Kempinski Hotels has traveled the world in search of the most fascinating destinations since 1897. The group has 76 luxury resorts, business and spa hotels in 31 countries around the globe. Each one of these 5 star properties is unique, elegant, and offers guests a spectacular experience.
With this many distinguished properties around the world it’s no wonder that Kempinski, Europe’s oldest luxury hotel group, would be committed to presenting its prestigious brand consistently across the web.
The Challenge: Ensuring all Kempinski properties are displaying high-quality media that reflects brand standards and drives more bookings.
Branding is critical for any hotel chain, especially a luxury group with a legacy as prestigious as Kempinski. The brand has added exciting destinations in Europe, the Middle East, Africa, the Americas and Asia. While the growth proves the strength and success of the brand, the intention is to maintain a limited collection where exclusivity can flourish.
To present the right messaging to discerning travel shoppers, Kempinski emphasizes the importance of high-quality professional images that meet the brand standards.
Bettina Heckmeier, Partnerships and Marketing Manager at Kempinski Hotels explains: “As a brand, we are aware that photography is a key decision maker for potential guests, and it’s a fact that the brain processes images 60,000 times faster than it does text.”
When it comes to brand standards, Kempinski understands the value of offering travel shoppers a consistent online experience, building brand recognition and respect.
“We are a global brand,” says Bettina, “and a brand builds recognition when people see and experience a consistent appearance. This especially applies to photography; we feel that a quality visual representation of our hotels is crucial for brand image, reputation and in the end, the generation of revenue. Therefore, we also ask our hotels to work only with corporate approved photographers, who understand our brand and its standards.”
But how does a brand with 76 properties worldwide monitor brand standards and ensure the visual representation of each individual property meets the requirements of the chain? That’s where Leonardo’s solution comes in.
The Solution: Advanced capabilities to automate workflows and simplify media review.
Kempinski uses VScape’s Workflow and Approval Engine – which is designed specifically for the needs of hotel chains – to oversee all their hotel properties’ visual content and approve it prior to publishing.
“The Workflow and Approval Engine is quick and handy,” says Bettina, “we can easily approve or deny images and directly comment on the reasoning behind any disapprovals.”
By using the Workflow and Approval Engine, Kempinski maintains control over their individual hotels’ media before it is published to third party travel channels, ensuring brand standards are always met.
The Benefits: Saving time, driving bookings, and learning brand standards.
While consistency to brand standards is the priority, there are many additional benefits for chains using Leonardo’s Workflow and Approval Engine.
“This system offers us the power to ensure hotel images meet our standards,” says Bettina, “We know that the images are high quality, 100% guaranteed because we had the opportunity to review them. Plus, we get to see the imagery for hotel properties that we might not have travelled to or never seen before… it’s exciting!”
Finally, Workflow and Approval offers hotel properties a learning experience that otherwise might not be achieved.
Bettina explains, “Each image disapproval can be seen as a learning opportunity for our hotels. I can provide feedback through the Workflow and Approval Engine, which helps the hotel learn and apply the knowledge the next time they add media. It’s also a learning experience for us at the corporate level; we may see where a property is unclear on guidelines and try to amend accordingly.”
For a global hotel brand with properties across 31 countries, the Workflow and Approval Engine is able to unite the team, communicate standards, and secure quality content quickly and effectively.
Understanding the value of quality images, upholding brand standards, and communicating across countries, Kempinski is continuing to provide a rich and meaningful experience for travel shoppers and guests.