Modern-day chain hotels represent a recognizable brand, consistent standards and competitive rates. But what exactly defines a chain hotel? More importantly, how can you leverage the unique features of your chain hotel to compete with other brands?
A chain hotel is a group of hotels operating under the same brand that follows a standardized business model. This can encompass hotel chains (owned and operated by the same company), franchise hotels (independently owned but licensed to operate under the chain's brand) and branded hotels (managed by a third-party company under the chain's brand).
Across these models, chain hotels share some key characteristics:
Some of the world's most recognizable hotel brands are chain hotels, including Marriott, Hilton, Best Western Hotels & Resorts and Wyndham Hotels & Resorts. These chains cater to a wide range of guest needs and budgets, thanks to amenities that serve business travelers, vacationers and budget-conscious guests.
While chain hotels benefit from standardization and brand recognition, it can be tough to provide consistent service and guest experience across many properties. Consistency is great for boosting operational efficiency among staff and across departments, but it can leave guests feeling undervalued if the guest experience becomes so standardized it loses the element of personalization.
Recent research from McKinsey & Company states that 86% of travelers say that an individualized travel experience is essential. This means that chain hotels must find a way to tailor experiences based on guest preferences while also balancing brand standards. Fortunately, adopting efficient tech systems and centralizing data can help you understand your guests and streamline operations.
Though providing a uniform experience is still a necessity for chain hotels, strategic hoteliers are leveraging technology and innovation to thrive. Here are some key trends in chain hotel management:
Chain hotels can leverage digital guest journey software to provide guests with personalized experiences from booking to checkout. Today’s tech-savvy travelers have come to expect streamlined processes like mobile check-in and intentional pre-arrival communication from the places they book, and these seamless digital experiences unlock opportunities for staff to cater to individual needs even before guests arrive onsite.
Guest experience technology can help chain hotels use data from guest profiles, booking patterns and on-site interactions to personalize offerings and optimize operations. A robust hospitality solution allows your staff to analyze this data and use it to surprise and delight. For example, Clarion Pointe Greensboro Airport uses Canary’s guest messaging platform to invite guests to the lobby for fresh-baked cookies.
Because chain hotels have numerous properties, they’re also better equipped to analyze guest booking data across locations. When your front desk staff interacts with a repeat guest, for example, they can easily and quickly identify tailored upsell and add-on opportunities that would enhance their stay.
For more ways limited service hotels can incorporate upselling strategies that elevate the guest experience, download our free eBook today.
While consistency is important, more chain hotels are finding ways to integrate local experiences and amenities into their offerings. Today’s travelers want to immerse themselves in local culture whenever possible. You can further personalize a stay by partnering with local businesses that are hosting events and experiences.
During check-in, inform guests about what’s happening in your community (e.g., dining experiences, events, concerts, tours, and popular attractions) and offer them a discount that is only available to hotel guests.
Chain hotels remain a dominant force in the hospitality industry. By embracing innovative technology, focusing on guest personalization and adapting to evolving traveler preferences, chain hotels can ensure a competitive edge in the years to come. To learn more about how Canary is powering the future of chain hotels, book a demo today.
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