Marketing for regional hotel chains
Five to thirty properties is the hardest size. Big enough that the OTA commission is a line item somebody in finance flags every year, small enough that there is no in-house team to fight it. The brand pulls in one direction and each property in another, and nobody can say which house is actually selling direct.
A 30-minute video call. The audit document and the 90-day plan.
What changes
Properties competing against each other for the same city search.
One brand voice on paper, thirty different sites in practice.
The commission line grows every year and nobody owns the fix.
Guest data split across as many PMS accounts as there are hotels.
No comparable number per property, so no way to prioritise.
Five to thirty properties, one brand, thirty different websites.
A chain of this size wins by deciding, once, what belongs to the brand and what belongs to the property — and then never litigating it again. The brand carries the trust, the loyalty base and the technical foundation; the property carries the destination, the neighbourhood and the reason to come to that city. We build one content and measurement system that both can use, and report per property so the weakest house is visible in the first line, not buried in an average.
How it runs
One brand hub, many local pages
Authority is built once on the brand domain and lent to each property page, instead of thirty sites each starting from nothing.
Stop the internal cannibalisation
Two properties in the same city need different searches, not the same one split in half. The intent map assigns them before the content is written.
One CRM, segmented by property
A guest who stayed in one house is the cheapest booking for the next one. That only works if the base is unified and consented.
A dashboard per property
Same metrics, same definitions, compared side by side: direct bookings, cost per booking and OTA cost avoided, house by house.
Every service
Content & SEO
Answer the search that ends in a direct booking.
Newsletter & CRM
The guest already stayed. Get the second night without a commission.
Social
Four pieces a week. Measured in bookings, never in likes.
PR & Media
Authority the search engine can see and the guest can trust.
Branded & Cases
The material your sales team uses to close the group.
Strategy & Data
Cost per direct booking against the commission. The only number.
Questions
Does one client per city apply to us?
It applies to competitors, not to your own properties. Taking a chain means the cities it operates in are covered by you for its category.
Which plan fits a chain?
Monopoly is the multi-property plan: daily publishing, multi-site, weekly newsletter, managed CRM and full exclusivity of city and category.
Can you work with our existing PMS and channel manager?
Yes. We read what they already produce rather than asking you to migrate. The work is making the numbers comparable across properties.
Do all properties have to start at once?
No, and usually they should not. The audit ranks properties by what direct booking is worth in each, and the plan starts with the two where it moves fastest.
Book your free audit
A 30-minute video call. The audit document and the 90-day plan.