Low Cost Marketing Strategies For Hotels and Guest Houses
Copyright 2010 The Butler Publishing Group
All rights reserved
Chapter 1: You vs. the Chains
As an independent hotel or guest house owner, you’ve got a challenge. You’ve got to make yourself stand out when there are dozens of chain hotels competing for your guest’s attention. As the travel economy grows ever tighter, this process only becomes more and more vital.
The chains have huge budgets, and they have staying power. They also have the option to simply pick up and move out of a market that isn’t working for them. You probably don’t have that luxury, and you probably need to keep your rooms full to keep your doors open. So you’ve got to beat the chains at their own game to avoid losing customers to them. Fortunately—this can be far easier than you might think.
Many independents are in trouble. It’s not just the economy; it’s the state of the hotel industry—a look at any newspaper covering the hospitality industry will tell you that. Consider this excerpt from a 2009 Washington Post article titled State of Independence:
“Can any luxury hotel or resort thrive -- or even survive -- as an independent property? In a world where a handful of global hotel chains -- Hilton, Marriott, Starwood, Hyatt, Accor of France, and InterContinental of Britain -- dominate the lodging market, can a single property, no matter how famous, stand alone?