In a series of video interviews, sales and marketing executives weighed in on what surprised them most in 2017, and what they think their biggest challenges will be in the year ahead.
WASHINGTON—Big-picture trends that have an impact on hotel booking, group activity and more were topics of conversation at a recent roundtable hosted by Hospitality Sales and Marketing Association International, and roundtable participants had plenty to say about what trends will take the forefront in 2018.
In video interviews, several roundtable participants talked about what surprised them the most in 2017 from a sales and marketing perspective, and they offered predictions for future challenges in the coming year:
Several sources talked about the proliferation of both new brands—particularly soft brands—and new supply and the impact that has on sales and marketing efforts.
The large number of properties that came online in 2017 changed the loyalty landscape, with “customers we’d had for many years at one property or one brand (now) being spread out through many different brands and different markets,” said Ron Taylor, VP of sales for Windsor Capital Group.
Another trend repeated by several sources is the challenge of finding strong employees for an ever-evolving sales and marketing group.
“Without a doubt, finding and retaining quality staff” is the biggest challenge, said Barbara Eslick, VP of sales and marketing for Shaner Corp. “If we can’t find those individuals, we’re going to struggle.”
For more from the HSMAI sales and marketing roundtable, read “Sales and marketing executives adapt to mobile trends” and “Group bookings pace for 2018: Up, but different.”