They all want to buy, but in a different
way.
The luxury buyer is demanding.
Whether they are the type to
communicate it right away or if your
representative has to dig deeper to
discover it, this potential guest has high
expectations. They aren’t just booking
a room or a group of rooms, they are
dreaming about their stay. Many
leisure travelers feel this is one of the
most valuable parts of their trip –
imagining what their experience will be.
Now with the blend of business and
leisure, this translates to those luxury
business travelers as well. Does your
staff know how to paint a verbal picture
for the caller? Do they understand the
caller’s dreams and help in creating a
pre-stay experience by encouraging
those expectations? Do they make
recommendations specific to that
individual that will enrich their time
spent at your property? Can they be
the helpful expert – not just on your
property, but for the entire travel
area?
Their experience has begun over the
phone and will carry on throughout
their stay and to the post-experience
reviews and referrals. The image,
the assurance, the connection, the
discovery, the dreams, and the final
perfect plans can all be sculpted by the
representative of your luxury hotel or
resort. Your luxury buyer will become
your luxury guest who becomes your
luxury fan.
About the author
Amber Fox has been with Signature Worldwide as National Director of Sales with
over 20 years of hospitality sales and marketing experience, Amber is responsible
for developing and maintaining relationships with hospitality organizations
throughout the United States. She serves as a respected consultant to her
hospitality clients, offering suggestions to increase revenue and improve guest
loyalty through training and business solutions.
Prior to joining Signature, Amber has held positions at hotel brand, management
company, and property levels in sales and marketing. While in these positions,
Amber successfully planned and implemented the marketing for new hotel
openings, was a successful sales leader of hotel Director of Sales and Sales
Managers, helped underperforming properties increase revenue, and provided
sales and marketing support to over 150 hotels. She also helped develop and
manage a sales and marketing program for a new brand.
Amber holds a bachelor’s degree in Communication Arts with an emphasis in
Public Relations from Georgia Southern University. She has served as President
of Ohio Chapter of Hospitality Sales and Marketing Association. She writes
hospitality articles and is a frequent speaker for many hospitality organizations
and associations.