What to Look for in a Visual Content Management System (Part 1/5)

By Brianna Wenner

Whether you are a large hotel group looking to simplify your image distribution or a small, independent hotel looking to extend the reach of their marketing – a dynamic visual content management system (CMS) is what you need. Implementing a system like this will improve workflows on your side and increase engagement and bookings online, but what makes a dynamic visual CMS? Aside from a large, worldwide network of online travel distribution channels, your CMS provider should have these five elements:

• Scoring of visuals
• Tagging of visuals
• Tracking of visuals
• Delivery in correct specs and language
• Stellar customer support


We will first discuss scoring, as it is extremely useful in auditing the quality of your visuals. These scores are based off of what is considered a high-quality visual and what is favored by OTAs. We at ICE Portal use this scoring system to show where visuals are excelling and where they need improvement:

Ensuring your content meets this criteria will ensure optimal distribution to OTAs, GDSs, social networks, search sites and even your brand website. A higher quality score should directly correlate to a higher OTA ranking and in turn, better hotel online visibility and more bookings!

Visit us again for the next part in our blog series that will discuss the importance of a CMS that allows for tagging of visuals.

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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