How To Increase Hotel Occupancy

Need to know how to increase hotel occupancy? The trick lies in marketing. Occupancy impacts the value of a hotel’s business. Marketing can affect a hotel’s occupancy. While hotels are situated to serve the needs of business clients, travelers and tourists, targeted marketing plans will increase hotel occupancy rates. Assess the needs of potential guests occupying a hotel to derive a proper marketing strategy.

To increase hotel occupancy, you will need:

  • Curb appeal
  • Signage
  • Convenient or accessible parking
  • Adequate room furnishings and fixtures
  • Necessary room conveniences
  • Appropriate staffing
  • Amenities (optional variations)
  • Hospitality affiliation (optional)
  • Knowledge of site location and surrounding geographic area
  • A marketing plan
  1. Develop the visual appeal of the hotel. A hospitality property that is well-maintained and exhibits decent exterior painting and a manicured landscape or orderly grounds, will capture the attention of drive-by traffic. Such traffic always has the potential to influence occupancy through potential guests.
  2. Visible signs attract attention. The strategic placement of signs for the hotel that bear design and distinction will act as beacons to lure in prospective guests. A good and appropriate display of signage, which meets the approval of local ordinances, can have a favorable effect on hotel occupancy.
  3. Provide ample and available parking. Ease of parking is a draw to motorists in need of a hotel room. Clearly marked driveways and entrances that indicate where to park signal welcoming hospitality.
  4. Maintain hotel rooms that will sufficiently accommodate guests. Where accommodations are concerned, fully support all claims and advertising. While dissatisfied guests will decrease hotel occupancy by choosing not to stay, satisfied patrons present the potential to become extended or repeat customers, which increases hotel occupancy.
  5. Furnish serviceable facilities. Keep all bath and vanity area fixtures in good operation. When it comes to basic matters of convenience, hotel guests deserve delivery of operable appliances. Consistent delivery contributes to rate of hotel occupancy.
  6. Staff a hotel accordingly. Schedule employees according to the amount of rooms and services available. Events or seasonal aspects can also be a scheduling factor. As service is synonymous with hospitality, an adequate amount of available staff ensures that the needs of a potential increase in occupancy can be met.
  7. Consider amenities to make a hotel competitive. The hospitality industry, at large, has become competitive in its supplemental offerings. Such offerings can be observed through electronics, spa tubs, food service, lounges, fitness facilities, personal services and recreational features. For areas that present a number of hotels to choose from, properties equipped with enticing amenities can cause an increase in hotel occupancy.
  8. Review affiliations that are relevant to the hospitality industry. A hotel franchise, travel and rating guides, along with agencies or services that represent tourism, are instrumental towards increasing a property’s rate of occupancy. While the majority of such affiliations incorporate additional costs to the hotel, a notable occupancy increase can measurably outweigh this expense.
  9. Examine and justify the hotel site. Based upon the property’s location, assess the customer base. The assessment will prove whether the hotel’s market is commercial or tourist. Commercial markets serve business and transient patronage. Guest that are frequenting a hotel as a destination or vacation locale are classified within the markets of tourism. Knowing which market to appeal to defines the potential for hotel occupancy.
  10. Devise and implement a marketing plan that suits the hotel. While the objective is to increase occupancy, it is important to create a customized approach. The purpose of good marketing is to market a specific hotel towards its customer base. Then, with a complete grasp of the approach, develop a plan for marketing such a hotel to its broader markets. This concept is designed for mass marketing. In a quest to fill hotel rooms, mass equates volume, which can evolve into occupancy. Appropriately selected industry-based affiliations are among viable marketing options. Other modes of hotel marketing include print, radio and cable advertising, as well as direct and web-based promotions. Channeling marketing towards media that will reach a hotel’s potential guests is the ultimate plan.


Hospitality Net

Cornell University School of Hotel Administration

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