05/01/2012
Empty Space Traded By Hoteliers For Valuable P.R.
Given today�s economic condition, we can look for more smart
business managers to take a page from Thomas McCarthy. After
spending three years in hotel marketing with Hilton, Marriott, and
his own hotel marketing/consulting company, McCarthy (writing in an
issue of Hotel & Resort Industry magazine) offered the
following advice:
�Take a cue from the experienced general manager of the major hotels
in your market, as most of them are particularly aware of the
organizations within the community (civic, service, religious,
political, fraternal, business and professional) that influence
public opinion in a meaningful way.� They know that being a
contributing member of a community organization certainly helps to
build the image of the hotel as a good neighbor, and also results in
many leads for substantial business.
McCarthy says that smart hoteliers trade their empty space for
valuable public relations by providing otherwise vacant meeting
rooms as freebies for committee meetings, donating suites and meals
as door prizes for special events, and giving help and
accommodations that cost the hotel little or nothing.
For
example, one hotel offered their lobby as the exclusive drop-off
point for a Toys for Tots charity. In return, they were mentioned in
connection with the worthwhile charity from ten to thirty times each
day � on three radio stations for a 2-week period! Obviously, this
exchange benefited the hotel.
