siliconindia | | January 201819ability. Study and understand the different traveller segments who are your regular clientele. This will al-low you to diversify your business mix and optimize your distribution strategy. Ensure that your distri-bution strategy includes a diverse range of channels, both online and offline. This allows you to promote your hotel property to the greatest number of guests from around the world. Complement these initia-tives by an investment in the right technology that will bring all the components together. Additionally, hotel branding in-volves continuously building a re-lationship with your guests through various brand management pro-grams such as loyalty programs, PR & advertising, digital marketing, and other promotional activities, making it easier for guests to decide and effectively becoming their very first choice of a place to spend the night every time they need a place to stay. It is about the entire custom-er journey, or experience.Some branding methods and trends that are being followed:Enhanced Guest Experience: Customized service and surprising the guests. Going above and be-yond what guests expect when it comes to service. Here, the hotel staff is pivotal to making the guest experience one that customers will remember for time to come. The trend in the world today is custom-er-centric. To keep your customers, you have to provide exceptional service. When it comes to provid-ing an exceptional customer expe-rience, you can't go wrong if you keep the customer and his needs at the forefront. This is what the best hotel brands are doing.Delivering Experiences Beyond The Room: An area where brands can really make a difference in impacting consumer loyalty and perceptions is when the guest is on-site. Amid growing commoditi-zation of amenities offered and in-creased price transparency through online travel agencies, metasearch, and other travel sites, hotels brands need to invest in delivering curated experiences that will preserve and strengthen their brand equity on-line. Go beyond the traditional and offer some kind of experiential ele-ment that will allow guests an ex-traordinary getaway in a real sense.Innovative & Modern Tech-nology: Technology in hotels has become critical to attracting and retaining guests today. Investing in technology has become imper-ative to create immediate and per-sonal engagement with the guests. Today, hotel industry is adopting technologies to know guest pref-erence to create wow factor and retain them. Technologies that help in digital marketing of ho-tel and Big data (Analytics and cloud) based application for better decision making are used to know about loyal guest, their likes & dis-likes via CRM to retain then. We are investing in technologies that enhance guest experience and help our valuable guest stay comfortable by creating a `home away from home' experience.Create Your Own Personality: Finally, it is extremely important to build a personality for your hotel. Know what you stand for, and don't deviate from it. Are you a full-ser-vice, budget, luxury or boutique ho-tel? Have a clearly defined mission and vision and a brand message. Embrace your brand and its mes-sage and train each employee to do the same. Your brand is the experi-ence you create for your guests. It is extremely important to build a personality for your hotel. Know what you stand for, and don't deviate from it
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