Turnover: The Hidden Killer of Hotel Marketing (and What to Do About It)
This article originally appeared on Tambourine.
Sometimes, one of the greatest obstacles to successful hotel marketing lurks within your own office…
Staff turnover, especially when it’s excessively high, can be an absolute killer for most businesses, and your hotel marketing team is no exception. So learning to attract, cultivate and retain marketing staff—instead of churning through them—may have a wider impact than even the smartest of ad campaigns.
At hotels, specifically, there are a number of reasons why turnover of marketing staff makes it hard to achieve ownership’s revenue targets:
1. Consistency Is Vital to Success
In the hotel business—which is built largely upon brands and properties delivering on a standardized promise to meet guest expectations—few things are as important as consistency. Beyond just a flag’s amenities or service experience, that consistency clearly extends to marketing, particularly the frequency and content of consistent product messaging. It’s difficult to achieve that desired consistency if there is a revolving door of staffers creating those messages.
2. Familiarity with Guest Personas, Seasonality and Periods of Weakness
See #3. Learning the nuances of your hotel’s demand patterns requires time and experience, which won’t be the case if turnover is high. By keeping marketing staff long-term, those same patterns will become a cyclical strategy, where marketers know exactly how to fine-tune efforts.
3. New staff Is Hard to Find
There’s a dearth of quality marketing talent in the hotel business, especially digital talent, for a number of reasons. For starters, many top-notch digital marketers have gravitated to other industries or start-ups with a higher “cool factor” or earning potential. Corporate hotel cultures, often viewed as overly traditional, can dissuade younger marketing pros seeking more of a Silicon Valley workplace vibe.
4. New Staff Don’t Understand the Hotel’s Product or Message
It takes time to educate new hotel marketing staff on your property’s unique history, message and product experience. If your marketing staff is perpetually changing, you’re constantly putting new employees through the same learning curve, without reaping the benefits.
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5. They Have to Build Relationships with Team Members in Other Departments (I.E. Revenue Management)
No team is an island, and for marketing staff, it is increasingly important to foster and maintain strong relationships and communication with other departments, especially with revenue/yield management personnel. Again, that’s tough to achieve in a high-turnover environment.
6. They Often Have to Pick up (on the Fly) Existing Campaigns, Vendors and Marketing Programs That They Did Not Create
The learning curve for a new marketing staffer is multiplied when they are asked to shoulder—often rapidly—campaigns, agreements and initiatives that were formulated by previous employees. That can lead to a huge difference in vision and background on these projects once the new staffer is in charge. Especially if their predecessor had a jumbled mix of disparate vendors in place.
7. They Inherit Someone Else’s Goals
Marketing objectives can be highly personal (and stressful) to the marketer who set them. When a new employee inherits those goals, it may not be the best fit for that marketer’s skill set and vision for what they hope to achieve at their new post.
8. Departing Staff Take Lots of Proprietary Knowledge and Investment with Them
Sure, you can ask departing staffers to turn over all materials, notes and other information they have before they leave for good, but there will still be untold amounts of knowledge and experience they will invariably take with them when they leave. Sometimes the best solution to this problem is convincing them to stay, or at a bare minimum, asking them to be available to brief their replacement.
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Thankfully, there are ways to combat the turnover dragon. Successful strategies include:
1. Hire Wisely
One of the most effective means of reducing turnover on your hotel marketing team is to make smart hiring decisions in the first place. That means thoroughly interviewing and vetting candidates before extending offers, factoring in the candidate’s compatibility with your office culture, management and fellow staffers.
2. Pay Generously
Offering candidates a fair and market-competitive salary and benefits package is another important means of ensuring staff retention. Take some time to research prevailing wages, while brainstorming benefits, perks and incentives to sweeten the deal, if necessary. That may include concessions like flexible work schedules and various bonuses.
3. Revisit Annually
It’s a good idea to review staff salaries and benefits annually, in order to ensure you are keeping up with the marketplace. If possible, tap your HR team as your news pipeline to this end.
4. Get Flexible
Devise methods of offering greater flexibility to your hotel marketing team in order to foster a healthy work/life balance. That may include flexible and/or compressed schedules, telecommuting and on-site daycare. Embrace communications tools like Skype and chat applications such as Slack to keep remote teams/staffers in touch throughout the day.
5. Maintain Interest Levels
An engaged employee is a happy one.
Foster a challenging and rewarding work environment, filled with learning opportunities and potential for advancement, and your employees will thank you. Nurture healthy levels of social action among the staff, as well as proper praise and recognition from management, when deserved. Sometimes little compliments and courtesies go a very long way.
6. Praise Excellence
It’s extremely important to properly recognize employees who are performing well, whether the praise comes in the form of verbal recognition, emails, awards and/or special perks. Monthly company-wide emails detailing team/staff achievements are great, as are peer-recognition programs. Don’t hesitate to report those achievements up the chain to superiors, either; even when emailing a thank you note to a subordinate, consider CCing higher-ups for a added recognition. If you need to get a handle on what to praise, ask staffers for regular updates on their accomplishments, including some data and figures when and where possible.
7. Stress the Big Picture
Help your staffers visualize a future direction for them beyond just their current day-to-day responsibilities. Outline the wider career track they are headed down, spotlighting goals and achievements those staffers should target along the way. Use annual reviews and mid-year check-ins as a means of opening these discussions, as well as spontaneous chats. Always encourage everyone on your hotel marketing team to speak with you regarding any questions or concerns they may have.
Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com
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