Flagged properties have surrendered control of their marketing. What happens if results are poor?
Key Takeaways:
- 7 out of 10 hotels in the US are flagged, but the brand’s national marketing team can’t reach specific target markets on a TIMELY basis, convey unique property experiences or synthesize authentic local culture.
- Most flagged hotels are still relying on their brand’s standard marketing program, which is duplicated for every other sister hotel in the region.
- Hotels need to augment their brand’s core program with timely campaigns and custom direct “vanity” websites that help fill periods of need.
Pop quiz… Imagine three hotel properties:
A beachfront resort in Santa Monica.
An urban high-rise in Atlanta steps from the convention center.
A historic, mountain lodge in Vail.
Would you:
A. Market and drive bookings to these hotels using identical hotel websites, booking engines, marketing campaigns and marketing promotions?
B. Or, custom tailor hotel marketing strategies based on each hotel’s unique target markets, amenities, travel seasons and destination?
If you selected B, congratulations! You’re already making wiser decisions than thousands of flagged hotels who rely on the standardized, generic marketing (created by a remote marketing department) to drive ALL their business.
Relying exclusively on your brand to completely market your unique property limits your ability to achieve the financial goals set forth by the owner/asset manager.
Here’s Why:
You Are Not Differentiated
Your brand’s marketing team is servicing hundreds of hotels (often several in the same city) and providing the same tools to all of you. Think about that–every hotel in the brand family is getting the same marketing and sales templates, the same loyalty database, the same hotel website design and hotel booking engine. You all receive the same assets, regardless of your amenities, your destination, or your target audience. A convention hotel in downtown Denver presents the same marketing material as their sister property in South Beach, Miami.
