Attracting Business Travelers to a Resort

Abstract

This article describes how a beachfront resort hotel undertook to increase revenues by attracting weekday business travelers. That successful undertaking boosted corporate room-nights to over 40 percent of total occupancy. To determine what business travelers really want, hotel employees conducted surveys at airports and downtown locations; questionnaires were developed for corporate-travel managers and personally delivered by hotel managers; and an observational survey of successful business hotels in the hotel's market was undertaken. Using the compiled results to reposition the hotel, it now offers a business center with secretarial services and office machines; prompt mail and messaging services; meeting facilities; expanded shuttle service; enhanced executive-club services and privileges; more-convenient restaurant operating hours; and sales incentives to increase bookings.