Use Self Promotion Tools Successfully

Dr S V Narayanan and Bhavani Mohan make a case for ‘flirting’, as an essential marketing tool that can be put to good use to promote a hotel property

Whether you are conducting a one-on-one interview, motivating your sales team or delivering a keynote address, leadership is synonymous with effective communication. This holds true especially in the hotel industry that is synonymous not only with hospitality and service but also constantly upgrading and innovating themselves.

In order to better themselves hotels need to:

• Build positive relationships with stakeholders and customers
• Overcome mishaps and handle grievances diplomatically
• Test-try new ideas or activities

All of these can be accomplished through the relatively unassuming marketing tool aptly titled 'flirting'.

What Is Flirting?

In its original sense it means 'playful behaviour intended to arouse interest'. This very idea can be applied to hospitality in which case it is taken to mean 'appropriate behaviour intended to promote one's hotel, restaurant etc'.

Uses

The concept of flirting may be applied in many situations.

(1) To impress guests. For example bartenders entertaining guests while serving them by trying out a variety of tricks and stylish manoeuvres as well as creating a variety of visually appealing cocktail, mocktails etc.

(2) To assess the interest that others have in a new feature in the hotel, for example starting a pub or a discotheque.

(3) To know the willingness of others towards the initial contact. A case in point here could be finding out if floor-supervisors are perceived as intruders to those in the rooms and if so what alternative could be applied.

(4) To create the enjoyable interaction especially when guests appear to be bored or distraught for example organising various theme events and sponsoring things like a special cocktails evening for regular guests.

(5) To fulfil useful goals such as to attend to various grievances or to device better ways to attract customers to in house restaurants, bar etc.

Is There A Substitute?

In fact some managers of hotels believe that incorporating all of these soft skills is part of any service job. Although any goal can be accomplished in several different ways, certain ways are considered better and more diplomatic. For instance, a regular guest checking-in at the front office could be given a questionnaire to suggest ways and means to better service.

Effective Flirting

To effectively promote your hotel or restaurant or lodging property its is essential that you:

1. Promote yourself: Get noticed through poise and elegance, build 'brand' value by inviting high level delegations for conferences, banquettes and believe in the concept of word of mouth advertising that speaks volumes for your products and services.

2. Speak Well: The manner in which you speak to guests will suggest a combination of intelligence and beauty, use humour and diplomacy.

3. Build rapport: Empathise, communicate with style and interest, use words and listen carefully, pay compliments and sustain potentially profitable conversations while mentioning how your property would be ideal for the guests requirements.

4. Keep in touch: Keep in touch through phone, email, SMS etc so that your products and services are always top of the mind recall. Of course, do not make a nuisance of yourself by spamming potential and existent customers.

As the objective of positive flirting is to make other to guests feel good about themselves and highlight key aspects of the organisation during the various levels of one on one interactions that take place during the period the guests uses the hotel facilities.

As part of training programmes, employees could be sensitised (by using simulated exercises) to the benefits of dignified flirting and to develop the mindset to master this vital tool.

Of course, management has to ensure that:

(1) The flirting does not cross the boundaries of acceptable behaviour.

(2) Successful flirting which is proved to be useful to the hotel is appreciated and is not seen as an invasion of privacy by guests

(3) Non-flirting methods that accomplish similar goals are equally appreciated.

Taken in the right spirit, flirting as a tool is an attempt to achieve a goal by developing the feel-good factor and using it to your advantage.

(Dr S V Narayanan is director-general and Bhavani Mohan is faculty of National Institute of Tourism and Hospitality Management, Gachibowli, Hyderabad)