A Prospect can be defined as someone who knows, likes and trusts your business. They have come into contact with your hotel in some fashion and know the general gist of what you’re about, where you’re located and what you offer to your guests.
A Prospect may have stayed with you in the past and enjoyed their stay. They may have attended a wedding at your hotel and were impressed with the venue, food and service offered on the day.
Equally, a Prospect may be someone who has, in the past, visited your website and subscribed to your email database or may have liked or followed your Facebook page or Instagram account. In short, a Prospect has in some way come into contact with your hotel and liked what they’ve seen.
Prospects think your hotel is great, but they’re probably not looking for a hotel break right now.
For all intents and purposes your Prospects are your hotel’s lowest hanging fruit for bookings. The challenging thing about Prospects, though, is that they’re unlikely to be actively looking for a hotel stay right now.
You can turn up in their inbox, on their Facebook wall and on their Instagram stream but they will need a good amount of persuading to convince them to book.
That said, true Prospects can represent a considerable amount of income if marketed to correctly. After all, by definition, they think your hotel is great and would probably give genuine consideration to a sales offer if it was communicated in the right ways.
This is called The Prospect Method.
It is a formula for encouraging those people who know, like and trust your hotel to take action and make a booking.
It consists of four key strands:
- Data Capturing the Prospect’s information;
- Nurturing and building the relationship with them;
- Remarketing to them;
- Creating a Buying Environment that will encourage them to book.
For more information about what The Prospect Method is, and how it works, visit: https://www.dhm.agency/services/