Archive for the ‘Sales & Marketing’ Category

Rates and Favours

July 26th, 2006

After meeting Stephen Perrine recently, Editor-In-Chief of Best Life magazine and all-around great guy, I picked up the current issue and came across an article by Peter Greenberg, author of Hotel Secrets From the Travel Detective. Mr. Greenberg advises readers looking for hotel room upgrades to call ahead to the general manager or director of sales and establish a relationship. This explains the calls I’ve received lately, seemingly out of the blue, from guests wanting to chat.

I think I speak on behalf of all general managers when I say I hope not many people take Mr. Greenberg’s advice. We’re always happy to hear from guests, but we’re not so eager to hear from guests looking for a free upgrade. If you’re determined to get an upgrade, my advice is to request one at the time of reservation. If the agent can’t confirm it then, ask him or her to note it on your reservation, with a reason for the request if you have one. Management reviews arrivals each day, and they are in the best position to upgrade you if something is available. But don’t have a hissy fit upon arrival if it hasn’t been granted. If you really need a bigger room, pony up.

When hotel managers travel we try to take care of one another, offering a special rate, upgrade or amenity, and sometimes even a comp room. If this sounds like favouritism, it is. GMs are “Connectors”; we have a vast network of contacts in the travel industry and we talk about our brand experiences ad nauseum to anyone who will listen. People come to us for recommendations, and we’re always happy to dispense our sage advice. So it’s in our best interest to recruit one another as brand advocates. It’s also nice to have a deposit in the favour bank.

Before I travel I go online to see where I want to stay, then email the general manager to request an industry rate. I almost always get a favourable reply. Except last week, when I contacted Hotel Le Meurice in Paris. It’s more old-world than I tend to like, but I thought it would be fun to experience, and I’ve heard great things. I almost fell to the floor when I saw their rate: CDN $1,292 per night. They were also offering a “Decoding Da Vinci” package, which I thought was a bit unoriginal and bandwagon-ish, but only because I’m (apparently) the only person on earth who thought the book was semiliterate pulp. (Oops, so much for Dan Brown ever staying at Opus). My request for an industry rate was met with a polite but resounding “Non!” September is peak season, my contact explained, and no discounts are available, not on any day, not at any time, not for anyone. Tres désolée.

I was disappointed, but I do respect the decision, even admire it, and certainly envy it. Oh, to be in a position to banish discounts entirely – let them eat cake! Hotel managers understand better than anyone that peak season – or any busy time – is not the time to ask for favours. We must make hay while the sun shines. So please don’t ask us for a seniors rate for your Aunt Sally during the 2010 Winter Olympics.

As for upgrades, hotels are becoming as tightfisted as airlines. When I worked as a sales manager at Canadian Airlines I was overwhelmed with requests for upgrades, special fares and free flights. I learned from my manager that the industry was changing, and we no longer gave things away, not without a trade of equal value. Unfortunately, this change didn’t happen fast enough for Canadian; they went bankrupt. The same principle applies to hotels. If you want a gift certificate for your golf tournament, be prepared to convince us how the exposure will benefit the hotel. Charities are an exception, but even then the hotel benefits by generating goodwill, helping a good cause, and making staff feel magnanimous.

Incidentally, Mr. Greenberg’s name looked familiar to me, so I looked him up in Guest History, the hotel’s equivalent of Google. Sure enough, he stayed at Opus a while back. Did he get an upgrade? Even better.
He got a comp room.

Miscellaneous Thoughts of Little Consequence

June 30th, 2006


How’s that for a gripping lead? A few months ago, when Katrina, our director of sales & marketing, came up with the idea of a general manager’s blog I thought it was brilliant. Back then I didn’t realize how hard it would be to come up with new material each week, and to find time to write it. I’m already looking forward to my two-week vacation in September, when I’ll be foisting this job on some unsuspecting colleague. (um, Katrina…?)

Truth is, I didn’t expect anyone to read my posts. But in just a couple of months these pages have been viewed by thousands. I’ve received lots of great comments, and would like to thank those who wrote for your encouraging words.

Interestingly, the only concerns about content came internally, from our LA-based publicists, who feared I had gone too far. What? they cried, you dished the name of the diva who used the F word on you? Eek! What, you admitted that Opus occasionally relocates guests? Double eek! What, you said the word “cleavage”? Triple eek! Their concerns compelled me to go back and soften some of my comments. Ironically, sanitizing my writing made me feel dirty, like I had compromised my artistic integrity. But our publicists are savvy, and they’ve done great things for Opus, so when they cry “Eek!” I listen.

Now, however, I find myself desperate for new content. It’s not that I don’t have a lot to say, the problem is that whenever I come up with an irreverent new idea I hear the publicists crying “Eek!” The pressure to perform within these parameters is daunting. I may have to start making things up.

One fairly innocuous subject I’m considering is chronicling the nine hotels I’ve worked for during my career. Sounds riveting, I know. But there have been interesting moments. For example, in 1996 I accepted, sight unseen, my “dream job” as director of sales & marketing at a resort in Micronesia. Where Micronesia is I’m still not entirely sure. It’s somewhere between Guam and the Philippines, a group of stunningly beautiful islands (pictured above). I signed a two-year contract, gave up my job and my apartment, held a going-away party that rivaled the closing ceremonies of the 2006 Winter Olympics, and got on the plane. It took me 36 hours to get there, and two hours to realize I had made a terrible mistake. A month later I was back in Vancouver, returning everyone’s going-away presents. I’ll explain why in a future post, but suffice it to say that as the plane took off from the island I had my middle finger planted firmly against the passenger window.

In another post I plan to shamelessly plug the mystery novel I wrote, called Murder at The Universe, which will be published in September ’07. It’s about a highly dedicated hotel manager whose universe is turned upside down when his colleagues become suspects in the hit-and-run death of the hotel’s beloved owner. The incident occurs after a boozy staff party, on the eve of the arrival of a militant anti-impaired driving conference. General chaos ensues as values clash among hotel staff, activists, guests and the media. It’s really fun, and I wrote it all by myself. You can pre-order it on Amazon now.

I should add a disclaimer that all characters in my novel – and the hotel itself – are purely fictional. Already I’ve had to reassure the owners of Opus that I came up with the premise long before I met them, and their lives are safe (for now). The great news is that the publisher has offered me a 3-book deal to develop the novel into a series. I won’t be giving up my day job, though, partly because I love it, and partly because I need new material. But mostly because I pretty much spent the advance celebrating a couple weeks ago.

Well, then, I’ve effectively completed this week’s post with mindless blather. I think that now makes me a bona fide blogger.

We Want Our Word Back

June 21st, 2006

Several years ago, the term “boutique hotel” arrived on the travel scene. Today, it seems like every second hotel is calling itself boutique, from 800-room properties to highway motels to mega chains. There are also boutique salons, ad agencies, law firms, hardware stores and pet stores. Everywhere, businesses are pilfering this precious term to distinguish themselves from the big-box-style retailers. And in the process, they’re ruining it for everyone.

We want our word back. It’s ours.

What exactly is a boutique hotel? Like the word “attractive” in personal ads, the term boutique is used loosely – and often generously – in the hotel industry. To me, a boutique hotel is defined by its size (200 rooms max), its ambience (intimate), its service (personalized), its independence (no chain affiliation) and its outlets (people actually use the restaurant and lounge). The design of a boutique hotel should reflect the city it’s in. And guests shouldn’t have to stumble through revolving doors to get in, or line up at the front desk behind hundreds of cruise ship passengers, or jostle with conventioneers wearing badges and silly hats. In a contemporary boutique hotel, brass and fussy floral arrangements should be banished, along with the music of Vivaldi and portraits of dead people.

When it comes to sullying the boutique name, there are no worse offenders than boutique hotels themselves. Many offer style or substance, but few provide both. Some are built around a hot lounge scene, but service is inconsistent and guestrooms feel like an afterthought (perhaps a deliberate ploy to keep guests out of rooms and in the lounge drinking). Others offer beautiful guestrooms and great service, but the lounge is about as lively as a public library. My favourite boutique hotels have style and substance. In the US they include Hotel Gansevoort and 60 Thompson in New York, The Mondrian and The Viceroy in LA, and Hotel Vitale and The Clift in San Francisco. While not technically boutiques, W hotels and a few of the Four Seasons also do this well.

One thing everyone seems to agree on is that boutique hotels are more expensive. This is partly quality related, partly market related: fewer rooms + high demand = higher rates. But it also has to do with economies of scale. Boutiques don’t order 50,000 bottles of shampoo at one time or serve 1,200 dinner guests. Uniqueness is part of the appeal, of course, and many travellers are willing to pay a premium for it. In the 1970s, the Holiday Inn’s slogan was “The Best Surprise Is No Surprise”. These days, travellers want surprises, as long as they don’t involve lost reservations or rodents scurrying across the floor.

Of course, not every hotel wants to be a boutique, and not every traveller wants to stay in a boutique hotel. Larger hotels can offer more space, better facilities, a more consistent product, and guest loyalty and frequent flier programs. At Opus we maintain that a traveller who chooses a hotel based on how many points she’ll collect toward an upgrade on her next car rental is probably not the best fit for us. There are plenty of other options in Vancouver.

Sometimes it’s fun to stay in big, grand hotels, landmark hotels, historic hotels – as long as they don’t smell musty. The largest hotel in the world is the MGM Grand in Las Vegas, with between 5,690 and 5,034 rooms, depending on the source (I’m not convinced management even knows). It comes with a sports arena, entertainment dome and wedding chapel. In fact, Vegas is home to 17 of the world’s 20 largest hotels. I stayed at The Venetian once (pictured above), which, at 4,027 suites averaging 700 square feet, ranks #4. Upon returning to the hotel each night (okay, each morning) it felt like I had to walk past all 4,000 suites to get to mine. A shuttle bus would have been nice. In Dubai, the upcoming Asia Asia Hotel plans to dethrone the MGM, with a whopping 6,500 rooms – a small city.

All this talk about big hotels is humbling, what with Opus’s mere 96 rooms, no sister properties, and no wedding chapel. Maybe we should become a boutique chain? This term is an oxymoron in my opinion. But some companies, like Kimpton and Joie de Vivre, have succeeded in building a collection while preserving each property’s individual personality. Buoyed by its success with W Hotels, Starwood has introduced aloft hotels, claiming on its website to be “re-imagining the classic American ‘On The Road’ tradition and giving rise to a hotel of new heights. A hotel so far above anything in its class that it can only be called by one name: aloft.” My rough translation: tarted-up motels for thrifty-but-cool travellers, with advertising copy written by a guy who used to write superhero movie trailers.

Now that the chains have stolen the word “boutique”, along with some of our best ideas, we in the boutique business better keep innovating. Fortunately, this is easier for us because we don’t have to wait for approval from corporate office. Stay tuned for advances in in-room technology, entertainment, amenities and environmentally friendly practices, along with even greater personalization.

And we best be finding another word for boutique.