Why Independent Hotels Can Dominate the Industry After the Community Quarantine
Hotel chains are intimidating because of its scale, brand image, and popularity. However, your independent hotel is not lagging behind because of this. Your independent hotel has a different market, and it has more room to grow after the quarantine. Here are some reasons why you should not worry about big hotels:
3 reasons why your independent hotel is better than hotel chains after the quarantine
1. No brand guidelines, pushing customized approach
Compared to hotel chains, independent hotels don’t have brand guidelines to follow. Owners have full control over sales, operations, and pricing strategies, unlike hotel chain owners who need to follow orders from top management. After the quarantine, hotel chains still have to follow strict and existing brand guidelines on how they can sell their rooms. However, your independent hotel is free to re-brand into a hotel that these new type of guests might need. Your hotel can now provide a more local and personalized experience to your guests.
According to Think With Google, 36% of customers are more likely to spend more on travel experiences tailored to their behavior. They choose your independent hotel because they want to mingle with people, share travel experiences, and form an interconnected community with people in the area. Big hotel chains’ strategy is the complete opposite of personalization. They have a mixed-market, but they only implement a single business model across their properties.
For example, if your hotel is in the heart of Baguio and it’s the Panagbenga Festival (Flower festival), you can provide a customized travel experience by offering promotions on your al fresco lunch area so the guests can be immersed in the festival.
2. Cost savings
Since your independent hotel does not have too many rooms, you can minimize your overhead costs. For example, you don’t need to pay call centers for your customer service, and you don’t need to pay more license fees, unlike hotel chains. Your pricing strategy is also more flexible because you are not dependent on a central pricing team. After the quarantine, most guests will not be inclined to book hotels yet because of safety issues. Your independent hotel is free to adjust its prices based on this situation, unlike hotel chains who have centralized pricing.
3. Lower occupancy rates are okay
An independent hotel is usually smaller, so it can survive with lower occupancy rates. You, as an independent hotel owner might have started this business because you want an additional source of income, or hotel management is your passion. Whatever the reason may be, your purpose will always be personal, so you are not limited by quotas. However, hotel chain owners have income quotas that they need to reach since the main purpose of a hotel chain is to make money for shareholders. With that, after the quarantine, you can survive with a lower occupancy rate, and even customize your hotel operation strategies based on your current budget or available manpower.
What does ZEN Hospitality Solutions do to make sure independent hotel owners can get bounce back after the quarantine?
ZEN’s newest product eManager is an all-in-one solution that comes with a cloud-based property management system, channel manager, and a dedicated revenue manager from ZEN HQ.
With eZee’s Property Management system, you can monitor hotel operations real-time and manage your revenue in one place. With eZee’s Channel Manager, you can monitor cancellations, re-bookings, and no-shows that took place in the different online booking sites that you are partnered with. With that, it’s easier to adjust your room allotments and point out the aspects of your hotel that need improvement.
Additionally, ZEN assigns a Revenue Manager straight from ZEN HQ to your property to do the pricing strategies for you. The pricing strategy used is different from each hotel that ZEN manages, which means that you have an exclusive pricing structure for your hotel. This can increase your revenue up to 30% in 90 days!
You can avail ZEN eManager for as low as $99 per month. Visit www.zen-hs.com/book-a-meeting to book your free demo.
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