Redefine|BDL Hotels, the UK’s leading independent hotel management company, has revealed plans for a major investment in its digital marketing strategy during 2016.
The company – which has offices in Glasgow and Brentford – plans to introduce or develop a range of digital platforms over the course of this year in order to meet the changing needs of hotels and guests in an increasingly tech-savvy world.
Plans include the launch of a hotel-marketing inspiration site, for use by hotels searching for creative ideas to drive accommodation, wedding bookings and food and beverage revenues. The nine-strong Marketing team, based in Glasgow, will continually update the site with an array of design, digital, social media and PR resources.
This investment in the digital profile of hotels under management builds upon the success of the Great Hotel Offers website RBH launched last year, as well as a rejuvenated wedding venue website launching in summer 2016, promoting the varied weddings venues available across the Redefine|BDL Hotels portfolio.
Over and above digital product launches, RBH is rolling out its inaugural content marketing drive across 60+ websites, providing inspiring holiday ideas for travellers.
The content initiative is part of Redefine|BDL Hotels’ drive to transform the digital presence of the hotels, balancing SEO improvements with exciting travel ideas for leisure guests, including family outing ideas, walking maps and local events.
Only Digital, part of Beattie, the creative communications group, will work with the hotel management company to bring these ambitious plans to fruition.
Yvonne Brennan, Group Marketing Manager for Redefine|BDL Hotels, said: “The development of our marketing inspiration website, for use by hotels under RBH management, is our way of transforming the support we offer our properties. Hotels can access ideas, see best practice across the estate, access case studies from across the globe and translate into locally-relevant ideas for their property.
“As a marketing team, we are looking to go beyond the traditional provision of design and online support and our investment in our digital strategy across key segments such as meetings and weddings represents a step change in the way our hotels, and RBH, approach travel marketing.”