Choice conference told – sales up in a favourable market

Choice Hotels Australasia (CHA) had responded to favourable market conditions with a 21 per cent jump in leisure bookings and general sales up by 21 per cent in New Zealand and 15 per cent in Australia.

Speaking at CHA’s annual conference in Cairns today, Managing Director David Bayes said Australasia’s largest hotel chain continued to see growth potential while its members used the many benefits available to them from a highly coordinated sales and marketing thrust.

“These results have come about because CHA’s sales and marketing force is constantly seeking new ways to generate new business and provide support, delivering more than 1000 hours of group and face-to-face training over the past year and marketing to a very strong ‘Choice Privileges’ loyalty program database.” he said.

Mr Bayes said booking trends continued to evolve, with a reducing reliance on voice and travel agents but an increasing movement to online and independent, unstructured travel.

“The good news is that our numbers support that and we’re seeing strong growth in our preferred third party websites and strong growth in direct Choice Hotel website bookings.”

He said CHA had welcomed 26 new properties into the group since the last annual conference, and continued to maintain an aggressive sign-up policy for hotels and serviced apartments it believed would add benefit to the group.

Nearly 300 delegates are attending the three-day CHA conference – themed “The Future is Now” – with a speaking list that includes the International President Elect of the World Entrepreneur Organisation and co-host of Inside Franchising on Network Ten, Troy Hazard talking about “business future-proofing”, and award winning retailer Barry Bull motivating all with his Bullseye Principle of doing business.

A series of seminars, workshops and discussions are set to cover a wide range of topics during the Conference, including growing the meetings market, choosing the right inventory method, the roll of brand in driving your image and getting product and positioning right.

More than 40 preferred suppliers from an airline partner to bedding and food & beverage outlets are also exhibiting at the conference Market Place, showcasing an extensive array of products and services available to CHA franchisee partners.

Choice Hotels Australasia has more than 265 Comfort, Quality and Clarion properties in its portfolio and is part of one of the world’s largest hotel networks, Choice Hotels International.

Report by The Mole