Leveraging Hollywood Hoopla

摘要

Over the past couple years, South Florida has become a hot spot for filming and promoting movies", much to the benefit of the hotel industry. From boosting off-season occupancies to hosting press junkets and creating movie-related packages, smart hoteliers are learning how to leverage this influx of Tinseltown visitors and the numerous revenue opportunities they bring to the market. One hotel benefiting significantly from the onset of film crews is Miami's Doubletree Grand. While the hotel takes advantage of corporate parent Hilton Hotels Corp.'s relationship with a number of Hollywood studios, the hotel shows its own commitment to capturing this business with a dedicated sales manager who only handles the entertainment industry. "We've had a dedicated sales aspect for the last couple of years," says Jeff Spaccio, director of sales and marketing. "We also advertise in location publications to look for leads on what crews are coming here. And we attend industry trade shows."