As hotel sales and marketing communications have evolved, so have the approaches to client relationships used by sales managers and marketing directors become more intricate and interconnected. Today, our clients are more like socially connected friends than traditional clients. And the sales philosophy of old , when hotels were calling the shots has done a back flip to one that is totally market driven.
SM^2 = IMC: Sales & Marketing x Social Media = Integrated Marketing Communications; We Are the Next Generation of Hotel Sales & Marketing Communications Professionals
Sales and Marketing in Hotels, the Next Generation = Truly Integrated Marketing Communications
As hotel sales and marketing communications have evolved, so have the approaches to client relationships used by sales managers and marketing directors become more intricate and interconnected. Today, our clients are more like socially connected “friends” than traditional clients. And the sales philosophy of old , when hotels were calling the shots – has done a back flip to one that is totally market driven.
Hotel sales and marketing is truly an integrated branding and communications effort – no longer “schmoozing” and “fluff,” but rather strategic and based on “connections” and “engagement” rather than “impressions.” Buzzwords like client outings, yield management, comp rooms and fam trips are from the past. Today’s marketing buzzwords include relationships, revenue maximization, social connections and brand advocates.While those leisurely make-a-deal golf outings may still take place, relationships with clients are ongoing and resemble a partnership if not a friendship, even involved in each other’s charities of choice and issues of social action.
Social media, direct and personalized, leads the pack. The hotel marketer’s new toolbox customizes, targets, and reaches each and every client or guest quickly and directly via text messages, Facebook and Blogs with comments right back at them.
The New Marketing Professional
What does this mean for the hotel marketing and communications professional/s we hire? What skills do they require to manage a more interconnected, powerful, complex and ever-changing web of marketing outreach in our burgeoning digital world?
The marketing professional you hire to manage your hotel or brand must be amazing! He or she must be strong in a multitude of disciplines with the skill sets and talents to support them, not to mention an insatiable interest in undertaking the “next big thing.” The leader of your marketing department must be a persuasive and a successful influencer, a strong story-teller and conversationalist, a strategic communicator for internal and external audiences, a relationship marketer, a creative and risk-taking leader, a team player and vocal ,participant and a social media guru – or at least not afraid of new forays into social media.