January 23, 2015

What distribution tricks independent hotels use


At a recent "Distribution Tips and Tricks" webinar hosted by Hotel Management, marketing executives discussed how independent hotels can develop effective distribution strategies to better compete against larger, more powerful chains.

The first panelist to present was Bryan Woodward, CMO for Horseshoe Bay Resort, in Horseshoe Bay, Texas. Woodward has been in charge of managing the hotel’s social media marketing and public relations strategies across all advertising mediums and media platforms since 2012. Woodward has led marketing and sales programs for other properties, including the Garland Resort in Michigan and New Mexico’s Turtleback Mountain.

Woodward said that imagery is a big part of the hotel’s marketing. The hotel is currently in its first year as an independent hotel after dropping its Marriott flag.

In terms of elevating consumer distribution pathways, Woodward said OTAs and digital advertising networks are allowing hotels to get their message across in more ways than ever possible before, and he emphasized the effectiveness of referral sites and social media.

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