Challenge: in the context of the Hotel Industry, can you provide me a clear meaning of Attribute-based selling?
NB: This is a short article from Direct Your Bookings
Typically, in an attempt to answer a concern like this and in times like these, you might be falling under either of the following classifications:
you understand what ABS is, but barely any hoteliers has been utilizing it, so you do not quite trust it; you are not exactly sure whats the genuine distinction between attribute-based selling and secondary services; you dont rather know what it is … and most likely you do not care (reasonable sufficient).
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In this article Im NOT going to assist you through what ABS is, a lot of other blog posts out there currently succeeded in this effort.
According to title, today and together we will get much more practical by reverse-engineering some real examples of how hotel attributes, even the smallest and most unconceivable ones, might turn an uninteresting Standard Room into a enticing and valuable item, with the supreme objective of supplying your clients with a better guest reservation experience and, as a result, assisting you increase the ADR ( average everyday rate), income stream and direct reservations.
Ready? Lets get going!
Simply put, we label our rooms with what we can define a lowest common denominator ( standard room, exceptional space, etc), so that we can use one single word (therefore, one single item) to offer to a variety of different client personalities.
In the hotel spaces that you traditionally categorize with the label Standard can sleep solo biz travellers and senior couples. As do young couples and families. As do groups and mice.
Exact same item for various target markets: Just … why?
Have you ever thoroughly believed that you offer the specific same product to a broad range of targets with completely different requirements, desires and desires?
Therefore you might be asking:
How else can it be?
In copywriting, the first guideline to follow is: turn functions into advantages.
The result? We may be lured to keep believing in regards to product (characteristics) instead of people (visitors), who instead only appreciate the benefits your attributes will offer them with.
Again, strategies and software applications: in fact, youll see how useless it can be to adopt an ABS system without thoroughly driving it.
Attribute- vs. Benefit-based Selling.
Whichs exactly what a clever ABS system is for.
This extremely rule is especially difficult when it comes to attribute-based selling, precisely due to the fact that characteristic is simply another word for feature.
You could likewise change the method you package your products (your rooms) in a way that they get viewed as the most attractive space in the world in the eyes and mind of your potential customers.
This is why although all the attribute-based reservation systems in the market (not numerous, to be sincere) fall under the very same category ABS, in my own view theres a substantial difference between attribute- and benefit-based selling software applications and methods.
So lets see how we can turn some apparently meaningless function into some revenuable advantage, together with the ideal target market that the majority of may benefit from it.
In fact, a hotel space is … a hotel space: you cant alter the color of the walls, the bathroom, the floor, the furniture depending on the preferences of each target audience.
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