A hotel group's brand is one of its most valuable assets, as it helps to differentiate the group from its competitors and create a unique identity that resonates with guests. However, ensuring consistent brand messaging across all properties can be a challenge, especially when sales and marketing functions are dispersed across multiple locations.
By centralizing sales and marketing at the corporate level, hotel groups can develop and enforce brand guidelines that all properties must follow. These guidelines can cover everything from logos and color schemes to messaging and tone of voice. By adhering to these guidelines, all properties can present a consistent and cohesive brand identity, which helps to reinforce the hotel group's positioning and reputation in the marketplace.
Consistent brand messaging can also help to create a more memorable guest experience. When guests stay at multiple properties within a hotel group, they should feel as though they are experiencing a consistent level of quality and service. This can be achieved through consistent branding, which can help guests to feel more connected to the hotel group and build loyalty over time.
Additionally, consistent brand messaging can help hotel groups to stand out in a crowded marketplace. By presenting a clear and consistent brand identity, hotel groups can differentiate themselves from their competitors and create a more compelling value proposition for guests. This can ultimately lead to increased bookings, higher guest satisfaction, and improved revenue growth.
Independent Hotels v.s. Chain Hotels
Non-branded hotels, also known as independent hotels, typically operate without the support of a larger chain or brand. These hotels are responsible for developing and executing their own sales and marketing strategies, which can be a significant challenge. Without the resources and expertise of a larger organization, independent hotels may struggle to reach their target audiences, compete effectively in the marketplace, and achieve sustainable growth over time.
On the other hand, branded chains benefit from a number of advantages when it comes to sales and marketing. Some of these advantages include:
Established Brand Recognition
Branded chains have the advantage of established brand recognition, which can help them to stand out in a crowded marketplace. Guests are often more likely to book a room with a brand they know and trust, rather than taking a chance on an unknown independent hotel. This can help to drive bookings and generate revenue for the hotel chain.
Consistent Brand Messaging
Branded chains also benefit from consistent brand messaging across all properties. By adhering to a set of brand guidelines, all properties within the chain present a consistent and cohesive brand identity. This can help to reinforce the hotel chain's positioning and reputation in the marketplace, and create a more memorable guest experience.
Access to Sales and Marketing Expertise
Branded chains typically have access to sales and marketing expertise that independent hotels may lack. This can include dedicated sales and marketing teams, sophisticated data analytics tools, and robust marketing campaigns that are designed to reach a broad audience. With these resources, branded chains can develop more effective sales and marketing strategies, optimize their marketing campaigns, and drive revenue growth.
Branded chains can also benefit from cross-selling opportunities between properties. For example, a guest who stays at one property within a chain may be more likely to book a room at another property within the same chain in the future. This can help to drive repeat business and build loyalty among guests.
By utilizing digital marketing strategies, hotel chains can reach internet users. These strategies include search engine optimization, social media marketing, email marketing, and other digital advertising campaigns. As a result, it becomes more likely for potential customers to visit the websites of chain hotels and make reservations while searching for hotels.
Through customer loyalty programs, hotel chains can gain more access to both existing and new customers with attractive programs. Loyalty programs encourage existing customers to stay at the chain hotels again by offering them special deals. This increases customer loyalty and allows the hotel chain to expand their customer base.
Increased Operational Efficiency
Finally, branded chains can benefit from increased operational efficiency when it comes to sales and marketing. By centralizing these functions at the corporate level, hotel chains can eliminate redundancies and streamline operations. This can lead to faster decision-making, improved collaboration, and a more agile organization overall.