The Refinishing Touch Blog

It is safe to say that in every industry, executives are planning and strategizing how to maintain success and survive during this this economic downturn. Contrary to what many may believe, in this tough economic climate, there are hotels in the industry that are actually thriving and profiting as they were during this same time last year. How are they able to do this?

In a recent article in Hotel News Resource focused on how sales departments can thrive during this economic climate, we thought the insight was beneficial on how to do things differently. During a time when most companies are preparing to scale back on sales and marketing departments this is not the time to do it, the best thing for companies to do is actually the opposite. Strategies should be developed to reflect current economic realities in the market.

What are some strategies that these successful hotels are implementing during these times?

First, increase sales efforts, in the past sales may have not been as necessary due to business and leisure travellers aggressively pursuing the property, however now sales is essential to reach out to potential customers.

Think of ways to 'sell into the recession.' Properties can do this by actively targeting new prospects that seem to be prospering in this environment. Hotels can also go through their existing database to choose current/past accounts that are sustaining during this tough time.

Finally, the internet. Attack the internet as a means to reach out to current and future business prospects. Pay per click advertising is one of the best ways to position your hotel at the top of a search. However, monitor the online efforts to determine where the benefits are coming from.

We, at The Refinishing Touch, believe during this economic climate businesses must truly ramp up efforts and do things non-traditionally to succeed in 2009. Executing targeted campaigns to generate awareness while also looking at areas to save is critical.

A decade ago, 'green hotels' were barely on the radar. Today, they are a hot topic for the lodging industry as well as consumers, with travelers keen to use eco-friendly properties for business and leisure. Like all other industries, the hospitality industry is under pressure to take its corporate and social responsibilities seriously. And with the current economic climate, operating greener also helps to save on the bottom line. Hoteliers not only save money but also help the environment by reducing their carbon footprint.

Early this Fall, The Green Meeting Industry Council announced the 2009 dates for the "Greening the Hospitality Industry" conference, to be held at the LEED gold-certified David L. Lawrence Convention Center in Pittsburgh, PA. The conference will allow hotel industry executives, and meeting and event planners to better understand how to successfully execute green meeting practices and to implement green initiatives.

When a business is able to balance economic, environmental, and strategic business objectives as they relate to business partners, customers and stakeholders they are in a position to thrive. Senior level and C-level executives have to adopt a new way of thinking when it comes to their hotel brand and property.

As a supplier to the hospitality industry, The Refinishing Touch understands that suppliers share a collective responsibility to encourage hospitality chains, as well as government institutions, and universities nationally, to help and advise them to look at existing furnishing, furniture and fixtures as assets not as disposable goods to toss in landfills.

Many hotels today may be a shade paler than green than others but progress is being made. With chains and independents already considering more sustainable ways of running their business, events and opportunities for sharing best practices such as the Greening the Hospitality Industry are a welcome: we know that we’ll be there and taking a very active part in the discussion.