Is your multisite marketing strategy keeping up with third party channel consideration?
In a crowded marketplace, developing marketing strategies for multisite or multi-brand businesses requires staying on top of ever-changing industry trends.
The Tripadvisor for Business session hosted by the Institute of Hospitality London Region following the HRC Food Drink & Hospitality 2025 Conference was an excellent end to a busy week for London's fabulous #hospitalityfamily.
Here's what I learnt from recent conversations with commercial leaders:
DON’T FORGET ABOUT THIRD PARTY CHANNELS
In a fast-paced multisite or multi-brand business, marketing often needs to prioritise direct channels at the expense of third party channels. Having the right 360 marketing strategy can help drive visibility and control over your brand's wider distribution, for example through your free Tripadvisor and Google My Business listings.
DIGITAL REPUTATION MATTERS
Guest reviews can make the difference in a cost-of-living crisis when a hotel stay or restaurant meal is increasingly being seen as an experience. Making the effort to respond to both positive or negative reviews while (politely) addressing public criticism reassures guests that their experience is not going to be the same as the angry customer who didn't get a visible reply. Let marketing lead the way here!
IT IS OKAY TO HAVE FAVOURITES
With head office often focusing efforts on a new opening or struggling hotel/restaurant, multisite marketing teams can often lose sight of their brand's presence and reputation in other cities or 'older' locations. Implementing social listening tools and having an annual marketing plan for each site can help teams monitor an ever expanding list of channels and content.
REPORT ON THIRD PARTY CHANNEL PERFORMANCE
Early on in my career, I noticed blank looks from non-marketers around the table when the marketing team excitedly shared slide after slide with 'millions of impressions' or 'thousands of likes and page views' when reporting on a campaign. Consider taking advantage of performance dashboards offered by third party channels and connecting select analytical insights into your wider strategic marketing reporting framework.
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If you're responsible for the commercial performance of a multisite or multi-brand business and have questions or thoughts, reach out for free advice on how the Multi 360 Marketing approach could drive revenue and market share to your hotels, restaurants, lounges, stores, or locations across EMEA.
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