Big-brand hotels and independent properties offer different guest experiences, and that’s the way it should be. Some travelers enjoy the familiarity and predictability of an international chain, while others are attracted to the unique local experiences provided by smaller lodgings like inns and B&Bs. Others could go either way!

Big or small, each property needs to understand their audience and embrace their unique qualities to remain competitive. For this reason—and, of course, due to differences in budgets—marketing and operational strategies vary between the big guys and little guys. However, it’s also helpful for independent lodgings to look to successful brands for current trends and approaches that can benefit smaller establishments. 

Here are five big-hotel tips independent properties can harness to leverage their strengths and compete with chains. 

Develop a Strong Online Presence

Your property needs to be easily accessible on the web for guests to get to know you. This isn’t the 1950s anymore, or even the 2000s, and guests don’t automatically recognize your brand the way they would a Hilton or Holiday Inn. These days, a strong online presence includes:

• A mobile-friendly website and booking engine. Both your website and booking engine should convey the stay experience through photos, video, and compelling text. Being mobile friendly is important both for users and search engines, with 35 percent of online travel bookings happening via mobile. Google has recognized the importance of mobile as well and implemented mobile-first indexing.
  Pro tip: The importance of mobile doesn’t end with your website. Consider using a mobile app to communicate with guests on property or to enable self check-in. 
• Customized booking engine. When a guest makes the leap from your website to your booking engine, there should be continuity to reassure them they’re in the right place. Use your brand colors, logo, and images to create a seamless transition.
• Active social media profiles. Find out what social media channels your guests use and develop a presence there; 75 percent of travelers go to social media for inspiration. It’s crucial to consider the value your posts offer potential guests. Give more than you ask. Not every post should be a promotion, in fact, most should not. 
• SEO know-how. Maximize online visibility by implementing effective search engine optimization (SEO) techniques. What’s user friendly is usually SEO friendly too. 
• A complete Google Business Profile. Your Google Business Profile is like an online storefront with information such as your property’s website URL, physical address, amenities, reviews, and more. Google even offers free links that take users straight to your direct booking engine!
• Online travel agency (OTA) listings. Even though direct bookings give you the greatest return on investment, it’s still helpful to list your hotel on OTAs because of their amplified reach and the billboard effect. Prospective guests see your listing there and research more about you. 

Manage Your Online Reputation

Successful hotels understand the impact online reputation has on a property’s bottom line and the need to curate it. Eighty-one percent of vacationers always or often look at reviews before choosing lodgings. 

For small properties (that don’t typically benefit from widespread brand recognition), the role of reputation management is especially important. While travelers are more willing to look past the odd negative review of a large brand, negative reviews of independent properties can be more damaging due to a smaller audience size and higher expectations.

It’s crucial to monitor reviews and mentions of your property on sites like Tripadvisor and social media. Reputation management tools such as Revinate automate this process and make it much simpler. If you’re seeing too many negative comments, address the issues and then ask guests for reviews to balance them out. With WebRezPro’s email templates, you can send automatic post-stay feedback requests. 

Make an effort to respond to reviews, both positive and negative. An unacknowledged compliment can sour the guest’s experience and take away the good impression you made. 

Offer Guest Incentives

From loyalty programs to seasonal packages and discounts, big-brand hotels are well versed in luring guests with incentives, and this can work successfully for small, independent properties too. Seventy-seven percent of guests use loyalty programs, which means there’s an audience for them if you don’t have one already. 

Keep it simple (you really don’t need that triple black diamond extreme elite tier) and enable guests to use their points in a variety of ways. For instance, older vacationers generally prefer to spend points on free nights, while millennials choose upgrades. You can also join a larger program like Stash Hotel Rewards that offers its members benefits at multiple hotels. 

Seasonal packages and special offers also incentivize prospective guests by providing added value and highlighting your property’s strengths. Partner with other businesses in your area to offer guests unique local experiences that big chains can’t match. 

Invest in Your Staff

Investing in staff is something even the big guns don’t always get right, but the principle is the same, whether a property has 50 employees or five. The success of any business is inextricably tied to the dedication of its staff. Therefore, it’s important to pick the right people, train them well, and foster motivation by providing opportunities to excel.

Embrace Technology

Large hotels have long relied on technology out of necessity to maximize operational efficiency and service. Now, with the availability of cloud-based hotel technology, the days of spreadsheets are over for small properties too. 

Cloud technology has not only made core systems like the property management system (PMS) readily accessible to independent operations with limited budgets, but rapid innovation is propelling small properties to the cutting edge. Routine tasks can be automated, and data can be securely accessed from anywhere, on any device. In addition, a robust cloud-based PMS like WebRezPro integrates with your property’s other software—such as your payment gateway, online distribution channels, mobile key system, etc.—to further streamline and automate workflows. 

A well-integrated PMS enables you to implement self-service options just like the big brands, including online bookings, self check-in, and guest messaging. These options not only save time at the front desk but deliver a more convenient guest experience. WebRezPro has over 150 integration partners to choose from. 

System integration is critical not only because it enables a wider range of functions but because it breaks down data silos, empowering operators to harness guest data to personalize the stay experience. Personalization is now an expectation, and 45 percent of customers will shop elsewhere if this expectation is unmet. Reservation details from your PMS automatically power personalized communications and can help you determine your most profitable guest segments. With this valuable information, you can customize the right services, communications, and offers to drive more revenue. A good PMS also includes powerful reporting functionality that allows you to dig into your data and take action on it! 

The above big-hotel tactics are key to the success of small establishments too and should be applied in a way that celebrates your property’s independence and uniqueness. By prioritizing your online presence and reputation, building guest loyalty, empowering your staff, and leveraging modern cloud hotel technology, you can stand out and compete confidently with the big brands.