酒店合作伙伴及会员营销：投入=影响力！.pdf

1、MembershipAnna Wolfram,Head of Marketing at Grantley HallHave you taken out any memberships in the past 12 months?MythThe results come from showing up,not signing up.Joining a hotel membership group is not a marketing strategy how you use it isGetting seen doesnt always equate to getting chosenIt is

2、 a commitment that requires long-lasting resource and effortBesides generating bookings,why else might you join a hotel membership group?WhyDont just look at what your competitors are doing you dont know their greatest business needsClarify your goals before investingBesides securing bookingsAssocia

3、tion with excellenceAccess to new audiences Guidance from other hotelsPushing MICE bookingsPress coverage and opportunitiesIndustry events and networkingAccess to supplier discountsIndustry benchmarking toolsStaff training and consultationStaff benefitsStrategyInternational GrowthPutting Grantley Ha

4、ll in front of an international audienceBrand exposure,marketing and distribution opportunitiesElevating StandardsUnderpinning Grantley Halls commitment to standards-every member of staff being trained to both LHW and Forbes standards ahead of mystery review visitsCustomer RetentionUse of LHW Leader

5、s Club as our guest loyalty schemeDo you have dedicated marketing budget for memberships?Revenue=Direct financial return-Bookings-Upselling-Exclusive packages-Repeat booker perksRoiOpportunity =Access to new markets,learning and collaboration-FAM trips-Trade shows-Hotel partnerships-Webinars and tra

6、ining-Benchmarking toolsInfluence=Elevated brand perception and prestige-Use of credentials-Aligning with groups valuesBuild relationships with member hotels theyre a source of insight and referralsLearn from the challenges and successes of othersReputation by associationEssential for growing/new ho