How Independent Hollywood Hotel Competes in Country's Second Largest Market

Operational and Marketing Strategies Help Streamline and Enhance Guest Experience

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. June 24, 2016

Successfully operating a small, independent, non-branded hotel in the second largest city in the country is no easy task. Without the sales and marketing power of a brand's distribution channels, human resources, brand equity and loyalty programs, independents have to be more resourceful, smarter and more efficient than perhaps a branded property that has “corporate” support on multiple levels.

Jeff Zarrinnam is director of the 130-room Hollywood Hotel, located “where all the action begins in Hollywood,” in the center of the entertainment capital. The vibe of this intimate hotel is a comfortable, cosmopolitan meets vintage Hollywood glamour and steps away from shopping, world-class dining and cutting edge culture.

Hollywood Hotel is one of the most reasonably priced hotels in the city and offers incredible value in a central location. Guests start their day with a complimentary hot breakfast buffet, can later bask by the pool surrounded by gardens and sip a cocktail in the stylish outdoor bar and lounge after a day of sightseeing or shopping.

The competitive set, between established and new hotels such as the Loews Hollywood, Hollywood Roosevelt, W Hollywood to Mama Shelter are part of larger chains or portfolio collections.

In the past three months, and in the midst of a multi-million property renovation, Jeff has researched and resourced new technology, vendors and services to enhance the guest experience while streamlining the efficiency of the hotel's operations. These changes have elevated the hotel's TripAdvisor ranking to #4 (from #40) of Hollywood area hotels. For example, Jeff has:

• Implemented the LocalMobi parking entry system that allows digital registration of guest and visitor license plates so guests can prepay their parking without the need for a parking attendant or involvement of the front desk

•Installed the GoMoment app which allows guests to text requests to the hotel

•Implemented The Guestbook, an instant cash back booking program that rewards users with 5% cash back off the lowest hotel rates. It allows its users to book direct to its network of over 450 boutique and independent hotels around the world

•Signed up with Monsierge app, where the hotel can easily connect their guests to on-property and off-site information

•Signed with TrustYou, the world's largest feedback platform - to analyze, benchmark, and influence the online reputation of the hotel across the entire web

•Added the SynXis booking engine, part of SABRE, to be compatible with the hotel's new responsive design website and mobile platform and which allows guests to pre pay their entire stay

The hotel has already seen benefits, from its TripAdvisor ranking climbing to #4 from #40 of Hollywood area hotels, increase in ADR and strong occupancy (over 90 percent year round).