Don't mess with Mr. In-Between

Don't mess with Mr. In-Between. 

"Go big or go home." "No guts no glory." They mean pretty much the same. And here’s how they relate to a couple of things we believe in when it comes to hotel marketing. 

We don’t think there’s a lot of potential for success with quiet or expected advertising. There’s enough vanilla, everyman, nothing-special hotel marketing out there already. Don’t add to it. The goal is to stand out, not blend in.

So go big on your brand. If you’re a price-based property, by golly, be one. And make sure everybody knows it. If you’re focused on building your ADR and want to command a premium rate, own it. Make damn sure your website, your public relations and your advertising make it crystal clear why you’re worth more. Make some noise.

That said . . . 

If you decide to have a special or a promotion of some sort, have one. Make it too good to pass up. Be sure you get something in return for the offer, like a minimum number of nights, advance booking, no refunds or something, but make it an offer someone just has to consider. The internet and everybody’s PPC ads are littered with 10% or 20% off offers. The world doesn't need any more.
And remember the most important words in hotel marketing: “Based on availability."

But whatever you do, just don’t mess with Mr. In Between.

Back story: Don't mess with Mr. In Between comes from "Accentuate the Positive," which was written in 1944 and has been recorded by artists as varied as Bing Crosby, Aretha Franklin, Sam Cooke, Willie Nelson, Perry Como, Paul McCartney and even Clint Eastwood. Our favorite version is this one, by Dr. John.