How a hotel can effectively maintain its brand

Having a brand gives a hotel recognition, ensuring that it has a higher and more stable occupancy than its competitors. When building a new hotel, brand standards make technical tasks much easier because they set out the essential characteristics of the hotel building, the systems within it, the size and configuration of the rooms, and the decorative materials. In addition, the presence of a brand increases the market value of the hotel. Consequently, working with international hotel chains has significant advantages, making it possible to avoid mistakes when building, equipping, operating, and promoting the hotel.

Brand guarantees

When you work with a brand, you don’t have to reinvent the wheel; in other words, you get a template to work from, avoiding unnecessary costs.

Being part of a brand also guarantees a revenue stream and guests who will come to your hotel because of the brand, unlike unbranded hotel owners who need to set their standards, train staff, and have a business that relies heavily on their employee’s behaviour. You do not have these risks when you work with a brand; it gives you a degree of leverage, guarantees hotel occupancy, and controls the management of the hotel.

New guest loyalty

Every chain brand has well-established loyalty programs that work all over the world. This is very important for tourists because a guest who can take advantage of these schemes is more likely to book a stay at a chain hotel where they are a regular customer. If the brand you have chosen is represented by just one hotel in your city or region, you will have a large flow of guests.

If several hotels in your area represent the brand, they will compete. Therefore is essential to use extraordinary measures that will increase guest loyalty. With the HRS TNG system, a hotel can create a loyalty program as part of the brand but extend it to the spa, F&B, or any additional services the hotel offers. These can be easily combined within the core brand loyalty programs to provide other competitive advantages and profit margins. This request is relevant today because owners can see first-hand the revenue such loyalty programs generate for the hotel.

For independent hotels or local brands, our TNG system makes it possible to introduce loyalty programs that cover all aspects of a hotel: accommodation, food, or any other additional service. Having such a program in a single hotel or a local chain will set your hotel apart.

Keep the guest coming back

The brand always seeks out new service levels, but there are exceptions. Guests return to hotels where they have been given quality service, which is much easier to achieve in a branded hotel because they have well-established standards. With independent hotels, the owners and staff must focus on the quality of service, so if the guest like it, then there is a good chance that they will choose that hotel again.

As a frequent traveler, I would like to point out that the little things (a welcome letter, a personal greeting from the hotel manager, seasonal fruit, or biscuits)are essential in the service presentation; these are nice touches that cost very little. Such compliments not only encourage guests to return but also serve as a reason to recommend the hotel. This is especially true today when no trip takes place without social media coverage.

It is also important not to forget the guest after their stay by keeping in touch with them, informing them of special offers and regional events. Such a loyalty program can be realized by using our TNG system.

Technology to stand out

In addition to the items mentioned above, a hotel that stands out from the competition should have something unique to offer. The hotel must provide extra technological attractions for an additional specialized competitive market. One of them is the ability to make instant reservations on the hotel’s website: the guest goes to the website, fills in the most basic details, and instantly receives a booking confirmation from the hotel. Our systems allow you to set up tight integration with popular booking systems, both websites and OTAs. This will enable guests to book quickly, bypass the many communication steps and receive an up-to-date booking number that they can easily find in the hotel’s system.

But regardless of whether it uses a brand or not., it is essential that you highlight your hotel’s unique charms and features.

Author: Olga Areshkina

Area Manager

HRS EECA