4 Common Mistakes Hotels Make When They Rebrand
If you run or work at a hotel, you’re probably aware that hotel rebranding is pretty common. In fact, in an article on hotel brand conversions, Chekitan S. Dev, a professional at Cornell’s School of Hotel Administration explains, “An astonishing number of hotels convert from one brand to another, and the results are frequently quite favorable — but not always.” However, it can be difficult to parse what exactly makes a hotel brand conversion successful, and which factors can make a hotel’s brand conversion fail. If you work in the hotel industry (either for a management company, independent hotel or large brand) and are thinking of updating your brand (or converting to a new brand), the list below may help. These four common mistakes are often made when hotels are rebranding. By avoiding these errors, you can help ensure your hotel’s brand change is a success.
Failing to Account for The Cost of Rebranding
When a hotel plans to rebrand, there are some obvious costs associated with the process, such as updating all directional signs, logos, hotel signage, stationery, toiletries and more. However, there are some costs of rebranding that many hotels forget to account for, like new computer systems, termination fees from cutting ties to a current brand or fees for a failure to rebrand in time. If your hotel is planning to convert to a new brand, make sure you have the resources and manpower to do so efficiently. This will ensure that they can adequately cover the cost of the rebrand.
Rebranding But Not Renovating
Sometimes a hotel will simply want to update their aesthetic. However, often, guests want to see new, improved facilities come along with a rebrand. Dev’s study at Cornell showed that renovations during a hotel brand conversion helped increase the hotel’s occupancy. The study also showed that renovations can boost occupancy at a hotel, even if the establishment is not being rebranded.
Not Taking Advantage of the Power of the Press
Rebranding a hotel will certainly require the hotel marketing team to spend more money — especially since all signage and branded items will need to be replaced. However, many hotels overlook a much more affordable channel for promotion: media and the press. Rebranding an established hotel is something that local media outlets (and travel publications) will cover, and this is a great way to get publicity without having to spend money for it.
Not Updating their Online Presence
If a hotel has renovated to rebrand, but they haven’t updated their presence online, they’ve made a significant mistake. Online travel booking is huge today; more than 148.3 million travelers make reservations online annually, and tour activity providers see a 30- to 40-percent increase in bookings once they make bookings available online. However, it’s important to present up-to-date and accurate information about your hotel everywhere there is information about it online, especially because inaccurate information could lead to unhappy customers, and unhappy customers can lead to unhappy reviews (did you know that 95 percent of travelers read reviews of properties before booking?)
If you need to update your online presence, you should make sure you do it not only on your website but also everywhere your hotel is visible: metasearch engines, online travel agencies, group travel sites, and more. To make updating all sites easier, consider using a service like PropertyVIEW® by HotelPORT. With this service, HotelPORT becomes an extension of your online marketing team by auditing your online presence across the web to ensure that your branding and other information are up to date and then will make necessary changes to the information that isn’t accurate. Using a service like PropertyVIEW can ensure your hotel’s rebrand is successful and that hotel guests are happy when they check in.