Hotel distribution: a closer look at the spirit and success stories of WorldHotels

Hotel distribution is a targeted strategy resulting from marketing actions and technology tools. In a globalized market, hotels, and independent properties in particular, face a major challenge: maintaining consistency between the guest experience and the brand promise, while reaching as many markets as possible at ever lower costs.

This is the very spirit of WorldHotels, a global network of more than 350 upscale hotels able to connect 32 million visitors every year. The success stories led by WorldHotels prove that it is possible to deliver unique, local experiences while preserving the personality of independent brands, thanks to a comprehensive ?soft brand? solution focused on maximizing revenue for every member of the network.

?The success stories of WorldHotels show how the power of a private distribution label, combined and balanced with a strong hospitality experience, can help hoteliers increase their sales by an average of 30% *, strengthen their visibility and access more markets,? explains Geoff Andrew, CEO of the company.
* The percentage is based on the average increase in WorldHotels production figures

?Experience storytellers?: a multi-brand marketing strategy to connect with travelers
?To reach as many markets as possible at the lowest cost and develop an attractive distribution strategy while preserving the identity of independent hotels, we rely on the experience and the story of hoteliers. We help them build their own storytelling based on their values and those of WorldHotels,? says Andrew.

This is what the group calls ?experience storytellers?. WorldHotels has developed a program known as ?Start with WHY? to help hotels tell their story and highlight their strengths, while reflecting the values of the brand, its local DNA and the WorldHotels promise. ?We believe in the value of a multi-brand strategy,? explains the CEO, ?it allows us to offer differentiated yet consistent experiences in every destination where WorldHotels has an affiliated hotel.?

Success stories around the world
After developing its own action plan to build a locally relevant experience, Balmes Hotel & Residence, located in Barcelona, saw a multiplication of positive, personalized reviews in which staff members were mentioned as a key element in the success of guests' vacations.

Following good reviews, the property also improved its rating on Booking.com from 7,9 to 8,2 and climbed on TripAdvisor from position 235 to 156. In terms of revenue, its American Depository Receipt (ADR) increased by 8%, achieving a significantly better RevPar*.
*revenue per available room

Reliable technology plays a key role in this process to ensure good management of the relationship with travelers throughout their stay. WorldHotels does this through its team of PRO (Performance Revenue Optimization) experts, who analyze the needs and objectives of each property to guide them in implementing relevant tools and strategies. They also rely on the participation of staff, true ambassadors and experience storytellers.

?The team's involvement in developing their own project proved fundamental in delivering each hotel's unique experience. The Royal Park Hotel in Rochester in the United States and the Lan Kwai Fong Hotel in Hong Kong are perfect examples of success. Commitment and creativity greatly contributed to the significant improvement of the guest experience in both hotels.?

WorldHotels promotes the uniqueness of each of its 350 independent hotels selected around the world. Through this philosophy, the group provides its members with loyalty programs, marketing and public relations strategies, 30 sales and reservation offices, as well as technology tools and events fostering networking.