Hotel companies have to work out promotions season-after-season and come up with creative offers to wow their guests with the amenities that already exist. That is easier said than done but Preferred Hotel Group has some tips.

The team at Preferred Hotel Group (PHG) has tried to come up with creative tactics that support and enhance key amenities of its existing hotels. In a recent move, the group has introduced new offers for suite accommodation and spa getaways that are valid until December 31. On the new initiative, Jason Schellenberg, director, leisure sales, Europe, Preferred Hotel Group, says: “The suite and spa packages were devised to cater to leisure travellers, couples and families alike. Both suite and spa components resonate strongly with these markets and this is why we decided to incorporate these into our 2013 packages.”

When coming up with attractive promotions PHG recommends taking the following into account:

·          Consider seasonality – This is very important. We ensure that we are timing our initiatives to coincide with our hotels’ occupancy periods, and key calendar dates, to help support them as best we can.

·          Add value: In terms of incentivising factors, there needs to be an element of added-value for the consumer; whether it be a monetary saving or an included amenity. The validity period is also important; our promotions - including preferred suites & spa - are bookable all year round so that we can be as flexible as possible to our customers.

·          Deliver savings: With regards to budget, luxury has a cost, yet at PHG we also want to provide the right price and always offer a package that includes savings (up to 20% off the best rates for preferred suites and a spa credit included with the preferred spa offer).

EyeforTravel’s Ritesh Gupta found out more about the initiative.

EFT: How do you think such initiatives help to strengthen relationships with customers?

JS: These initiatives are key in demonstrating that we understand their needs, habits and aspirations. Preferred Family – our unique family certification programme – is an important initiative for the company. As a family owned company, we understand the demands and requirements for families and this was partly why the suite package was devised. We want to ensure that we are thinking of innovative ways to satisfy our customers.

EFT: What are your main objectives when you work on promotions – do they vary significantly?

JS: Our aim is to build on brand loyalty and drive revenue to our hotels. The promotions will vary according to the target market – whether it be for leisure, business or MICE.

EFT: The travel industry is competitive and consumer behaviour is changing. How do you know what people are looking for?

JS: Travellers will always seek added-value benefits. However, trends and behaviours do change – in 2013, for example, Food Tourism has been a growing sector as travellers are more keen to understand how and where food is sourced and ensure that ethical practices are observed. This is one example but these are the types of trends that we try to assimilate in our programmes to ensure that we are speaking effectively to consumers. There has also been a rise in spa bookings from the Middle Eastern markets, while spa bookings in EMEA has remained steady; and this is all the more reason why the Preferred Spa programme is relevant.

EFT: When working on promotions, is there anything you specifically avoid and how do you maximise conversions?

JS: We try to be as realistic as possible when compiling our promotions – we would never formulate a promotion that our hotels would not be happy to participate in and that would not resonate with consumers. Our marketing plan incorporates specific target publications and activities. We also ensure that we have a presence at key trade shows and exhibitions and work together with our sales & PR teams to consolidate our efforts.

EFT: What challenges do you face when working on promotions?

JS: We are lucky in that we do not encounter too many major challenges, however, the economies and socio-political climates in certain countries (Greece, Egypt & Turkey notably) have been turbulent in recent times. We bear these factors in mind when liaising with our hotels on the programmes as we need to ensure that we generate the most return on investment - external factors will no doubt affect the success of this.