Ray Kelleher Sales & Marketing Manager, Clarion Hotel Cork - “The Clarion Customer” - Presentation from the 3 Critical Pillars To Make Your Business Stronger Marketing Institute Cork event on 25 Feb 2015

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Mii Cork / Clarion Hotel Cork
• Mii Cork Presentation
Wednesday 25th February 2015
Ray Kelleher
Sales & Marketing Manager
“The Clarion Customer” 3 Critical Pillars
Discussion

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Are we reaching the right customers?
At the Clarion Hotel Cork:
Big Focus on Rooms Sales so are we reaching the right customers?
Every piece of business is analysed…
Peak demand nights in Cork City: Tuesday / Wednesday & Saturday nights
Our Business is split into two areas: Corporate & Leisure – How to get the balance right!

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Are we reaching the right customers?
The breakdown of our website & 3rd Party Business
Heavy reliance to 3rd Party agents like www.booking.com
Own Website: Google SEO & PPC
January 2015 Own Website Business Snapshot:

4. Are we reaching the right customers?
Link to: http://www.clarionhotelcorkcity.com/specials.htm
• Bed & Breakfast / Save at least €10
• Easter Breaks in Cork City / Dinner B&B for Two (Holiday Show offer)
• Winter Offer / 2015 New Year Room Sale
• Couples Retreat / 2 Night Spa Offer
• Penthouse Exclusive Offer / Weekend Shopping for Two
• Fota Wildlife Offer / St Patricks Day Festival Offer
• Live at the Marquee / Wild Atlantic Way Sunday Night Special
• Hens in the City

5. How much do we know our customer, and how do you leverage that
information?
50% of our business in the hotel is corporate and business that we do have control over
• Face to face selling
• Building Relationships
• Corporate Entertaining
• Corporate Gifts
Access to Global travel agents and working their information
Guest Relations Managers in the Hotel
Regular Guest / corporate Guests – what we do for them!
Profiles of our Guests and updating same with their likes and dislikes

6. How much do we know our customer, and how do you leverage that
information?
Gathering and Managing Reviews within the hotel - How we do it and what we use
Toal called: Review Pro
Gathers reviews from the following:
• Tripadvisor
• Booking.com
• Expedia
• Orbitz
• On-line Guest Surveys
*******
On-Line Guest Surveys
No 4 of 24 Cork City Hotels on Tripadvisor
Benchmark ourselves against our competitors via various Toals: GDS Business / Trending.ie Reporting etc

7. Are we keeping our customers and generating new
recommendations by exceeding their expectation
This is what everyone want’s we want to keep our existing customers but we don’t want them to get tired of us. We can’t get
complacent and if we do we will loose them to another competitor.
In house VP Packages
Front Office & Guest Relations city knowledge……….
Creative Packaging: Hens in the city
Afternoon Tea // Dinner // Cocktail Making Class // Penthouse Party // Life Drawing Classes
Others areas that we can book for these groups include:
Cork Dance Studio for a Dance Class // Make up Masterclass with Benefit Cosmetics // Hen Kayaking with Jim // Rollerjam //
Kartmania // Complimentary Night Club Access

8. Are we keeping our customers and generating new
recommendations by exceeding their expectation
It’s not just the Guests in our rooms we need to impress and exceed their expectations it’s the following also:
• the guest in the restaurant for breakfast
• the non-resident in the Atrium for a meeting
• the conference attendee
• the member in the Health & Fitness Club Sanvitae
• or indeed our own staff – making changes for our own staff’s environment is also important.

9. Thank you!