Hotel Warriors: Profiting Off-Season

Dear Business Leader,

Welcome to the first edition of "Hotels, Hospitality & Profit," your go-to source for the latest strategies and insights to boost your bottom line in the hospitality industry. Today, we're diving into a captivating story of entrepreneurial brilliance, one that will inspire you to think outside the box and uncover hidden opportunities in your business.

This is the tale of Susan, a business warrior who quadrupled the EBITDA of her small hotel by hitting the mattresses—literally and figuratively.

Hitting the Mattresses: Susan's Journey to Unprecedented Profit

When Susan bought her small hotel in a picturesque resort area, she knew she was stepping into a seasonal business. The hotel, purchased for about $3 million, enjoyed an EBITDA of $300,000 per year, all of which was generated during the peak summer months from late May to early September. The rest of the year, from mid-September to late May, the hotel barely broke even, mirroring the barren landscape of most businesses in the area during the off-season.

But Susan wasn't content with this status quo. She envisioned her hotel not just as a summer haven but as a year-round destination.

What followed was a transformation that turned her seasonal earnings into a continuous stream of revenue, propelling her EBITDA to over $1.2 million.

Turning Winter Into Gold

Susan's hotel was located about 100 miles from a major city, a factor that she turned into an advantage. She identified an untapped market: the LGBTQ+ community. Recognizing the potential for themed getaways, she crafted an enticing winter retreat that would draw guests from the nearby city to her hotel.

The Romantic Getaway Package

Susan developed a unique romantic getaway package for gay couples, complete with themed events, contests, and games. She didn't just offer a room; she offered an experience. This package included:

• Themed Suites: Each room was decorated with romantic and elegant touches tailored to create a welcoming and inclusive atmosphere.
• Exclusive Events: From dance parties and karaoke nights to themed dinners and cooking classes, Susan's hotel became a hub of activity.
• Personalized Services: Couples enjoyed spa treatments, in-room dining, and personalized concierge services, all designed to make their stay unforgettable.

Strategic Marketing and Outreach

Susan's marketing strategy was as innovative as her getaway package. She knew that reaching the right audience was crucial, so she utilized targeted advertising through social media platforms, LGBTQ+ magazines, and online forums. Her message was clear:

"Escape the city and enjoy a romantic, fun-filled weekend at our exclusive LGBTQ+ retreat."

Her ads featured stunning visuals of happy couples enjoying the hotel amenities, alongside testimonials from previous guests. Word of mouth quickly spread, and soon, Susan's hotel was booked solid throughout the winter months.

The Results: A Year-Round Success

Susan's approach transformed her hotel's financial landscape. What was once a dormant period became a bustling season of activity. The off-season months, previously a financial drain, now contributed significantly to her annual profits. Here's a breakdown of her success:

• Increased Occupancy: Winter bookings skyrocketed, filling rooms that had previously been empty for months.
• Enhanced Guest Experience: By focusing on a specific market, Susan was able to tailor her services and amenities to meet their needs, resulting in higher guest satisfaction and repeat visits.
• Community Engagement: Susan's hotel became a beloved destination for the LGBTQ+ community, fostering a sense of belonging and loyalty.

Lessons Learned

Susan's story offers several key takeaways for hoteliers looking to boost their EBITDA:

1. Identify Untapped Markets: Look for niche markets that are underserved by your competitors. Tailoring your services to meet their needs can create a loyal customer base.
2. Create Unique Experiences: Offering more than just a room can set your hotel apart. Curate packages and events that provide memorable experiences for your guests.
3. Leverage Strategic Marketing: Targeted advertising can effectively reach your desired audience. Utilize social media, niche publications, and online forums to spread your message.
4. Adapt and Innovate: Don't be afraid to try new things. Innovative approaches can unlock new revenue streams and transform your business.

Conclusion: Your Path to Profit

Susan's journey from a seasonal business to a year-round success story is a testament to the power of creativity and strategic thinking in the hospitality industry.

By hitting the mattresses and transforming her off-season into a goldmine, she quadrupled her EBITDA and set a new standard for what is possible.

We hope Susan's story inspires you to explore new opportunities and implement innovative strategies in your own business. Stay tuned for more insights, tips, and success stories in upcoming issues of "Hotels, Hospitality & Profit." Together, we'll navigate the path to higher profits and greater success in the hospitality industry.

Stay well. Swim strong!

Warmly,

David

P. S Know a hotel owner, manufacturing CEO, or any small business ready to go solar? My firm specializes in helping hotels increase their EBITDA by decreasing energy expenses. Going green with solar energy will significantly add profits to any hotel's bottom line. Refer them to me, and if they invest in a commercial solar energy system, you'll earn a handsome royalty for making the connection. Let's spread the power of solar and reward your network savvy—get in touch today and start earning! And, remember, 5% of the profits of every commercial solar deal go to fund The Church of Unity and The Council For Unity!

? Published by: David Vogel, in Wolfeboro, New Hampshire

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