Peermont Management Services
Peermont has a proven track record in optimizing revenue and cost productivity for sustainable profit growth. Hotels managed by Peermont consistently achieve excellent results in global quality evaluations. The hotels are operating at high occupancies with exceptional average room rates being achieved. REVPAR (revenue per available room) has increased steadily as occupancies have benefited from strong macro economic conditions in South Africa, and we have been able to enjoy reasonable rate increases in most market segments.
Although Peermont's hotel branding strategy was only launched in 2005, we have been able to demonstrate rapid success in the economy / select services market segment for its Mondior and Metcourt brands especially. Occupancies have increased to 80% plus in 2006, while the new Mondior at Emperors Palace started to enjoy consistent occupancies in excess of 70%. The Metcourt at The Grand Palm is averaging 77% to date. Peermont hotels repeat visits are legendary contributing consistently to our impressive occupancies. Loyalty is built by offering great value for money, consistently superior service that exceed guest expectations, considerable personal recognition and personal touches that match guest profiles.
Peermont intends to capitalize on these strong brands and is confident of delivering exceptional returns to property owners as well as to Peermont itself. The success of our hotels operations to date provides a strong platform for us to do so. Our Peermont Head Office Management infrastructure is superbly equipped and experienced in offering our services to you.
Peermont's marketing services has a proud record in achieving a high level of market awareness off a low cost base and participate in a coordinated marketing effort to ensure a cohesive programme and to build upon brand recognition throughout the world.
1. Group Marketing Services
The Peermont Group Marketing Team focuses on building equity of all Peermont brands and oversees the Group's corporate profile and brand-specific marketing. The Group Marketing Team is also responsible for advertising, public relations, direct marketing, brochure and other collateral development, database marketing, website management, Internet marketing, branded programmes, and measurement of marketing spend against returns.
2. National Sales
The national sales division services Peermont's major accounts, building long-term relationships and increasing market penetration via customer-driven marketing initiatives. The domestic travel industry is also carefully nurtured. Peermont is one of the leaders in the groups and conventions market, and a specialized team ensures that the Group continues to grow in this sector.
3. International Sales
The International Sales Team builds relationships with inbound tour-operators and international wholesalers to ensure global exposure for all Peermont brands. These efforts are supported by the Group's participation in the world's major travel forums, including ITB-Berlin, World Travel Market in London, and Indaba in South Africa. Peermont enjoys preferred status by the TOURVEST group, is a preferred hotel group to all South Africa's incoming tour operators, and have relationships with various outbound tour operators, e.g. Gullivers Travel (UK and China), Thomas Cook (UK and India), Akilanga (France), Queensbury (South America), etc.
4. Promotional marketing activities
A range of marketing programmes is designed to stimulate ongoing consumption of each hotel brand, especially in terms of weekend and seasonal business. The domestic leisure market is extremely seasonal, and this is effectively counteracted by creative marketing programmes such as "FunStays", which offer value-added weekend and holiday packages and are available at all Peermont hotels.
5. Customer Management
Peermont has a customer-focused strategy that consists of:
- Understanding our guests' needs and wants that guides sales, marketing and services, and
- A customer relationship management strategy, which is the operational strategy and implementation plan that assists us in being customer-focused.
One of the most important initiatives of the Customer Management programme is the deployment of customer insight across the Group. We must understand our customer better, their needs, perceptions and expectations. Applying this knowledge, we supply customers with the most relevant information, targeted marketing campaigns, improved offerings and appropriate service delivery.
Our strategy to become more in touch with customer needs focuses on:
- Capturing and collecting quality customer data that assists us to identify, understand and segment key customer groups more effectively.
- Integrating and consolidating disparate sources of consumer data into a central data repository.
- Turning data into marketing insights, and insights into actions.
- Applying insight and innovation to sales, marketing products and service to more accurately address guests' needs.
- Reaching the right customers with the right message, though the right channel at the right time.
Food and Beverage
The Food and Beverage division plays a major positioning and revenue-generating role within the Peermont Group. Many of Peermont's restaurants and chefs consistently win awards and accolades, and top chefs are members of the prestigious South African Chefs Academy. To be assured of satisfying the growing numbers of international guests coming to South Africa, the division constantly reviews its menu range and refines the wide variety of dining options it offers.
Training of Food and Beverage division staff is a key priority and Peermont has a competency-based training scheme for kitchen staff that allows students to develop culinary skills and ultimately obtain a recognized qualification.
Peermont, by virtue of its size, enjoys considerable buying power and has negotiated substantial trade discounts and favourable settlement terms with suppliers. The large volumes of goods moving through the Peermont Group annually mean that substantial economies of scale are achieved and partners with the Group can expect similar benefits. The outsourcing of food procurement to specialists in this field has further contributed to improved pricing.
Peermont's continued search for quality is reflected in the Purchasing Department's activities and its staff is dedicated to obtaining the best quality products at the best price. The Purchasing department acts for each brand in the group, and each hotel is provided with a detailed purchasing manual to facilitate and simplify the purchasing procedure at unit level.
Peermont values its suppliers and regards them as an integral part of its core business. Peermont is committed to building long-term sustainable relationships with all suppliers and recognizes the need to develop and comply with mutual beneficial contracts. Although best prices and quality of service are undoubtedly important factors, organizations are also assessed for their wider business, social ethical, commercial equity and environmental practices.
Peermont has a state-of-the-art reservations system. It permits immediate bookings, modifications, confirmations and cancellations. Bookings can be done via the Central Reservations Call Centre, or on-line on the Peermont Reservations website. The website includes the following features:
- User profile (log in)
- Individual bookings/amendments/cancellations
- Promotion codes
- Block codes for conference delegates to book their own rooms
- Client ID for corporate clients, travel agents and tour operators to access their negotiated rates
- Multiple room types
- Summary of all future bookings
- Multiple payment options
- Deposit / payment debited against credit card
- 3D merchants with very favourable transaction/commission rates
- Online tool for bank reconciliation
- BAR rates
Global Distribution Systems
Partners will be able to get access to preferred rates due to Peermont's affiliation with Global Distribution Systems used by travel agents world-wide. These include:
The Peermont Group is a member of the following institutions:
- SITE - Society of International Travel Executives
- SATSA - South African Tourism Services Association
- FEDHASA - Federated Hospitality Association of Southern Africa
- TBC - Tourism Business Council
- SAACI - SA Association of the Conference Industry
- EXSA - Exhibition Association of South Africa
- MICE Club
- ICCA - International Congress & Conference Association