Title: Differentiate among the revenue generators.
Course: Lodging Management (12159) > Section: Examining Marketing and Public Relations Functions in the Lodging Industry

Differentiation should include ways that hotel properties can generate additional revenue, such as:

- Focusing on customer satisfaction
- Offering a better booking experience than the competition
- Asking guests if they need an upgrade
- Selling hotel products
- Adding or enhancing cuisine options
- Selling entertainment and event organization tickets (i.e., concerts, and special occasions in the area)
- Promoting through social media marketing
- Investing in automated upselling software
- Adding or enhancing recreational activities (i.e., spa, gym, wellness center)
- Adding transportation amenities
- Adding a kid's recreation center
- Considering pet services

Hotels should also incorporate measures of effectiveness, such as percentage of targets reached and market buying income.

Process/Skill Questions:

- Why would various lodgings have different promotional mixes?
- How and when is each of the four types of promotion used?
- Why is it important to target specific audiences in advertising?
- What is the procedure for selecting media to reach a specific audience? What elements of an ad can be used to target a specific audience?
- How often should media effectiveness be reviewed?
- What are some common purposes of public relations campaigns?
- Why is there a demand for revenue generator indicators in the lodging industry?