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The Jazz Corner Hotel - Melbourne
Vue Apartments - Geelong
Gabba Central Apartments - Brisbane
Lyall Hotel & Spa - reopening September 2022
Springfield Lakes Hotel
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Varia Mitchell
Director, Seeker of Sales, Closer of Deals
Varia was born moving, travelling and experiencing Australia.
She is a results-proven professional with 25 years of experience in tourism and hospitality sales, account management, marketing and leadership positions. She has a record of success in developing sales, marketing campaigns, strategies, and solutions that generated revenue growth.
Well-versed in marketing and sales lifecycles, is a skilled negotiator and strategist in all areas of business sales and revenue development. Able to build relationships with high-level personnel and maintain account loyalty, and close large sales in heavily competitive environments.
Varia, was born in South Australia, she had lived in South Australia, Europe, Queensland, New South Wales and now resides in Victoria.
She grew up exploring Australia on family drive holidays, lived in Europe for 3 years based in Vienna and working throughout Western & Eastern Europe with humanitarian-aid organisations post the fall of communism in the early 90’s. She has experience as a freelance writer, in antiques & fine art and australian design retail furniture, she is a management & business administration expert, is customer service first focus and a storyteller by nature. She is an ardent supporter of everything Australian - owned, operated, made and grown.
She started work selling Australia and experiences in 1996 with her first job in the tourism & hospitality industry. Alongside her Director of Sales & Marketing work with hotels, she started selling and promoting Australian Furniture and Designers online from 2006 to 2009 and is still passionate about Australia's amazing designer, makers and creators.
Varia left large corporate business in 2010 and started 707, outsourced sales and marketing representation as a consultant and contractor for small independent operators within the tourism and hospitality businesses in Australia and New Zealand.
- 7 years as a Tourism Awards Judge and winning Tourism Awards writer
- Masters Degree in Revenue Management from Cornell University
- Active member of tourism industry bodies ATEC, QTIC, VTIC and Chambers
Our Articles
10 steps to improve your direct bookings
To be honest, I'm pretty tired of the every increasing articles complaining about the dominance of the online travel agents (OTAs), the drop in dire. . .
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How to ensure your marketing converts to sales
More and more businesses these days are focusing their money and energy only on marketing. Sure marketing is more glamorous - it’s more visible, i. . .
Learn More View All
Hotel Customer Service WOW’s that cost you nothing
There is so much clutter online these days trying to divert your guests attention when they are looking to book accommodation. It is a known fact th. . .
Learn More View All10 steps to improve your direct bookings
To be honest, I'm pretty tired of the every increasing articles complaining about the dominance of the online travel agents (OTAs), the drop in direct bookings, and increase in commission payments. I have yet to see one such article provide recommendations for hotel accommodation owners on how they can change this.
There are several very vocal hotel chains who constantly voice their fear of the OTAs market dominance and yet they consistently do not offer customers a reason to book direct.
Here is a good example.
I recently travelled to Fiji for a friends wedding. Being a hotel sales and marketing person my first thought was, I'll book direct to help the hotel save on commission. As it turned out they didn't want to.
The steps I took
- I checked prices on Agoda, Expedia and Booking (OTAs)
- I read reviews on Tripadvisor and compared them on the OTAs
- I visited the hotel direct website - only to find prices where higher
- I joined their member club - to find that the prices where still higher
- I emailed them to ask if they could do a better price direct than what I could find on the OTAs and specifically mention that I'd like to help them reduce their commissions - the response I received 'we cannot match offers on the online agents directly. We recommend you join our members clubs to receive other discounts and benefits'.
Needless to say I gave up on trying to help them same the 15-25% commission and booked my accommodation via an OTA.
So it's time to stop playing the blame game.
The OTAs are a distribution channel, you have a listing, it is a shop window. They provide you with bookings and revenue you may not have received otherwise. If you want more bookings direct, then you have to want them - and improve your shop window and reservation sales conversion techniques.
How?
It's pretty simple really, here are 10 simple steps that can get you started
- Update your website (shop window). It should be as simple and easy to use as your OTA listing
- Ensure your images, and information is better than via your distribution partners
- Make sure you can book within 2-3 clicks
- Clearly offer better rates direct - and ALWAYS price match
- Offer exclusive direct packages and upsell options
- Release promotions at least 2 weeks BEFORE releasing to the online travel agents - and email your customers to let them know
- Reward your customer for booking direct with free inclusions or value-adds that they do not, and will not, receive if they book via a travel agent. Here are a few simple ideas - Free streaming speed wifi, free parking, free drink in the bar, discount vouchers for your restaurant, free upgrade
- Have an eye catching poster of your direct benefits at the hotel reception desk so everyone knows when they check in
- Communicate with your guest and build loyalty. Thank them for staying, ask them to visit again, ask them to share with their family and friends if they cannot visit again themselves.
- Add new content to your website every week with upcoming events, ideas of things to do, places to eat and drink that you recommend in your location.
If will take commitment, discipline and consistent effort on your part - but what shop window doesn't. If you'd like some help to get started on the road to improved sales, then please contact us here at 707 today.
How to ensure your marketing converts to sales
More and more businesses these days are focusing their money and energy only on marketing. Sure marketing is more glamorous - it’s more visible, it’s online, it looks nice (mostly) and it doesn’t require as much effort, but it is only half the story. Marketing that does not convert to sales is throwing money at nothing. Pearls to swine as they say. Now more than ever you need to ensure your marketing focus is converting to sales.
So what’s the difference?
What is Sales?
Sales = the selling of goods or services.
Selling is offering the right product, to the right person, at the right time.
Sales develops relationships with customers and/or channel distribution partners.
Sales is follow up leads generated from marketing.
Selling or making sales is a personal interaction - one on one meetings, telephone calls or networking and relationship building.
Sales is about overcoming objections, negotiating prices and terms to secure the booking.
Without Sales, marketing efforts will fall short.
What is Marketing?
Marketing is getting people interested in your product or services so they buy it.
Marketing is understanding your customers.
Who they are, where they come from and how they book/buy.
Marketing helps you set your product, your pricing, your communication, your distribution channels and secure your customers.
Marketing needs to convert your customer knowledge into tools and tactics to attract your market, build (often digital) relationships, and develop leads.
Not even the best sales efforts can close the deal if your marketing focus is incorrect.
Marketing must be reviewed and updated constantly to ensure your sales are effective.
Get the balance right and you will have effective marketing, speaking to the right people, that converts to sales (revenue) and you will see your business profits improve. If you have any questions or need some help to set a sales and marketing plan please contact us for a quote.
Hotel Customer Service WOW’s that cost you nothing
There is so much clutter online these days trying to divert your guests attention when they are looking to book accommodation. It is a known fact that 80% of your customers are people who have stayed/visited you before - or know someone who has. If you focus on your guest service and take the time to know them as individuals, you will be one step ahead of the competition every time.
Here are a few simple tips to get you started
Remember their name. So many times I have stayed in hotels, walked in and out past reception countless times during the week and only in a rare few hotels have the staff greeted me by name. Noted, I do have a strange name but even an attempt earns points. I will always stay at the hotels who remember my name - regardless of rate - whenever I’m in those towns.
Welcome them back if they have stayed before. As a frequent traveller there is nothing more annoying than having to go through the check-in rigmarole every single time. Every hotel reservation system can tell you the number of previous stays a person has had. Of course, it is not possible for everyone to remember every single guest - so make it easy for your reception team. A red or yellow dot in the top right corner of the registration paperwork is all you need. A cheery ‘Welcome back Varia. Great to see you again’ will do the trick to ensure that guest will return again and again.
Remember the kids
If you welcome leisure travellers - and you want the families to return for their annual school holidays then remembering the kids names and favourite things is even more beneficial than knowing their parents names. They will love it - and bring their kids when they grow up. Plus everyone knows it’s the kids who are the real influencers these days (sorry parents)
Anticipate your guests needs
It is the small things that can create a real wow. Don’t just notice, take note and you can have their room set up exactly as they like it every stay. They will be loyal guests from then on.
- Do they like a particular room - try to ensure they get ‘their’ room on future stays.
- What side of the bed do they sleep on - move the remote, clock, notepad & pen etc to that side of the bed.
- Do they use an extra pillow or an extra blanket - place it on the bed ready for them.
- Do they always drink a lot of tea? A particular beer or drink? Stock up on those favourites.
- Do they bring their own (ie peppermint tea) - provide it next time with a little note ‘we noticed on your last visit you enjoy peppermint tea, please enjoy with our compliments’
- What coffee do they drink? Do they request extra milk? Do they like an extra towel?
- What’s the first thing they do when they arrive? Have a cup of tea? Boil the kettle in advance.
- Do they like the air-conditioning on or off?
- If you know their birthday (month) - give them a gift.
Direct booking benefits
These days when you are competing against your own distribution channels, those agressive online travel agents, you need a few benefits to encourage guests to book direct with you via your website or over the phone. It’s pretty easy - you just need to think about your guests and what they like
- Offer better rates direct vs via the online travel agents - and always price match
- Release special offers at least one week earlier than opening them for sale via online travel agents.
- Free streaming speed internet (vs standard speed via the online travel agents)
- Free car parking
- Room upgrade to higher category rooms when they are available
- Include breakfast in your direct rates
- Free coffee pods and top ups
- Better bathroom amenities
- Offer a free drink at the end of the day in your lobby bar
- Provide discounts for lunch and dinner and/or a free glass of wine when dining
- Discounts on show tickets, tours or transfers
Customer loyalty is not about price, it is about the little things that make them feel at home during their stay. The things that make them smile, and share with their friends.
These tips are only a few ideas. I’m sure if you sit down with your staff and have a brainstorm session you will come up with many more. Start with one or two small things and add new improvements each week or month. If you can hear your guests say WOW you know you’re on the right track.
If you’d like help to get started feel free to contact us and we can discuss how we can assist you and your team.