The Most Effective Sales Tactic for Hotels-Bar None!

increase-salesThe one proven sales tactic that delivers increased RevPAR and net profits in under 30 days is to mystery shop your own sales team and/or front desk. During the last 10 years, research has documented that mystery shopping plus individual coaching rapidly generates increased sales and higher net profits.

During the last decade, I have hired multiple mystery-shopping providers for seven national hotel brands plus three aggressive start-ups. Each time the results phoneshophave been the same. Sales and net profits went up while discounting went down.

In fact, I am such a believer, that two years ago I launched a new, specialized mystery shopping service that focus on the lodging and resort industries. Our first goal was simple; generate double the closing rate of our clients’ front line employees, in one-half the time and at one-half the price of our competitors.Coaching.graphic

During the summer of 2015, my sales coaching team completely “re-engineered” our mystery shopping system. To date the results have been nothing short of remarkable.

I have created a short report that will show you the results and teach you, step-by-step, how to shop your own front line employees. To get your free copy, click just here.



Selling Travel Like a Lumberjack

Selling Travel like a lumberjack

What a Lumberjack Can Teach you About Selling Travel. 

Lumberjacks have their version of the Super Bowl. For the last six years, one amazing lumberjack has gone undefeated. To win you have to be the single lumberjack that cuts the most 2-foot logs in a 20 minute period of time. All the contestants are issued the same type of ax and the same amount of wood.

This champion has a distinct secret for his success. The moment the contest begins, he drops to one knee and sharpens his ax.  Because he takes the time to repeatedly sharpen his ax, he always produces more than his competitors.

Travel professionals sharpen their ax by making time to read business books, blogs, and the top travel trades. They also listen to audio books, recorded seminars and podcasts on selling, social media, marketing and management.

buffetFinding the time to sharpen your ax can be challenging for travel professionals. Research tells us  you always have to make time in advance. Warren Buffett begins his day by reading the Wall Street Journal, the Financial Times, the New York Times, USA Today, and The Omaha World-Herald. Facebook’s Mark Zuckerberg’s self-challenge for 2015 is to read a new book every other week.

The best time to sharpen your ax is while you drive.  You are totally free to listen to business audiobooks, podcasts and training seminars. You’ll find an enormous selection of free business podcasts on iTunes. This documented best practice is referred to as attending “Windshield University”.audio learning

A study by the University of Southern California revealed that if you live in a metropolitan area and drive 12,000 miles a year you can acquire the equivalent of two years of college education in three years’ time by listening to business/educational programs while in your car.  

If you have an iPhone, iPad, Tablet, Mac or PC you can download the Kindle Reader for free. Most business authors will allow you to download and read a free chapter of their book. will frequently allow you to download a free audio book as a special promotion to motivate you to join. Most of their authors will also allow you to listen to long excerpts of their book before you buy.

sales webinarI  recommend that you make a lunch date with yourself once a week. Eat at your desk while you read or listen to cutting-edge information that will help you sell, promote, market and manage your business.

To get you started, just send me an email at and I’ll send you a free copy of my new e-book entitled, Increase Sales Now! 













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Pinterest, cutting-edge marketing tool or colossal waste of time?

A few years ago this may have been a valid question, but not today. If you sell travel and are not using Pinterest… you’re crazy!

Why? According to AdAge, last year Pinterest recorded the biggest increase of active users among all major social
networks. While Twitter added just 7% and Facebook fell by 9%, Pinterest grew by 111%. In fact, Pinterest generated more referral traffic to businesses than Google+, YouTube, and LinkedIn combined.Pinterest_Logo_Png_03

According to the 3M Corporation, 91% of information transmitted to the brain is visual, and visuals are processed 60,000X faster than text. Maybe that’s why the average visitor to a website spends 15 seconds or less. The average visitor to Pinterest will stay on for 14 minutes per visit.

By the end of this year Pinterest is projected to have 47.1 million members. 85% of their members are women. In fact, 42% of all woman online today use Pinterest.
That is a very important statistic to anyone in the travel industry.

Why? This year, it’s estimated that 82% of all travel decisions will be made by women. In fact, women represent the fastest growing segment in both leisure and business travel.  It’s just not moms booking all that travel!  According to the U.S. Travel Industry Association, an estimated 32 million American women traveled alone, at least once in the past year.

At its core, Pinterest is visually appealing and almost addictive bookmarking site. Twitter and Facebook connect their members based on who they know. Pinterest connects people based on their interests, hobbies and passions.

Pinterest allows you to market travel by leveraging the beautiful pictures you upload yourself, “pined” from other members’ boards or found on the web.

To be successful, the only thing you have to invest is time. Your photos appear on Pinterest “boards”. In short, the 21st century’s electronic version of an old-fashioned cork bulletin board.

pintrestLet’s say you have five key destinations that generate a lot of bookings.
Tomorrow you can easily create an individual Pinterest board for all five destinations. Each board would display stunning, fun photographs of the specific destination.  Better yet, you can also create a board of your favorite local activities, tours, restaurants or cocktails per destination. Each with a link back to your website!

Pictures have the ability to transform a prospect’s notion into a commissionable booking. Pinterest is a social media tool that is on the cutting edge of travel marketing. You have the opportunity to get out in front of your competitors and start  winning more market-share.
Take my advice, set aside 30 minutes this week to go online and learn as much as you can about Pinterest.

The Travel Industry’s Best-Kept Marketing Secret is…

The Travel Industry’s Best-Kept Marketing Secret Maybe Sitting on Your Desk

imprint adv

Most of us in the travel industry have one thing in common: we receive an unrelenting number of offers that entice us to spend our limited marketing dollars. Whether it is email, print advertising, coupons, social media or direct mail, we are never at a loss for requests to spend. Amazingly, one of the most effective tools at our disposal has been sitting right in front of us; I am referring to the numerous imprinted coffee mugs, hats, pens, USB flash drives, sticky pads and assorted ”tchotchkes” that are on your desk, in your office or scattered throughout your home.Promotional-Gift-Cards

The official name for these items is “promotional advertising products.” These fun, creative items perpetually remind us of the name, phone and web address of our favorite suppliers, sometimes for over decades. Unlike social media, direct mail or traditional print advertising, these strategic investments have quietly delivered an astonishingly high ROI for the travel industry.

For example, a recent survey of business travelers, conducted by L.J. Market Research, found that nearly 80% of the travelers surveyed recalled receiving a promotional product in the last 12 months. What surprised the researchers was that 76.1% of these travelers could recall the name of the company who provided the product. In comparison, only 53.5% of these frequent travelers could recall any specific advertisement from a magazine or newspaper in just the past seven days. In addition, 33.7% of these same travelers actually had the promotional imprinted item on their person at the time of the survey.

Georgia Southern University conducted a survey of consumers to determine the ROI of promotional imprinted advertising. Their findings revealed that:

  • 74% had a promotional product in their office
  •  91% of respondents reported having at least one promotional product in their kitchen
  •  55% had a promotional product in their bedroom or closet

In 2015, promotional advertising products may just represent the highest ROI for  the limited marketing dollars we have to invest.

How to outsmart the competition and increase market-share.


How to outsmart the competition and increase market-share.

A mother goes online to plan her family’s spring vacation. She looks at your website, plus the site of your top three competitors. After 20 minutes, she closes her computer and doesn’t think about the family’s vacation for another two weeks.

Traditionally, both you and your competitors would have no idea that she visited your sites. That is until today.   Leveraging a remarkable free tool from Facebook called a “remarketing pixel” you can track most prospects and customers who visit your website. In short, you’ll have access to marketing intelligence that willmom on line give you an immediate competitive advantage.

A remarketing pixel, is just a small piece of code that Facebook provides you at no cost. You copy and paste it on any one or all of your website pages. From that point on, Facebook will track any member who visits your website.   A remarketing pixel only tracks Facebook users who visit your website. The good news is that 71% of all Americans have a Facebook account. The average member has Facebook open for 40 minutes a day. According to Constant Contact, 81% of smartphone users log on within 15 minutes of waking up. Better yet, they will actually check Facebook up to 14 times a day.

In short, a Facebook remarketing pixel has the potential to track the vast majority of visitors to your website.   A remarketing pixel actually tracks the unique ID number assigned to your website’s visitors by Facebook. Every member of Facebook was assigned one on the day they signed up. Facebook will keep track of your website’s visitors in a special list they call a “Custom Audience.”   Going forward you can create very affordable ads or “Boosted Posts” that target only your Custom Audience members.

Your business must have a Facebook Page before you can get started.   If a co-worker manages your website, ask them if you’re currently using this powerful Facebook tool to attract new customers. If you manage your company’s website, just click below to open up a series of articles, tutorials and videos that will help you create a free Facebook remarketing pixel


Sales Planning for 2016

The PlanSales professionals, unlike traditional employees, have a great deal of freedom to decide what to do each and every day.  They rely on experience, insight, and creativity when deciding where to go, who to call or visit and when to follow-up. Travel professionals who consistently outperform their co-workers and competitors all share one common, best practice; they create a written annual sales plan and refer back to weekly. The sales plan is essentially a strategic roadmap to success. It is an invaluable tool that, if created and utilized properly, assists in increasing sales, driving higher net profits.

Creating and continually readjusting a well thought-out personal plan, dramatically increases your odds of exceedingPlanChalkBoard your 2015 revenue goals. Without a plan, your results fall flat and you end up reacting to market changes and second guessing the competition.  The bottom-line is that without a well thought out sales plan, you’re always a step behind those who are already prepared.

The creation of a sales plan is not a menial administrative requirement, but a powerful tactic that enables a sales person to consistently make good decisions about the most important question he/she faces: How can I generate the highest ROI possible utilizing the limited amount of time that I am able to invest? In summary, if you take the time to carefully craft your own personal sales plan you will be well prepared for 2015 and beyond.

To download a free copy of my step by step guide to writing your own 2016 individual sales plan just click on the button below.


The Tidewater Sales and Social Media Summit For Travel Professionals


Your RevPAR Loves Weddings


How to leverage romance to drive new sales

Something nice is going to happen over the holidays. As a result, you can book a lot of new room nights and group business. Specifically it will happen on Christmas Eve, Christmas Day, News Year’s Eve and Valentine’s Day. On those four days, hundreds of thousands of couples will get engaged. In fact, weddings are one of the most dependable local sources of new sales for all travel professionals.
Weddings translate into engagement parties, rehearsal dinners, out of town guests and of course the reception.  Destination properties take note: in 2016 the average couple will book an 8-day honeymoon and spend just over $4,500.00.   Luxury honeymooners, who represent 15% of the market, will spend more than $7,000.
The average couple will get engaged14 months before they marry. The majority will finalize their honeymoon 4 months prior to departure.
profit-increaseTo target local couples I recommend building relationships with other businesses that service this market. For example, local jewelers, photographers, bridal shops, and caterers. Each of these businesses can be a valuable source of sales leads for you. In turn, you can become a great source for them. Don’t be bashful about approaching other businesses to share sales leads. This tactic is widely used by companies who target the wedding industry.
When targeting newly engaged couples, the jeweler who sold the diamond ring has traditionally been the best choice for obtaining an early lead. Yet, in the last two years, that has dramatically changed. Today, Facebook is one of your most reliable sources of early information on engaged couples. Last year 2.6 million Americans changed their Facebook status to “engaged”.
Recent studies have reported that 8% of brides will change their Facebook status within minutes of receiving a ring. Nearly one in three (31%) will do so within hours of getting engaged.
The good news is that Facebook will allow you to affordably target engaged couples in your local area with laser like precision. For example, you can target a single state, city or even just one zip code. Facebook will even allow you to pinpoint couples who have only been engaged within the last 90 days, six months or the past year. So what are you waiting for? It has never been easier to target this lucrative market.
 To download a free copy of my new e-book, Book More Weddings in 2015 just click here


Get Sticky to Increase RevPAR in 2015


Get Sticky to Increase RevPAR in 2015

As an author, hotelier and sales motivational speaker, I have researched and recommended hundreds of proven sales techniques that deliver rapid results, but none have been more effective or have produced faster results than the tactic I’m about to share with you. In fact, your total investment will be less than a dollar! This proven sales tactic is used frequently by today’s most successful lodging professionals in the United States and around the world. This powerful idea produces remarkable sales results in both good economic times and bad. All you need to get started is 5 sticky notes. On each slip of paper boldly write your 2014-15 sales and RevPAR goal. Next, identify five places around your office and car you will see every day. We highly recommend that you place one sticky note on your phone and computer screen. Each time you look at or walk by any of these sticky notes, ask yourself the following question: is what I’m doing right now directly contributing to achieving this sales goal? If the answer is no, then stop what you’re doing and start an activity that does. This extremely simple idea has helped my clients increase net sales by 260% on average. They all report dramatic increases in both room nights and ADR. Now, that’s an impressive ROI on a one dollar investment! Each day this simple and powerful tactic will keep you focused like a laser beam on increasing RevPAR, driving net profits and rapidly winning the local market share battle.

It’s Time to Rethink Email


Please don’t take this personally. The majority of the sales and marketing emails you send to clients will never be open or read.  It has nothing to do with you or your company. The reason your emails are not being open and read is 100% tied to the volume of email your clients and prospects currently receive. In fact, companies that send out thousands of emails at one time are thrilled by a 1.5% to 2% open and response rate.

There is good news! You have the opportunity to learn a very effective strategy that will immediately double or triple the number of your emails that are opened and acted upon. Better yet, it won’t cost you a single cent. All you need to invest is a little more time and creativity.

ebookemailI’d like to offer you a free copy of my new email workbook for travel professionals. This workbook will teach you exactly how to write business development emails that motivate prospects and clients to open, read and immediately call or email you back. The content covered in this workbook can be easily applied if you’re writing one email to a single customer or sending a campaign to 10,000 prospects.

To download your free copy of How To Write Emails That Increase Sales

Just click here