Company insight
their playlists curated by mood and their hotel stays as perfect as they imagine them when they booked them. Elegant Hotel Collection believes this personalisation should be extended to the hotels themselves, customising guest acquisition to each hotel’s individual needs. The hotels chosen by Elegant Hotel Collection are all hand picked based on their unique identities and the exceptional stays they offer, and this is reflected in how the company treats each property.
Elegantly tailored W
e are living in an age of personalisation. People want their coffee just so,
Hotels and the way they are sold have become commoditised by the actions of the dominant OTAs, which have reduced hotels down to price. They have encouraged guests to think of hotels as interchangeable and while many OTAs are realising the value of acting as a partner, not just a marketplace, there is a need for a more specialised approach. With luxury hospitality, guests expect the luxury buying experience they enjoy in retail. They want a degree of personalisation that is impossible to achieve when booking through an OTA, and the hotelier, on their side, expects a chance to showcase all they have to offer. This means not only the rooms, but also their other facilities; be that wonderful F&B, spa facilities or access to memorable experiences.
Catt McLeod, vice-president, brand development, at Elegant Hotel Collection, leads the call for hotels to be treated as personally as their guests.
Catt McLeod, vice president, brand development, at Elegant Hotel Collection.
working with partners that offset this exposure through niche marketing, well-chosen global partnerships and enhanced distribution, which can increase ADR and on-property spend. One of
“With luxury hospitality, guests expect the luxury buying experience they enjoy in retail. They want a degree of personalisation that is impossible to achieve when booking through an OTA.”
A well-chosen global partnership OTAs offer valuable marketing, but at a high cost. Hotels must mitigate this by
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the main roles for Elegant Hotel Collection is to create a commercially sustainable business mix. This means having an
in-depth knowledge of who the guests are and why they are there and tailoring each offering to meet their needs. In central London, there may be people staying overnight or for the weekend for a show, they may have a celebration for the cast members in the bar and hotels might offer day trippers afternoon tea before the performance. In these times when hotels need to drive revenues in addition to those raised from room sales, this knowledge is incredibly powerful and much needed. Elegant Hotel Collection seek to further diversify through the distribution mix, helping to create a more varied, more holistic approach and ensuring no potential guests are overlooked. Elegant Hotel Collection do this by having a strategy that includes booking engine, web services, GDS and OTA, content and RFP management, along with a tailored account management plan detailing sales activities and marketing initiatives including social media and travel trade marketing. Elegant Hotel Collection has invested in a full-time social media content creator, as well as creators of written content, whose role is not just to build Elegant Hotel Collection as a brand but raise to the profile of all the hotels within our portfolio and encourage them to stand out from the pack. Elegant Hotel Collection wants to help hotels to find their own voice and thrive and remind all what makes this sector such an inspiration and those within it such innovators. In this way, Elegant Hotel Collection is not just a tech vendor, it is a consultative partner who has a personalised tailored approach that will create sustainable bookings and drive measurable returns for the whole property. ●
https://eleganthotelcollection.com Hotel Management International /
www.hmi-online.com
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