This is how I worked around it for my fictional client, "Super Epic Resort Hotels", which abbreviated name "SERH" can fit the iOS home screen icon name limit. (By the way, the limit seems to be based both on character count (13 on my iPad) and the rendered width.)
Pad the name with 
characters until it reaches the limit. In my case, 9 seems to be sufficient but you can always add more just in case.
<title>SERH - Super Epic Resort Hotels</title>
When adding the page to the home screen, Safari suggests the name:
SERH
which is actaully
SERH
but the user won't notice them, as the 
characters are invisible on iOS and take up no space, until the user tries to backspace the name. In my case, the user has to backspace 9 times before he/she can backspace "SERH".
Edit: Use this in conjunction with qmega's solution above, as the 
characters might be visible when viewed on non-iOS devices.