The latest US-imposed tariffs create an uncomfortable situation for numerous Canadian hotel operators. A skilled aviator will explain that turbulence management depends on recognizing potential disturbances before adopting steady and assured responses. This guide provides your hotel with essential flight directions to maintain stable and effective sales operations throughout unstable market conditions.
1. Dial-In Your Domestic Market
Your hotel should focus on Canadian guests because tariffs affect international guest arrivals. Reintroduce local and regional visitor markets that you used to prioritize secondarily.
Your business can succeed through attractive staycation packages which combine local experiences with special perks.
Regional Partnerships should help hotels develop attractive packages that present Canadian hospitality and foster customer loyalty by working with local businesses and tour operators, and wineries.
Natasha Carpio, Director of Sales of the boutique hotel OPUS, in Vancouver, reports that their local partnerships delivered substantial booking growth when US business activities weakened.
2. Price Strategically, But Thoughtfully
Your business should avoid excessive price reductions because they might harm your future market standing. Your priority should be creating specific incentives which deliver extra value to customers.
The hotel should advertise flexible cancellation and booking terms to guests. This policy helps protect US tourists who hesitate to book.
Present American visitors with clear information about the favorable currency exchange rates at your hotel to create positive price effects.
3. Refine Your Messaging
A crisis situation requires business operations to adopt clear and empathetic communication approaches.
Your marketing approach should focus on open communication rather than on economic problems. The marketing message should highlight positive aspects of visiting Canada at superior prices.
The use of emotional language in communication should focus on genuine welcome experiences alongside warm hospitality and authentic reception, because tariffs cannot affect these qualities.
4. Leverage Personalization Through Technology
Using CRM data to generate customized offers enables you to reconnect with previous guests, thus minimizing your need for broad promotional strategies.
The use of data analytics allows you to create specific offers for US repeat visitors who demonstrate loyalty while mitigating the impact of tariffs.
Hotel guests who book directly should receive rewards through benefits such as free breakfast and hotel credits, and upgrade opportunities.
5. Capitalize on Your Strengths
Your property should promote the distinctive features it offers, which cannot be found at other accommodations.
Your business should showcase genuine Canadian elements, including local food and cultural activities and natural scenery surrounding your establishment.
Outstanding guest service at your property surpasses economic factors to build loyal customers whose loyalty remains unaffected by tariff changes.
6. Sharpen Sales Team Agility
Your sales staff must develop swift and optimistic responses to market changes. Provide your team with training to recognize objections while teaching them to effectively present different solutions.
Your sales team needs training to develop proactive solutions that resolve tariff problems directly during their conversations with customers.
Your team members should learn to emphasize non-price value during negotiations by moving away from price-based discounts toward value-based benefits.
7. Reinforce Relationships
Trust and relationships function as your most valuable assets during periods of uncertainty. The communication channels between your hotel and travel agents and OTAs, and tour operators should be strengthened while their relationships are deepened.
Your team should establish regular contact to strengthen professional bonds. Your stakeholders should receive periodic updates about the ongoing value your hotel delivers.
The temporary increase of agent commissions, along with exclusive rewards for agents, should be used to boost their ongoing recommendation activity.
Final Approach: Keep Calm and Sell On
The current US tariffs create obstacles for Canadian hotels, yet these establishments have consistently demonstrated their ability to adapt and overcome difficulties. Small and mid-sized hotels can succeed through creative pivoting while focusing on value instead of discounts and utilizing their strengths.
Guests make their choices based on emotional connections with experiences instead of monetary value. Your hotel will emerge stronger and more resilient than before through strategic planning and purposeful adaptation during tariff challenges.
For more sales advice, contact Brent O’Connor – brent.o@telus.net