The hotel industry should refine its definition of 'brand'
Brands are being seen differently by industry insiders and travelers. It's time to bridge this gap.
In the hotel industry, only a few big brands matter to consumers. These include Marriott International, Hilton, Hyatt Hotels Corporation, Accor, InterContinental Hotels Group, Wyndham Hotels & Resorts, and third-party booking brands like Expedia, Booking.com, and Airbnb.
Key takeaways
- Most other brands are seen as sub-brands for operational and logistical purposes;
- Tru by Hilton got a lot of attention recently, but its success seems more because of the "Hilton" name than the "Tru" brand.
- Hilton's distribution and loyalty programs are key to its growth and attractiveness;
- Launching a new brand is like creating a soft brand collection because distribution channels are so important.
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