Boosting Hotel Brand Recognition: Enjoy the Competitive Edge

It is estimated that the global luxury hotel industry will be worth a mind-boggling $115.8 billion dollars by the year 2025 (1). Managers and stakeholders who are already involved within this sector are well aware of its potential and yet, there is now more competition than ever before. This is due in no small part to the increased influence of the online community. It is a well-known fact that travel portals such as and TripAdvisor play pivotal roles in regards to guest reviews and branding.

However, luxury hotel websites need to be just as streamlined and appealing as the properties themselves. What strategies have successful hoteliers put in place and why should only the most advanced e-commerce packages be chosen as hosting platforms?More Than Reviews AloneHotel reputation management is arguably the most important factor in terms of positive reviews and lower vacancy rates. Although some so-called "gurus" focus upon generating positive guest feedback, the fact of the matter is that the appearance of a website can make or break a potential reservation. It is therefore ironic that many properties still do not understand the importance of this observation.

Some common (and costly) mistakes often include:

  • Websites with extremely slow loading times.
  • Pages that cannot display correctly on mobile devices.
  • Out-of-date or otherwise irrelevant material.
  • Blind pop-up links and other obtrusive content.
Visitors seeking to stay at a luxury hotel are discerning individuals by their very nature. The website in question should therefore cater to such needs without sacrificing the appeal of the physical property itself. How can this be achieved with the use of modern technology? A bespoke online store is a great place to begin.Proactive, Centralised and Powerful MethodsThe role of e-commerce within the luxury hotel sector cannot be overstated. While online reviews are indeed important, of what use are they if the would-be customer navigates to a confusing and unimpressive website? He or she is likely to look elsewhere; perhaps to a nearby competitor.

Clarity is therefore critical. This is where the cloud-based e-commerce platform known as Shopify can help.This portal is intended to embrace a sense of flexibility that would not be possible with the use of generic and outdated systems. Based around the needs of the hotelier as well as the customer, all of the most important metrics are within immediate reach. Some of the primary tools which are associated with this system include:

  • Cash flow management.
  • Pipeline analyses and sales statistics.
  • The ability to immediately understand metrics such as occupancy rates and monthly revenue generation.
  • Cross-channel marketing.
  • Streamlined order fulfilment.
Not only will luxury hotels be able to appreciate the impact of recent marketing campaigns and seasonal discrepancies, but they can enact on-the-fly changes in the event that a specific campaign is not performing as initially anticipated.

Luxury properties should always be associated with an equally luxurious and appealing online presence.Sources:1.

Haley Taylor
Haley Taylor

Social media practitioner. Award-winning pizza lover. Extreme web nerd. Incurable social media evangelist. Friendly food buff.