“When we are no longer able to change a situation, we are challenged to change ourselves.”

Victor Frankl

Fundamentals of Commercial Strategy

We’re excited you’ve joined us in leveraging the current climate to prepare for the upcoming recovery. This page contains all relevant course info including recordings of prior sessions, “homework”, and supporting resources. Please enter your contact information below to receive access to course recordings and supporting resources.

Week One: The Five Pillars of Commercial Strategy

Summary:

  • Why is it critical for hotels to make the shift towards a commercial strategy model?
  • The 5 Pillars of Hospitality Commercial Strategy
  • The Amazon Flywheel Effect

Recording:

Resources:

Week Two: The Hospitality Flywheel

Summary:

  • Why is EBITDA the #1 goal for hotel management teams?
  • The four primary components of the hospitality flywheel
  • The obvious, but under-utilized accelerant for commercial strategy success

Recording:

Resources:

Week Three: Exposure with Andressa Chapman of Trigger Hotel Marketing

Summary:

  • How your hotel can climb the demand pyramid
  • Understanding consumer demand and influencing direct buyer relationships
  • Key steps you can take to increase your team’s decision making velocity

Recording:

Resources:

Week Four: Relevancy & Value with Andressa Chapman of Trigger Hotel Marketing

Summary:

  • The four types of relevancy to consider when marketing to prospective customers
  • Rethinking the role of your hotel in the customer journey
  • How can you leverage tailored marketing tactics at each stage of the customer journey to grow demand?

Recording:

Resources:

Week Five: Optimizing Your B2B Sales Effort with Amy Infante of GitGo

Summary:

  • How the rule of 7+ can help you unlock 77% more hotel revenue
  • Learn why “Conversations Create Cash”
  • Breaking through the “catch & respond” RFP cycle in order to take a more proactive approach

Recording:

Resources:

Week Six: Improving the Customer Experience

Summary:

  • How to leverage post-reservation/pre-stay and post-stay communication to yield better results
  • Providing an 11-star hospitality experience
  • Balancing customer acquisition cost (CAC) with customer lifetime value (CLV)

Recording:

Week Seven: Driving Cultural Change

Summary:

  • Learn about the 4 phases of change
  • Preparation steps to consider when instituting cultural change
  • Where do hotels get tripped up when moving from a legacy siloed approach to a cohesive commercial strategy?

Recording:

Week Eight: Practical Application

Summary:

  • How to hire for skill sets rather than roles
  • Benchmarking organizational efficiency
  • The steps you can take today to strengthen people, processes, and technology

Recording:

Resources:

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