Oct 31, 2024
Hilton Garden Inn West Lafayette
Transforming Group Sales: How TrueTour™ Speeds Up Sales and Boosts Conversions at Hilton Garden Inn West Lafayette
The Hilton Garden Inn West Lafayette is conveniently located next to Tapawingo Park, in Indiana, just across the Wabash River from downtown, where guests find various shops, bars, restaurants, museums, and the Long Center for the Performing Arts. Established in 2003 and renovated in 2024, the hotel features 104 rooms and 1,650 sq. ft. of meeting space, catering primarily to business travelers, given its proximity to local manufacturing and Purdue University.
According to Paul Horngren, the Director of Sales, their clientele is about 30% generated from group, corporate, negotiated and meeting business. The remainder consists of transients, positioning them as a strong choice for business- oriented stays rather than family-focused guests.
As the sole member of the sales team, Paul’s experience working for 18 years in Hospitality Services at Purdue University greatly enhances demand generation for the hotel. With an established relationship and trust with his local network, he finds it more accessible to engage in sales. Also, the hotel’s prime location, just a mile from Purdue in Lafayette, offers easy access to numerous restaurants, pubs, and entertainment.
Focusing less on the transient aspects, Paul emphasizes that Group Sales is primarily centered on three key areas: education through Purdue, corporate partnerships with companies such as Wabash National, Caterpillar, GE, and small collegiate sports. In fact, over the past four months, the hotel has hosted around four college teams, providing them with meeting spaces, breakfast service, and accommodations. This strategy highlights the importance of collaboration and effective communication in securing bookings, mainly through RFPs submitted via the Hilton Corporate website.
Situation
Customer since mid-2023, Paul explains that the decision was influenced by a recommendation from his management company, Peachtree Hospitality. The group wanted all their properties to connect with Visiting Media, which Paul viewed as a no-brainer decision.
What I particularly value about this approach is that it simplifies the sales role. As the sole person managing sales, having an extra tool like TrueTour acts as a comprehensive sales kit that I can share with anyone, anytime
Process
After the initial shoot in 2023, the hotel underwent a thorough renovation in 2024, which included a complete re-shoot offered by the Visiting Media team at no extra cost. Paul noted that the transition from the old content to the new was executed flawlessly, as all updates were made live on the platform without any issues related to broken links.
Previously, Paul felt a little hesitant to share the tour, during the renovation, knowing that the hotel would soon undergo significant changes. However, with the fresh content now in place, he is eager to promote it in every sales conversation and email.
Solutions and Results
TrueTour has played a pivotal role in enhancing the hotel’s sales strategy, whether by utilizing links in emails, conducting sales calls, or incorporating tours into RFPs. Previously to TrueTour, Paul would compile a digital folder packed with information and attach numerous PDFs to an email. Now, with Visiting Media, he uses what he refers to as a “modern sales kit.”
I have a visual presence. And if you see something, you’re more likely to buy it than just taking my word. What I like the most about it is to share TrueTour during a phone call; it’s like having an on-site meeting over the phone, and they can immerse themselves in the property. It’s creating that first impression ahead of time, so there are no surprises when they arrive at the hotel
The process from the initial phone call to the event execution is streamlined, whether it involves booking rooms or meetings. The tour provides a comprehensive package, allowing for property visual showcases of spaces combined with written materials, helping clarify details about meeting spaces. This approach reduces confusion and anxiety, enabling customers to make informed decisions confidently.
He values Visiting Media’s platform as essential for attracting customers, keeping them engaged, and showcasing the property. It is also an extremely helpful tool to cross sell within the PeachTree portfolio.
If I have guests who wish to book the hotel, and my property is unavailable or I can’t cater for their event. I can then connect them with other Peachtree properties in the region that have Visiting Media by sharing their TrueTour link. Internally, we support one another, which benefits the guests by providing them with solutions and enabling them to make informed decisions
Another excellent use case of the tour is for what Paul calls “phishing” prospects, creating a sales advantage within people who are initially focused on the lowest pricing. “They’re just looking for the lowest rates, and in this case, if I can share the link and say – ‘Take a look! – I’m very positive that they’re going to look a lot harder at the Hilton Garden Inn, because they can see the value. They are more likely to book even though the rate might be a little more than the hotel across the street.”
A Big Win
Not pointing to a specific deal or anecdote, Paul has seen the trend for faster turnaround of inquiries. Customers often reach out to him for an event scheduled within three weeks. This is where he sees TrueTour as invaluable for helping customers make a quick and informed decision.
I would say that at least 50% of the inquiries where I share my TrueTour link end up with an immediate booking or quick turnaround booking. A good majority of our bookings are a result of the TrueTour
Summary
The Hilton Garden Inn West Lafayette’s strategic integration of TrueTour into its sales process has significantly enhanced its ability to attract and engage customers, particularly in the business sector.
Paul has successfully leveraged the property’s prime location and his strong corporate partnerships to cater to group business, all while utilizing modern tools that streamline communication and decision-making. The renovation and subsequent content refresh have positioned the hotel as an appealing choice for both transient and group customers, allowing for a more effective sales strategy.
Hilton Garden Inn West Lafayette Wabash Landing Quick Overlook
- Brand: Hilton Hotels Worldwide
- Management Group: PeachTree Hotel Group
- Segment: Select Service
- Space: 104 rooms | 1,650 sq. ft. meeting space
- TrueTour Facts: approximately 50% of the inquiries where TrueTour link is shared end up with an immediate booking or quick turnaround booking
Oct 31, 2024
Hilton Garden Inn West Lafayette
Transforming Group Sales: How TrueTour™ Speeds Up Sales and Boosts Conversions at Hilton Garden Inn West Lafayette
The Hilton Garden Inn West Lafayette is conveniently located next to Tapawingo Park, in Indiana, just across the Wabash River from downtown, where guests find various shops, bars, restaurants, museums, and the Long Center for the Performing Arts. Established in 2003 and renovated in 2024, the hotel features 104 rooms and 1,650 sq. ft. of meeting space, catering primarily to business travelers, given its proximity to local manufacturing and Purdue University.
According to Paul Horngren, the Director of Sales, their clientele is about 30% generated from group, corporate, negotiated and meeting business. The remainder consists of transients, positioning them as a strong choice for business- oriented stays rather than family-focused guests.
As the sole member of the sales team, Paul’s experience working for 18 years in Hospitality Services at Purdue University greatly enhances demand generation for the hotel. With an established relationship and trust with his local network, he finds it more accessible to engage in sales. Also, the hotel’s prime location, just a mile from Purdue in Lafayette, offers easy access to numerous restaurants, pubs, and entertainment.
Focusing less on the transient aspects, Paul emphasizes that Group Sales is primarily centered on three key areas: education through Purdue, corporate partnerships with companies such as Wabash National, Caterpillar, GE, and small collegiate sports. In fact, over the past four months, the hotel has hosted around four college teams, providing them with meeting spaces, breakfast service, and accommodations. This strategy highlights the importance of collaboration and effective communication in securing bookings, mainly through RFPs submitted via the Hilton Corporate website.
Situation
Customer since mid-2023, Paul explains that the decision was influenced by a recommendation from his management company, Peachtree Hospitality. The group wanted all their properties to connect with Visiting Media, which Paul viewed as a no-brainer decision.
What I particularly value about this approach is that it simplifies the sales role. As the sole person managing sales, having an extra tool like TrueTour acts as a comprehensive sales kit that I can share with anyone, anytime
Process
After the initial shoot in 2023, the hotel underwent a thorough renovation in 2024, which included a complete re-shoot offered by the Visiting Media team at no extra cost. Paul noted that the transition from the old content to the new was executed flawlessly, as all updates were made live on the platform without any issues related to broken links.
Previously, Paul felt a little hesitant to share the tour, during the renovation, knowing that the hotel would soon undergo significant changes. However, with the fresh content now in place, he is eager to promote it in every sales conversation and email.
Solutions and Results
TrueTour has played a pivotal role in enhancing the hotel’s sales strategy, whether by utilizing links in emails, conducting sales calls, or incorporating tours into RFPs. Previously to TrueTour, Paul would compile a digital folder packed with information and attach numerous PDFs to an email. Now, with Visiting Media, he uses what he refers to as a “modern sales kit.”
I have a visual presence. And if you see something, you’re more likely to buy it than just taking my word. What I like the most about it is to share TrueTour during a phone call; it’s like having an on-site meeting over the phone, and they can immerse themselves in the property. It’s creating that first impression ahead of time, so there are no surprises when they arrive at the hotel
The process from the initial phone call to the event execution is streamlined, whether it involves booking rooms or meetings. The tour provides a comprehensive package, allowing for property visual showcases of spaces combined with written materials, helping clarify details about meeting spaces. This approach reduces confusion and anxiety, enabling customers to make informed decisions confidently.
He values Visiting Media’s platform as essential for attracting customers, keeping them engaged, and showcasing the property. It is also an extremely helpful tool to cross sell within the PeachTree portfolio.
If I have guests who wish to book the hotel, and my property is unavailable or I can’t cater for their event. I can then connect them with other Peachtree properties in the region that have Visiting Media by sharing their TrueTour link. Internally, we support one another, which benefits the guests by providing them with solutions and enabling them to make informed decisions
Another excellent use case of the tour is for what Paul calls “phishing” prospects, creating a sales advantage within people who are initially focused on the lowest pricing. “They’re just looking for the lowest rates, and in this case, if I can share the link and say – ‘Take a look! – I’m very positive that they’re going to look a lot harder at the Hilton Garden Inn, because they can see the value. They are more likely to book even though the rate might be a little more than the hotel across the street.”
A Big Win
Not pointing to a specific deal or anecdote, Paul has seen the trend for faster turnaround of inquiries. Customers often reach out to him for an event scheduled within three weeks. This is where he sees TrueTour as invaluable for helping customers make a quick and informed decision.
I would say that at least 50% of the inquiries where I share my TrueTour link end up with an immediate booking or quick turnaround booking. A good majority of our bookings are a result of the TrueTour
Summary
The Hilton Garden Inn West Lafayette’s strategic integration of TrueTour into its sales process has significantly enhanced its ability to attract and engage customers, particularly in the business sector.
Paul has successfully leveraged the property’s prime location and his strong corporate partnerships to cater to group business, all while utilizing modern tools that streamline communication and decision-making. The renovation and subsequent content refresh have positioned the hotel as an appealing choice for both transient and group customers, allowing for a more effective sales strategy.
Hilton Garden Inn West Lafayette Wabash Landing Quick Overlook
- Brand: Hilton Hotels Worldwide
- Management Group: PeachTree Hotel Group
- Segment: Select Service
- Space: 104 rooms | 1,650 sq. ft. meeting space
- TrueTour Facts: approximately 50% of the inquiries where TrueTour link is shared end up with an immediate booking or quick turnaround booking