It seems like a no brainer, right?  Another website means more exposure on the web which can lead to increased bookings.  It makes sense, but there are many variables that need to be considered before making the investment.  I recently spoke to a past co-worker of mine and found out that they shut down their independent websites a few months ago.   Some of the brands in their portfolio consisted of Choice, Hilton and IHG hotels.  I was confused to why they shut the websites down.  It wasn't until last week when I heard the indendent websites were not producing to the extent of the brand websites.  In other words, why pay for another website when the brand already has one setup?

 Personally, I think the company didn't invest enough time into the websites because brand websites do not offer any flexibility for the franchisee.  The designs are nothing special and they can't have blogs, videos, event calenders, email signups, or any social network features so customers can interact.  However, some franchises have tight restrictions on internet marketing for their franchisees.  For example, IHG does not allow you to use the name of the hotel in any domain name or pay per click marketing campaign.  There is no doubt that Independent hotel websites can help increase reservations, but you may want to ask yourself these questions before starting.  

1) What are the restrictions for putting up an independent website for my brand?

2) Is my brand doing a good job marketing our hotel online?  Do they have a PPC campaign, banner advertising, social media advertising?

3) Are other franchisees successful with their independent hotel website?

4) How much will it cost to create and maintain an independent hotel website?

5) Is my brand website attractive to customers?

6) Can I track the revenue generated through the independent website?

7) Will this move be cost effective?

8) Are the web developers qualified for hospitality related work?

In 2008, we built an independent website for the Candlewood Suites in Destin, an IHG hotel.  Although more could be done to it, we have integrated blogger and an email sign up box.  The design is sleek and it offers more than the typical webpage that frachise offers.