By Kate Jackson, Industry Reporter
Accom is an industry full of single entities, all pushing to make headway in a competitive market. Working together can be a powerful way to advance business and create a sense of wellbeing in an autonomous world, particularly if you are new to the game and keen to tap into the knowledge of some successful veteran campaigners. The management tiers that come with a franchise provide a support system for tackling issues that crop up daily - from OTA demands and staffing issues to scraps with guests. Being part of a chain means having a network of other operators to connect with, and those connections cannot be underestimated. Talking through issues, garnering tips or just venting to someone who understands are all very human needs. Franchises are well-oiled machines that, in many cases, have been operating accommodation in Australia for decades. They help establish standards of excellence and support their members in myriad ways - from in-house training to access to old fashioned ‘been there, done that’ advise.
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marketing is daunting. Those choosing to join a franchise often do so because of the access it provides to extensive marketing and booking networks. While a franchise must align with what a property has to offer, and franchisees should always research carefully before jumping aboard, there are several models in the market which make matching a property with a franchise an easier task.
Loyal following The loyalty benefits of partnering with a recognised chain are clear - as part of a network you enjoy access to benefits offered exclusively to guests of the brand. In an online travel world dominated by huge global booking agents, ‘owning’ your guest has never been more important. Loyalty networks incentivise guests to stick with a brand and create repeat business across the group. A loyalty program is almost a pre-requisite for any property looking to attract those travelling for work in 2020, and accruing points means those business travellers are far more likely to rebook directly and return with their families. Franchise networks offer extensive loyalty network systems which encourage guests to rebook with a brand and help drive repeat business across the group.
Property management While any quality modern PMS system should interface easily with myriad software systems, systems employed by networks generally offer enhanced connectivity and functionality.
Franchise opportunities tend to include access to a property management system which facilitates the creation and selling of marketing campaigns across multiple platforms, encouraging guests to book with any of the group’s franchisees.
The power of many Larger accommodation brands are savvy about ways to drive direct bookings. While guests might not think to check the website of a niche property to see if there are any benefits to booking direct, people tend to know that big brands offer free wifi, complimentary extras or discounts to those who pick up the phone or book direct online. Networks represent an overarching set of values to guests which help market their individual members. They have the available resources to consider different advertising campaigns and techniques, whereas those going it alone might not have the funds to employ social media savvy and marketing ingenuity. And within a quality brand which sets high expectations for guest experience, there’s the flow-on effect of fellow operators creating such a positive experience for guests that it convinces them to book again under the same brand umbrella. The crosspollination of guests is especially helpful for those in competitive markets, where guests are likely to ‘go with what they know’. Franchises inevitably have much greater clout to negotiate lower OTA commissions on behalf of their franchisees than
MANAGEMENT
individual operators, and a far more powerful voice with which to argue policy and procedure.
Expectations and reputations Where independent properties have to start from scratch when it comes to reputation, franchisees benefit immediately from the reputation of a parent franchise. But they are required to adhere to a predetermined set of quality standards, so there’s never a doubt about what’s expected when it comes to benchmarks, and guest expectations are pre-ordained and pre-managed. The very specific standards franchisees sign up to ensure those guest expectations should always be met and brands are circumspect about operators they welcome into the fold, putting prospective franchisees through a lengthy selection process. Reputation cuts both ways - franchisees can benefit from the reputation of a brand, but that brand need to protect its standing and ensure any new addition will be a positive addition. Typical guest expectations for a franchised property will involve good mattress quality, in-room food options, strong amenity offerings, etc. Some of these are things that can be difficult for independent properties to provide off their own bat and franchisors will often support expectations that are difficult for members to deliver - helping with arrangements for free wifi delivery, for example. AccomNews - Winter 2020
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