Best way to increase income when managing boutique hotel

Money comes from your head.

You create the demand.

You decide on offer.

You sell it.

You deliver and overdeliver.

You recommit.

Your guests recommit.

As always, this is how I see it.

Decide

Decide what you are offering. Decide on one clear simple experience.

What is the concept you created and what is the experience you are promising?

Make sure you got every detail on how that experience looks like. What concept is the one you will be nurturing, what feelings you want to evoke, what visuals fit well, how the guest flow should look like in order to be aligned with your concept and values.

Have one simple sentence stating the promise always in your head. Then, for anything that comes as an idea, ask yourself if that is on brand, meaning if it truly fits everything your hotel stands for. Think about every step of a guest flow and their journey starting from platform they use for booking, before they come, during their stay and once they leave. What are you delivering in every point? Is it on brand?

Eventually, prepare for selling by creating the systems that will support you. Enabling systems and structures will allow you to always deliver what you promised without pressure and rush in a way that is up to your standards chosen by you, communicated in offer and expected by the guest.

Sell

Create demand for your offer. This is when you use all known marketing tools. BUT I do not mean advertising. It's more about storytelling.

Make your guests feel what it is like to stay with you before they come.

Choose the channel where you will show them videos or write them stories to describe how it is like to have you as their host. Think about your concept and put it in service of your guest. Imagine why they are coming and when, then show them how the day in your hotel can look like. Think about your annual goals and what you do the best and inspire them to celebrate specific events if that fits your concept and plans.

Be clear with the message. Tell one thing at the time. Create visuals that engage other senses such as smells and sounds. Remember, show them rather than tell them, that is how you create the demand.

Deliver

Deliver the promise. Execute. Overdeliver.

Once they are there, put all focus on them. Best marketing is satisfied guest. Make them return.

Make them spread the story. You remember the story you sold them? Well, it is the time to recreate it especially for them. No compromise, it has to be as described BUT it also has to be better.

In todays world, many things end up better on camera, think about filters, editing, creating perfect conditions etc. This is to be proved wrong by you.

The real thing has to be better. Therefore, once they are there, think about them. Deliver to the real people. Think specifically about them and deviate only to overdeliver to them, the real actual guests of yours.

Recommit

It doesn’t matter that you decided once. Use every season to decide again on all previous steps. Even if it is the same decision. Recommit. Look at it, evaluate, if necessary, choose the same offer again if you wish, but it is the power of recommitment that I preach. This will inspire you to sell it again and deliver it over and over just as you promised and better.

Impeccable experience is new definition of luxury.

Boutique experience is connected to higher prices which means high-end customers, but it’s not the goal per se. People who want to please themselves are your perfect high-end guests.

I invite you to share your business wisdom! Tell us, what promise does your hotel make? Comment bellow.

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