It begins with nurturing a collaborative relationship between the global marketing team and those focused on the local level. In some cases, this may be distinct teams, in others it may just be different roles within the same team. Either way, it must be a conversation between these two sides, not a one-way dictation of brand-wide policy. “It is easy for a central office to deploy marketing and other materials and expect properties to adopt these without a fuss,” says Alicia Kan, director of brand strategy for Globe Runner SEO, who has experience managing global hotel brands. “Involve properties as much as you can in the creation of brand guidelines, listen to their concerns, and make them feel that they were part of the process. This makes them feel that they have a stake in its success.” Likewise, marketers focused on specific local properties should be confident in speaking up to voice concerns should a company-wide policy be an awkward fit for their particular hotel. Kan suggests that local teams seek out ways to customize global campaigns. She gives the example of how the annual launch of Beaujolais Nouveau wine could present a chance for a brand-wide promotion, but that each local property will want to find a way to promote and sell it in a way that fits that particular location. Get the full story at Streetfight