Hotel groups: one platform, a site per property

Every property wants its own website, and no group wants twelve of them to maintain

The problem

A hotel group's properties each want a site reflecting their own character, offers and local market, and left alone each ends up as a separate build with its own agency, its own CMS and its own security posture. Multiplied across a portfolio, that is a dozen platforms to patch, a dozen places a brand guideline can drift, and a dozen separate points of failure for something as basic as an outdated plugin.

The usual answer

Groups usually manage this with a shared template every property customises independently, which controls the initial look and does nothing to stop divergence afterwards: one property's team updates its copy, another does not, and within a year the 'shared' template exists in a dozen slightly different states. A stricter central mandate keeps things consistent and takes control away from the property team that actually knows what a local guest wants to see on the page.

How we approach it

We run every property from one governed platform, with each property holding its own content and its own theme inside a shared set of guardrails. A property team edits and publishes its own page the day it needs to, without waiting on a central team, and the group patches, secures and updates the underlying platform once, for everyone, rather than once per property. Brand consistency is enforced at the platform level rather than trusted to every property maintaining it independently.

What changes

A property team keeps the autonomy to change its own page the day it needs to. The group gets one thing to secure and patch instead of a dozen, and the brand holds together because the platform enforces it rather than relying on every property remembering to.