Making hotel brands work in a competitive environment

Abstract

Despite the hotel industry looking to develop global brands, the industry must be careful that these global chains do not become price-based commodities. This paper explores the importance of an integrated approach to brand development in the hotel industry. It identifies that an integrated brand message can only come from companies being able to ‘say it, do it and confirm it’ with their markets and that they must also internalise such messages with their employees. Acquisition by corporate entities and the subsequent problem of de-branding of established brands is also examined. In order to develop a long-term sustainable advantage, this paper identifies that an integrated branding approach is a strategy that can work providing it clearly differentiates the chain from its competition.