Andrew Grieve explains why attractive, effective websites are a must for an independent hospitality businesses.
While the British and world economies are facing uncertain times, it looks likely that 2008 will be a good year for traditional hospitality businesses in the UK. European tourists will undoubtedly be taking advantage of the Euros strength against the pound which could see an upsurge in business for hospitality providers who offer good value accommodation to holidaymakers this year.
However, it’s important that non-branded hospitality businesses help themselves to some of this business by maximising what’s on offer to prospective customers. It’s well documented that upwards of 30 percent of holidaymakers now rely solely on the internet to make and book their holiday destination choices.
Branded hospitality providers such as the major chain hotels have long understood the importance of online marketing and have used substantial budgets to ensure that they have attractive and accessible online presences that allow guests to view facilities and book rooms online. Such businesses have long held an online advantage over independent hospitality providers who have not been able to bring equivalent resources and technical expertise to internet marketing and booking channels.
The digital marketplace is becoming a more equitable place again as online booking platforms such as DIEGO and PMSPro offered by Discover Global Bookings are enabling the independent accommodation trade to reach out to prospective holidaymakers and travel agents, both in the UK and to the world market beyond.
But it is not an extended market reach that will solely dictate whether a hospitality business will gain extra online bookings this summer, the message conveyed is equally important.
Many independent hospitality businesses have had limited online presences for a number of years, often via facilities provided by local tourist boards and marketing bodies. Generally offering a somewhat limited online audience restricted to individuals specifically focussing on localised areas, most of these sites also provide only limited promotional opportunities for smaller hotels, guesthouses and inns.
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