MARKETING AND REVENUE STRATEGIES TO UPSELL INDEPENDENT HOTELS IN INDIA

Abstract

It’s a study directed to build up the Marketing and Revenue strategies that would find out the ways and solutions following which Small Scale or Independent Hotels can grow and upsell themselves. Here we will sort out what is missing in independent scale hotels by evaluating them on two parameters. The first is Visibility, we will evaluate all the marketing strategies to get them the visibility they need to draw more guests. The second one is Upsell, here the main focus will be to maximize the profit. On analyzing the hotel guest’s data alongside the promotions, packages and facilities given to them, it is seen that guests are price sensitive when it comes to searching a hotel but doesn’t shy away shelling extra for a hotel they knew or had a pleasant stay before. It is also deciphered that unawareness of Hotel’s website, it’s complex or poor structure, absence of trust/ hesitation was also one of the factors that guests shy away from booking directly with the small hotels and turn to Online Travel Agents or Travel Agents who have more customer centric base and who runs multiple discounts for them. Further it was seen that free inclusions like early check-in, late checkout, room upgrade, meal upgrade and introduction of packages giving accommodation along with airport or railway station transfer also helps in upselling. Also it is seen that providing facilities like meeting rooms, conference halls not only increase the revenue but helps in cross selling the rooms, also good in-house restaurant and tasty food plays a good role in compelling a guest to book for a property. Use of technology and good cancellation policies and different paying policies play a big role in visibility and upselling.