{"id":2839,"date":"2016-11-21T11:57:24","date_gmt":"2016-11-21T10:57:24","guid":{"rendered":"https:\/\/www.thehotelfactory.com\/en\/?post_type=post&p=2839"},"modified":"2022-03-04T13:37:42","modified_gmt":"2022-03-04T13:37:42","slug":"hotel-affiliations-a-differentiating-factor","status":"publish","type":"post","link":"https:\/\/thehotelfactory.com\/en\/hotel-affiliations-a-differentiating-factor\/","title":{"rendered":"Hotel affiliations: \u00bfA differentiating factor?"},"content":{"rendered":"\n

Affiliation to a seal is a differentiation strategy to differentiate a hotel and is proven to help increase income. Many hotels in Mallorca are adopting this strategy and belong to multiple seals which offer advantages such as global loyalty programs.<\/span><\/em><\/p>\n

Against the excess of supply of hotels in the tourism industry, segmentation and specialization are a good way to position your hotel between all of the hotels in your competitive set. In this case, Affiliation to a seal is a strategy that is showing positive results for hoteliers that wish to differentiate their product or capture their target client.<\/span><\/p>\n

Over the past months, the hotel factory has conducted studies about the most important hotel affiliations in Spain at the moment, such as\u00a0The Leadings Hotels of the World<\/span><\/i><\/a>, <\/span>Relais & Ch\u00e2teau<\/span><\/i><\/a>, <\/span>Preferred Hotels<\/span><\/i><\/a>, <\/span>The Luxury Collection<\/span><\/i><\/a>, <\/span>Design Hotels<\/a>, Kiwi Collection<\/a>, Small Luxury Hotels of the World<\/a>.<\/span><\/i><\/span><\/p>\n

Affiliation appears to be a good way to make sophisticated clients aware of your hotel, given that the marketing used by these is based on a high presence in social media, prestige magazines and websites.<\/span><\/p>\n

Hotels that belong to these seals, need to meet certain requirements and quality standards in order to enter the seal, to be able to fulfill its client\u2019s needs. Examples of these requirements are: gifts to welcome clients upon arrival at the hotel, discounts, promotions, VISA card points, to be located in a strategic spot…<\/span><\/p>\n

Being admitted in one of these affiliation seals can be harder depending on the seal\u2019s requirements and rules, which are assessed through internal audits. For example, in the case of\u00a0The Leadings Hotels of the World<\/span><\/i><\/a>\u00a0there are more than 1.200 rules that need to be followed, \u00a0in thePreferred<\/span><\/i> Hotels<\/span><\/i><\/a>\u00a0the hotel that wishes to belong to the seal must pass a yearly audit with more than 1.600 evaluation criteria, hotels that belong toRelais & Chat\u00eaau<\/span><\/i><\/a>\u00a0can\u2019t be affiliated to any other seal or hotel chain in order to enter and in the case of\u00a0Design Hotels<\/span><\/i><\/a>\u00a0and\u00a0Kiwi Collection<\/span><\/i><\/a>\u00a0one of the requirements is that the hotel uses the seals\u2019 reservation channel.<\/span><\/p>\n

In addition to the requirements, annual fees must be paid, the amount varies depending on the seal and the size of the hotel, for example a hotel with 250 rooms the fee can vary from 90.000\u20ac to 600.000\u20ac. This fee includes: set up fee (only 1st year), member fee, commissions that origin from reservations made from their websites, marketing fees and other concepts such as audits or insurance policies<\/span><\/p>\n

\"aumento\"Being part of one of these seals results in an increase of income, for example according to Preferred Hotels & Resorts, hotels in this seal increased their total revenue by 7% in 2014 compared to 2013 and they were identified as direct competitors by hotel chains such as Marriott, Starwood and Hilton.<\/span><\/p>\n

Amongst the advantages of belonging to an affiliation seal we find innovative marketing programs, global loyalty programs, yield & support desk, delegation to promote the hotel, etc.<\/span><\/p>\n

Hotels in Mallorca are also joining this strategy. The affiliation seals with more presence in the island are the following:<\/span><\/p>\n