HOW TO INCREASE THE NUMBER OF RUSSIAN GUESTS IN YOUR HOTEL BY 200% IN 2 YEARS
In 2018, a platinum five-star hotel "LN Garden" Guangzhou, China started cooperation with SEA Company in direction of Sales and PR support on the Russian market.
The hotel offers 828 elegant rooms in different categories, 8 banquet halls, 1 large ballroom and 9 international restaurants conveniently located in one complex. The comfortable rooms are decorated in a classic style with elements of Cantonese culture and outfitted with the most modern equipment.
The hotel offers 828 elegant rooms in different categories, 8 banquet halls, 1 large ballroom and 9 international restaurants conveniently located in one complex. The comfortable rooms are decorated in a classic style with elements of Cantonese culture and outfitted with the most modern equipment.
The Hotel management was interested to strength positions on the Russian market and to achieve the following results:
- increase the Russia and CIS guests market share;
- establish the direct relations with key B2B agencies and companies, who book Guangzhou;
- present for consideration an admirable hotel's MICE facilities to Russian MICE agencies and corporate Clients;
- increase the Hotel brand awareness and familiarity of Guangzhou itself among the Russians generally.
Before contracting the SEA Company, the Hotel Management was working under "the Russian market project" during several years and came to the following conclusion:
- the knowledges of Russia's key players are very poor. The volume of the worldwide well-known companies takes just 10-15% of the whole market. It is complicated and long while to search another 85-90% of business and build the strong and long-term relationships.
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due to the time difference between countries, in-house sales managers had to stay longer after working hours, that brought an extra salary expenses for the hotel.
- the companies' contact persons are subjected to vary often enough; the hotel sales managers have no opportunity to look after that.
- the linguistic barrier is still a challenge, as the majority of decision makers in Russia don't speak English.
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it's almost impossible to build strong business relations with Russian partners being outside of Russia. It will work due to regular in-person meetings, common projects and other mutual activities. Thus, the tangible time investment in online communications wasn't effective all.
The best solution to solve all issues listed above became cooperation with SEA Company in the following directions:
- "Sales Representative" package that fully covered all sales related activities on the Russian market.
- "PR Support" package that fully covered all media relations and set up guaranteed flow of articles in Russian media on a monthly basis.
- Design and Translation services: presentations, sales kits, fact sheets and other marketing materials professionally tailored and adapted by our team to the needs of Russian market.
Andrey Shemyakin
The Managing Partner of SEA Company, a Hotelier with more than 15 years experience in hospitality.
The Managing Partner of SEA Company, a Hotelier with more than 15 years experience in hospitality.
- 7+ years working experience at the international hotel chain (Radisson) in Russia.
- The international PR working experience, received in USA.
- held the position of Sales Director at the international Finish chain in Russia (Sokos), which later became a client of SEA Company.
- a member of pre-opening team of the most luxury hotel in Russia (Hotel "Ukraina", Moscow) responsible for Government Relations and Sales.
- lead as PR & Marketing Director in restart of the historical five star hotel in the heart of Moscow (Hotel "Metropol"), managed full re-branding and new market positioning, created the effective hotel team who returned the former fame to the hotel as one of the significant place in Moscow.
- established the SEA Company in 2013 the alternative way in the hotel business management. In 2017 has changed the company positioning and re-branded it. These measures helped the company to achieve new ambitious goals. During the years of successful operation have implemented a range of consulting projects in bringing the premium and luxury brands to the market, the same as the global governmental project, which rated as one of the TOP 5 in Moscow according to the Government of Moscow
IMPLEMENTED STEPS
Step #1 – Distribution of information about Guangzhou between B2B clients: travel, corporate and MICE companies.
First of all we run a number of email campaigns, arranged some business breakfasts for B2B partners, met clients privately and performed some group presentations of Guangzhou destination. We surprised the 90% of the clients with the variety of business and leisure opportunities the destination can offer.
Step #2 – Pro-active hotel sales to TOP Russian B2B Clients.
In order to get ROI as fast as possible, our Sales Manager was every day in touch with potential B2B Clients who has been interested in cooperation with five stars hotels in Guangzhou and has identified business at the destination. We made competitors research with rates and special offers comparison, found out which hotels are popular for Russian market and at which rates. Such deep analysis allowed us to create a very competitive hotel offer and place the hotel to the booking priority list.
Step #3 – PR in Russian media.
Our PR team created a pool of press-releases about the hotel in Russian language, launched appointments with media representatives and inspired them to write an article about the hotel. The SEA Company team organized a number of press tours to the hotel which surely helped to increase brand awareness and AVE with maximum OTS indicators.
THE RESULTS
After two years of cooperation we are proud to report:
- Russian market share went up from 7th to 2nd position as a nationality visiting Guangzhou.
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Number of spent room nights by Russian market increased by 200% in 2 years of cooperation.
- Due to a variety of PR activities and advertising, number of hotel web-site visitors from Russia and CIS increased by 570% in 2 years, as well as the volume of the hotel web-site bookings and bookings via popular Russian and international OTAs (booking.com, ostrovok.ru etc.).
Do you want to know if your property has potential in Russian market?
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