Many would say that member properties of globally recognized brands have something of a marketing advantage in that perceptions about your property's facilities and services are well established among travel shoppers, thanks to your brand's marketing efforts. But, consumers know that brands do not offer consistent levels of product in every market – not all Westins are the same and not all Westins charge the same rate. Each property delivers a unique value proposition, which is not always made clear on third party travel websites.
Each property has a unique story and often that story is root in much more than just what's inside its four walls. The location, whether urban or rural, the local culture, and the variety of restaurants, businesses and attractions in the surrounding area all add to the story and personality of your property. Travel shoppers will be enticed to book a stay if your property's personality is similar to their own.
So let travel shoppers know about the local flavors, sights and sounds as a means of attracting them to your property. They need to know what else they can experience other than the flat screen TV and breakfast buffet that they could also experience if they booked a stay with the competition.
How do you make your branded property stand out from the vast sea of sameness? The Doubletree Lancaster does a great job of showing off their hotel's personality, influenced by Pennsylvania Dutch Country's culture and history. The hotel has an independent website, that exudes the “country charm” of their location. Of course it still has the Doubletree branding, but the property has highlighted content that isn’t the core focus on the brand site. The site is also optimized for smartphone and tablet.
Here are a few things that you can do with Vizlly to make your property stand out from the competition (these apply to non-branded properties too!):
Use your property website to enhance the story and value proposition of your hotel
You can highlight your property's unique personality more easily by focusing on that content that truly differentiates you in your market. Because you manage the content yourself, through Vizlly, you can make changes to your website at any time, without having to involve a webmaster or marketing agency.
Create an Optimized Mobile Website
The ability to create a mobile optimized website is included with your Vizlly subscription and helps to improve the shopping experience. More and more people are researching and booking from mobile devices so don’t ignore them!
Tell your hotel's story on Social Media
Add the Vizlly Facebook Apps to your Facebook page. The apps are also included with your subscription, so install them on your Facebook page and let travel shoppers explore your property and everything it has to offer, then book a stay--right from the Facebook page. (See these helpful instructions to learn how to install the apps)
Be sure to actively drive traffic to your Facebook page. No one will see it if you don’t tell them that it's there.
Differentiating your property from the competition doesn't have to be difficult. Every property has a uniqueness influenced by its surroundings, so use Vizlly to show it off! Let travel shoppers decide if they want to settle for sameness, or stay someplace with a little more personality!