Hoteliers admit lack of marketing know-how

Hoteliers admit lack of marketing know-how

HOTELIERS have admitted they have little idea about sales and marketing and learn only when mistakes are made, a survey has revealed.

Research from 60 general managers around the UK showed 71% confess they have a lack of sufficient expertise and need to attend courses.

“They tend to learn by trial and error,” the report by Great Potential consultancy said.

“Self-doubt is greatest where the manager is older, runs a small unit or has never been involved in the promotional work of a large hotel group.”

More than eight out of 10 managers said they used direct mail as a means of marketing.

The survey also quizzed managers on what gave them most job satisfaction. These included the development of staff, variety of the work and launch of new hospitality ideas.

Pet hates are form filling, staff with a lazy attitude, unappreciative guests and attending head-office meetings.

They also reported a disliked for scruffiness among hotel guests.