This summer hotel sales forecasts are mixed but industry analysts predict that the summer 2008 will not be as successful for hotels as previous ones. About finding opportunities in hospitality industry and tactics to drive business and sales in a ‘Not So Hot’ Summer, writes hospitality industry consultant Carol Verret.

There are markets that will perform well and those that are impacted more by the economy and new rooms supply than others. For most markets, it is simply too soon to tell how it will shake out in the end.

It is probably not a good strategy to hold one’s breath and ‘wait and see’ — it is a good strategy to be proactive and put plans in place as it is certain that consumers will be more price sensitive but also looking to feel that they received value for their summer travel experience.

• Dynamic Packages. Put together leisure packages to increase the perceived value to the customer. This does not necessarily mean lower room rates as packages ‘disguise’ the rate. This can be as simple as including a ‘gas’ credit of a certain amount or as complex as partnering with attractions or other ‘hot’ services such as spas. The opportunities for marketing these are plentiful - from the hotel’s web site to one of the Online Travel agencies.

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