The recession has stimulated many hoteliers to use some creative ways to drive sales. Their focal point is to create ways to capture sales in the most cost-effective means possible, with the quickest results possible. In this webinar, we’ll share proven strategies used by top companies to successfully navigate through a downturn and thrive after it. • Why hotels should focus on marketing rather than price cuts • How value-added packages can add to your profits • Why customer service matters even more in hard times This webinar will help you discover great ideas on why to focus more on marketing than price cuts, and why value-added packages boost profits, and how giving attention to customer service can help you survive the recession.

1. How Hotels can Survive another Economic
Downturn with Digital Marketing

2. Overview
About Me
About rezStream
Economic Effects on Hotels
Strategies to Survive
Recap
Q&A
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3. About Me
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Search Engine Marketing Specialist
2 years with rezStream
From the Midwest. Now live in Denver.
Enjoys golfing, hiking, and traveling with
dog Charlie

4. About rezStream
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Small company of caring and passionate
individuals
View ourselves as an extension of your team
100 years of combined industry experience
Suite of solutions focused on helping
independently-owned properties

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Economic Effects on
Hotels

6. How the Most Recent Recession
Affected Tourism
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• ADR (Average Daily Rate) dropped by 12.6%
• There was a 7.4% decline in hotel occupancy
• Revenue Per Available Room (RevPAR) decreased by
14%
• There was a reduction in the length of guest stays
• Guests booked their stays closer to their arrival dates

7. Travel is Back
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• Rates are returning to 2019 levels
• Occupancy is higher than ever
• Group demand is picking up
• But…

8. Uncertainty on the Rise
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• War in Ukraine
• Rising inflation rates
• Tighter monetary policies
• COVID outbreaks
• Real estate crises

9. Tips to
Survive
another
Economic
Downturn
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8 Track Your Marketing
7 Consider Expenses and Seek Efficiencies
6 Create Bundled Offerings
5 Be Smart with Discounted Room Rates
4 Nurture Your Past Guests
3 Be Proactive: Make an Action Plan
2 Invest in Technology
1 Differentiate Yourself

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Differentiate
Yourself

11. Differentiate Yourself
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Promote your story.
• Who are you and why does your hotel exist?
• Who is your audience?
• Why do your guests want to stay with you?

12. Differentiate Yourself
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Establish a unique
identity.
• What do you offer?
• What makes your hotel
your hotel?

13. Invest in Technology
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14. Invest in Technology
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Provide a simple online booking engine.
• Well-designed
• Responsive
• Synchronized Rates

15. Invest in Technology
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Get the best PMS.
• Cloud-based
• Easy to use
• Modern features
• Support

16. Invest in Technology
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Maximize your website.
• Fast
• Easy to navigate
• Optimized for mobile
• Supports accessibility

17. Invest in Technology
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Use digital marketing.
• SEO
• Content
• Social Media
• Email
• Local Listings

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Be Proactive:
Make an Action Plan

19. Be Proactive: Make an Action Plan
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 Identify recent industry trends
 Reevaluate your target audience
 Develop a marketing strategy
 Outline a list of tasks to accomplish

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Nurture Past Guests

21. Nurture Past Guests
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Send regular email campaigns.
• Build long-term relationship
• Stay connected
• Send targeted messages

22. Nurture Past Guests
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Send pre- and post-stay emails.
• Build long-term relationship
• Deliver a series of emails
• Confirmation
• Pre-stay
• Post-stay

23. Nurture Past Guests
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Engage on social media.
• Schedule posts
• Post what your guests want see.
• Amenities
• Deals
• Short reels and videos
• Beauty shots
• Virtual room tours

24. Nurture Past Guests
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Focus on loyalty programs.
• Benefit past guests
• Encourage future guests
• Offer discounts, bundles, prizes, etc.

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Be Smart with
Discounted Room
Rates

26. Be Smart with Discounted Room Rates
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Optimize your rates.
• Promote an attractive rate
• Don’t set it and forget it
• Let guests know the amount of savings
• End your rates with 9

27. Be Smart with Discounted Room Rates
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Promote discounts.
• Night-based discounts
• Discounts on direct bookings
• Guest-based discounts

28. Be Smart with Discounted Room Rates
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Utilize exit messages.
• Set up a special promo code
• Offer incentive to entice guests to
complete their reservation

29. Be Smart with Discounted Room Rates
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Understand rate parity with OTAs.
• Avoid extra commission costs
• Offer a more attractive direct rate
• Understand your contract
• Utilize meta search

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Create Bundled Offerings

31. Create Bundled Offerings
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Wellness Packages
• Spa experiences
• Yoga
• Sports

32. Create Bundled Offerings
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Family-Friendly Packages
• Theme parks
• Kayaking
• Mini-golf

33. Create Bundled Offerings
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Foodie Packages
• Beer crawls
• Farm-to-table dining experience
• Coffee tastings

34. Create Bundled Offerings
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Holiday Packages
• Ski or tubing pass
• Tours
• Personalized gift

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Consider Expenses and
Seek Efficiencies

36. Consider Expenses and Seek Efficiencies
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Keep on marketing.
• Businesses are still open
• People want to travel
• Capture a bigger market share

37. Consider Expenses and Seek Efficiencies
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Reallocate funds away from traditional
marketing.
• Move away from print marketing
• Allocate budget to digital marketing

38. Consider Expenses and Seek Efficiencies
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Make ROI your bottom line.
• Cut what is not working
• Double down on what is working

39. Consider Expenses and Seek Efficiencies
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Make use of automation.
• Spend less manual effort
• Utilize tools
• Lean on an agency

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Track Your Marketing

41. Track Your Marketing
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Use Google Analytics.
• Track overall performance
• Understand your target audience
• See which channels are converting

42. Recap
1) Hotels experience declines during recessions.
2) Uncertainty of another economic downturn is
on the rise.
3) Prepare for an eventual downturn with digital
marketing.
a. Differentiate yourself
b. Invest in technology
c. Be proactive: Make an action plan
d. Nurture your past guests
e. Be smart with discounted room rates
f. Create bundled offerings
g. Consider expenses and seek efficiencies
h. Track your marketing
4) rezStream can assist with the above.
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43. Q&A
K N O W L E D G E I S P O W E R

44. Visit the rezStream
Education Center
for upcoming webinars, past blogs, and
resource guides.
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rezStream.com/Education
www.rezStream.com

45. Thank You
Cierra Pulse, SEM Specialist
Please forward all questions regarding this webinar to:
• Sales@rezStream.com
• (303) 872-0220
• www.rezStream.com
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