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With over fifteen years of experience supporting the digital growth of hotels and hospitality digital marketing expertise, I’ve consistently observed two key themes from corporate executives and leadership teams seeking to expand their portfolios:

1. The challenges of achieving optimal results for branded hotels due to the constraints of templated brand websites.
2. A desire to explore the “gray area” between brand and property to address gaps in search optimization.

While most major hotel brands no longer permit standalone property sites, many hotel management companies overlook a significant opportunity: utilizing their corporate website as a powerful hospitality digital marketing tool.

In this article, I’ll highlight strategies and best practices to leverage corporate websites for enhancing the online presence of management portfolios. These recommendations offer a range of benefits that will resonate with leadership teams, including:

• Driving more traffic to generate direct bookings.
• Attracting group leads and increasing visibility.
• Boosting awareness of the management group to unlock new development opportunities.
• Enhancing employee attraction and retention through a stronger online presence.

Hospitality Digital Marketing Best Practices for Optimizing Hotel Management Company Corporate Sites:

1. Create Comprehensive Property Profiles:
   • Develop in-depth profiles for each property, including location, amenities, services, and high-quality photos.
   • Create standalone landing pages for each property, highlighting key selling points like meeting spaces, event services, and F&B outlets.
2. Leverage Original Content:
   • Produce unique blog posts and landing pages about the unique features and amenities of your portfolio’s hotels.
   • Create content for specific target audiences, such as business travelers or families.
   • Develop FAQs to answer common questions and improve SEO.
3. Amplify Your Reach:
   • Promote your hotels on social media and through email marketing campaigns.
   • Include strong calls to action on your corporate site to encourage direct bookings.
   • Utilize reciprocal linking between brand and corporate sites to boost SEO and drive traffic.

Enhance Hospitality Digital Marketing with Strategic Content Development

Replace PDFs with optimized landing pages to improve SEO, increase traffic, and enable faster updates.

FAQs: A Simple Yet Effective Tool for Engagement

Use FAQs to answer common questions, improve SEO, and provide valuable information to potential guests.

Commit to Long-Term Digital Optimization
Invest in regular property photography refreshes and stock imagery services to enhance your visual content. Conduct periodic brand site optimization to target seasonal travelers and improve search rankings. Consider adding a digital marketing task force or project services to maintain a strong online presence.

KeyBuzz Digital: Your Partner in Hospitality Digital Marketing

As an expert in digital marketing for hotels and hospitality, including restaurants, golf, spas, and the wine, beer, craft distillery, and beverage industry, I can help your hotel management company achieve optimal results. My services are supported by tailored hotel marketing support service plans and include:

• Brand Site Optimization: Maximizing the potential of your brand’s website.
• Due Diligence Audits: Assessing your digital landscape and identifying opportunities.
• Hotel Conversion Services: Ensuring a smooth transition during hotel takeovers.
• Corporate Website Optimization: Leveraging your corporate site for maximum impact.

Contact KeyBuzz Digital Marketing & Consulting today to discuss your hospitality digital marketing goals and discover service plans designed to meet your unique needs.