While signs that the hotel industry is beginning to recover are evident, hotels can take steps now to rebuild a solid base of bookings. "Smart hotel marketers had begun to see results before September 11th from their efforts to come to terms with the sagging economy," said Bruce W. Mainzer, senior vice president of marketing, TravelCLICK. "Now they need to rededicate themselves to pursuing those proven paths. The worst thing a hotel can do is sit and wait." Here are five tips for hoteliers provided by TravelCLICK.

1. Continue Spending and Competing for Every
Potential Customer
While hotels are naturally inclined to cut back on their marketing expenses during a downturn, it is now more essential to compete vigorously for every available customer. "With staff cutbacks at hotels, advertising budgets are also typically slashed," said Mainzer. "We advise that cutbacks be selective."

2. Move Ad Dollars from Print and Directories to Electronic Media
Now more than ever, hotels need to zero in on the audience that continues to travel, and re-allocate ad dollars accordingly. The scattershot approach of using traditional media like mass mail, broadcast spots, directories and magazines to reach business and leisure travelers is costly and inefficient, wasting the majority of its impressions on non-relevant audiences.

3. Keep Tabs on Your Competitors' Pricing and Booking Performance with PHASER and Hotelligence
With the current dynamic market of fluctuating or declining room rates, it is virtually impossible for a hotel to keep up and remain competitive. In today's volatile market, with reduced budgets and lean staffs, information is a necessity to gaining advantage. The PHASER Report provides forward-looking competitive information that is critical to revenue management. Monthly Hotelligence reports allow evaluation of competitive strategies, booking trends and key feeder markets.

4. Go Online
With a limited budget, online marketing makes even more sense. Hotel clients are advised to investigate online distribution and marketing efforts. People worldwide are looking for up-to-date news and information on travel, and they're finding it on the Internet.

5. Get A Free Market Analysis
TravelCLICK's consultants offer complimentary market or business analysis to hotels. This is a good time to take advantage of this free information and advice.

"These are times that require smart thinking and quick implementation of results-producing initiatives," said Mainzer. More information on these tips, and examples of how these strategies have worked in your market, are available on request by contacting TravelCLICK.