hotel website design

Are Boutique Brands Any Different Than Large Hotel Chains?

Most travelers are familiar with the large chain hotels that offer accommodations almost anywhere in the country, and often almost anywhere in the world. These hotel companies hope to establish a horde of loyal guests who only stay at hotels within a certain brand portfolio. And many of these chains have been wildly successful.

However, many travelers are now turning to independent hotels and smaller chains more and more often. These hotels, inns, and B&Bs are smaller in size and therefore typically offer a more localized experience. According to Mendes Cavin of Hospitalitynet, this could be attributable to guests’ change in perception from “having” a luxury product to “being” in a luxury experience. It’s no longer enough for a hotel to offer an amazing bed and the newest technology. Hotels now have to offer a luxury, authentic experience.

Cavin also points out that independent hotels and small chains have the ability to quickly change tack, develop new products and services, and really cater to their guests in a meaningful way. The ability to adapt to changes in guest demands and provide excellent experiences often puts independent hotels and inns above large, typically inflexible chains.

Since independent properties are typically more adaptive, there has been a recent rise in the number of small hotels. In an article published by Skift, Greg Oates notes that the building of “authentic, local, experiential” hotels is starting to become a tired practice, but one that hoteliers continue to explore because of the overwhelming number of guests that desire to have these experiences that also appear attractive on social media.

In an effort to become more flexible and more adaptive, many large hotel chains have established smaller, boutique brands that act similarly to independent hotels. However, these boutique hotels may be accomplishing the exact opposite of their goal. Oates points out that a new W Hotel or a Kimpton property only creates excitement because it is in a new location, not because it will provide a new experience. Guests visiting one of these boutique chains know what to expect from the hotels, no matter where they are located.

Independent hotels and small chains allow for adaptability and often create an amazing, localized guest experience. It makes sense that chain hotels hope to emulate these strategies with their boutique brands, but are they simply just creating new, fashionable brands instead?


Interested in Digital Marketing?

Talk to Us Online or give us a call at 978.465.5955



OTAs’ Mobile Technology Outshines Hotels’ Mobile Efforts

For years now, marketers have been touting the benefits and importance of being mobile to attract guests who increasingly rely on their mobile devices.

Therefore, it is not a surprise that mobile searches have now overtaken desktop and that, according to a report from comScore, all digital growth is being driven by mobile. comScore’s research shows that time spent on desktops has decreased from 47% in December of 2013 to 35% in December 2015. Conversely, time spent on mobile has increased from 53% to 65% in the same time period.
Read more

PPC campaigns for hotels

2 Very Important PPC Changes Made by Google and What They Mean for Your Hotel

Google recently announced some changes to its PPC advertising platform that could have some major implications for your hotel or resort’s PPC campaigns. There were a number of changes presented by Google at their annual Performance Summit in San Francisco, but two of them stood out to us as being very much worth noting for hotels.
Read more

Facebook, Hotel Marketing, O'Rourke Hospitality Marketing, Millenials

How Millennials Use Facebook

For years now, millennials have been declaring that Facebook is “dead.”

Parents, employers, and older family members using the site have dampened some younger users’ experiences, forcing them to turn to newer platforms like Instagram and Snapchat.

Of course, Instagram’s and Snapchat’s popularity cannot solely be attributed to millennials running from their parents on social media; the platforms offer a wildly different experience than Facebook and can be used in conjunction with Facebook.
Read more

Hotel, Resort, Marketing, Services, O'Rourke Hospitality, OTA

How OTAs Rank Hotels

As all hoteliers know, landing one of the top rankings on SERPs is critical to increase traffic to your website and, therefore, increase direct bookings.

However, the top rankings on OTAs are also important and something hoteliers should pay attention to.  According to Statista, OTAs accounted for 52% of all hotel rooms sold in 2015.  Clearly, resorts rely on OTAs for a significant portion of their revenues.
Read more