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We Know Nothing, Yet We Think We Know It All

Albert BarraMarch 26, 2023 · 2 min read
THE IDEA

Hotels reflect the management behind them. Too many leaders overlook hotel marketing, online reputation and revenue analysis, limiting their results. It is time to take control, challenge assumptions and improve performance.

We Know Nothing, Yet We Think We Know It All
Hotels reflect the soul of their managers. When a manager is mediocre, their entire operation becomes mediocre, as do its results. Ultimately, denying reality without even accepting the possibility that there is a way to achieve better results is commonplace in such cases. It is common to see some hotel managers living with their backs to the world, believing they have all their Marketing and Positioning needs covered. Some even boast about their results without stopping to consider how much they could be improved. From the outside, we see their results depending on an intern doing SEO “stuff”, a Revenue Manager who, between reports, watches Google spend their investment on AdWords, and a sales representative who, between visits, spends some time doing more “stuff” on social media, believing their life depends on it. Why should we go out and sell, when in the end "most of our customers come to us through OTAs" We also see how online reputation management is “a necessary evil”, since the fact that anyone can post a review is annoying. Yet it is supposedly not “worth” investing time or resources in managing the popularity index on Tripadvisor, because it “doesn’t sell” and “has no credibility either”. Besides, "our product is fantastic", and we do not understand how there can be people acting in such bad faith as to post negative comments. So they are duly answered, full stop. When it comes to Revenue, why bother?, after all, it is enough to let the competition do it and set your rate one Euro lower… after all, so much analysis cannot be good. In short, mediocre management that trickles down from the top. Passing the buck, without considering that it is not about doing many things, but about doing them well. It is time to recognise the value of Marketing, to accept that everything can be improved, as nothing can be blamed on the current economic climate or the market. Take responsibility, react, and take control of the situation to turn results around.    
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