Managing marketing strategies for multiple properties can be demanding in many ways.
NB: This is an extract from a whitepaper by Travel Media Group
It’s essential to develop great marketing tactics with a plan to implement them across your entire portfolio. If left to their own devices, you risk seeing a decline in both revenue and occupancy throughout all of your hotels.
With social media activity booming, the number of hotel reviews skyrocketing, and the popularity of third-party booking websites out there, you have to make sure that each of your hotels is optimized online to attract travelers.
There are 5 essential topics to keep in mind when developing a marketing strategy for your hotel group:
- Discovering Your Multi-Property Identity
- Social Media Strategy
- Reputation & Review Response Strategy
- Website Design Strategy
- Portfolio Reporting & Analytics
In this white paper, we’ll help you discover the multi-property identity that best fits your hotel group or management company. This identity can inform the most effective ways to implement marketing strategies for social media, reputation management, websites, and more.
Discovering Your Multi-Property Identity
Understanding your identity can help you create a marketing strategy to fit your needs. There are two main categories when it comes to a multi-property identity: your Operations Identity and your Portfolio Identity.
The Operations Identity refers to how marketing decisions are made and implemented for the hotels in your group. The Portfolio Identity refers to the goals for your management company or hotel group.
There are two main approaches for each category, together making up four multi- property identities that are useful in guiding your marketing strategies. Every property group should be able to claim one Operations Identity and one Portfolio Identity that best describes their group. As you read the descriptions of each identity below, consider which of these categories your management group best fits into.
