One of the unique services we offer our partners at Concierge Preferred is specialized assistance in helping clients with their concierge direct messaging. Often companies walk into those sessions with a targeted list of hotels they want to limit their messaging to. The assumption is that the concierge in these specific hotels are the only ones that will actually send them business. The filters being used are hotels proximity to the business and star level of the property.
For example, many fine dining restaurants or high-end retailers will originally only want to focus on four or five star hotels such as The Ritz Carlton, Trump International Hotel & Towers, The Four Seasons, The Langham, etc. Other businesses will overlook hotels that might not be within walking distance. The thought process is that those guests are staying too far away and can find closer options that would not require a cab ride. While the first list of hotels that these companies want to target are probably going to be frequent supporters, these organizations might be losing a ton of profit by ignoring the other hotel properties.
Keep in mind that a large percentage of Chicago’s travelers are here for business meetings, conferences, or conventions. They often are selecting their hotel based on where their company has an account or where a room block has been established. In the case of a city-wide convention, a hotel selection is often based simply on availability. Many corporate travelers also have the ability to keep their points for staying at some hotel chains—such as Hilton Hotels—even though their company is paying for the room. When they do travel with their family, they may take the opportunity to book their hotel room with points and use the money saved to enjoy an even more luxurious experience in the city. So a family that might normally stay at The Peninsula is instead booking at three star brand.
Also do not use location as too strong of a filter when selecting your hotel targets. A concierge in the South Loop will often send guests looking for a shopping experience to the Gold Coast because of the wide variety of retailers located there. A concierge in Streeterville might be sending guests looking for nightlife options to the River North area. Many of our concierge focus groups show that concierge will actually choose a restaurant or shopping destination based on that businesses’ proximity to other destinations. Make sure concierge know about your business so you can become part of the story for your neighborhood. If you are in a destination known for shopping, make sure concierge know you are the perfect spot for a lunch break. A bar located in a large restaurant district wants to make sure concierge recommend them as an after dinner option.
Yes, it is true that focusing on a larger list of hotels means more investment in both time and resources. If you need some ideas on how to handle a larger list, always feel free to give our team at Concierge Preferred a call. We are always working with our partners to accomplish this task more easily and effectively.
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