Many hoteliers in Mexico and the Caribbean are considering the addition of a Membership Club for their hotel(s). Over the years, they have witnessed the many benefits and the profitability of doing so by their competitors; Sirenes Hotels, Karisma Resorts, Iberostar Resorts, AMResorts Hotels, Palace Resorts, Hard Rock Hotels, and many more. Moreso, during these trying times with the drop in tourism, do they feel the impact of not having their Loyal Base of travelers and the additional income from Club sales.
The profitability of a Club based operation, if done correctly, will surpass the net income of hotel operations within a short period, doubling the net profit for the hotelier. Moreover, a Club program with a happy member base will generate a positive “snowball” effect for both the hotel and the Club, “The Hotelier.”
- Incidental income from existing Hotel Guests increases dramatically from Membership sales.
- Loyal members statistically return more regularly and upgrade their membership
- Loyal members bring or send family and friends who purchase club memberships.
- Exchange members increase hotel occupancy and buy club memberships.
- Club marketing programs drive club sales and higher hotel occupancy.
- Income from Hotel Services increases when used as the primary gift for attending the Club Presentation.
Beware of the False Prophets
So a fair warning to all hoteliers wanting to open up their own Membership Club. It isn’t difficult, but do not throw caution to the wind when choosing your expert. Moreover, involve yourself weekly, if not daily, during the start-up period, and for the first year, the Club is open. Your participation will facilitate the resolution of many of the obstacles, plus you will realize the many synergetic areas the Club and the Hotel can work together as “ONE.”
