The consolidation and oversaturation of the major metro markets with branded properties, coupled with abundant new room supply and threats from Airbnb have created fierce competition for branded hotels, so what should branded hotels do in this environment of increased competition, rising distribution costs, and increased labor costs?.
The only viable option to achieve incremental revenues in 2018 is for the branded hotel to engage and invest in “above and beyond brand.com” solutions to achieve better and bigger online presence. This can be achieved by a two-pronged approach:
- Launch a vanity property website. The website should have a mobile-first design, smart website technology, an advanced CMS, and deep relevant content (textual, visual and promotional) that focuses on incremental market segments like leisure, weekend and family travel, unmanaged business travelers, small and midsize corporate groups, social events and weddings, foreign tourists, and SMERFs.
- Launch property-specific digital marketing. Marketing efforts for the vanity website should target the above incremental market segments, which typically fall outside of the focus of the hotel chain and brand.com, as well as target domestic and foreign feeder markets and demographics. These property-specific marketing initiatives include: search engine optimization (SEO), paid search marketing (SEM), online media and retargeting, smart data marketing, including dynamic rate marketing, social media marketing, and multichannel campaigns.
Download our e-book to learn more about how branded hotels can drive incremental revenues above and beyond the contributions by the major hotel chain, and acquire concrete knowledge and an action plan for building a property-specific digital presence:
- What are the incremental revenue opportunities left on the table by the major hotel chains?
- What are the vanity website’s main objectives?
- When does a branded hotel need a vanity website?
- How can hotels jumpstart incremental revenue by smartly utilizing the property vanity website?
- What are the main considerations and must-dos when launching a vanity website?
- How can branded hotels develop property-specific digital marketing presence that generates incremental revenues?
Download our e-book to learn more about driving incremental revenues for branded hotels.
ABOUT HEBS DIGITAL:
Founded in 2001, the firm is headquartered in New York City and has global offices in Las Vegas, Tallinn, Munich, and Asia-Pacific. Through its Smart Guest Acquisition Suite, including the smartCMS®, Smart Personalization Engine, Smart Data Marketing, and full-service digital consulting and marketing solutions, HEBS Digital helps hoteliers drastically boost direct bookings, lower distribution costs, and increase the lifetime value of guests. Its diverse client portfolio consists of top-tier luxury and boutique hotel chains, independent hotels, resorts and casinos, franchised properties and hotel management companies, convention centers, spas, restaurants, DMO and tourist offices.
Part of NextGuest Technologies, HEBS Digital and Serenata CRM, the most comprehensive Hotel CRM Suite today, are the creators of the hospitality industry’s first Fully-Integrated Guest Engagement & Acquisition Platform.
Contact HEBS Digital’s consultants at 1 (800) 649-5076 (North America), +64 (0) 9 889 8489 (Asia Pacific) or success@hebsdigital.com
