Sales & Marketing in Hospitality Flashcards
7 cards from real CHP practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Sales & Marketing in Hospitality flashcards as text
A hotel's revenue manager notices the average daily rate (ADR) is strong but occupancy is low. Which pricing strategy should be considered first?
Answer: Lower rates selectively during low-demand periods to stimulate occupancy
Selectively lowering rates during low-demand periods can stimulate occupancy without permanently undermining rate integrity.
Which metric best measures the overall revenue performance of a hotel's rooms department per available room?
Answer: RevPAR (Revenue Per Available Room)
RevPAR combines both occupancy and rate into a single metric that reflects total room revenue efficiency.
A sales manager is preparing a proposal for a corporate account that books 500 room nights annually. What should the proposal emphasize above all else?
Answer: The value and ROI the hotel delivers relative to the client's specific travel patterns
Corporate proposals must demonstrate ROI and align hotel benefits with the client's specific travel volume and needs.
In hospitality marketing, what does 'market segmentation' allow a property to do?
Answer: Target specific groups with tailored offers and messaging
Market segmentation allows properties to customize marketing messages and pricing strategies for distinct guest groups.
A hotel wants to increase direct bookings and reduce OTA commission costs. Which tactic is most effective?
Answer: Offer exclusive perks and best-rate guarantees on the hotel's own website
Best-rate guarantees and exclusive perks incentivize guests to book directly, reducing commission expenses.
What is the primary purpose of a competitive set (comp set) analysis in hotel sales and marketing?
Answer: To benchmark performance and identify positioning opportunities relative to similar properties
A comp set analysis helps hotels understand their market position and identify opportunities to differentiate or adjust strategy.
A resort is launching a new spa package. Which channel is most effective for targeting past guests who have used the spa before?
Answer: Email marketing to segmented past-spa-guest lists
Email marketing to a segmented list of past spa users delivers personalized messages to the most receptive audience.