Properties tend to need marketing audits for any number of reasons. Recently, I had the opportunity to review people, process and technology for two different properties (1 hotel, 1 resort) for two different reasons.
In the Tampa area, an ownership/management group bought a downtown Kimpton and wanted to take it independent in the market upon renovation. Since this group had no experience running an independent hotel, I was brought in to review the current marketing expenditure and resources and not only create the blueprint for running an independent on a day-to-day basis but also creating a framework for a post-renovation relaunch strategy.
A couple of weeks later, I received a call from a resort ownership group in Bend that was looking to put the resort up for sale. Their goal was to increase revenue to get the balance sheet in a better place to attract buyers. I was asked to review the marketing budget and allocations, personnel, agencies, current initiatives to determine not only where gains could be made to increase revenues, but where dollars could be shaved that weren’t driving results. In doing so, I provided them with a comprehensive audit that uncovered areas for growth that would help them more quickly sell the property and at greater profit.
These types of one-off projects are fun because not only do they help keep me on my toes as they relate to needing to stay on top of industry trends, but more importantly, they allow me to have a positive impact quickly for owners. I’m all about that.