The hospitality industry has undergone significant transformations over the past few decades. In just 30 years, the number of hotel brands has surged from 300 to about 1,000, according to Smith Travel Research. However, in this seemingly crowded marketplace, independent hotels have untapped potential to leverage hotel branding and distinction.

Running an independent hotel can be freeing, as it comes with the opportunity to write your own rules. You’re not confined by the constraints of a brand or required to follow someone else’s guidelines. However, this autonomy also comes with the challenge of standing out in a marketplace. Without the recognition or resources of larger, well-known hotel brands, independent hotels must strive harder to gain visibility and credibility. They lack the global marketing campaigns, loyalty programs, and consistent standards that established chains use to attract and retain customers. As a result, independent hoteliers must be innovative to convince potential guests that their unique offerings are worth the experience.

Independent hotel and its uniqueness

Numerous boutique hotels capitalize on distinctive architecture and exclusive spaces. While the individuality of the rooms and suites offers a significant edge, it also presents its own set of challenges. Some properties might have over a dozen or more room types, all with their own uniqueness and guests who want to experience and preview a room before they book. In fact a study conducted by the Tourism and Hotel Management at Fraunhofer highlights that 74% of travelers want to have virtual walkthrough available of guest rooms before booking.

According to Jennifer Barnwell, the President of Curator Hotel & Resort Collection , the website is one of their most powerful channels, introducing guests to their unique properties and helping them book based on their interests and personal journey: “Through our discovery website, travelers can search for hotels in various ways, including by experience or by destination. Our website was created to inspire travelers by showcasing the unique details of each of our member hotels. This includes strong visuals of property features, as well as the art and design inspired by each locale.”

Even more than meetings and event spaces, immersion is imperative to use when rooms and suites have their own unique touches. That’s why an immersive selling strategy has the potential to revolutionize the independent hotel industry. It empowers establishments to compete on an equal footing with larger chains, ultimately optimizing sales strategies, maximizing conversions, and establishing a solid and recognizable brand identity. Let’s dive further into the the main goals of an effective immersive strategy.

#1 Maximize channel distribution

Maximizing channel distribution is imperative as consumers increasingly adopt a multi-channel approach to booking travel accommodations. It’s not uncommon for a traveler to begin their search on a mobile app, compare options through an online travel agency, seek recommendations on social media, and ultimately make their reservation via the hotel’s website, which results in a multi-channel booking process. By ensuring that your independent hotel is present and bookable across various channels, you significantly increase your chances of capturing the attention of these multi-faceted consumers.

That is possible by distributing your immersive assets on the hotel’s website, Online Travel Agencies (OTAs), booking engines, social media platforms, proposal systems, and more. A consistent branding message across all channels strengthens independent hotels’ identity and builds trust with prospective guests.

#2 Delight Prospects With First Impression Impact

Where first impressions are decisive factors, independent hotels have one chance to captivate prospective guests. A distinctive, well-executed brand presentation can distinguish an independent hotel from its larger counterparts. Therefore high-quality imagery, immersive assets, and compelling descriptions, can set the stage for what guests expect.

Creating a strong, positive first impression solidifies your hotel’s image as a serious contender among well-established brands. It can be the difference between a one-time visit and a loyal customer base.

#3 Streamline the Sales Process

By utilizing sales enablement, independent hotels can empower their salespeople to engage with prospects at every stage – from initial interactions to on-site visits and post-event follow-ups. And use immersive assets to help boost engagement and encourage prospects to book faster. People who immerse in a space are more willing to buy faster and less tempted to shop around.

Visiting Media helps amplifying independent hotels brand and distinction

Our journey in this industry has led us to serve over a thousand independent hotels, and our community is continuously growing. Our CEO Ben Powers talks about how Visiting Media provides value to independent hotel branding.

Here are a few examples of how Visiting Media’s software leverages independent hotels with immersion.

Graduate Roosevelt Island

Moving away from classic and ordinary deco, Graduate Roosevelt Island offers guest rooms inspired by local history and campus legends, together with unique 360 views of New York City due to its distinctive location.

L’Auberge Del Mar

L’Auberge Del Mar is located on the historic site of The Stratford Inn, built in 1910 and it was a hot spot for Hollywood celebrities looking for an escape. With an authentic blend of style and elegance, L’Auberge Del Mar is a coastal estate resort. Its unique placement within the village allows guests to explore every inch of Del Mar coast.

To us, every independent hotel is unique, and we want to celebrate this diversity. Our software is designed to articulate these stories, enhancing the uniqueness and distinction of each property. Click here to book a demo and learn more how Visiting Media helps hotels with our sales enablement solution.