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Hospitality Marketing Solutions from David Brudney & Associates
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David Brudney & Associates
2938A Luciernaga Street
Carlsbad, CA 92009
Phone: 760-994-9266

Will Your Hotel Sales & Marketing Leaders
"Make the Grade" in 2009?

Hospitality Marketing Solutions from DB&A . . .

Hospitality Industry Consultants Specializing in the Hotel Marketing Strategies since 1979

How do you rate your Hotel Sales Team's Ability to Navigate the Tough Travel Times Ahead?

DB&A knows what to ask and evaluate, and has the experience to do it. Contact DB&A today and let's discuss your needs. We'll review your hotel's marketing plan, deployment, website, alliances, sales metrics, biz on the books, and more, before "parachuting in" to do the on-site and face-to-face interviews and evaluations that are needed.


David Brudney & Associates- Hospitality Marketing Consultants- Hotel Marketing Strategies
David Brudney & Associates- Hospitality Marketing Consultants- Hotel Marketing Strategies
David M. Brudney, ISHC, a nationally recognized spokesman for hotels and a veteran with four decades of experience, is the principal of David Brudney & Assoc. of Carlsbad, CA

David M. Brudney, ISHC, October 2008

How do you rate your Hotel Sales Team's Ability to Navigate the Tough Times Ahead?

Hospitality owners and asset managers everywhere are more worried about 2009 than at any time in my four decades of experience within our industry. I've been through six or maybe even seven downward business cycles before, but nothing compares with now.

One of the biggest concerns is over the leadership of the unit level's sales and marketing operation - - does the sales director have the "right stuff" to lead the sales team, to compete in a market place where guerrilla warfare will no doubt become common place, with business travel and group demand declining, and where, once again, price becomes king.

And who can blame owners, asset managers and operators for being worried? How confident can they being as we approach 2009?

How confident can U.S. taxpayers be about 2009? Former Federal Reserve Chairman Alan Greenspan - - for decades a symbol of the strength of the U.S. economy - - says he is in shock and disbelief over the current economic crisis.

If someone as highly respected as Greenspan was wrong about the economy, how can hospitality owners, asset managers and operators have any confidence in the outlook for our business in 2009?

Many are asking the question, "Do we have the sales and marketing leadership in place to produce the necessary results in what's now certain to be a really tough year ahead?"

The ranks of hospitality sales and marketing directors are filled with individuals who never had the opportunity of dealing with a recession or a seriously depressed business climate. With the exception of those leaders who were in place after 9/11, most have experienced mainly good times and sellers' markets. All will be tested indeed during an intensely-competitive 2009.

Few are as competitive as National Football League franchise owners. 20 years ago Dallas Cowboys owner Jerry Jones plucked Jimmy Johnson off the campus of the University of Miami to replace the late legendary Tom Landry as coach of the Cowboys. That decision turned out to be a very good one as Johnson turned the 3-13 Cowboys into repeat Super Bowl Champions in less than five years.

Washington Redskins owner Daniel Snyder - - using Dallas as a business model - - picked Florida's Steve Spurrier, arguably the top college coach in the nation, to turn his Redskins team into a Super Bowl contender. Didn't work. Johnson was able to adjust to the NFL. Spurrier did not.

And then there's Oakland Raiders owner Al Davis - - how many coaches has he hired and fired this decade? I've lost count. But Davis is an owner who demonstrates such little confidence in his coaches that he repeatedly orders changes on game strategy, starting lineups and even game time play calling.

I can't imagine any owner or asset manager pulling an Al Davis on their property sales director (or the G.M. as well!).

There is so much anxiety out there in the hospitality industry that that various corporate offices told their general managers to come prepared to defend their sales directors when presenting their next year budgets and hotel marketing plans. The GMs were warned not to show up for '09 mid-year performance reviews with excuses that poor results were the fault of "having the wrong sales director".

There will no doubt be lots of finger pointing at and perhaps lots of firing of sales directors next year as hotels try and stay afloat in the roughest seas many hotel sales directors have ever navigated. Many DOS might fail through no fault of their own, however. Many have been promoted to their positions without gaining sufficient experience - - experience in achieving results during both good and hard times.

The past two plus years have been pretty much a sellers' market where business was plentiful - - where too many hotel sales teams became glorified "order takers" with little if any rate resistance.

This 4th quarter is a critical time for operators, owners and asset managers to make certain that their unit level hotel sales and marketing operations have in place the necessary leadership, resources and deployment to be competitive and produce positive results.

Here is where David Brudney & Associates (DB&A) can be of great value in addressing that increasingly important question, "How do you rate your Hotel Sales Team's Ability to Navigate the Tough Times Ahead?". DB&A will visit the unit level hotel and give an independent assessment of that property's sales and marketing operation. DB&A will deliver a DOS "report card" that will address leadership and direction, budget, staffing, deployment, account penetration, booking pace, production, partnering and alliances.

Contact DB&A today by e-mail (David@DavidBrudney.com) or by phone at 760-476-0830 and learn more about DB&A's sales and marketing "check up" and "report card".

About David Brudney & Associates

David M. Brudney has become a charter member of Laguna Strategic Advisors and was a founding member of the International Society of Hospitality Consultants. Brudney is a veteran sales-and-marketing professional concluding his fifth decade of service to the hospitality industry. Brudney advises lodging owners, lenders, asset managers and operators about hotel sales and marketing best practices and standards of care, and conducts reviews of sales-and-marketing operations throughout the world. Brudney is a professional speaker, teacher, mentor and sales trainer. Previously, Brudney held sales and marketing positions with Hyatt, Westin and Marriott.

Contact:  David M. Brudney, Principal
David Brudney & Associates
Carlsbad, CA 92009
Phone:  760-994-9266
Email David Brudney
Web Site:   www.DavidBrudney.com

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