New Year Revolution?
2011 is behind us but what lies ahead for tourism? Will 2012 fare better,
worse, the same or have we now moved into a new paradigm that changes how we do
business? The start of a new calendar is always a good time for considering the
future and reviewing the values we hold about work and life in general. More
fitness, putting family before work and work-life balance are the usual
resolutions but how long does this good intent last?
2012 for hotels and venues will certainly be challenging and the start of
the year might just be the time to think about the values we hold in business,
perhaps to revue it, make a paradigm shift and change it for the better. Here
are five thoughts to focus upon below:
1. Analyse each profit area of the business. Calculate how much effort and
money is spent on each area; which is the most profitable; what will make it
more profitable; what is most wasteful; if an area is not profitable what needs
to happen to make it so or should it be dropped?
2. What are the REAL costs of each area? How can costs be reduced? Put a focus on
something specific to determine the real cost and it is amazing how much costs
can be reduced.
3. Think about a sales and marketing health check. The famous line 'half of my
advertising works, I wish I knew which half' may no longer apply. There are
more systems than before to measure the outcomes of sales and marketing
activity. Google Analytics is just the start. Tracking systems for every area
of the business can be employed including website and call tracking, conversion
attribution, tactical targeted campaigns and so on...
4. Check training for sales and review cost control – are these included in the
business plan? So many opportunities are lost when employees are not trained in
sales, have poor attitudes and 'sales prevention' prevails. Similarly, the
costs of a business rise because there is a lack of awareness of the cost of
equipment, breakages, poor staff planning and so on....
5. Question each outcome. Is it luck, judgement or planning and setting goals
in advance that make it work? More likely the latter.
Make the paradigm shift today - "If you
always do what you always did, you will always get what you always got!"
