Hospitality Sales & Marketing
Association International
Greater Los Angeles Chapter


November 2004
Volume 9, Issue 5

   
I N   T H I S   I S S U E
 > Chapter News
 > Industry News
 > National Events
 > Marketing Tips
 > Email Tips
 > Next Month

Membership Renewals

Shane Allor, CHME
Rancho Las Palmas Resort & Spa
Kathleen Bennett, CHME
The Viden Bennett Group
Lynn Kozlowski
Tarsadia Hotels
Alison Moore
Los Angeles Times
Elizabeth Rodriguez
Oakwood Worldwide
Hoby Tottle
Hotel Huntington Beach
New Members
Matthew Davis
Millennium Biltmore Hotel
Ananda Davison
Mammoth Mountain
Maurene Haggerty
The Belamar Hotel
Mats Hellstrom
Enterprise Rent A Car
Pat Patel
Tarsadia Hotels

2004 Calendar
Wednesday, November 17th
Strategic Sales Plans
Workshop 8-11:30 AM

Fairmont Miramar - Santa Monica
Wednesday, November 17th
Becoming a Sales Hero
Luncheon Program 11:30-1:30 PM

Fairmont Miramar - Santa Monica
Tuesday, December 14th
"Holiday Luncheon with MPI"
Beverly Hilton - Beverly Hills
Wednesday, January 12th
"2005 SoCal Lodging Forecast"
Location TBA
Pam Jordan
Master Connection Associates







Current Events
Wednesday, November 17, 2004
Fairmont Miramar - Santa Monica
Registration:
[ Workshop/Luncheon Combo ] [ Luncheon Only ]

1/2 Day Workshop
"Strategic Sales Plans"
8:00 AM - 11:30 AM

Luncheon Program
"Becoming A Sales Hero"
11:30 AM - 1:30 PM

Presented by

Pam Jordan
Master Connection Associates (MCA)
www.masterconnection.com


*Special Offer for
Non-Members!
If you are not an HSMAI Member and you join between October 27 - November 12, 2004, you can bring a 2nd person from your organization to the Strategic Sales Plans Workshop and Luncheon absolutely FREE! ($89 Value)
To be eligible for this special offer, your membership application and payment must be postmarked by the November 12th deadline and mailed to the following address:
HSMAI, Greater Los Angeles Chapter
3579 E. Foothill Blvd., Suite 229
Pasadena, CA 91107
Please make checks payable to "HSMAI." Offer valid for new Los Angeles Chapter members only.

"Strategic Sales Plans"
1/2 Day Workshop (8-11:30 AM)
This session focuses on developing Strategic Sales Plans around Key Accounts and Key Prospects. We use real life case studies to assist the participants in creating plans and actions that will increase revenue from existing accounts and prepare sales professionals to aggressively go after new accounts that currently use a competitor. Workshop includes Continental breakfast and luncheon program. » Read More...

"Becoming a Sales Hero"
Luncheon Program (11:30-1:30 PM)

This program will discuss prospecting in your local market area and teach you how to be proactive in finding new business, how to tear down the barriers to selling, work more effectively together with your sales team and much more. » Read More...

Who Should Attend:

  » Corporate Sales & Marketing Personnel
  » Directors of Sales & Marketing
  » Sales Managers
  » Reservations Managers

Registration > Workshop & Luncheon Combo > Luncheon Only

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Chapter News
By Eileen White, CHME
Chapter Administrator

New Member Spotlight

Ruth Grande, CHA
General Manager
Radisson Santa Barbara
phone: 805.963.0744
fax: 805.962.0985

Why did you join HSMAI?
To network with, & learn from other marketing professionals. I become more aware of this group when I attended Resort Conference at the Greenbrier

Tell us a little about your hotel:
Historic Hotel, built in 1931, across from the Pacific Ocean and East Beach in Santa Barbara. 173 rooms. 10,000 square feet of meeting space. Bistro Eleven Eleven Restaurant.

Other organizations I’m involved in:
CHLA, AHLA, Santa Barbara CVB, Santa Barbara Chamber, Goleta Chamber

Hobbies and/or Special Interests:
I love to golf, travel and raise my three dogs – two Great Pyrenees, one Siberian Husky.

Tell us a little about yourself:
Married, no children. Raised in Minnesota, Graduate of University of Minnesota at Mankato. Graduate Studies at Stanford. In hotel business since 1972 in Rochester and Minneapolis, MN; Indianapolis, IN.

Opened Scottsdale Princess Resort. 15 years as General Manager of Radisson Santa Barbara.

HSMAI Launches eConnect!
Research & Resources
from HSMAI
 
Member 2 Member Discounts!
HSMAI's exclusive searchable guide of discounts offered by fellow HSMAI members for Members Only!
 
On The Move

Michael de Jesus
Wilshire Grand

Lori Pavey
Ayres Hotel Hawthorne
Juan Sigala
Quality Hotel - LAX
Denise Snowden
Fairmont Miramar

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Industry News ~ Snapshot

--- ECONOMIC INSIGHTS ---

NEW PWC LODGING FORECAST SEES REVENUE PER ROOM BOOST
PricewaterhouseCoopers (PwC) unveiled a revised U.S. lodging forecast that shows revenue per available room (RevPAR) is set to grow 6.3 percent this year, the largest increase since 1984. The 3.7 percent forecast increase in average daily rate in 2004 will contribute almost 60 percent of the total forecast RevPAR gain for the year. Many factors support the favorable outlook for ADR including upward revisions to inflation forecasts; acceleration of business travel and the consequent increase in higher-rate lodging demand; consolidation of ownership, and therefore, more properties under pricing discipline; dramatic increase in control being exercised by hotel companies and owners over rate integrity and inventory, leading to less discounting on third-party distribution channels; and aftermath of hurricanes in Florida, generating room demand from people involved in damage assessment, insurance, and reconstruction in otherwise low-occupancy months.

FOURTH QUARTER 2004 SHOULD EXCEED BUDGET EXPECTATIONS
Compared with just three months ago, many hotels have boosted their 4th Quarter 2004 expectations as short-term bookings are coming in better than expected. Not only are groups booking further out, but our contacts have a more favorable outlook on transient demand. We expect most of the public companies to increase their fourth quarter expectations when they report third quarter results. We believe that after several years of very poor performance and a very short-term booking window, many hoteliers are cautious about projecting demand beyond what may already be booked. We believe this is why many public lodging companies provided modest fourth quarter earnings expectations when they reported second quarter results in July. After speaking with our hotel contacts, we believe that most of our covered lodging companies will report solid third quarter results with the potential for upside surprises. We also believe that many will increase their fourth quarter earnings expectation. -- Bloomberg News

TIA TRAVELER SENTIMENT INDEX UP WITH CONSUMER CONFIDENCE
The Travel Industry Association of America's (TIA) quarterly Traveler Sentiment Index showed a slight increase of 1.6 percent in the third quarter versus second quarter 2004. The overall index now stands at 99.0, up from 97.4. The primary reasons behind the increase are twofold-more consumers than last quarter are confident about having enough money to take leisure trips and more consumers are interested in taking pleasure trips. -- Hotels Online
« More info »

--- HOTEL HIGHLIGHTS ---

RADISSON LAUNCHES HOTEL INDUSTRY'S FIRST ONLINE CHECK-IN
Guests at Austin's 413-room Radisson Hotel and Suites on Town Lake, in the heart of Downtown Austin, can now check-in in advance of arrival using a new online check-in process -- a first in the hotel industry. Radisson Hotels & Resorts(R) announces the launch of "Express Yourself(sm)," the hotel industry's first, new generation online check-in process that is now available at all its hotels and resorts in the Americas. At the core of this new expedited hotel check-in process, is the ability for guests to check in via the Web at their convenience and provide preferences in advance of their arrival, eliminating the check-in process and providing more control over their hotel experience.
« More info »

MORE HOTEL GUESTS USE REWARD POINTS, BUT NOT FOR AIR
Not long ago, hotel loyalty club members used most of their credits for free air travel, not free lodging. No longer. Travelers are converting about 30% of points earned from hotel stays into airline trips this year, vs. 70% in 2001, says loyalty club expert Randy Petersen, publisher of InsideFlyer.com. The trend, experts say, is fueled by increasingly attractive hotel programs and diminishing incentives to use loyalty credits for airline tickets. Martin White, a marketing executive at United Airlines, says he's seen the trend with the carrier's three biggest hotel partners - Marriott, Hilton and Starwood. "Experts say other developments are contributing: Cheap airfares. Lower fares mean less incentive for travelers to use credits of any kind, including hotel loyalty credits. Fewer seats. It became more difficult to redeem miles when airlines reduced capacity in the post-Sept. 11 attacks downturn, Petersen says. -- E-hotelier

--- INTERNATIONAL INFO ---

MORE EUROPEAN ROOM NIGHTS BOOKED ELECTRONICALLY
TravelCLICK reported that European hotel room nights booked electronically in the second quarter of 2004 were up by 16.9% in comparison to the room nights booked in the same period last year. The average daily rate (ADR) for European hotels for second quarter was $178.68, showing an 8.9% improvement compared to the same quarter last year. The report is based on rooms booked electronically through the Global Distribution Systems (GDS) and key Internet travel sites.
« More info »

TOURISM IN CHINA PROJECTED TO REACH $40 BILLION BY 2010
ResearchandMarkets.com predicts that China's tourism sector will earn US$14 billion of foreign exchange in 2010 while domestic tourism revenue is projected to reach US$31 billion. By then, tourism revenue will account for 5% of China's GDP.

--- BIZ/LEISURE TRAVEL ---

GSA: ELECTRONIC SELF-BOOKING URGED FOR GOVERNMENT TRAVEL
By 2006, the General Services Administration (GSA) said it expects to have an end-to-end, electronic self-booking system for civilian government travelers that promises to bring new levels of efficiency and structure to the way government travel is booked. Most government agencies already are in the midst of evaluating the pros and cons of the systems relative to their travel needs. But although electronic booking likely will usher in a brave new world for government travel, speakers at the recent Society of Government Travel Professionals education conference stressed that the eTravel service, referred to as ETS, won't necessarily replace travel agents who have long served this highly specialized market. --Travel Weekly

PICTURES, FINGERPRINTS NOW NEEDED BY EUROPEANS VISITING USA
Europeans who are allowed to travel to the United States without a visa now have to give fingerprints and have a photo taken when they arrive at U.S. airports and ports. Up to now citizens of 27 countries - including 15 of the European Union countries, Australia, New Zealand and Japan - were exempt from similar security controls imposed on other visitors since the start of the year. -- Marketing and Tourism Trends newsletter

NEW RESOURCE CATERS TO BUDGET-CONSCIOUS MEETING PLANNERS
In an effort to better assist meeting planners tasked with creating dynamic meetings on limited budgets, The Speakers Group has launched a new online resource: BudgetFriendlySpeakers.com. Featuring a roster of speakers with fees of $3,500 or less, BudgetFriendlySpeakers.com caters to planners who find an otherwise limited array of supplier options.
« More info »

--- CRUISE NEWS ---

TRAVEL AGENTS APPROVE ROYAL CARIBBEAN ANTI-REBATING PLAN
Slightly more than half of travel agents polled by TravelWeekly.com said they approve of Royal Caribbean Cruises' new rebating policies -- i.e. that agents caught rebating will lose commission and co-op dollars. But 27% also said they still can't compete on price against larger agencies, and 20% said they thought the guidelines are "too broad and too difficult to police." Sixteen percent said they should be able to rebate if they choose. Some 567 agents responded to the poll, which was conducted about a month after RCCL's policy went into effect.

--- ONLINE ISSUES ---


Click Here to go to eConnect, log in, and connect today. The first-ever, all-encompassing, online source for information, research, contacts and best practices, eConnect is an HSMAI Foundation program hosted by the University of Houston's Conrad N. Hilton College.

New in eConnect, information on research from:
» Market Research - Marketing contact list: Marketing Leads and Contacts - Nationwide
» Hoover's - Budget & Economy Motels: Financial Analysis Profiles
» Pricewaterhouse Coopers - Economic Impact of the U.S. Timeshare Industry 2004
» Government Per Diem Rates - 2005 Rates

And new supplier links to:
» Real Magnet - Email Marketing

CENDANT ACQUIRES ORBITZ, COULD CHANGE BALANCE OF POWER
Cendant has acquired Orbitz which will now become a wholly-owned subsidiary of Cendant. Cendant's $1.25 billion acquisition of Orbitz, if approved, could change the online agency balance of power and deal another blow to Worldspan's e-commerce clout. Cendant's Web businesses, including CheapTickets and Lodging.com, would edge out Travelocity in online market share, 22% to 20%, according to Legg Mason, enabling the Cendant sites to take the No. 2 position behind IAC/InterActiveCorp. For now, Cendant plans to maintain the Orbitz, CheapTickets and Lodging.com brands and to consolidate their operations -- and platforms -- in Chicago.

EXPEDIA, INTERCONTINENTAL SPLIT SPURS CONTROVERSY
The president of Expedia.com, the online travel agency, says consumers don't need a one-stop shop for travel. What consumers want in a travel website, said Steven McArthur, is a large selection of air and hotel offerings at competitive prices. "No retailer is a one-stop shop," he said. "It isn't necessary for us to have 100 percent of the brands available in a given market." This statement comes on the heals of Expedia and its sister company, Hotels.com, loss of access to InterContinental Hotels Group, one of the largest hotel companies in the world, operating chains under the Holiday Inn, Crowne Plaza, and InterContinental names with 3,500 hotels. InterContinental is pulling off the two Web sites because the sites refuse to comply with business guidelines issued last spring. The split is scheduled to take place Nov. 15. -- Boston Globe

HILTON GETS TOUGH ON 3RD PARTY DISTRIBUTORS
Hilton International has said it is determined to tackle practices that create customer confusion and limit choice when booking Hilton hotel rooms - David Michels, CEO of the Hilton Group stated that the company will cut ties with distributors who persist in operating misleading pricing practices and demand inequitable conditions. Hilton also announced the signing of a new deal with lastminute.com, giving the online distributor full access to Hilton's inventory, stating it was one of the first moves towards more customer friendly practices.

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National Events & News

  » Sept-Dec 2004, HSMAI University-Hospitality Sales Essentials, Nationwide locations > Read More...
  » Sept. 2004.-Jan. 2005, HSMAI University-Revenue Management Webinar Series, online > Read More...
  »

Dec. 7, HSMAI Internet Marketing Strategy Conference, Los Angeles > Read More...

  » Jan. 24, 2005, Adrian Awards Dinner, New York > Read More...

Did you know HSMAI members receive a 10% discount on orders from www.1800Flowers.com?

To place an order and receive your discount, simply shop their secure web site www.1800flowers.com and enter code “HSMAI” under special offers during checkout or call 1-800-FLOWERS. (1-800-356-9377) and mention promotion code “HSMAI”.

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Marketing Tips
Make Your Ad Clear and Passionate
by Kevin Nunley
www.drnunley.com (888) 429-6203

I'll tell you something writers don't like to admit. I don't do much revision. I write it once, then go through and fix the problems.

But there is one key to effective advertising that absolutely demands you give your ad copy a second draft.

After you have written your ad or sales letter, set it aside. Come back to it later in the day, or even better, several days later.

When you come back, look for places in your copy where the average customer might not understand what you are talking about.

For example, in the sentence I just wrote, some people might not be familiar with the word "copy." Instead, I might say "look for places in your ad."

Give your copy the grandmother test. If your grandmother can figure out what you're talking about, chances are most people can.

Finally, put some passion in your ad. Plain facts rarely sell anything. Be bold. Be shocking. Put some romance and flesh and blood in your copy.

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Email Tip of the Month
Add Members to a Distribution List in Outlook
by Heinz Tschabitscher
www.email.about.com

The rules of email Netiquette are not "rules" in the sense that I will come after you if you don't follow them. They are guidelines that help avoid mistakes (like offending someone when you don't mean to) and misunderstandings (like being offended when you're not meant to). These core rules of email Netiquette help us communicate better via email.

  1. Use email the way you can want everybody to use it
  2. Take another look before you send a message
  3. Quote original messages properly in replies
  4. Be careful with Irony in emails
  5. Clean up emails before forwarding them
  6. When in doubt, send Plain Text email, not HTML
  7. Writing in all CAPPS is like shouting
  8. Ask before you send huge attachments
  9. Don't use "Smiley's" to say something you should not
  10. Avoid "Me Too" messages

> Read More...

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N E X T   M O N T H
Holiday Luncheon
with MPISCC

December 14, 2004
Beverly Hilton

Published Monthly by HSMAI, Greater Los Angeles Chapter
3579 E. Foothill Blvd., Suite 229 :: Pasadena, CA 91107
(323) 469-9304 office :: (323) 467-1185 fax

info@hsmailax.org

Created by EMA