While many people think a successful marketing plan is all about finding a target market, influencing that group, and developing loyalty, there is much more at play. This is especially true in the hospitality industry, where the priorities of local hotel owners can be quite different from the priorities of the overall brand.
Looking at a Venn diagram helpfully illustrates this example. One circle represents the Brand’s interests and the other circle represents the Owner’s interest. They each have their own set of priorities, while sharing a smaller section of similarities. The Brand typically has a much larger, more global focus when it comes to marketing. Although it cares about individual chain hotels at the local level, the bigger focus is on the entire Brand – all local hotels as a collective entity. The Owner, although concerned about the Brand, really only cares as much as it has an effect on the local hotel. His or her focus is strictly on the performance of the building, employees, rooms, guests, and profitability.
Do you see the issue here? In order to please both parties, and remove tension, it becomes critical to find what the middle ground is – the shared portion of the Venn diagram. Well-developed, strategically crafted marketing plans will find a way to benefit both the Brand and the Owner. This means acquiring forward-thinking, open-minded talent in upper and lower level management positions.
To read more about the interplay between Owner and Brand priorities, be sure to read the full article. At JDI Search, we are experts in the hotel industry. Our hotel recruiting experts understand the importance of balancing priorities and can help you find the top-level talent you’re looking for. Contact us today to find out what we can do for you!