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Stage 6 — Operations

Sales and marketing

Revenue management sets the price. Sales create the demand.

Get in touch+995 322 560 565
01Planning and advisory 02Brand and franchise 03Architecture and design 04Development 05Fit-out and procurement 06Recruitment and training 07Food and beverage 08Pre-opening 09Sales and marketing 10Revenue management 11Hotel management 12Financial control and audit

The longest stage — it runs for years. All services →

An online channel brings the hotel an individual guest. A corporate contract, a conference and a tour operator group fill the off-season.

It is those segments that determine whether a hotel works eight months a year or twelve.

What it covers

Direct sales

  • Winning corporate clients and negotiating rates
  • MICEMeetings, Incentives, Conferences and Exhibitions — the business events segment. — conferences, events and banquets
  • Working with tour operators and agencies

Digital channels

  • The hotel website and direct booking engine
  • Digital marketing: search, social, email

Content and reputation

  • Content, photography and video
  • Reputation management and review platforms

The hotel website is the cheapest channel and the least looked after

A direct booking pays no commission. Even so, most hotel websites are old, do not work on a phone and have no booking engine.

It is the one channel that is entirely yours — and it is the one that deserves the attention.

Frequently asked questions

How do we win corporate clients?
By direct work: a list of the companies in the city, their travel volume, a meeting and an agreed annual rate. This channel builds slowly, but it smooths seasonality and carries no commission.
What is MICEMeetings, Incentives, Conferences and Exhibitions — the business events segment. and is it worth it?
Conferences, events and banquets. Worth it if the demand exists in the city and you already have the space — it fills the low season and loads the kitchen. Building a hall only for MICEMeetings, Incentives, Conferences and Exhibitions — the business events segment. rarely pays back.
On what terms do we work with tour operators?
Usually at a discounted rate with an allocation of rooms. The key question is how many nights they deliver in return and in which period. A tour operator is useful in the low season and dangerous when it locks up the high season cheaply.
How large should the marketing budget be?
For an operating hotel the benchmark is 3–5% of rooms revenue, and more in the opening year. But how it is split matters more than the figure: the website and direct booking first, then search, then social.
Who should run the social media?
Someone with daily access to the hotel. The best content is made on site, not in an agency. An agency is useful for strategy and paid media, but the day-to-day material has to come from inside.
We have a brand — do we still need our own sales?
Yes. A brand brings its booking system and loyalty programme, but it will not bring you local corporate accounts, tour operators or events. That is the local team's job.

Does the hotel stand empty out of season?

Write or call. We will look at the project, tell you what information we need and how soon you will have an answer. The first conversation is free.

+995 322 560 565Or write to usMonday to Friday, 10:00–19:00