of experience and knew that I could enact real change to companies' bottom line using public relations (because I'd already done it for many tech companies), that didn't change the fact that I felt panicked when I realized that, this time, I'd be doing it ALL on my own.

Negative thoughts ran on a loop, all day and all night: "What if I can't get a client? What if other people don't believe in my abilities enough to work with me, a single-person start-up? What if potential clients need JLNPR client references before they sign on the bottom line? How do I get that all-important first sale?"

(Does any of this sound familiar to you?)

And then, one day I stopped myself, mid-panic, because I realized something very important: "Of course I will be successful; all I need to do is apply the same PR tactics that I'd used to boost other companies' visibility, shorten their sales cycles and increase sales, to my own fledgling business."

Nine years later (this July), I'm still here, running a successful PR agency, feeling proud to have worked with so many innovative companies who have developed technologies that have revolutionized hotels' operational processes.

If any of my early experiences ring true to what you're feeling, keep reading because I'm going to share the two marketing tactics that I used to find success in the hospitality industry.

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Eco-Friendly Practices: Corporate Social Responsibility

The hotel industry has undertaken a long-term effort to build more responsible and socially conscious businesses. What began with small efforts to reduce waste - such as paperless checkouts and refillable soap dispensers - has evolved into an international movement toward implementing sustainable development practices. In addition to establishing themselves as good corporate citizens, adopting eco-friendly practices is sound business for hotels. According to a recent report from Deloitte, 95% of business travelers believe the hotel industry should be undertaking “green” initiatives, and Millennials are twice as likely to support brands with strong management of environmental and social issues. Given these conclusions, hotels are continuing to innovate in the areas of environmental sustainability. For example, one leading hotel chain has designed special elevators that collect kinetic energy from the moving lift and in the process, they have reduced their energy consumption by 50%  over conventional elevators. Also, they installed an advanced air conditioning system which employs a magnetic mechanical system that makes them more energy efficient. Other hotels are installing Intelligent Building Systems which monitor and control temperatures in rooms, common areas and swimming pools, as well as ventilation and cold water systems. Some hotels are installing Electric Vehicle charging stations, planting rooftop gardens, implementing stringent recycling programs, and insisting on the use of biodegradable materials. Another trend is the creation of Green Teams within a hotel's operation that are tasked to implement earth-friendly practices and manage budgets for green projects. Some hotels have even gone so far as to curtail or eliminate room service, believing that keeping the kitchen open 24/7 isn't terribly sustainable. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.