44%
The percentage of hospitality end-buyers that purchased drinkware in the past 12 months – the most of any vertical surveyed by ASI.
(ASI Research)
When COVID brought the world to a standstill, few industries were as negatively affected as hospitality – but according to Kristy Carruthers, chief connection officer at Proforma Connect Branded Goods (asi/491852), the tide is finally turning. For the British Columbia-based affiliate, which services many travel, tourism and hospitality clients such as ski resorts and cruise lines, this brings an opportunity for new prospects and new business.
“Travel is back in full force,” she says, adding that falling interest rates are only bolstering her optimism. “Most of the growth we’re going to see is new clients, rather than massive sales growth with current clients.”
At the beginning of 2024, 16.8 million people in the U.S. were working in the leisure and hospitality industry – still short of the previous record of 16.9 million workers in February 2020. High turnover in the hospitality industry (which existed long before COVID) still remains challenging. “In 2020 in Canada, one-third of travel jobs were lost, so a third of your contacts were gone when those companies started to rebuild,” Carruthers says. “It’s been really important to expand our reach in each company and know more people than just who we’re currently talking to.”
Product Pick
This ultra-removable custom sticker (64224) is the perfect way for travelers to take home a souvenir that will live on their laptops, water bottles and phones.
Product Pick
From retail to outdoor shows to gift shops, this full-color recycled canvas tote (ECOFLAT100) offers bold branding, and can also pack down easily for air travel.
3 Distributor Tips
Kristy Carruthers of Proforma Connect Branded Goods (asi/491852) worked on cruise ships (pro tip: magnetic items are perfect for their metal walls) before jumping into promo. Here she shares her top hospitality ideas.
1 Offer attractive, useful products. Carruthers says she’s seeing investment in more retail-quality items for both giveaways and retail shops. “It hasn’t always been easy to sell people that price point,” she says. “They may not spend more, but they’re more careful about what they’re spending their money on.” Become an asset to buyers by recommending handy, packable and beautiful items. (Don’t forget to ensure they’re also customs-friendly!) Branding should be subtle, she says, but the overall effect should be eye-catching.
2 Maintain numerous points of contact. In hospitality, job titles are fluid from company to company, Carruthers says; you might sell to everyone from event managers to human resources, so understanding each organization is key. For one of her ski resort clients, “we actively work with 10 different people who make substantial purchases throughout the year,” she says. “HR, F&B, guest services, giveaways, housekeeping … they all manage their own budgets.” Carruthers adds that new people are often coming onboard, as well.
3 Uncover each company’s uniqueness. With so much competition in hospitality, companies “are always trying to be unique, top of mind and cutting edge,” Carruthers says. It’s an industry without the brand loyalty seen elsewhere; for example, it’s common to sail with a different cruise line each time and patronize numerous ski resorts. “You don’t want the same canvas bag for every cruise you go on,” she says. “You don’t want to use the same gifts for different ski resorts.”