An effective and integrated marketing program is one of the cornerstones of success for Desires Hotels’ properties. Establishing marketing accountability and brand awareness through a cooperative effort between the reservations/marketing rep firm, ad agency, public relations firm, corporate office and the hotel allows the unique character and lifestyle of a boutique hotel to take center stage and resonate with its target demographic.
Desires Hotels has experience collaborating with high-end boutique public relations firms as well as creative agencies to refine the public image of its properties. Desires works with a cadre of firms that are chosen based on the unique characteristics of each of our boutique hotels. We have a mentality that “one size does not fit all” and since we are here to build “your hotel brand” that is the focus of our approach.
Our e-commerce efforts are based on industry-leading best practices and are centered on modern boutique hotel websites that produce some of the highest ratios of direct versus indirect web bookings in the industry for independent hotels (40:60). This is accomplished through partnering with some of the best technology providers in the industry and proprietary cutting edge internet marketing strategies/processes (SEO, SMO, PPC, CGM).
Preferred relationships with online travel agencies such as Expedia, Travelocity, Hotels.com and Orbitz gives Desires Hotels a competitive advantage in third-party online distribution and marketing.
Desires Hotels maximizes the direct sales effort by utilizing sales staff at the hotels to cross-sell and market products in major feeder markets. Sales offices in New York, Chicago, Los Angeles, and London provide a strong direct sales channel to luxury travel agencies, such as Virtuoso and Amex Fine Hotels & Resorts, as well as Fortune 500 companies.
Behind the scenes, we are one of the only professional modern boutique hotel operators with an automated revenue management system, powered by IDEAS RMS, which rivals the sophisticated systems of many franchise hotel companies. This enables the revenue management teams at the hotels to outperform their competitors. Desires Hotels has a private label GDS code, as well as a central reservations call center to promote individual hotels and the collection of Desires Hotels to both travel agencies and direct consumers.
On center stage, it’s all about the guest. Desires Hotels Customer Relationship Management solution, aptly called “Your Desires,” allows us to track customer preferences along all of our modern boutique hotels and increase repeat customer business.
This is where all of our marketing efforts lead, fulfilling the promises we make to our guests to offer them a unique boutique lifestyle experience.