Competencies for Marketing to Business Travelers

1
Competencies for Marketing to Business Travelers

• 1. Describe the types of business travelers and
  business stays, and summarize the criteria
  business travelers use to make lodging and dining
  decisions.
• Describe how hospitality firms meet the needs of
  business travelers through executive or business
  floors, business services, health and fitness
  centers, special amenities, in-room refreshment
  centers, and frequent traveler programs.
• 3. Describe how hospitality firms meet the needs
  of business travelers through all-suite or
  extended-stay properties, and explain how to
  reach business travelers.

2
Business Travelers Criteria for Lodging Decisions
What are some of the definite preferences that
determine which type of Hotel a knowledgeable
and sophisticated business traveler looks for??

• Convenient location
• Clean, comfortable rooms
• Rates
• Recommendations
• Previous experience with the firm
• Facilities and services (restaurants, room
  service)
• Frequent traveler programs

Pages 389-391
3
Types of Frequent Business Travelers
What are the three distinct groups of frequent
business travelers??

• No-frills travelers the largest group or 36
• Cost-plus travelers extremely cost conscious
  sales persons and middle manager executives
• Extroverted-affluent travelers young affluent,
  self employed, top level executives or
  professionals who demand the best. They place a
  high priority on amenities.

Women Business Travelers Top Concerns

• Security see Exhibit 2 on page 397
• Comfort and service
• Convenience
• Facilities
• Check out http//www.wyndham.com
• and go to special interest section

Pages 391-96
4
Types of Business Stays Business travelers
generate the following types of stays

• Overnightmost common
• Extended
• Relocation
• Vacation

Pages 396-7
5
Meeting the Needs of Business Travelers

• Executive or business floors Entrée Gold at
  Fairmont Hotels in BDA
• Business services secretarial services fax
  machines modems photocopiers computers and
  offices for rent
• Health and fitness centers
• Special Amenities
• In-Room Refreshment Centers mini-bars
• Frequent Travel Programs
• All-Suite/Extended-Stay Properties
• Full kitchens
• Special weekly and monthly rates
• Homelike atmosphere
• Residential-style housing
• Services to reduce relocation stress

Page 399-404
6
Reaching Business Travelers see exhibit 4 on
page 407

• Chamber of commerce listings
• Competitors function boards
• Local newspaper articles
• Business and travel publications and directories
• State industrial commissions
• Mailing list brokers
• National trade conventions
• Sales letters telephone or personal sales sales
  blitzes
• Corporate travel managers
• Secretaries clubs
• Travel agents
• National trade conventions
• Sales letters telephone or personal sales sales
  blitzes
• Corporate travel managers
• Secretaries clubs
• Travel agents
• Pages404-409

7
Assignment for chapter10

• Answer questions 1, 2, 4, 8 and 10 on page 410
  for the next class.
• Visit the Fairmont Gold floor of the Fairmont
  Hamilton Princess Hotel.
• Highlight all the important extra amenities that
  got your attention for discussion in the next
  class.
• Collect a business card from the Entrée Gold
  Manager

• Read Chapter 11 Marketing for the Leisure
  Traveler