International Hotel Chains have focused on the local mid-market segment in Turkey.

There is always the way to expand into the new market and the International Chain hotels have different strategies to join your market. There are some basic ways for that can expand business in Turkey; franchising is the most popular due to the limitation of investment, followed by owning subsidiaries and operating through management contracts. The hotels cannot expand their brand recognition if hotel chains enter foreign markets only as operators. Besides, hotel companies can expand their brand recognition by entering a foreign market as franchisors or operators that use their brand name in Turkey.

They are successful because they have long-term business plan and strategies; Starwood Hotels, for example, is set to double the number of its mid-market brand, Four Points by Sheraton. Only Hilton has plan to open 100 new hotels in Turkey. They do not need to focus on luxury brand and services, the creation of mid-market brands good enough to join the new market in Turkey.

Why are International Hotels successful?

·        Professional Management not about boss!

·        Their marketing plans and strategies not about only tourism fairs!

·        Long-term plans not about last minute plan!

·        Loyal guests not about today!

·        Hotel management not about boss!

·        Their service SOPs not about boss!

·        Human Resources planning not about late payment and boss!

*The list is very long!

The Local Hoteliers want growth and some of them are successful but they can no longer rest on their laurels and depend on traditional established customer bases. They should look to expand into a new market in their locations. Broadening international customer bases is one way to do this, and it can be easier than some think. Harnessing technology is one way to work smarter to attract a new global customer base and keep them coming back. A good starting place is to understand exactly who your customers and what they want and which nations are currently the sources of most of your business.

A successful hotel requires excellent people, product and performance.

Good Business Plan: In order to expand your business, be more competitive in your industry or achieve certain goals, you have to have your business plan.

Global Outlook: Even small, locally owned hotels need to be able to compete on an international basis to be successful.

Quality Management: The Quality Management is multifaceted and goes beyond the concept of customer service to include additional factors such as employee satisfaction and involvement.

Flexibility: Flexibility is a key factor in quality management as well as being a critical success factor for the hotel industry. Customers can have completely different expectations of a hotel, so managers need to be given the authority to make decisions to accommodate them when possible.

The concept of Marketing: As an Hotelier, you should set “New Marketing Strategy” for your brand.

Well-controlled Costs: While there is no doubt that top-line revenue is important in the performance of the hotel, this become meaningless if expenses are so elevated that they erode the profitability of the hotel.

Unique Experience: More and more guests are craving a unique travel experience, and hotels that reflect the uniqueness of their surrounding are well positioned to capture this demand.

Customer Service: The customer is always right! And set up your service according to your customers' segment. The best way to diffuse negativity from a customer is to listen, show concern, make an effort to rectify the situation and ask how the hotel can improve its service going forward.

Service Quality Performance Metrics: As an Hotelier or Manager, you should measure your guests' service; “Willingness to return”, “Percent advocates”, “Percent defectors” and “Percent complaints”.

Be Present for Your Guests: Take joy in spending time with your customers.

Work to Improve the Business: Your job is not simply to manage the day-to-day operations; it is also to help realize company growth, whether that means expansion of services or greater efficiency.

Cheap is not Profitable: Focusing on cheap products only cost you more than double and customer dissatisfaction. The best way is to focus on buying good products at the best available price.

Hire Good People: You cannot do your job if you are constantly cleaning up the messes of others; so hire skilled, honest, dedicated employees.

Provide the Right Equipment: Provide both employees and customers with quality, modern equipment.

Have a Can-Do Attitude: In hospitality service, no one can say, “that's not my job!” If something is causing a guest distress, you have to find a solution.

The mid-segment will grow faster as it is linked to the growth of low-cost carriers reaching out to the smaller markets. In addition, excess inventory in other segments is putting rates under pressure.

Despite the Geographic risks in Turkey, the International Hotels will come and join the market and capture if the local hoteliers will no plan for the future.

Best of good luck,