Landscaping for a National Chain: What You Need to Know

By Scott B. Brickman CEO, Brickman | October 28, 2008

When selecting a landscape maintenance firm for your national chain, it's important to find a provider who can partner with you, not only to deliver consistent, quality service, but to understand the overall goals of your organization and will help create that all important first impression in a manner that is consistent with your brand.

Savvy hotel executives understand the power of creating powerful brands as a way of building and sustaining guest loyalty. After all, a hotel's brand strategy should influence all aspects of a guest's experience from the time they arrive at your property until the time they leave.

But sometimes overlooked in a hotel's brand strategy is the importance of creating a fresh and inviting landscape that reinforces the hotel's identity. This is particularly relevant to national hotel chains since delivering a consistent brand experience is critical to generating repeat customers across multiple geographic markets.

So, how as a hotel executive, can you align your brand strategy with your landscape maintenance strategy to deliver a consistent guest experience among your different properties? Part of the answer is selecting a landscape maintenance provider with the expertise, resources and geographic reach to continuously deliver on your brand promise to your guests.

Whether you are considering a geographic expansion for your hotel chain or thinking about ways to consolidate your landscaping to create a single, unified brand experience, here are some thoughts to consider:

Past Performance - Previous work is often the best indicator of a firm's ability to achieve future success. In selecting a landscape maintenance provider for your national chain, it is important to consider if the contractor has successfully delivered high quality landscape maintenance services for hotel chains of similar size and geographic distribution to yours.

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.