The hotel industry has its unavoidable ups and downs, and an independent property can get hit especially hard when economic and other external factors conspire to undermine even the best service and value. Independents face a number of challenges in a world increasingly dominated by online research and bookings, and big hotel brands. Yet they typically have fewer resources to fight back in a very competitive travelers market. Still, I'm convinced that independents can compete and win in this environment, because there are so many guests who value what they have to offer. The challenge is finding ways to connect great independent hotels to the prospective guests looking for them. To do that, there are three key battles that independent hotels must-and can-win.
The Battle for Experience
What do you offer that the big brands can't or don't? Are you on the National Register of Historic Places, like the Hotel Phillips in Kansas City, where Harry S. Truman once operated a haberdashery? Perhaps you offer a special service like the courtesy luxury vehicle and chauffer available at the Hotel Teatro in Denver. Do you have unique architecture or décor, either historic or contemporary, or a location convenient to shopping or entertainment? In short, what sets you apart and offers guests an experience they can't get at a big brand hotel-and how prominently are you featuring it as an amenity? Guests love to talk about what was special or unique about their stay and there's no better word of mouth than a satisfied guest.
The Battle for Access
How easy you are to find used to be about location and getting directions. Now those concerns sound almost quaint. Instead, it's about how and where you appear online, and just like your physical location your online "neighborhood" matters. Are potential guests finding you on generic booking sites sorted by price, or based on a larger presence that sets you apart? How easy is it to book a room with you? That means not only having 24/7 call-in and online booking, but the ability to lead potential guests to you when they don't already know you by name. How accessible are you for travel agents and why should they recommend you to their valued clients? One of the services we offer through Worldhotels that our members regard highly is access to 450,000 travel agent terminals worldwide.
The Battle for Validation
One advantage the big brands have long had is predictability. Potential guests consider them a safe choice based on reputation or previous experience at one of their properties. But here too, independents can be just as effective. Widely recognized hotel ratings services like AAA and Forbes (formerly Mobil) are helpful to both hotels and guests, but those aren't the only ways to independently confirm the quality of what you have to offer. Hotel companies like Worldhotels vet the hotels they represent, providing an assurance clients can count on when they book, giving you in effect a "brand" presence too.
The hotel industry has evolved into a complex web of overlapping layers of ownership, management, marketing and branding that few of your guests understand or care much about. What they care about is the experience and value and convenience they get from you. If you as an independent can provide that-and make your offering compelling and accessible-you can compete with the best in the world.
About the author
Tom Griffiths is vice president of Worldhotels — The Americas, where he is responsible for overseeing the management, operations and growth of Worldhotels throughout the U.S., Canada and Latin America. Worldhotels represents more than 500 independent luxury hotels around the world.
Source: LinkedIn
