Understanding and executing the principle of positioning is paramount in the landscape of hospitality sales. Positioning relates to establishing a unique and favorable perception of your hospitality service within the mindscape of potential clients, thereby differentiating it from competition.
Consider the instance of the Alexander Hotel. Nestled amidst a bustling urban hub teeming with numerous hotels, it needed to carve its distinctive identity. Their triumphant strategy revolved around positioning their hospitality proposition around unique experiences rather than just highlighting the standard aspects of luxury and location.
Rather than focusing on lavish accommodations or geographic advantage, factors already prevalent amongst competitors, the Alexander Hotel emphasized its unique art-infused architecture and personalized service. It was positioned as a culturally immersive and refined experience, transcending beyond its basic function as a temporary accommodation. This narrative was integrated into their B2B sales approach, communicating that choosing the Alexander would offer clients and their patrons a memorable and distinct experience.
This strategic positioning allowed the Alexander Hotel to differentiate itself amongst potential clientele, notwithstanding the competitive market it operated in. By identifying and leveraging its unique selling propositions, it effectively positioned itself as a comprehensive hospitality experience, leading to an increase in corporate contracts.
While this case underscores the significance of positioning in relation to the brand's unique features, let's now delve into another scenario where positioning is influenced by external factors, specifically, seasonality.
Consider the case of the Fontana Restaurant at the Biltmore, a fine dining establishment known for its exquisite cuisine and exemplary service. With the ebb and flow of tourism and seasonal factors impacting room availability, the restaurant grappled with fluctuating occupancy rates, particularly during the off-peak season.
With a keen understanding of the circumstances and market needs, the Biltmore altered its positioning strategy. They marketed their off-peak availability as an exclusive opportunity for corporates to conduct their retreats, team-building activities, or meetings. The quieter period was pitched as an advantageous circumstance providing corporates with more flexibility, personalized service, and an overall serene environment devoid of the usual tourist rush.
By switching their positioning strategy in sync with the changing seasons, Biltmore successfully managed to maintain a steady inflow of corporate clients. This demonstrates how intelligent positioning, adapted to current market conditions, can open new avenues for business and lead to sustained growth.
Consider this practical example. You're the Sales Director at a hotel. A seasoned meeting planner (MP) reaches out to you, expressing interest in booking a block of 15 rooms during your off-peak season. They're well-researched and aware of your operations, location, and even your seasonal occupancy patterns. They're expecting a significant discount due to the timing of their booking.
MP: "I've been researching your hotel, and I understand that this is your off-peak season. Considering this, I would expect a discount for booking a block of 15 rooms."
Your response should focus on effective positioning.
You: "Hello, I appreciate your consideration of our hotel for your corporate retreat. While it's true that we are in our off-peak season, I believe that provides an opportunity for us to offer your team a highly personalized and unique experience. Our off-peak season allows us to dedicate more resources and personalized attention to your group."
Even when faced with a client who expects to negotiate based on your hotel's circumstances, you should emphasize the unique value your property offers. This strategy repositions the discussion away from the discounts and towards the benefits the client will enjoy by choosing your hotel.
However, what happens when the client insists on a price discount? This is where it becomes a business decision. As the Sales Director, you are empowered to evaluate whether the business makes sense for your hotel. You might say:
You: "We value your business and we want to ensure a successful event for your team. Let me explore a balance between a competitive rate for you and maintaining the value of our services. Could we continue this discussion once I've evaluated our options?"
By making the conversation about the value your hotel provides, you maintain the power in negotiations. This approach underscores the essence of positioning: it's not just about your property's features but also how you communicate those features to create a compelling perception of value, regardless of the client's initial expectations or demands.
Both the examples of Alexander Hotel and Fontana Restaurant at the Biltmore provide insightful lessons on strategic positioning. The Alexander Hotel used its unique art-infused architecture and personalized service to carve its distinctive identity. The Fontana Restaurant, on the other hand, adapted its positioning strategy with the changing seasons to maintain a steady inflow of corporate clients.
In conclusion, successful positioning lies in understanding your brand's strengths and aligning them with the needs and aspirations of your potential clientele. Whether it's about highlighting your unique features or adapting to external conditions, a well-thought-out positioning strategy can make your offerings stand out, attract the right audience, and ultimately, enhance your sales.
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