Independent Solutions
As the owner of two luxury boutique hotels, I am familiar with the gradual eradication of individualized service for independent hoteliers from CRS providers and representation companies. It was out of that frustration that I founded Luxe Worldwide Hotels seven years ago.
My vision from the beginning was to provide independent hoteliers, like myself, the option to have full-service representation that would literally be an extension of the hotel's own sales and marketing team, provide enhanced reservation services and revenue management, and offer desperately needed support and training.
If an independent hotel simply wants to maintain the status quo, chances are they will not like the outcome. If they prefer to be pro-active, ambitious, and even aggressive about using the systems to their absolute potential, they should think beyond basic reservations. For many independent properties, joining together with others provides access to revenue management and global sales and marketing strategies for unique personalization, setting the standard for independent hoteliers to overcome the "assembly line" solutions.
Independent and self-sufficient
Unlike larger competitors, most of whom are simply Global Distribution Systems (GDS) connectivity providers, we have found that while we use the advanced technology of SynXis (synxis.com), we are totally self-sufficient because we manage the system ourselves, build and update all of the information, and personalize the information for each of our 200 member hotels.
Additionally, representation firms position a network of vendors that their member hotels are able to utilize at either discounted rates or with some other advantage. These preferred suppliers bring a myriad of valuable e-business solutions that make the best use of advanced hospitality technology. For example: Luxe has negotiated preferred partnership agreements with technology companies to offer our members discount pricing, preferential treatment and even more options to reach their full revenue potential.
Protecting personalized service
No, personalized service is not in jeopardy of going away. However, it will be up to each independent hotel to ensure that it does not happen. The right representation company can optimize each of those relationships beyond the hotel's ability to do so independently. The right representation, through personalized campaigns and strategic evaluations, will bring increased revenues. And, the right representation company will be a solid partner in the establishment and realization of long-term revenue goals.
Independent hotels have a wonderful opportunity--provided they position themselves properly--to excel in this new environment. Independent hotels deserve their rightful place as leaders in this industry and should continue to seek ways to keep individuality and service alive.
Efrem Harkham is president & CEO of Luxe Worldwide Hotels