At the request of the MD, to carry out a survey on the relationship between our management and resort hoteliers.
2. PROCEDURE
- A questionnaire was designed in consultation with senior marketing staff.
- Our hoteliers and our Tour Operations Department were approached and asked to complete the questionnaire.
- The findings were analysed.
3.1 Tour Operations outlined the following difficulties:
3.1.1 Hoteliers are not always frank and open in their dealings.
3.1.2 Many hoteliers refuse to contribute towards the cost of advertising although they benefit from
good publicity.
3.1.3a Some hoteliers introduce massive price increases after rates have been fixed, frequently in the middle of the season.
3.1.3b Others demand additional charges for new room allocations, upgrades and other extras.
3.1.4 Hotel standards often fall below expectations.
3.1.5 Our promotional material is not always well displayed in the hotels.
3.2 Hoteliers tended to focus mainly on money and methods of payment.
3.2.1 Tour operators force down the rates for which rooms were originally contracted.
3.2.2 Tour operators make false claims: either that we have been unable to sell the holidays at the
fixed prices and so insist on a cut in room rates or that local hoteliers have already cut their rates.
3.2.3 Tour operators refuse to pay an economic rate.
4. CONCLUSIONS AND RECOMMENDATIONS
There appears to be a great deal of mistrust on both sides. There are examples of both sides behaving unscrupulously. Neither is happy with the present methods of rate fixing. Realistic contracts should be drawn up at the beginning of the season and adhered to. Clear dates should be set for payments and agreements must be honoured.
Hoteliers should be persuaded of the benefits of contributing towards the advertising and marketing of their hotels.
Hoteliers must be encouraged to maintain high standards in all hotels.
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