Localization will Drive Hotel Features, Marketing

Travel consumers respond well to hotel properties and related marketing that feature highly localized food (think food-to-table), brews/wines/cocktails, cultural opportunities, tours (think food tours, historic tours and haunted places tours). The localization of hotel features and services has surged, particularly in highly competitive markets.

These unique, local experiences are perfect for today’s age of social media, photo sharing and digital marketing. Unique meals and tours make for excellent posts on Instagram and Facebook. Hotel marketers love the way that this drives attention to the hotels and encourages new bookings. Many travelers, both for business and leisure trips, will specifically seek out hotels and resorts with specific local goals in mind: locations close to great restaurants or excellent shopping experiences, ease of access to unique outdoor activities such as hiking trails, local art collections or unique, highly photographic pools and resort amenities.

Hotel brands focused on localization often start out as small, boutique chains, Kimpton, for example, has been a true leader in this regard. As often happens with these boutique firms, Kimpton was eventually acquired by hotel giant IHG. Kimpton’s downtown Miami, Florida property, for example, the EPIC Hotel, is a sleek high-rise with water views. Hotel staff are uniformed in cool white (many in straw hats) and super-yachts are often moored alongside the hotel. For a different take on a waterfront hotel, the Kimpton RiverPlace Hotel in Portland, Oregon, is a laid-back mid-rise building. Uniforms are Portland casual such as the parking valets’ walking shorts and vests. Umbrellas are readily available to protect guests from Portland’s rainy climate.

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