Hotel Success Handbook Action List

ACTIONS CHECKLIST
Introduction
0.1 Set your objectives
My criteria for success
What I want to learn or achieve as a result of this book
0. 2
Plan tem late
!ow draw u your Plan tem late " it#s u to you whether you do this on your com uter$ or on a er. Whichever it is$ have it in a format that you can add to and u date every time you have another idea. %on#t worry about havin& too much on it at this sta&e " we will hel you to rioritise it all at the end of the book. 'ou can download an ()cel tem late from our website www.*otelSuccess*andbook.com
+ www.*otelSuccess*andbook.com 2010
,ha ter 1 Who are your &uests and what are you sellin&1.1 %escribe your erfect &uest
%on#t worry if these are not the ty e of &uests you have now. .ive as much detail as ossible. /heir likes and dislikes
/heir bud&et
/heir erce tions of value for money 0not the same as their bud&et1
What they define as &ood service
*ow often they visit your area
*ow often they take a holiday
Who they travel with
/heir interests and hobbies
Where else they travel to
*ow they s end their time away from the hotel
*ow they like to travel
*ow old they are
What they do with their time whilst in the hotel
Where they like to eat
/heir favourite foods
What they like to eat 0not necessarily their favourite food all of the time1
/heir values
What 2demo&ra hic# they are 0e.&. youn& urban cou les$ middle income families with children1
What influences their decisions3 e.&. lo&ic$ cost and racticalities$ or emotion$ look$ ima&e and &ut feel
/heir birthday and other s ecial occasion dates
1.2
What are your &uests# needs and e) ectations-
What are their hi&hest riorities-
What are the thin&s they are likely to ay a remium for-
What criteria do they use to assess these-
1.4
Who are your buyers-
5or one week make a note of all the eo le makin& your bookin&s 0or if you already know this information$ look back over your recent bookin&s1. 6ee a tally of all your bookin&s$ whether or not the 2buyer# is one of the arty$ and$ if not$ what their role is e.&. travel a&ent$ P7$ relative$ club secretary !ow for each &rou track back over ()ercises 1.1 and 1.2 and com lete the same e)ercises for your 2buyers# " you need to know how they think too.
1.8
Identify the needs you satisfy for your ideal &uests
What needs do you satisfy for your ideal &uest-
What are you sellin&+ www.*otelSuccess*andbook.com 2010
Put the hysical$ emotional and results descri tions to&ether
What does this do or how does this hel your &uests-
,ha ter 2 What#s different about you2.1 *ow are you different-
Write u a list of your attributes and all the thin&s you do or offer " anythin& that relates to the hotel itself$ your &uests# stay$ or their overall e) erience3 5eatures
/he accommodation
'our location
7ctivities
'ou
'our team
'our menu
'our bar and wine selection
What you rovide in your rooms
'our function acka&es
!ow &o back over this list and identify3 /he thin&s that are &eneric and can be a lied to any hotels in your area or sector
/he thin&s that are already different$ or that with a little effort could be made into somethin& different What attributes or offerin&s can you combine to make you a ear uni9ue-
!ow summarise the thin&s you could confidently romote as bein& different and 2uni9ue# to your hotel.
2.2
What are your assions and values-
Write a list of thin&s you enjoy doin& or are interested in or assionate about 0list anythin& you do and believe in both in 2work# and 2 lay#1.
What are the thin&s you value most-
Which of these can be reflected in your business$ and how-
2.4
:ist your interests
:ist your interests$ hobbies or any to ics which you have enou&h first hand knowled&e to be an e) ert in
*ow could you develo this e) ertise to incor orate it into your hotel-
What could you write about or do to &et initial attention as an e) ert-
What other o
ortunities are there for activities and events based around your e) ert to ic-
Who else mi&ht you work with to develo or deliver this s ecial e) ert to ic-
2.8
What is your identity+ www.*otelSuccess*andbook.com 2010
What are the key factors you want to reflect in the identity of your hotel-
What are the thin&s you value most-
*ow would you sum u the ersonality of you$ your team$ and the hotel as a whole-
What is the look and ima&e you most reflect-
What feelin&s and emotions do you conjure u - 0e.&. rela)ation$ e)citement$ security$ eace of mind$ entertainment1
2.;
Sum u your identity
*ow would you now sum u your identity- Pick out your key words from 7ction 2.8
What is the overall theme-
!ow sum u your ima&e in one sentence
What look$ colours$ words and ima&es will convey this ima&e-
2.<
What#s your story-
!ow brin& everythin& to&ether from all the 7ctions in this cha ter rememberin& your ideal &uests. Write u your story to include3 what you are sellin& which is uni9ue$ what makes you different$ and your assions and values to reflect your identity.
,ha ter 4 =eview your website

4.1 Write the business objectives for your website
Write down everythin& that#s im ortant to your business$ es ecially those thin&s that make you different and uni9ue.
*ave the list ready to reference when we work throu&h all the actions to im rove your website.
4.2
Make use of analytics
If you haven#t done so already$ set u 7nalytics on your website. If you already have 7nalytics " take a fresh look and make note of your findin&s 0look at keywords$ referrin& sites$ a&es visited$ en9uiries made1. .et familiar with what 7nalytics can show you about your website.
Set u &oals on your 7nalytics that fit with your website objectives 0e.&. en9uiries$ bookin&s$ downloadin& a brochure1.
4.4
,heck your content
.o back to your website and see if$ for each of the key objectives and benefits of your hotel that you want to communicate$ you have3 *eadline information Summary information More detail 5urther readin& 'ou#ll robably find you#ve &ot some writin& to do>
4.8
7dd detail to your objectives
.o back to the list you created in 7ction 4.1 and one by one 2talk# about the detail. /hen think about what in your 2detail# is uni9ue to you. It#s all in your head " you just need to &et it out. Write it down.
4.;
=eview your key information

:ook at the list of key information in this section. (ven if you think it#s already on your website$ have another read throu&h to check that it#s3 ? to date Includes as much detail as you can Is clear and easy to find and read
4.<
=eview your hotos
:ook at your website and make sure there are hotos of everything Write detailed descri tions to &o with your hotos to entice the reader 7dd keyword@rich titles$ ta&s and descri tions to all your hotos for the search en&ines
4.A
Make a video
.ive it a &o> Produce a video for your website " ick a feature or one holiday you offer and make a video to 2showcase# it. If you already have a videoBvideos$ add another. 07nd don#t for&et to u load your videos to your 'ou/ube channel that you#ve set u $ with lots of keywords in the descri tion.1 7dd in checklist
4.C
=eview your home a&e
/ake a &ood look at your home a&e %oes it meet the objectives you set out in 7ction 4.1?se the checklist here to see if all 9uestions are answered Where are you*ow much are your roomsB acka&esWhat are your rooms likeWhat amenities are there7ny s ecial offers*ow do I contact you or bookWhat#s your availabilityWhat food do you serve in your restaurantWhat makes you different " why should I book with youWhat chan&es do you need to make- Now make them!
4.D
.et feedback on your website

7sk ;"10 tar&et market ros ects to take a look at your new home a&e and website. Set them 9uestions
to find the answers to 7lso don#t for&et to ask &uests for their feedback on the website. ,ould they find all the information they were lookin& for- %id they book online-
4.10 =eview your bookin& system

*ow do eo le book with you3 Online? " review your bookin& forms$ en9uiries$ ask a 9uestion$ email addressBy phone? " is 28 hour covera&e taken care of- %oes your website show your 2office hours# By email? " who icks u these emails- *ow 9uickly are they answered,an they check availability status live on your websiteFrom overseas? " offer alternative hone numbers and the international diallin& code Another way? *ow do your ideal customers want to book- /e)t messa&e- /witter-
4.11 Erainstorm key words and hrases

Erainstorm key words and hrases related to your hotel$ the holidays$ facilities and services you offer.
:ook u the o ularity of these hrases usin& a keyword tool. %ecide on which hrases you want to com ete 0remember less o ular hrases are still searched for @ more focus and less com etition is &ood1.
,ha ter 8 ,ommunication

8.1 Put yourself in your &uests# shoes
Put yourself 0or a friend or collea&ue1 in your &uests# shoes and ask yourself3 What#s in it for me to stay in this hotel-
0'our answers from ,ha ter 1" Identity and emotionalB hysicalBresults descri tion mi&ht be hel ful.1
8.2
Put 7I%7 into ractice
/hink how you are &oin& to3 Attract your otential customers with a headline statement
Interest your customers with information that is different about your hotel
7rouse your customers# desire by makin& your offer irresistible
.ive a call to action " a reason to res ond strai&ht away
8.4
Identify your communication channels
7sk yourself3 *ow I am &oin& to communicate with my customers-
What ty es of messa&e will a
eal to them-
What style of communication would be most relevant to them-
What ty e of lan&ua&e do they use-
What ublications do they read-
Where do they socialise-
Where do they s end their time-
What access do they have to the Internet-
8.8
/hink about the look and feel of your romotional material
What ima&es do you want to show-
What colours do you want to use-
What words are &oin& to attract your ideal &uest- 0Make sure it#s lan&ua&e they use1
8.;
Make offers scarce or ur&ent
*ow can you make your offer0s1 2scarce#- 5or e)am le$ 2first 10# 2only 4 rooms available#.
,an you ut a deadline on your offer0s1 to make it 2ur&ent#-
What will you do when you are fully booked or the deadline is reached- 0*ave a lan1
8.<
Identify your contact o tions
Write down all your contact o tions$ with s ecial numbers$ addresses or romotional codes$ and o enin& times3 /ele hone number What will you say on your voice@mail messa&e5a) number (mail Fnline form In erson
8.A
Information about your ros ects and customers
/hink about the information you want to hold about your ros ects and customers that sets them out as ideal customers.
Which is the most im ortant$ and which can wait until you know them better-
8.C
=eview your contact mana&ement
:ook at your current business rocesses and systems to see if you need to set u an email mana&ement system or a ,=M. If you already have a ,=M$ run a review to see if you are usin& it to its best efforts. If you don#t already have a list$ or way of easily mana&in& or se&mentin& your contacts set this u now. When evaluatin& a new solution$ look for com atibility with other e)istin& systems. It usually makes sense to &o with a system that already has inte&ration with other software you use 0e.&. your bookin& system$ your accounts system$ your database1
8.D
Euildin& your list
Identify what incentives you can offer in e)chan&e for eo le#s contact details
*ow will you ca ture details-
8.10
,om etition ideas
What do you 0or could you1 offer that would make an irresistible riGe-
/hinkin& about your ideal customers$ what other riGes or incentives would a eal 0this will hel you to think about suitable joint venture artners who can offer these riGes if you cannot1
8.11 ,ontactin& your list

What methods could you use to contact your list-
What contact details do you already have-
What else is needed-
*ow will you &ather contact information-
What to ics could you write about within the ne)t month-
8.12 /ar&eted offers

What events or romotions have you lanned that you need to announce to your list-
What messa&es do you need to convey-
Plan your se9uence of mailin&s for the ne)t monthB4 monthsBH so you have a lan of re&ular contact.
,ha ter ; 7dd value to increase s end and fre9uency

;.1 =eview your own tariffs and ricin&
*ow do your &uests erceive your rices-
*ow do your rices com are with other hotels tar&etin& the same &uest rofile-
What do you already offer that differentiates you from them and &ives value for money from your &uests# ers ective-
What can you offer which any indirect com etition could never com ete with-
What else can you do sim ly to add value for money without lowerin& your rices-
;.2
/ry before you buy
What services or offers could you offer as a try before you buy-
;.4
Inclusive deals and acka&es
What inclusive deals and acka&es could you offer-
What activity acka&es-
What does your hotel have which is uni9ue and could form the basis of an offer or deal-
;.8
?se your e) ert to ic

*ow can you use your 2e) ert# to ic to offer value for money-
;.;
(arly bird offers
Fn what service0s1 could you offer early bird offers-
What incentives will you offer to the &uest-
;.<
? &rades
Where or when could you offer u &rades-
;.A
What o Su
Ioint venture o
liers-
ortunities
ortunities can you identify to &et to&ether with others-
Ioint venture artners-
;.C
.uarantees
What &uarantees could you offer your &uests-
,ha ter < Market your hotel online
<.1
/rial and track ay er click
If you have bud&et available for online marketin& PP, is a &ood way to have a measurable cam ai&n. /rial usin& PP, for one offer or set of keywords 0destinationBholiday ty eBserviceBseasonal offer1. If you#re already usin& PP, " are you constantly reviewin& and chan&in& your ads- 7re the keywords you are usin& a match to those you came u with in ,ha ter 4 07ction 4.111
<.2
5ind artner sites and forums
?se search en&ines to look for suitable artner sites that could brin& you traffic " use the keywords and hrases your &uests would use$ and see what sites come u in the results. 5ind a forum0s1 that your ideal &uests s end time on and ose 9uestions and comment.
<.4
Write articles and blo&s
Start a list of all the to ics you feel confident to write about on your blo& or as articles3 about your area about your holiday e) eriences about events about your e) ert to ic 5ind other blo&s it would be &ood to comment on and join in " destination and travel@related or associated with your e) ert to ic
<.8
5ind out where your customers &o online

7sk them " when bookin&$ feedback forms$ in conversation.
.oo&le their interests to see sites that come u
:ook at rinted media#s online sites 0news a ers$ ma&aGines1.
5ind online communities that reflect your ideal &uest demo&ra hic and interests 0mums# sites$ business sites$ s ort sites$ etc.
:ook at social media sites to choose the best one for your hotel to en&a&e on.
,ha ter A /raditional marketin&
A.1
Identify ress o
ortunities
What ublications or news a ers do your customers read-
What events either ast or future are newsworthy- /hink of an an&le " one oint that will be different and interestin&.
What ress covera&e have you already had that you can ca italise on-
A.2
Write an advertorial
Write down ideas for advertorial features$ such as travel features or e) ert features
Write u an advertorial article you can lace in rinted media
A.4
Pre are a radio interview
Make a list of to ics you#d like to s eak about " make notes and have some case studies ready.
roach radio stations that have shows which cover your to ics.
=ecord an audio file 0or a few>1 to have on your website of you bein& interviewed on your to ics so you have e)am les ready. /he interview can be youBmember of staff$ but it means you#ve &ot more content for your website and an e)am le for radio stations.
A.8
Plan rint inserts
If your ideal &uests read rinted ublications3

Make a list of offers you can romote in an insert.
Write out headlines$ calls to action and offer details.
%esi&n a flyer or insert and test this in a tar&eted ublication 0by re&ion if it#s a lar&e subscri tion base1.
A.;
Pre are a leaflet dro
.enerate ideas for a local offer. %esi&n a leaflet with a clear call to action for your offer. /ar&et your leaflet by area$ or ostcode. Measure res onse with a code or landin& a&e.
A.<
,onduct a direct mail cam ai&n
%raft direct mail letters or ostcards
/est to a sam le of your database When you have a result you#re ha database. y with " roll out to your entire database$ or with a artner to their
,ha ter C Euild your &uest relationshi
C.1
.et to know your &uests
What else can you do to &et to know your &uests better-
In what ways can you &et feedback from your &uests-
What can you do to raise your visibility with &uests-
What networkin& events or forums are there where your tar&et &uests meet- Fr where their contacts meet-
C.2
=eward &uest loyalty
What could you do to reward &uest loyalty-
C.4
=es ond to your &uests# wants and needs
What do you need to do to res ond to &uests# wants and needs-
What don#t you rovide currently that &uests have re9uested-
Where do you need to rovide &reater fle)ibility to meet &uests# needs-
What articular challen&es stand in the way of your &uests makin& a bookin&-
What s ecial diets do you &et re9uests for- What do you need to do to &et started on these-
What values do your &uests have that need to be reflected in your o eration-
What other roducts or services could you rovide before$ durin& or after their visit-
%o you sell &ift vouchers$ and if not what needs to ha
en to make these available-
C.8
Maintain your &uests# interest
What events or activities could you or&anise to maintain your &uests# interest5orthcomin& romotions-
Promotion of the month-
Seasonal events-
,om etitions or riGe draws-
C.;
.et your e)istin& &uests sellin& for you
*ow can you &et your e)istin& &uests sellin& for you-
What do you do that demonstrates e)ce tional service and will rom t &uests to talk about you-
What system do you have in lace to &ather referrals-
What else do you need to do to &et referrals-
*ow do you reward eo le who &ive you referrals-
,ha ter D Involve your team
D.1
Identify the attributes you need
What are the attributes you need in each of your team members-
What more can you do to build your re utation as a &ood lace to work-
D.2
/rain your team in &uest service
What trainin& do you need to &ive your team in &uest service basics-
What systems or rocedures do you need to clarify or write down so that team members can deal with them confidently-
What are the common issues that you could dele&ate to staff-
/ake the &uest journey now 0and schedule it in re&ularly1.
D.4
Involve your team in sellin&
%o all your staff know all your roducts and services+ www.*otelSuccess*andbook.com 2010
%oes your front of house team know what items and services to romote each day-
%o all your team know how to u sell-
%o you conduct daily briefin&s with the team-
If not$ when could you schedule these to take lace-
D.8
.ive res onsibility
What rocess can you ut in lace for staff to obtain and act on &uests# feedback-
Who could be a
ointed cham ions for certain tasks-
*ow could you encoura&e the team to take res onsibility when you are not there-
D.;
/hink about staff incentives
%o you &ive any incentive for team members to &ive e)ce tional &uest service or u sell-
*ow effective is this in motivatin& all staff$ in all roles or de artments-
,ha ter 10 ,ollaboratin& for success

10.1 What to outsource
:ookin& at your list of actions to date$ what are the areas where you don#t have the e) ertise-
What are the actions where it mi&ht be chea er for someone else to com lete-
What are the actions that would &et done more 9uickly or more effectively by someone else-
10.2
Mindma your joint ventures and affiliates
?sin& the mind ma below$ brainstorm what o tions you have for joint ventures and affiliates. 7im to have at least three ideas for each headin&$ but don#t sto at three if you have more ideas>
!ow for each otential joint venture or affiliate$ identify at least two rojects or ideas you could do with them which will a eal to your ideal &uest$ and be of benefit to both you and the joint venture artner.
10.4
Erin& it all to&ether
!ow u date your lan with all your ideas from this cha ter. Who have you identified as otential joint venture artners or affiliates-
What further research do you need to verify these ideas-
,ha ter 11 Erin&in& it all to&ether

11.1 Identify business &oals
What I want the to achieve for the business3
11.2
? date your lan
!ow u date your initial lan$ and add in riorities and dates. /here is a tem late in the resources area of www.*otelSuccess*andbook.com
11.4
7dd in the detail
*i&hli&ht just one thin& to &et you started " don#t be too ambitious at this oint " better to &et the ball rollin& on just one thin& and do it well. %o you have a &oal for this action-
*ave you identified how you will evaluate it-
If so$ now break this down into all the actions needed to achieve this. !ow schedule these into your diary includin& any review dates.

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ACTIONS CHECKLIST

What I want to learn or achieve as a result of this book

Plan tem late

What they define as &ood service

*ow often they visit your area

*ow often they take a holiday

Who they travel with

/heir interests and hobbies

Where else they travel to

*ow they s end their time away from the hotel

*ow they like to travel

*ow old they are

What they do with their time whilst in the hotel

Where they like to eat

/heir favourite foods

/heir birthday and other s ecial occasion dates

What are your &uests# needs and e) ectations-

What are their hi&hest riorities-

What are the thin&s they are likely to ay a remium for-

What criteria do they use to assess these-

Who are your buyers-

Identify the needs you satisfy for your ideal &uests

What needs do you satisfy for your ideal &uest-

What are you sellin&+ www.*otelSuccess*andbook.com 2010

Put the hysical$ emotional and results descri tions to&ether

What does this do or how does this hel your &uests-

'our bar and wine selection

What you rovide in your rooms

'our function acka&es

What are your assions and values-

What are the thin&s you value most-

Which of these can be reflected in your business$ and how-

:ist your interests

What could you write about or do to &et initial attention as an e) ert-

What is your identity+ www.*otelSuccess*andbook.com 2010

What are the thin&s you value most-

What is the look and ima&e you most reflect-

Sum u your identity

What is the overall theme-

!ow sum u your ima&e in one sentence

What#s your story-

,ha ter 4 =eview your website

Make use of analytics

,heck your content

7dd detail to your objectives

=eview your key information

=eview your hotos

=eview your home a&e

.et feedback on your website

4.10 =eview your bookin& system

4.11 Erainstorm key words and hrases

,ha ter 8 ,ommunication

Put 7I%7 into ractice

7rouse your customers# desire by makin& your offer irresistible

.ive a call to action " a reason to res ond strai&ht away

Identify your communication channels

7sk yourself3 *ow I am &oin& to communicate with my customers-

What ty es of messa&e will a

What style of communication would be most relevant to them-

What ty e of lan&ua&e do they use-

What ublications do they read-

Where do they socialise-

Where do they s end their time-

What are you sellin&+ www.otelSuccessandbook.com 2010

What is your identity+ www.otelSuccessandbook.com 2010