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  • Home
  • MANAGEMENT
    • OTA commissions – can you cut back?

      Top 5 Questions Your Hotel Reservations Team…

      9 hotel pricing strategies you should know…

      An In-depth Guide to Hotel Revenue Management

      Upselling – The New Challenge for Hoteliers…

  • Marketing
    • Hotel marketing | 11 Tips to Kickstart…

      Hotel marketing | Local SEO cheat sheet…

      Digital Marketing: 10 Things Hoteliers Should Be…

      6 Hotel Marketing Trends to try for…

      Top Hospitality & Travel Marketing Trends You…

  • Tips & Trends
    • Mobile-friendly hotel website: what it means and…

      11 Travel terms & Hospitality industry trends…

      5 Tips On How to Target Corporate…

      The 2022 guide to attracting Gen Z…

      7 Awesome Tips To Improve Your Hotel’s…

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    • Thoughtful Thursday: Easily Manage your Booking.com Content…

      STAAH Product Updates June

      The Big Travel Rebound Kuala Lumpur &…

      STAAH Integrates with Situ – a leading…

      Are you making the most of your…

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    • 7 Tips & Tricks To Make Your…

      Facebook Marketing Tips For Your Vacation Rental…

      Why Guest Screening is important for Vacation…

      Digital marketing for hotels & vacation rentals…

      Don’t let energy bills soak up your…

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    • Lift in direct bookings & customer satisfaction…

      Hotel Polo Towers Group Maximize Growth &…

      Crescent Spa & Resorts Saw Average Annual…

      KLoe Hotel, Malaysia Boosts Direct Bookings By…

      GCC Hotel & Club, India gains an…

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The Most Important Hotel “Salesperson” Right Now Is Working Behind Your Front Desk

14 August 2020

Guest writer and Hospitality coach Doug Kennedy shares his tips on how hotel’s front desk staff can help with your hotel’s recovery.


As my frequent readers know, I have long advocated for hoteliers to view the front desk as a revenue-generating position, not an operational expense. In previous posts I have provided training tips for upselling at registration, converting “property-direct” voice inquiries, converting those who booked via third parties to booking directly next time, and perhaps most importantly, sourcing leads that can be passed along for follow-up by the hotel sales team.

The Most Important Hotel “Salesperson” Right Now Is Working Behind Your Front Desk

In recent years so many hotel salespeople have forgotten about this “channel,” as there was always a steady stream of leads flowing in from digital sources such as CVENT, brand.com, and website direct. With the stream bed having run dry, it is a great time to return to this “old school” source.

Most hotels are experiencing significant disruption in their traditional group / BT sources. Traditional methods of prospecting, such as targeting those who use comp-set hotels, is also a challenge those sources are also disrupted and booking elsewhere, if at all.

As a result, the best place to look for more business is to see who is staying with you right now. Years ago, hotels stationed a salesperson each day to work as “lobby lizard,” engaging in-house guests in the lobby to see if they could offer referrals from their companies and colleagues. Today, that method might prove to be challenging because of social distancing practices, as guests are not socializing in the public areas and many might not want to engage face-to-face.

However, most still stop by the front desk at some point. Even those who check-in remotely often stop by with questions, or just to chat while waiting for their colleagues or an Uber. Also, planners who would normally inquire via email or app are calling the hotel front desk at all hours of the day with questions about local area conditions and to find out what is open in the area. Here are some training tips:

Start with one-on-one or small group discussions

The Most Important Hotel “Salesperson” Right Now Is Working Behind Your Front Desk

Start with one on one or small group discussions with your front office team to increase their awareness of how they can help with your hotel’s recovery. Remind them that more occupied rooms mean more hours for their colleagues throughout the hotel.

Train them to obtain email addresses

The Most Important Hotel “Salesperson” Right Now Is Working Behind Your Front DeskTrain them to obtain email addresses from those who have booked via third parties or who have not otherwise provided it.

  • Avoid saying: “Please write down your email address.”
  • Instead say: “May I kindly have your email address so that we can notify you of any lost-and-found items and keep you updated on our promotions?”

Encourage them to engage guests

The Most Important Hotel “Salesperson” Right Now Is Working Behind Your Front Desk

Encourage them to engage guests with questions at registration and when they stop by or call.

Examples:

  • “May I ask what’s bringing you to our (hotel/town)?”
  • “Since it’s your first time, may I ask where you usually stay when you are here?”
  • “May I ask if you happen to know if your company might be having other travelers heading this way anytime soon?”

Train them to handle queries properly

The Most Important Hotel “Salesperson” Right Now Is Working Behind Your Front DeskSometimes planners will call after hours and directly ask about booking a block of rooms, especially for SMERF type business. If you have not trained your front desk staff to properly handle this question, there is a good chance they will say: “Oh, you’ve reached the front desk. Sales is gone for the day. Can you call back tomorrow?” or “Oh, you need to talk to Doug in sales; he can work out a discount for you.” Instead, train them to say:

  •  “We would love to host your group! Let me get your information and I’ll have our sales manager Doug reach out to you tomorrow, as he specializes in assisting with groups and events.”

This article has been supplied by Doug Kennedy from Kennedy Training Network a leading provider of hotel sales, guest service, reservations, and front desk training programs and telephone mystery shopping services for the lodging and hospitality industry. 

About Doug Kennedy

Doug Kennedy is President of the Kennedy Training Network, Inc. a leading provider of customized training programs and telephone mystery shopping services for the lodging and hospitality industry. Doug continues to be a fixture on the industry’s conference circuit for hotel companies, brands and associations, as he been for over two decades. Since 1996, Doug’s monthly hotel industry training articles have been published worldwide, making him one of the most widely read hotel industry training authors in the world. He is the author of Still On The Road to Sales and Guest Service Excellence.  Visit KTN at: www.kennedytrainingnetwork.com or email him directly:  doug@kennedytrainingnetwork.com

The Most Important Hotel “Salesperson” Right Now Is Working Behind Your Front Desk was last modified: August 6th, 2020 by staah

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