The Hospitality Professionals Association (HOSPA) and direct booking specialist, Profitroom, have teamed up to deliver a webinar exploring how hotels can maximise revenues via direct bookings in the wake of the coronavirus crisis.
Using the recent experience of Port Lympne, a hotel and reserve in Kent, which saw a booking every 11 seconds in the wake of reopening thanks to its “robust direct booking strategy”, the webinar is set to offer advice and guidance to hotels on the steps needed to encourage guests to book directly.
Set for Thursday, 6 August at 11am, the webinar will be hosted by Jane Pendlebury, CEO of HOSPA, with Samantha Williams, market lead at Profitroom, and Samantha Bailey, Port Lympne’s Hotel and Reserve Sales, Marketing and Fundraising commercial director, along with Port Lympne’s commercial manager, Richard Amlot.
The panel will look at Port Lympne’s existing strategy, before exploring the methods other hoteliers can undertake in a bid to maximise their own approach to generating bookings.
Samantha Williams of Profitroom said: “We’re seeing a surge in direct bookings in the wake of reopening, but it’s important that hotels take steps to ensure they’re well placed to take advantage of this trend. Without being properly prepared and set up to deliver direct bookings, hotels run the risk of missing out on vital revenue at a crucial time.
“Further to this though, getting an efficient direct booking strategy in place now will help the trend towards direct bookings continue as guests recognise the value of doing so. In the long run this should help the wider industry to recover.”
Jane Pendlebury, CEO of HOSPA, added: “Hotels need to do whatever they can to maximise their revenues during an incredibly trying time for the industry. Port Lympne has seen some fantastically encouraging results since reopening, and we’re hoping others will be able to follow their lead by utilising some of their tactics.