Importance of Brand Positioning and Hotel Reputation Management
Over
the years, the hospitality industry has grown tremendously making its
presence felt in the service sector. As a result of the rampant
mushrooming of hotels everywhere, competition has become stiff.
Leaving hoteliers with a daunting task of trying to remain relevant
in the market. Many hotel managers are embracing the idea of hotel
brand positioning and
reputation management to maintain their customers.
Brand Positioning
In
reference to the hospitality industry, brand positioning refers to
the deliberate attempt of a new hotel, guesthouse or restaurant to
make its presence felt and maintain their newly-found customers. For
brand positioning to be successful, there are four critical areas
budding hoteliers should consider. First and foremost, the objective
of the hotel, this will guide the employees on knowing the aim of the
hotel, for instance, to provide quality and excellent Chinese cuisine
to the customers. Secondly, the target customers, what is their
lifestyle and what are they needs. Thirdly, competitors, who are
their competitors and what are their strengths and weaknesses. In
conclusion, the currents, for example, the social, political and
environmental factors that might affect the brand in future. With all
these factors in play, upcoming hoteliers can strategically position
themselves in the market.
Research
has shown that 93% of people booked a hotel that had positive online
reviews compared to a hotel that had no reviews. With the internet
controlling every facet of the economy, the hospitality industry is
not left out. For this reason, hoteliers request their clients to
rate their services online as a marketing strategy. Cumulative
positive star ratings by customers is a sure way of attracting
customers. In conclusion, hotels should pay close attention to their
online reputation as it directly affects the sales volumes.
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