酒店合作伙伴及會員營銷：投入=影響力！.pdf

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1、MembershipAnna Wolfram,Head of Marketing at Grantley HallHave you taken out any memberships in the past 12 months?MythThe results come from showing up,not signing up.Joining a hotel membership group is not a marketing strategy how you use it isGetting seen doesnt always equate to getting chosenIt is

2、 a commitment that requires long-lasting resource and effortBesides generating bookings,why else might you join a hotel membership group?WhyDont just look at what your competitors are doing you dont know their greatest business needsClarify your goals before investingBesides securing bookingsAssocia

3、tion with excellenceAccess to new audiences Guidance from other hotelsPushing MICE bookingsPress coverage and opportunitiesIndustry events and networkingAccess to supplier discountsIndustry benchmarking toolsStaff training and consultationStaff benefitsStrategyInternational GrowthPutting Grantley Ha

4、ll in front of an international audienceBrand exposure,marketing and distribution opportunitiesElevating StandardsUnderpinning Grantley Halls commitment to standards-every member of staff being trained to both LHW and Forbes standards ahead of mystery review visitsCustomer RetentionUse of LHW Leader

5、s Club as our guest loyalty schemeDo you have dedicated marketing budget for memberships?Revenue=Direct financial return-Bookings-Upselling-Exclusive packages-Repeat booker perksRoiOpportunity =Access to new markets,learning and collaboration-FAM trips-Trade shows-Hotel partnerships-Webinars and tra

6、ining-Benchmarking toolsInfluence=Elevated brand perception and prestige-Use of credentials-Aligning with groups valuesBuild relationships with member hotels theyre a source of insight and referralsLearn from the challenges and successes of othersReputation by associationEssential for growing/new ho

7、tels bridges the gap while you build your own reputationAttend the events,webinars,volunteer case studies of your success get known!Being on the radar of fellow hoteliers builds critical industry reputationIf the insiders know and respect you,broader recognition followsNetworkUnderstanding your audi

8、enceYou know best who your guests are and what theyll respond toWill they have heard of it?Does it have a self-explanatory title?Reverse engineering SEOGoogle your aspirational keywords,e.g.top luxury hotels in the UK see which membership groups rank highly you are unlikely to be able to beat them o

9、rganically in searches on your ownInvestigate visibilityHave they run many successful PR campaigns?Do they have an engaged network of social followers?Who else is a member?DataAsk for data on audiences,analytics and conversion trackingRightAudience fitWill this connect us with our ideal guests?Does

10、their audience know us anyway?Brand alignmentDoes the group reflect our hotels image and values?ValueDo the membership inclusions support wider business objectives,beyond sales and marketing?Long-term relevanceWill this partnership still serve us as we grow and evolve?CommunityAre the other members

11、brands were proud to sit alongside?ChecklistThe guest profile doesnt match your target or is too like existing guestsYoure not utilising at least 50%of what they offerYoure doing all the chasingA shift in strategy means it no longer matches your future directionTop Tips:Set review points every 6 mon

12、thsAssign a dedicated team member to own the relationshipDont try and be everything to everyoneNotTakeaways Memberships require active participation,not passive sign-up Clarify your business goals before investing in partnerships Think beyond bookings reputation,networking,staff development Split your budget across different parts of the business Measure ROI by revenue,opportunity,and influence Leverage the network for insights and partnerships Choose membership groups that align with your audience,brand,and long-term vision Review memberships regularly to ensure ongoing fit and value