Column: Steering guests' expectations through branding

09/19/2013 |

As more travelers turn to peer-review websites over professional ratings systems when looking for lodging, hotel operators should employ a clear branding strategy to ensure that their expectations match the hotel's actual offerings, writes Larry Mogelonsky, founder and president of LMA Communications. "Start by doing whatever you can to express your brand within these websites with elegant photography and robust property descriptions that explicitly state every feature and amenity offered. This will help viewers recognize what generalized category a hotel belongs in ... so they have a much better picture of whether it's their cup of tea," Mogelonsky writes.

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