The Vanity Website - The Only Incremental Revenue Driver for Branded Hotels in 2018
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. 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 is for the branded hotel to engage and invest in solutions to achieve a better 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).
Launch property-specific digital marketing. Marketing efforts for the vanity website should target 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.
Download our e-book to learn more about how branded hotels can drive incremental revenues and acquire an action plan for building a property-specific digital presence.
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