MarketMakers Helps Affinia Hospitality say, “Welcome to New York!”

After September 11, 2001 Affinia Hospitality was suddenly faced with empty rooms.  They were not alone. Being a chain of small specialty hotels located in the Big Apple, Affinia couldn’t count on profits from other areas of the country to see them through tough times in New York.  And they couldn’t wait for a media campaign to generate new interest in their hotels.

Corporate travel planners had always been a reliable source of business and Affinia believed they could be again.  But they had to reach them quickly with a compelling message if they wanted their hotels to remain profitable. What Affinia really needed was savvy B2B lead generation campaign that would resonate with their target audience.

Affinia contacted six top-notch telemarketing firms and selected MarketMakers to create and run their telemarketing campaign.  MarketMakers worked with Affinia to learn their business and to understand which hotel features would translate to benefits in the eye of a corporate travel planner.

In a remarkably short amount of time, MarketMakers representatives had profitable conversations with corporate travel planners and first-time reservations began to flow in.  The telemarketing campaign was so successful; Affinia Hospitality renewed their contract a dozen times.  Overall, 12,000 calls were made to corporate travel planners who booked a total of 500 first-time reservations.

During – and following – these 12 B2B lead generation campaigns, MarketMakers analyzed the results to show Affinia exactly how much they got back for each dollar spent … how profitable each new customer was … and how profit increased when these new customers came back for additional stays.

All in all, that’s a welcome result for a business that welcomes people to New York!