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Where do luxury hotels stand in the new digital age?

With the rise of industry disruptors such as Airbnb and Google Hotels, major hotel brands are forced to rethink their online presence.  In recent years, big hoteliers have competed by bolstering their loyalty programs and increasing their online visibility.  Here’s a closer look at how luxury hotel brands are carving out a spot in the digitized hospitality market.

  • Loyalty Programs

Most hotel guests do not join hotel loyalty programs because they feel some tie or kinship with a certain hotel brand.  They join solely to reap the rewards offered by the program.  However, as hotels raised the thresholds to exchange reward points, they devalued their loyalty programs and failed to retain their customers.  Major hotel brands noticed this trend and have recommitted themselves to improving their loyalty programs.  For instance, Le Club by Accor Hotels collects data on each guest’s interests and uses this information to create targeted experiences.  By moving beyond the traditional reward point system and offering their guests real value, luxury hotels are managing to attract and retain customers.

  • Online Presence

Top hotel brands have also increased their online efforts.  Through their use of online marketing tactics such as SEO keywords, PPC advertisements, content marketing, and social media marketing, they have made themselves more discoverable online.  By widening the base of their online presence and making it easier for their audience to book with them (via alerts for new promotions and deals, direct booking links, and so on), big hoteliers have maintained their presence in a market that has been overtaken by new travel services like Airbnb.

This is how luxury hotel brands are remaining relevant in an increasingly digital hospitality industry.  Inspired by the changes that big hotel brands are making and interested in upgrading your property?  If so, then contact Nikki Fox at Parkwest General Contractors at Nikki@ParkwestGC.com.  Our experts are ready to assist you with all your building renovation and construction needs today.


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