Why Franchised Hotels Need A Standalone ‘Vanity’ Website
It is essential for EVERY hotel to have a standalone website for their property. A dedicated standalone hotel website allows you to forge relationships with potential guests, stand out from the competition, cross-link with neighborhood vendors and local businesses, and digitally market to drive traffic to your property. As a franchise hotel owner, you should ensure your marketing strategy includes your corporate landing page and a standalone website for winning results.
Hoteliers with flagged hotels often mistakenly misinterpret that "the franchise is providing a website." Your brand offers a “cookie-cutter style” landing page on their franchise portal—this is not a hotel website. Hoteliers with a brand and no standalone vanity website are potentially losing thousands of dollars of revenue per month, as well as missing out on opportunities to engage and connect with guests, and more robustly show off their property.
Franchises can help differentiate your property from your competitive set, and establish a marker of credibility, quality standards, name recognition, and point programs. However, Franchises do not differentiate or promote your individual property locally or online even if you have multiple "Brand" hotels within your area. With 60% of travelers uncommitted to a particular brand, you will need to stand out to capture their attention and garner the reservation. Additionally, Franchise landing pages do not do enough to engage customers or describe your property adequately so potential guests can research and look, before they book.
How Can Your Franchised Hotel Stand Out From The Competition?
To stand out in the crowd, you need a standalone web presence so travelers can find you in search results. This discoverability is key in establishing your franchise hotel's identity. A responsive, ADA Title III and WCAG 2.1 Level AA compliant hotel website will ensure that travelers can find your particular property among an ocean of nearby franchise hotels. A standalone vanity website provides a channel for you to tell your story, and effectively develop relationships with your guests, drive traffic, cross-link with your favorite local businesses, highlight on-site and local events, and show off your hotel more comprehensively than any franchise landing page can do.
Claim Your Digital Real Estate
With a vanity URL, you will claim your digital real estate, as well as create a presence in your local area for off-line marketing, and social media. This develops essential touchpoints for your hotel's physical location allowing you to link to local search venues. A vanity URL can also be used in off-line marketing collateral like rack cards, print advertising, business cards and more to drive more direct, low-cost bookings.
Franchises and Your Social Media
Our world is highly digitally connected, and you need a vehicle to connect with your future guests, cultivate relationships, and establish a point of contact with past guests. Franchises do not help you with such social connections. Having a branded Facebook page, Twitter, Google+ and other social accounts are essential to build, maintain and foster your social relationships. With 72% of hotel reservations booked via mobile devices, you are going to want a Digital Marketing Technology Company that can drive traffic, build connections, increase your property’s visibility and set-up and manage all of your social media accounts. You will see positive results by establishing a solid marketing plan to include a dynamic standalone website and targeted social media campaigns, combined with your franchise's branding muscle.
With ADA Litigation on the Rise – You Also Need A Compliant Website
INNsight now creates “ADA compliant hotel and restaurant websites right out of the box” that meet ADA Title III and WCAG 2.1 Level AA compliance. All websites Powered by INNsight feature full Level AA WCAG 2.1 compliant custom website design elements. Additionally, INNsight has launched enhanced Content Management System tools to help hoteliers display all accessibility features on their property. INNsight also built innovative features to make websites accessible for visual and hearing impaired visitors with font size and image scroll controls.
Our San Francisco-based, hospitality industry-leading software company has been artfully crafting responsive hotel websites and driving hotel digital marketing over a decade. Our understanding of how travelers’ search, research, and book hotel rooms, leads our fine-tuned design standards. INNsight has developed the technology to help hoteliers easily achieve ADA Title III compliance and shield their business from costly click-by ADA litigation.
If you would like a free audit of your current website or would like more information about how INNsight can help your franchised property’s digital marketing through our Award-Winning Technology and awesome customer service, call: 415.741.4113 email: sales@INNsight.com or visit www.isuite.INNsight.com/ADA
Franchised hotel brand examples include the following: Holiday Inn, Comfort Inn, Quality Inn, Rodeway Inn, Travelodge, Americas Best Value Inn, Clarion Inns, Ramada Inns, Radisson Hotels and more.
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