Effective Ways Boutique Hotels Can Market Online

5 Effective Ways Boutique Hotels Can Market Online

By Manisha Pathak, Source: Hotelogix

Customer service and one-of-a-kind experience are competitive advantages for boutique hotels. But, what boutique hotels need is a well thought out online marketing strategy. Here are 5 effective online marketing strategies for boutique hotels that can reduce dependency on OTAs and improve direct bookings.

Booking Engines:

Allow direct bookings on your website by offering a simple and quick booking engine.

Showcase rooms in the most attractive way and also utilize the Facebook booking engine as social media is a strong entity.There is a fine line between attracting a customer to your website and making them book. A booking engine is capable of incorporating all the room details and allows you to upsell your value added services.  Your value added services are crucial to winning a direct booking.

Own your Channels:

Make sure to display consistent rates across all channels. Own your website channel and enable pop-up deals for customers that can offer room upgrades, restaurant offers or free tickets to local attractions. Have your hotel listed on TripConnect to get enough traffic to your website. This way you will spend less on the commissions to the OTAs. Napa River Inn in California recently ran a free dinner offer which popped up immediately when you visit their website. This deal would not have been available on an OTA channel, so this is one of many ways to be able to seen more appealing to a customer when deciding which channel to book through.

 Create A Niche: Whilst having a booking engine and offering good deals form a part of the booking conversion, the positioning of your hotel product and what you look like online is what is going to help browsers be attracted to you in the first place. Build an engaging website for your audience and come up with interesting concepts that differentiate you from your competitors.

Be Good Looking: Good looking websites attract a lot of customers. According to a survey, the gallery section of a hotel website attracts 97% customers so having professional photographs will give you great advantage. Apart from hotel pictures, show the attractive locales too. Get a responsive website that will look good on multiple device screens as research by Forbes suggests, “By 2017, 87% of connected device sales will be through smart phones and tablets.”

Be Creative with Your Content: Increase searchability on search engines through blogs, powerful content and videos. Video is the new king of content and a very versatile marketing tool. Videos have viral reach of 77% on Facebook and people remember 50% more from videos compared to 22% with written content.

Hotelogix conducted a webinar on 15 July, 2014 on Online Marketing Strategies for Boutique Hotels. The webinar was held by Nathalie Salas, an acclaimed marketing consultant for start-ups and hospitality clients and an MCIM Chartered Marketer.

A webinar on Online Marketing Strategies for Boutique Hotels

SAN JOSE, Calif., July 10, 2014 (GLOBE NEWSWIRE) -- via PRWEB - Hotelogix will be conducting a webinar on Online Marketing Strategies for Boutique Hotels on Tuesday, the 15th of July, 2014 at 4:00 P.M. GMT. The interactive session will be held by Nathalie Salas, an acclaimed marketing consultant for start-ups and hospitality clients, and an MCIM Chartered Marketer.

As boutique hotels aspire to provide a niche experience with personalized services to make a one-of-a-kind statement, their key focus lies in positioning. They compete with various types of players - luxury brands, budget brands and 5-stars, depending upon their positioning. Their success also lies in impeccable guest service that is expected to be consistent. All these factors directly translate into the technology that they need for positioning of their brand, and having in-house automation tools to help them enhance the guest experience. They also need to be equipped with the right tactics to make their hotel stand out in the online marketplace.

Considering these specific needs of boutique hotels,Hotelogix has invited Nathalie Salas to address the webinar as she has over eleven years of experience working with a variety of large blue-chip and SMEs in Europe and the Middle East. Her work in the boutique hotel sector allows her to collaborate with clients such as OTAs to deliver story-led content for their hotel inventories, as well as act as a hotel reviewer and judge for the Boutique Hotel Awards. Nathalie has also contributed to a number of online and print publications, including Boutique Hotel News, Masquerade (Dubai), Global Citizen (GCC), Hautetime.ae and her own travel site PerfectBoutiqueHotel.com.

Nathalie says "I am passionate about marketing and love helping independent hotels improve their marketing potential. Since Hotelogix also focuses on making hoteliering easy for boutique hotels, I am really looking forward to this webinar. With the online marketing strategies that I provide in the webinar, I hope to enable boutique hotels worldwide to participate and compete confidently in the global marketplace."

Mr. Aditya Sanghi, Co-founder and CEO of Hotelogix states, "In the present technological era, boutique hotels have immense opportunities, provided they position their brand on all the online marketplaces appropriately. The marketing mix and the key success factors for a boutique hotel are unique in its own way. Nathalie who has extensive experience globally is an expert on addressing the needs of boutique hotels and we take pride in having her on our platform. She will discuss the trends and forecasts for hotel online marketing, and help boutique hotels use them effectively to get sustainable results."

Hotelogix constantly strives to find ways and avenues to empower hotels with the latest technology and trends. This webinar is just another medium to spread awareness about the numerous tools available for hoteliers across the globe and how best to use them. 

Roadblocks That Slow Down Boutique Hotels

By Maansi Sanghi    |    by Hotelogix

Boutique hotels are independent properties that offer an unparalleled level bybof luxury and intimacy to guests. Boutique hotels focus more on the comfort of the guest above all else. While these hotels are trying to offer a unique experience to guests, they face unique challenges.

Boutique hotels have to compete with large scale chains that have disposable revenue and worldwide brand power, but they are not at a complete disadvantage. They can be more personal with guests through comments on social media and online travel agency reviews. This level of intimacy is both a blessing and curse for boutique hotels. While it is something they have an edge over large chain hotels, it is a lot of demanding work that often requires an entire position dedicated to the task.

The top three challenges boutique hotels face:

1. Financing. Financers are much more likely to back a branded hotel because they are easier to underwrite. It is also difficult for boutique hotels to gain financing for a property that doesn’t have comparable properties at the price point because there is no baseline – making it harder for boutiques to create a market and break on to the scene.
2. Global distribution systems. Facing major chains and their global branding is difficult for small boutique properties. Although the segment is growing, boutiques don’t have as much accesses to GDS. If hoteliers can’t find the right channel mix, they won’t be able to get the bookings necessary to survive in the industry.
3. Staffing. Because intimacy is a selling point for boutiques, it’s vital to have each and every staff member well trained to cater to the guest’s individual needs. The attention to detail in boutique hotels is even more important and that starts and ends with the staff. Hoteliers should know each staff member individually and be able to offer assistance or additional training to attain the right level of customer service.

These small, independent hotels though have the advantage of being able to switch tracks quickly if something isn’t working, unlike large chains that must abide by the rules of the corporation. With all the advantages a boutique hotel can offer to a customer, they face some unique challenges. There has been a rise in Boutique Properties showing a growing trend towards more intimate and concept destination holidays.

More holidaymakers look for boutique hotels at home than abroad

TravelMole

More holidaymakers look for luxury in the UK than they do when going abroad.

There were three times as many online searches for Lifestyle & Boutique hotels in the UK than in short or long haul destinations combined, according to research.

In the recent Boutique Hotels Sector Report by digital marketing agency Greenlight, it found consumers made a total of 136,650 searches on Google UK for small, fashionable, luxury and trendy hotels in August.

Of the total, 57% were for accommodation in the UK compared to 17% in short-haul and just 3% in long-haul destinations.

'boutique hotels london' was the most queried term, accounting for 7% of searches made for boutique hotels in the UK while four of the top ten most popular search terms were related to London.

Other popular spots for UK boutique hotel searches were Brighton, the Lake District and Edinburgh.

Ibiza, Barcelona, Majorca and Majorca's Puerto Pollensa accounted for 13% of UK searches for short-haul boutique hotels, proving more popular than Paris.

Further afield, the US, particularly New York, Istanbul in Turkey and Singapore, were the prime long-haul locations for boutique hotel searches.

Future of Hotels : Boutique

Future of Hotels : Boutique

By David Wilkening - Travel Mole

The future of hotels is here: Marriott International Inc. has joined nearly all top hotel companies in saying boutique or lifestyle brands are where visitors are expected to stay.

Marriott, the US"s largest hotelier by market value, plans to open its first Edition hotel in Waikiki Beach this October.

"We're interested in getting into the market as fast as we can and with as many as we can," Marriott Chief Executive J.W. "Bill" Marriott said.

Nearly all top hotel companies are unveiling or expanding boutique concepts, according to Reuters. That includes Starwood, Hyatt and Intercontinental.

Undoubtedly, lifestyle hotels are the wave of the future, experts said.

"Boutique hotels can charge as much as 12 percent more than other hotels of similar quality, according to Lodging Advisors LLC, which surveyed the top 15 U.S. markets," Reuters said.

"This heightened experience and individuality is something that I think is the future of the hotel business and other businesses," said hotelier Ian Schrager. "It's really about how it feels."

Just what is the "boutique" hotel segment?

Experts add it is difficult to duplicate or even define it. Such hotels can range from around 100 rooms to 1,000 and from two-star to five.

"You can insult someone by saying their hotel is not a boutique and they think it is," said Robert Mandelbaum, director of research with Colliers PKF Hospitality Research.

Schrager, who opened the Morgans Hotel in 1984, is widely credited as the creator of the modern boutique hotel. But the launch of Starwood's W in 1998 was the first attempt to create a brand around the concept.

"The kinds of (hotels) that I got started with about 25 years ago, there are hundreds of versions of them in virtually every city in the world," Schrager said. "Well, they could have been mine."

Boutique evolved : 5 key trends

Maria-Pia Intini
HNN Columnist
Hotel News Now
Boutique hotels first appeared in 1981 with Anouska Hempel’s Blakes Hotel in London, Ian Schrager’s Morgans Hotel in New York and Kimpton Hotel & Restaurant Group’s first operated property, the Bedford Hotel in San Francisco.
Since the 1980s, boutique hotels have registered a continuous expansion on the wave of the rapid advancement of a new generation of design-conscious and technology-savvy customers increasingly seeking a unique experience instead of a cookie-cutter hotel room.
Using psychographics as opposed to demographics, hotels have shifted from a standardised to a personality-based offer. As an example, California-based Joie de Vivre Hotels’ personality is crafted around the reader-base of a specialist magazine, such as Rolling Stone for the Phoenix Hotel and The New Yorker for Rex Hotel, both of which are in San Francisco.

Maria-Pia Intini

The concept of boutique hotels has evolved with the entrance of chains’ brands such as Edition by Marriott International; W, Aloft and Element by Starwood Hotels & Resorts Worldwide; Indigo by InterContinental Hotels Group; and Andaz by Hyatt Hotels Corporation. Mostly associated with the term “lifestyle,” these hotels provide the same unique experience as boutique hotels but tend to be larger and more formulaic.

Initially the hotel industry was dominated by private owner-operators (with the notable exception of Starwood’s W Hotels). Flexibility in site selection and construction, higher margins than similarly priced luxury hotels, and celebrities’ and media’s halo effect on average daily rates represent the main advantages of owning boutique hotels which, on the other side, have limited economies of scale, costly property updates and high affiliation fees.
Since the 2007-2009 recession, independent hotels have been more open to joining a larger entity to gain access to a larger customer base through global reservation systems and marketing campaigns. Established hotel operators have used their “conversion” brands to grow and capture high entry-barrier sites despite restricted debt and stifled new developments.
With independent hotels and international hotel chains aside, the sector has become extremely competitive and the following five key trends have developed:
1. Outsourced F&B facilities
Partnerships and outsourced food-and-beverage facilities to acclaimed chefs and bartenders generate high revenues, free advertising and additional guests encouraged by chefs’ or bartenders’ reputation. Some good examples are Dos Palillos, run by world-famous El Bulli’s former chef Albert Raurich within the restored 19-century gothic tenement Casa Camper in Barcelona and the globally acclaimed Beijing-focused Mr. Chow within the W Hotel in Miami South Beach.
2. Private clubs
Membership programs and guests-only areas within the hotel replicate most private members clubs’ privacy and exclusivity. As an example, the guests-only recognition program clubNYLO by Texas-based NYLO Hotels offers its guests retreats at check in, special rates, exclusive mailings and advance notice of special events. In London, Soho House has seen significant success from this concept.
3. Authenticity
Boutique hotels are particularly suited to conversions of historic or interesting buildings. Malmaison Hotels Group, for example, focuses on converting existing buildings of architectural interest and character to food-and-wine focused high quality boutique hotels, like the converted prison Malmaison Oxford.  
IndustryAnalysis Ad Will Appear Here
4. Sustainability
Boutique hotels can capitalize on the environmentally sensitive customers in a variety of ways from serving local, seasonal food to allowing guests to control their energy usage. Element by Starwood represents a great example of eco-consciousness mixed with a multisensory experience.
5. Affordable luxury
Brands like Citizen M, Yotel, Standard by André Balazs, Aloft by Starwood, Ace Hotels and the new Z Hotels brand represent the next generation of boutique hotels delivering vibrant design and an energetic guest experience at an affordable price for highly self-sufficient travellers. Some of these companies such as Citizen M, Yotel and Qbic have expanded through off-site modular methods of construction, which are faster and more controllable than traditional construction methods and guarantee a high level of comfort, technology and trendy atmosphere at a very competitive rate.
U.K. boutiques
Significant boutique hotels in the United Kingdom include Malmaison and Hotel du Vin, both owned by property group Marylebone Warwick Balfour; Firmdale Hotels, whose new Dorset Square Hotel in Marylebone is scheduled to open next January; Eton Hotels Group; ABode Hotels; Myhotels; and D&D London, which will open its second London property, South Place Hotel, in January 2013. Campbell Gray Hotels, which established the one Aldwych, is looking for a new London project.
London boutique hotels have experienced a steady growth since 2004 even throughout the recession. According to STR Global, the sister company of HotelNewsNow.com, occupancy increased from 2004 to 2007, growing from 74% in 2004 to almost 80% in 2007, when the increased supply slowed demand growth.
In 2008 the segment saw a drop back to 2005 levels, but in 2009 and 2010 occupancy level rose to 75% and 77%, respectively. Revenue per available room for London's boutique hotels in 2009 and 2010 was £150 (US$239) and £170 (US$271) respectively, compared with a RevPAR of £105 (US$168) and £112 (US$179) for the city's hotels overall. By 2013, London’s boutique hotel sector is expected to double in size with more than 2,500 additional rooms, making the category the fastest growing sector in London.
Conclusion
The competition dictated by the dual presence of both independently-run boutique hotels and chain-operated lifestyle hotels has pushed hoteliers towards finding innovative ways to appeal to guests and create the most memorable experiences.
The boutique sector will continue to grow in the future, mainly in the form of both lifestyle hotels owned and/or operated by chain hotels to penetrate markets with high entry-barriers, like London and New York, and cheap chic hotels for the experiential travellers on the go.

Boutique and independent hotels use Guestline technology to aid revenue management

An increasing number of boutique and independent hotels are implementing Guestline's web-based property management and distribution software to enable more streamlined, cost-effective management processes.

With the boutique hotel sector booming, both small independents and larger hotel groups are realizing the need to invest in the latest technology solutions to ensure they maintain their foothold in this exciting market. Hotels tailored to this sector are opening at an ever-increasing rate, defying tough economic conditions. The combination of Guestline solutions offers these properties a collaborative platform that helps drive room occupancy, increase room rates and improves customer service and management processes. Their cloud-based scalable and multi-functional solutions can be tailored to suit the hotel's bespoke needs and budgets.

The rise in popularity in this market is reflected in the Independent Hotel Show which continues to grow year on year. Taking place in October, the exhibition will showcase the latest technological advances for luxury, boutique and independent hotels, including solutions from Guestline.

Some of the customers who have implemented Guestline software include the newly re-launched Laura Ashley boutique hotel, the Belsfield in the Lake District. This hotel is supported by Rezlynx PMS, distribution channel manager and PCI manager to help increase revenue and optimize occupancy rates. Following the £3.5m refurbishment, the 62 bedroom hotel will soon have advanced conference and banqueting manager, a user-friendly event management solution that will help streamline operations and maximise revenue for their meetings, conferences and events. The PMS solutions which incorporate functions such as conference and banqueting, business analysis reporting, sales ledger and rate management, have also been implemented in its sister hotel The Laura Ashley Manor Hotel, Elstree, Hertfordshire.

FJB Hotels, a collection of four stunning and unique hotels located in Sandbanks and Poole have recently implemented a full suite of Guestline web-based solutions including Rezlynx PMS, distribution channel manager and EPoS till system. Didier Di Mario, Group Revenue Manager for FJB Hotels, said 'We needed to upgrade our PMS, CM and EPoS solutions so it met with a fast growing online market, customer expectations and secured technology to achieve level 1 PCI compliancy. We choose Guestline's solutions and within just a few weeks, we have already seen a significant improvement in the management of our rate and inventory online. The distribution channel manager has helped us maintain rate parity across all platforms (including 3rd party agents) and managed our inventory in real-time, faultlessly integrating it into our PMS.'

Ideal for the hotel groups, the Guestline systems help streamline workflows, increase staff productivity, and provide a single overview of the group – important when managing multiple properties offering both accommodation and spa packages.

Duisdale House Hotel on the Isle of Skye, built in 1865 as a hunting lodge, has been completely transformed into a privately owned chic boutique retreat in recent years, and is supported by a full suite of Guestline solutions including Rezlynx PMS, distribution channel manager, EPoS, PCI manager and Facebook Booking Manager. The software enables the hotel to maximize the yield potential of room stock by offering real time availability to all online sales channels and helps them integrate bookings seamlessly and effectively in their PMS.

The hotel has 18 individually designed hotel bedrooms of varying sizes and room types coming in a range of contemporary styles, some with four posters, but all come complete with the luxury amenities one would expect in a four star boutique hotel in Scotland.

Phil Davidson, Managing Director of Guestline, commented on the growth: "We are supporting an increasing number of independent properties and boutique hotels with our suite of multi-functional solutions. With our comprehensive training and support services, the hotels are fully equipped to maximize the full potential of their properties and grow occupancy levels and streamline management processes."