Hotels that want more direct bookings need to establish an entrepreneurial mindset (that many don't have). This Slideshare is the slap in the face they need to see what that means

1. Pleasing methods vs.
Pleasing results

2. Over the past few years I’ve
talked with hundreds of hotel
marketing directors:
And I’ve been able to show them things that will:
• Reduce their dependency on the OTAs
• Help them meet their revenue goals
• And give them more control
Still, you know what 95% of them always say?
“Sounds great!...”
And then they don’t do anything about it…

3. Let’s unpack that
for a second!
It’s not that these strategies don’t work.
They’re just more interested in pleasing
methods versus pleasing results.
This is the ultimate CYA.
Because here’s the simple truth that
they still haven’t managed to get
through their heads.

4. It doesn’t matter if I attract
direct reservations using carrier
pigeons – as long as it produces
the results they’re looking for.

5. “Quotations are commonly printed as a
means of inspiration and to invoke
philosophical thoughts from the
reader.
“

6. In hotel marketing,
nothing else
matters –
except results

7. White
◎ If I’ve shown you
case studies of
hotels that don’t
need the OTAs
anymore
◎ If I’ve shown you
increasing RevPAR
So if I’ve created a great track record using
filthy pigeons…
Who cares!
It should be a no-brainer

8. The problem is most people aren’t
entrepereneurs
They’re just doing
their j.o.b.
They’re just
covering
their ass
And so
anything
new –
is to be
feared

9. Hey, I get it…
I lived in Japan for 8
years and I’ve worked
with some of the most
cautious, gun-shy people
you’ve ever met.

10. It’s all about how other people
see you, right?

11. So gray might be your favorite color.
You might always choose the safest path forward,
because you’re worried about how other people see you.
In fact, you might be wearing a blue shirt with gray slacks
and black shoes, hoping you fit in, at this very moment!
Gray slacksBlue shirt Black shoes

12. We’ve all been there.
But if ‘not rocking the boat’ is your main concern
– and not greater revenues –
then maybe you’re in the wrong industry?
Maybe restaurant management
is more your speed?

13. Because here are the simple facts.
We’re now at 80 months of positive RevPAR growth.
And that’s the historical record.

14. And since most economies move in cycles…
You should – right now – be getting ready for
declines like we saw in 2002-3 and 2008-10.
And to protect our job security, during bad times,
we should all be trying new things – while we still
have some speed in the market.

15. Have you ever tried
to change gears
going uphill?
That’s what fighting the OTAs in a
downward economy is going to feel like

16. Some hotels will do well
(The ones that are already working on their strategy)
And some hotels will
f.a.i.l.
And when the economy takes that
inevitable downturn…

17. I don’t know about you…
but I know how I’d like to position myself.
Top performers
Will jump ship
To better hotels

18. And, of course, ownership will be paying attention
to all of this. And as a result:
Poor performers
Will be singled out
And cut

19. It’s all about the results, after all
It doesn’t matter what you’re doing to
bring in more direct bookings, and increase
margins – it just matters that it works.

20. So if I have to use:
◎ Postcards ◎ Hand written
letters
◎ Or flocks of
pigeons
(and they work…)
Then, I. DON’T. CARE.

21. I just heared some whining in the
background...
I hope it’s not you.
Somebody’s saying, “I tried email
marketing and it doesn’t work.”
Then why do you think it’s
still around, cupcake?

22. Again, if it works – Whatever it is – I’m
going to use it.
But most hotels, even though there are
more marketing tools on the market, than
at any time in history,
they seem to get an egotistical kick out of
ignoring as much as possible.

23. Believe me, it’s not because you’re too busy
Email
Youtube
Actual work

24. If you were really busy,
you’d jump at any time
saving solution…

25. ‘No’
It’s because hotel
marketing directors
have had it easy for the
last 5 or 6 years and
they’ve gotten used to
coasting along.
• They’ve been able to
lean on the OTAs for
help
• Occupancy has been
good because
compression has been
good
• And ownership has
even helped by cutting
marketing budgets – so
‘doing nothing’ really
seems like the best
thing to do

26. So ideas like:
 Creating local affiliate agreements
 Making dedicated landing pages for each
guest segment
 Or introduced to new technologies
… Just seems like too much work

27. ---
But when the chickens come home to roost…
The free ride will suddenly and succinctly come
to a grinding halt.
---
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28. So what are you more interested in?
Pleasing methods or pleasing results?
Take a moment to think about that.
And while you do, think about this
case study, as well.

29. The Catamaran Hotel, in San Diego, did a two
month campaign on Groupon, right next to all the
restaurants and novelty gifts.
And, by the end, they generated over
$2 Million in direct bookings

30. If you could guarantee similar results,
would you go for it? Would you be among
the small group of entrepreneurs who take
matters into their own hands.
Or would you be among the 95% who say
to themselves, “I’ve tried that before and it
didn’t work for me… so it must not work,
period.”

31. If that’s your position, you need to face facts:
You’re not a DOM
You’re a director of mehhh…
And you’ll be first in line for lay-offs

32. Because school is never out
for the Pro!

33. Join the More Direct Booking
group on LinkedIn
And get access to the most up-
to-date ‘direct booking’
strategies in the industry
It’s time for you to stop relying
on the OTAs and:

34. @Direct_Bookings