The US hospitality industry has enjoyed an increase in international business due largely to a weakening dollar and an improving world economy. Here are some ideas that might help you target international guests.
We have noticed a number of clients doing the following to successfully maximize the amount of international business:
- offering website translations
- volunteering languages spoken
- marketing to language competencies
- employing GDS/net rate strategy
- offering online booking
- utilizing search engines focused on non-US market
- offering packages for longer stays and special interests, like skiing and wine
- offering special concierge service
According to our clients, international guests tend to:
- look for a bargain
- book further in advance
- stay longer than the average guest
- appreciate concierge service
- tend to use a travel agent (hence the GDS above)
- respond to packages that serve their needs
- look for an "experience"
- be attracted to a major city (New York, San Francisco, Boston, etc.) or attraction, like Disney World or Las Vegas
You’ve probably heard it countless times – the internet makes the world a smaller place. It certainly makes it quite easy to market internationally. Utilizing it with the other techniques mentioned above can open your property up to vast numbers of people outside English-speaking North America.