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What did we achieve in 2016<br />
95.4% of target<br />
OUR EXPERIENCE. YOUR SUCCESS.
Key Learnings from 2016<br />
Summary<br />
• 19 of 40 properties achieved or exceeded their budgeted<br />
targets for 2016.<br />
• These properties delivered an exceptional performance<br />
achieving an additional 5,268 covers over target. Special<br />
mention to:<br />
– Holiday Inn Fareham +922 covers to target<br />
– Holiday Inn Basingstoke +638 covers to target<br />
– Atlantic Hotel Portrush +509 covers to target<br />
– MPW Newcastle +499 covers to target<br />
• 10 Hotels achieved less than 90% of target<br />
• After the 2 challenges completed in Q1 of <strong>2017</strong> we had 25%<br />
of <strong>2017</strong>’s target holding.<br />
OUR EXPERIENCE. YOUR SUCCESS.
<strong>Festive</strong> 2016…Your feedback<br />
What were your top 5 challenges last year?<br />
• Sold out key dates/space to quickly<br />
• Commitment, people waiting until last minute to book<br />
• Payment of deposits to late causing wash/cancellations<br />
• Lack of festive lunch enquires<br />
• Brochure delivery<br />
• Timing of final payments – due on the same day<br />
• Suppliers running out of brochure items during December<br />
• People want to try something NEW<br />
OUR EXPERIENCE. YOUR SUCCESS.
Feedback continued<br />
What were the top 5 initiatives which worked and results if you<br />
can quantify?<br />
• Early booker offers<br />
• Free place for booker<br />
• Holding enquiries for a limited time – 2 weeks<br />
• Social media competitions – ‘Win a Party’ – HI Fareham<br />
• Sales focus on weaker areas – Afternoon tea/lunches<br />
• Targeted blitz – Schools<br />
• Keeping momentum within the hotel<br />
• Discounted accommodation offers<br />
OUR EXPERIENCE. YOUR SUCCESS.
Feedback continued<br />
What do you intend to do differently in <strong>2017</strong>?<br />
• Targeted blitz – Schools successful in 2016<br />
• Promote ‘adding together tables’ smaller tables merged<br />
• No promotional offers on peak nights<br />
• Introduction of new themed nights ‘Christmas Jumper<br />
nights’, ‘Entertainment only night’ – Derry<br />
• Joiner parties only on peak nights<br />
OUR EXPERIENCE. YOUR SUCCESS.
Feedback continued<br />
What is happening now within your market?<br />
Very Little……..what opportunity do we have !!!<br />
What will make <strong>2017</strong> a success?<br />
• Team engagement/updates<br />
• Targeting clients early<br />
• Don’t be afraid to try new marketing opportunities<br />
• Early brochure delivery<br />
• Improved social media campaigns<br />
• Improved hotel display<br />
• Provided with branded and fun/appealing items/goodies to<br />
give out when leaflet dropping<br />
OUR EXPERIENCE. YOUR SUCCESS.
<strong>Festive</strong> <strong>Quest</strong> <strong>2017</strong>
What we did in Quarter 1<br />
January <strong>2017</strong> Over 13,417<br />
Covers Generated<br />
March <strong>2017</strong> Over 6,352<br />
Covers Generated
Who's ahead of the game…Holiday Inn Coventry<br />
• <strong>Launch</strong>ed a new concept<br />
for Christmas – Christmas<br />
Feastival @ Holiday Inn<br />
Coventry<br />
• Competitive pricing against<br />
the competitive set<br />
• Engaging with past bookers<br />
& corporates earlier than<br />
previous year<br />
• Unique PDF flyer<br />
OUR EXPERIENCE. YOUR SUCCESS.
Who's ahead of the game….Drayton Manor Park<br />
• They kept to a tried and tested formula<br />
• Re-contracted Private Corporate bookers. Contracted private corporate<br />
bookers prior to brochure release (May) – we still keep dates in the<br />
brochure to capture enquiries and lead into other need dates<br />
• Yield managed bookings into different dates and into smaller or larger<br />
rooms depending on whether they produced minimum numbers in 2016 or<br />
were looking to increase numbers in <strong>2017</strong>..<br />
• Targeted LNR’s for Private Christmas parties<br />
• Opened bookings for Christmas Day prior to brochure release due to<br />
demand<br />
OUR EXPERIENCE. YOUR SUCCESS.
The countdown begins<br />
• 191 Days - 1 st December<br />
• 214 Days - Christmas Eve<br />
• 221 Days – to 2018 !!!!!<br />
OUR EXPERIENCE. YOUR SUCCESS.
<strong>Festive</strong> <strong>Quest</strong> Mission <strong>2017</strong><br />
82,290 Covers<br />
£1,841,283<br />
OUR EXPERIENCE. YOUR SUCCESS.
Where are we at<br />
OUR EXPERIENCE. YOUR SUCCESS.
December ramp up<br />
OUR EXPERIENCE. YOUR SUCCESS.
Not to be forgotten<br />
OUR EXPERIENCE. YOUR SUCCESS.
The challenge…new kids on the block<br />
• New bars and restaurants<br />
• Hotel refurbishments<br />
• Theming<br />
– Gatsby Evening<br />
– Italian Masquerade<br />
– Enchanting world of Narnia<br />
– Paris Rouge<br />
– Black jack and roulette<br />
– 80’s<br />
OUR EXPERIENCE. YOUR SUCCESS.
The Competition<br />
Coventry<br />
OUR EXPERIENCE. YOUR SUCCESS.
The Competition<br />
Birmingham<br />
Richmond<br />
OUR EXPERIENCE. YOUR SUCCESS.
The Competition<br />
Leeds<br />
Southampton<br />
OUR EXPERIENCE. YOUR SUCCESS.
Brochure update<br />
Completed<br />
• HICP Holiday Inn hotels<br />
• Holiday Inn Southend<br />
• Holiday Inn Stevenage<br />
• The View Hotel Eastbourne<br />
In Progress<br />
• Crowne Plaza Felbridge<br />
• Crowne Plaza Leeds<br />
• The Red Lion<br />
Awaiting brand release<br />
• DoubleTree by Hilton Kingston<br />
Brief your brochure on iMBP if you haven’t already or if creating locally, please<br />
send to the Interstate Marketing team / your ARM before it is sent to print.<br />
OUR EXPERIENCE. YOUR SUCCESS.
Brochure <strong>Launch</strong> – Challenge<br />
A Successful <strong>Launch</strong> can generate<br />
• Excitement<br />
• Social Media Engagement<br />
• PR Coverage<br />
Resulting In…..Bookings!<br />
But what is your point of<br />
difference?
Brochure <strong>Launch</strong> – Challenge<br />
This Year’s Challenge is to gain as<br />
much Social Media engagement with<br />
your brochure launch as possible<br />
The Winner will be judged by a team<br />
of Media Specialists based on likes<br />
reach feedback and creativity<br />
The Prize £150 to the winning<br />
hotel
Brochure <strong>Launch</strong> – Previous Years<br />
Doing what we did then<br />
is not enough today!
New Ideas For <strong>2017</strong><br />
Learn from Harry<br />
Styles!<br />
Cryptic twitter messages<br />
Amusing Video’s<br />
<strong>Launch</strong>ing Christmas in<br />
summer you need a sense<br />
of humour
Brochure <strong>Launch</strong> – Video Rules<br />
One-third of online activity is spent<br />
watching video<br />
Over half of video content is viewed<br />
on mobile<br />
One in five Facebook videos is a<br />
Facebook Live video
Tools available<br />
• PMS/Delphi/XEEL<br />
• Salesforce – local account contacts<br />
• Local database<br />
• YoY pace reports<br />
• Utilise your peers<br />
• Social Media<br />
• Distribution channels<br />
OUR EXPERIENCE. YOUR SUCCESS.
<strong>Festive</strong> Commercial Plan<br />
OUR EXPERIENCE. YOUR SUCCESS.
Local Marketing<br />
<strong>Festive</strong> Marketing Plan<br />
• Creating great content requires time and planning but now is the time to get<br />
ahead of the competition<br />
• Create your Christmas marketing plan, taking into account prior years key<br />
booking periods<br />
• Ensure you strike the balance between sales messages and content<br />
messages<br />
Online<br />
• Independent websites – Christmas related Google searches increase<br />
massively in September, ensure your independent website is updated at<br />
least 6 weeks earlier in order to take advantage<br />
• Brand websites – remember to update your brand sites with Christmas<br />
content<br />
• Email – target past bookers who haven’t rebooked.<br />
Remember, not to be to ‘Christmassy’ too early – it really will turn people<br />
off<br />
OUR EXPERIENCE. YOUR SUCCESS.
Marketing Best Practice Guide<br />
<strong>Launch</strong>ing<br />
this July!<br />
OUR EXPERIENCE. YOUR SUCCESS.
<strong>Festive</strong> Distribution<br />
OUR EXPERIENCE. YOUR SUCCESS.
The Process<br />
• Co-ordinator Development / Process Training<br />
• Front Desk Management / Out of hours enquiries<br />
• Discount Management<br />
• Sell to Capacity<br />
• Deposit Handling<br />
• Managing payments<br />
• Christmax board<br />
• MEOW Workshop<br />
OUR EXPERIENCE. YOUR SUCCESS.
Christmas Conversion Day<br />
19 th September <strong>2017</strong>
It’s Time For Action<br />
• Tuesday 19<br />
th<br />
September Interstate will be<br />
taking to the Show Ring with our Christmas<br />
Conversion Day<br />
Who will create The Greatest Show on Earth !<br />
We Want You To Scale New Heights<br />
Use Every Trick Up Your Sleeve<br />
Dazzle & Surprise<br />
This is one of the biggest events in the<br />
Interstate Calendar
How it will Work<br />
On the morning of the 16 th of<br />
September – Graham will request a<br />
current status update<br />
Michelle & Kelly will liaise with each<br />
Area Revenue Manager to set and<br />
agree an appropriate target for each<br />
property.<br />
Conversion Targets will be issued to<br />
each hotel by 4pm on the 18 th of<br />
September.
What Next<br />
• Driving your team!<br />
– Visual targets with progress updates! Make it Fun!<br />
• Progress updates<br />
– Graham will send out outlook appointments<br />
– Send in your XEEL Dashboard or equivalent<br />
– Target update due every 2 weeks from 1 st June<br />
– Weekly from week 1 of September<br />
• Conference calls / Red Alert calls held monthly<br />
– Understanding the gap and what is being done to bridge<br />
the gap<br />
– What more can be done?<br />
OUR EXPERIENCE. YOUR SUCCESS.
Terminology<br />
• P = Prospect (Enquiry) - Individual and Group: A general enquiry for<br />
Christmas Party night, individual or group, space held, no deposit and no<br />
contract<br />
• T= Tentative (Provisional) - Individual: The client provides a deposit and<br />
confirmation of expected numbers – contract may be signed but client still has<br />
opportunity to release due to the terms and conditions of Christmas contract and<br />
will only lose the deposit, therefore is not definite Group: Contract is issued to<br />
the client, final booking details, minimum numbers etc.<br />
• D= Definite (Confirmed) - Individual: Full payment received, Group: Signed<br />
contract received and payment details confirmed (Pro-forma, Account to<br />
Company)<br />
OUR EXPERIENCE. YOUR SUCCESS.
<strong>Festive</strong> <strong>Quest</strong> <strong>2017</strong>
OUR EXPERIENCE. YOUR SUCCESS.®
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