The Caterer

Hotel marketing targets existing customers

14 December 2005
Hotel marketing targets existing customers

Hoteliers have started spending more money on keeping existing customers than on winning new ones, according to a survey by mailing technology company Pitney Bowes.

In 2003 the hotel industry devoted 48% of its marketing budget to existing customers, but this increased to 57% in 2005.

The cross-sector survey of 1,000 UK businesses found that although the majority of sectors were now doing this, hotels topped the table.

David Jefferies, marketing director of Pitney Bowes, said: "A steady swing towards existing customers in this sector indicates how tough the competition for trade has become in a recovering market."

Many hotel chains have started holding theme nights and fashion-show type events to boost mid-week trade, using direct mail to attract those that had attended similar events before, Pitney Bowes said.

by Amanda Smith

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