I previously told the story of how my wife, Melissa, and I transformed a struggling Western mining town—my hometown of Wallace, Idaho—into one of the world’s leading destinations for snowmobilers.
Despite obstacles, and through spotting a gap in the market as well as utilizing Wallace’s unique location, we set up Wallace and the surrounding area for decades of potential—a process that we like to refer to as the ‘Go Big’ model.
As the economy enters a new year, full of promise but also uncertainty, hoteliers will be faced with a host of new challenges, including the inevitable shift in primary demand. Those customers you once relied upon may have moved on, or they may have been replaced. Perhaps business has just slowed down. The question is: How should you utilize this change in demand, and make it work for you?
A shift in primary demand may come naturally, and at times unexpectedly, or you may want to instigate and identify a change yourself. If you’re keen to explore the latter option, consider the following:
Although it may seem as if dramatic shifts in primary demand aren’t common, they are there if you look closely. And with the global economy constantly evolving and adapting, there are ways to cater to a new type of consumer, or least identify them:
A shift in primary demand can be unnerving, but it can also be full of possibility. You know your property better than anyone; you just need to be aware of its potential. Make your hotel the very best it can be this year, and if you’re experiencing a lull in business, explore the possibility of targeting a new breed of customer. It might just be the change you and your business needs.
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