For hotel chains, maintaining consistent online visual content for all properties across all websites (proprietary and third party) is a top priority. With the growing number of online channels and devices that travelers use to research and book hotels, ensuring consistency, quality, quantity and relevance of hotel images is a struggle many chains are faced with.
A robust digital asset management system can alleviate many of the pains associated with managing, distributing and displaying visual content. Here are 5 essentials to look for in an effective hotel Digital Asset Management System that will alleviate the pain!
1. All-in-one system
We all know it’s a pain to have to upload images to multiple systems in order to keep consistent, not to mention the ongoing expense that is associated with that.
A “central repository” system makes it much easier. You can upload and update images in one system for distribution to OTAs, display in media galleries on brands’ websites, mobile websites and apps and internal systems. This is critical for time management and can substantially reduce points of failure and expenses relating to image management.
2. Broad distribution network
The average traveler visits as many as 22 different websites before they finally feel prepared to book, found a study by Google. This means that the way consumers are experiencing your hotels on these sites is influencing their booking decisions.
In order to ensure your hotels’ images are reaching the broadest audience, make sure that your hotels’ photos are distributed to the largest network of travel and travel related sites possible and properly mapped to your properties’ listings on these sites.
3. Visual merchandising features for web
What is the point of having a system that distributes images to third-party channels but doesn’t display them on your own websites? The answer is none. Plus the more images you have available, the better. Simple things like doubling a hotel’s online pictures can result in 4.5% take-up and $3.50 higher ADR, revealed recent findings by Expedia.
The same images you’re distributing out to third party channels can also be embedded into your own websites, landing pages and displayed in fully-integrated media galleries that match your look and feel along with branding to ensure consistency across the web.
4. Optimization features for mobile sites and apps
Travelers are expecting to be able to properly evaluate hotels on their smartphone and tablet devices and images are the key element in that evaluation. According to Google’s research, 61% of customers who visit a “mobile unfriendly” site are likely to leave and go to a competitor’s site.
With a true single source system, there is no need to upload images to additional systems for optimized display on your mobile websites and apps. They can be pulled automatically from the same system and optimized for mobile websites and apps.
5. Options for property level involvement
What if you could decentralize your image management overhead on to the properties in your chain? With access to the same system, properties can take on responsibility of keeping images current.
Many chains fear this will cause them to lose control of the brand, but with an approval process in place, that fear can be easily eliminated. This is the ultimate situation – you maintain control of the overall brand image but the individual property can take on some of the management.
Is there such a system available? The answer is yes. Learn how the VScape Digital Asset Management System can help solve your digital asset management challenges.