Independent Lodging Market: Marketing, Distribution and Technology Strategies for Non-Branded Properties

Summary

Although independent properties make up the majority of the room supply in most regions of the world, little reliable information about their marketing, distribution and technology strategies has been available to date. How do they market themselves? Are they situated well to react to the online distribution revolution? How are they making use of technology-based systems? 

Phocuswright and h2c partnered to undertake an extensive study, Independent Lodging Market: Marketing, Distribution and Technology Strategies for Non-Branded Properties. This report analyses the independent lodging market in six major markets: France, Germany, Italy, Spain, the U.K. and the U.S. It provides information on channel distribution and use of intermediaries, as well as how these properties engage in marketing and promotion.

Research highlights include:

• The independent share of the total hotel segment for each market
• Online and offline marketing strategies
• Who are their most successful distribution partners and how the mix is shifting
• How they allocate marketing dollars
• The role of loyalty programs

Purchase Independent Lodging Market: Marketing, Distribution and Technology Strategies for Non-Branded Properties to understand the key differences among independent properties (by size, star rating, and other key metrics). Gain insight into the distribution strategies of independent properties.

Phocuswright and h2c thank their partners and sponsors of Independent Lodging Market: Marketing, Distribution and Technology Strategies for Non-Branded Properties. Without their active support, this research would not have been possible.

PARTNERS
Dashbell
Hotelbeds
HSMA
Miles Media Company
Northstar Business Development and Licensing
Travelport

SPONSORS
AccorHotels
GTA
Hilton (Curio)
HRS Group
IDeaS
Leading Hotels of the World Ltd.
Marriott
SiteMinder
TripAdvisor
Worldhotels