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Higher-end lodges or five-star establishments would focus more on specialty items that can be offered at a higher price for higher quality. Valet services, designer jewelry, personalized service, and specialty rooms are some of the means at the disposal of higher-end marketers. According to Feiertag (2010), maintaining a filing system on existing customers and business partners is a good way to secure business prospects rather than attempting to find them from a random list of unknown leads.
These segmentation and targeting practices then combine to provide the lodging operation with its marketing position. Depending upon its offering and consumer target, lodging operations position themselves at certain levels within the market. Five-star hotels that generally target high-end, high-budget consumers would for example position themselves as such in the market, whereas lower-end, budget establishments position themselves at a different segment.
According to Feiertag (2010), hotel and lodge marketers often confuse the terms "leads" and "prospects." The author notes that the distinction between these is the key principle in successful prospecting. First, it is therefore important to distinguish between the terms. According to the author then, a marketing lead refers to an entity or person who might result in a sale. Prospects refer tot those who are in a position to do business with a lodging operation should they choose to do so. Prospecting then refers to the identification of potential prospects by means of investigating leads.
According to Feiertag (2010), leads can be found in several sources, including newspapers, telephone books, business listings, hotel staff and offices, chamber of commerce membership lists, the Internet, and so on. To make this method of prospecting worth the time and effort involved, salespeople must be aware of the best and most productive way to develop leads into prospects.
In the lodging industry, this can profitably be done, for example, with business parties who made use of the service in the past. Hotels and lodges can also make use of suppliers in this way, where companies have supplied high quality at a better price than other companies.
In conclusion, sales, marketing, along with marketing segmentation, targeting and positioning, as well as marketing leads and prospects can combine to provide a lodging operation with the keys to both profitability and prosperity. The key is to effectively use a combination of these factors to create the maximum profit for the lodging operation.
References
Feiertag, H. (2010, Aug. 13). Proper prospecting prevails in producing profits. Hospitality World Network. Retrieved from: http://www.hospitalityworldnetwork.com/boutique/proper-prospecting-prevails-in-producing-profits-0
O'Neill, J.W., Hanson, B. And Mattila, A. (2008). The Relationship of Sales and Marketing Expenses to Hotel Performance in the United States. Cornell University. Vol. 49, Iss. 4.
Retrieved from: http://www.personal.psu.edu/jwo3/Hotel%20Marketing%20Expenses%20Article.pdf
Rudra, S. (n.d.) Market Segmentation, Targeting, and Positioning. Retrieved from: http://www.scribd.com/doc/6356725/MARKET-SEGMENTATION-TARGETING-POSITIONING-By-Subha-Rudra
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