Nisbet Plantation is a 36-room luxury resort on Nevis. A tiny resort on a very small island with no direct air service from the US, UK or Canada. The resort has faced numerous challenges – it’s small size, limited budget, remote location, air access and the great recession.

Nonetheless, Nisbet has weathered the economic downturn exceptionally well and was just named the Best Caribbean Hotel by Travel + Leisure Magazine. (It was also named the 6th Best Hotel in the World!)

What’s Nisbet’s Secret?

In spite of the recession, Nisbet stayed true to its luxury brand. “Nisbet has built a reputation for delivering an exceptional vacation experience.” said Jamie Holmes, general manager. “In late 2008 we knew we were in for a difficult stretch so management and staff got together and brainstormed ways to actually enhance the guest experience. ”

Late last year Nisbet published a Case Study outlining all the steps it took to weather the great recession. Focusing on the guest experience instead of cutting staff and services has helped Nisbet become the Best Caribbean Hotel.

The Case Study is summarized below. In essence, Nisbet aligned the four P’s of marketing to ensure the best possible guest experience.

Product

On the product side management worked with staff, keeping them informed of the economic reality and involving them in future staffing decisions. Expenses were cut, but only in areas that did not effect the guest experience. Amenities were also added to enhance the experience.

Price

Nisbet decided early on not to compete on rate with hotels offering deep discounts.  Instead the property offered modest rate reductions while simultaneously creating unique value-added packages to entice and delight guests.

Place

Nisbet reviewed all available distribution channels – travel agents, wholesalers, OTAs and direct to see where they could best be strengthened to produce the greatest amount of revenue with the least amount of expense. Relationships with the best producers were enhanced through personal sales calls and follow-up direct marketing efforts.

Promotion

For nearly a decade Nisbet has embraced the principles of customer relationship marketing and has built an extensive database along with a deeply loyal and vocal customer base. All promotional tools (advertising, public relations, web, email, social media, etc.) are integrated into the promotional efforts.

The real secret to effectively marketing Nisbet Plantation – focusing on the guest experience and making sure all the marketing basics were properly aligned.

When you do you can prosper in difficult times. You could even be named the best hotel in the Caribbean – or in whatever region you are located.

Safe Travels – Madigan Pratt

If you would like a copy of the full Nisbet Case Study click here.

Many readers have ask which Hospitality Marketing Blog posts were the most widely read in 2009.  So, by popular request, here is a list of the Magnificent Seven.  Please enjoy the practical advice and marketing insights as you gear up for 2010.

1. Hotel Case Study – Prospering in difficult Times – Good news was hard to come by in hospitality marketing circles in 2009.  Here’s a story about a small luxury hotel on an island difficult to get to that offers inspiration and hope.  Very worthwhile.
2. 85% of Hoteliers Just Don’t Get It – Back in August I reported on a Market Metrics’ Research Report that found only 15% of hotels have policies or guidelines for how to manage user-generated reviews (aka TripAdvisor).  Can you imagine that?
3. The Media Are Killing Us – The most overused hospitality phrase for 2009 may well be (unfortunately) “The AIG Effect.”  One bad move by a major government bailout recipient created a media frenzy followed by a Congressional dog pile that literally destroyed the meetings and conventions business.  Government was trying to create jobs on one hand while simultaneously throwing tens of thousands of loyal hospitality employees out of work.  Go figure!
4. Are All Hoteliers Liars? – I like this one too.  Oyster.com, a new online hotel review site launched in July and called hoteliers and hospitality marketing professionals liars.  It sure created headlines, but couldn’t save a failed business plan.  They ended up letting most of their staff go some six months later – read No Pearl in this Oyster.  Just rewards.
5. Thinking Beyond Hospitality – Many found this story about John Wallis, Head of Marketing and Brand Strategy for Hyatt eye-opening.  His goal – to become a database driven company that’s in the hotel business. Revolutionary in hospitality marketing?  Yes, but it shouldn’t be.
6. Why I Hate TripAdvisor Sometimes – You gotta have fun when you can and it’s not often you have a chance to poke TripAdvisor in the eye.  Here’s what makes me mad about TripAdvisor – sometimes.
7. Marketing To Succeed In Difficult Times – A practical guide of proven strategies that have helped companies survive and even excel in past recessions.  Written back in February, 2009 there is still some good advice to help 2010 planning.

Thank you for reading and commenting on Hospitality Marketing Blog.  It has been a real pleasure for me to publish this blog and I look forward to continuing into 2010 and beyond.

Wishing you a very Happy, Healthy and Prosperous New Year.

Safe Travels – Madigan Pratt

PS – if you would like to receive a short email whenever a new article is posted simply subscribe on the right.

Seismic upheavals are leading to a paradigm shift in hospitality.  Companies have clamped down on travel and the AIG effect has battered the meeting and convention business.  Leisure travel is exhibiting anemic and last minute booking patterns.  The Internet keeps bubbling along serving up what seems to be the social media flavor of the month.  It’s no surprise hospitality marketing professionals are thinking beyond hospitality.

It’s times like these – when old ways of solving problems no longer apply – that spawn completely new and creative ways of thinking.  You have a choice:

• Keep pounding your head against the wall and expecting different results (the definition of insanity), or
• Look at the market the way it is today, throw out yesterday’s strategies that no longer apply and think different.

And nowhere have I seen this “think different” approach expressed more clearly and succinctly than in a recent Advertising Age interview with John Wallis, Head of Marketing and Brand Strategy for Global Hyatt Corporation.

In the article John talks about how Hyatt has shifted more of its marketing online and how analytics are becoming increasingly important.  Nothing new here, loads of hotels are doing the same thing.

But here’s the catch – and what makes John’s way of thinking so interesting and refreshing.  He says,

“Our goal is to become a database driven company that’s in the hotel business.”

Brilliant!  Hyatt is thinking beyond hospitality, and certainly shifting its strategic approach to the business.

Today business is all about relationships and the most profitable companies have the strongest relationships and the most loyal customers.  And the only way to get there is through integrated 1to1 marketing launched from a marketing database.  You’ll also need highly skilled direct marketing professionals to design and manage your program.

It doesn’t matter if you are selling rooms, widgets or cell phones.  It’s the database and using it to better understand and serve customers and prospects that spells success.

In the meantime John Wallis is my nominee for our First Annual MP&A Think Different Award.  Congratulations John!

What do you think?  Safe Travels – Madigan Pratt