Case Study: What Upgraded Visuals Can Do for Hospitality Companies

By Portal the Penguin

Overview

CHOICE Hotels manually uploaded photos to Booking.com for all of their hotels. Managing images manually through Booking.com’s extranet is a time consuming and inefficient task, which does not allow for a consistent brand image. In summer of 2018 they contracted with ICE Portal (ICE) to help with the delivery of their hotel photos to 1,000’s of online distribution channels, that includes all the GDSs and leading OTAs. Choice asked ICE Portal to assist them by automatically updating all the Choice Hotel images to Booking.com. They needed the images to include the room type info as well as relevant meta-tags that Booking.com uses. This would help Choice gain more control of their visual assets, improve their content score on Booking.com and ensure that the imagery accurately reflected the brand.

Client

Choice Hotels International (NYSE: CHH) is one of the largest and most successful lodging companies in the world. Choice currently franchises more than 6,300 hotels, representing more than 500,000 rooms, in more than 35 countries and territories. Ranging from limited service to full-service hotels in the economy, mid-scale and upscale segments, Choice-branded properties, including Quality Inn, Rodeway Inn, Econo Lodge & Comfort Inn, provide business and leisure travelers with a range of high-quality, high-value lodging options.

Goal

CHOICE Hotels’ goal was to decrease the amount of time and cost spent distributing their ever-changing visual content to Booking.com and to measure how ICE Portal’s connection would affect their overall content score with the massive OTA.

Approach

ICE delivered the Choice images via their direct connection with Booking.com in November 2018. Choice imagery was managed in ICE’s CMS and included the image categories, room types and took advantage or ICE Portal’s PrecICE tagging system. ICE mapped all the room types and tags to Booking.com’s standards.

Outcome

Choice Hotels saw their average score increase 8% with Booking.com going from a score of 81.5% pre-push to 89.5% after the update. The increase in content score means an increase in search rankings. Choice Hotels was thrilled with the results and expects increased bookings to their properties in the coming months.

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ICE Portal helps clients manage and distribute visual content to over 11 million unique visitors a month on 1,000s of travel and local websites around the globe in nine languages. To know more about us visit our social profiles on Facebook, Twitter, LinkedIn or Google+; visit ICEPortal, or give us a call at (+1)954-893-6778. We would love to hear from you!

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