Contemporary Issues With Hotels And Brand Affiliation

A brand is a powerful tool, especially in the hotel industry where services are intangible. Many hotels of the 21st century have made branding one of their top most priority with the realisation that hotel branding helps to set them apart from their competitors and create a firm customer base. Branding creates brand recognition, brand preference, increase customer satisfaction and most importantly, customer loyalty.

For instance, in the hospitality industry, the Hilton brand symbolises high-end properties, elevated quality of service and a unique guest experience. Brand name and brand image are essentially two factors that differentiate companies which operate in the same industry and market. Therefore, the brand name must be unique. Hotel companies like the Hilton have established strong national brands and seek to use them globally with an intention of increasing profits. Once its established as a global brand, the company has successfully created an international image that can lead to increased efficiency through branded marketing efforts and cost savings on a much larger scale. Nowadays with an increase in international travel, the competition among international hotel corporations is becoming a lot more competetive. Those tourists that travel to foreign countries tend to stay in one of the known hotel brands and their standardised quality of service. Hotel chains are motivated to maintain a high rate of global expansion as a key marketing strategy of creating brand loyalty (King,

Nations Hotel Corporation is one of the reputed USA based hotel company, with an international presence in 15 countries worldwide. Hospitality industries are quiet competitive in nature and today’s success rule of hospitality includes knowledge, customer satisfaction and operational efficiency which provides pleasure of stay and departure to their guests. Any addition or subtraction in these components can increase or decrease the rating of any organization. Nations Hotel with 98% brand awareness and 72% as customer satisfaction ratio were still far from the race of preferred choice amongst the customers. Hence there, arose a need to

Each year the objective was to increase and attract more occupants which she did for the company. Also, the introduction of internet communications is a big plus for the business traveller using the hotel. We now know how important the internet is to every type of guest these days. Furthermore, location positioning is important and with hotels located on major highways, office complexes, airports and surrounding large shopping centres it is fighting other competitive hotels.

The hotel industry is a very hard industry to enter into, due to one of the biggest obstacles, which is brand recognition. Right now there are a few large hotel chains that make a large footprint in the market. It is hard for a new entrant to come into the industry and compete with these large hotel chains without bringing something new to the table. Many large chains in the industry dominate the industry due to economies of scale due to franchising.

This assignment will be a critical review of a journal titled: “Do your internal branding efforts measure up? Consumers’ response to brand supporting behaviours of hospitality employees". In order to critically review this journal, the text will be analysed to gain a further understanding of the purpose of the article, what methods the author has used to address the issues, the outcomes of the research and finally the strengths and limitations of the article; specifically, in comparison to other articles that are centred around the topic of branding in regards to the hospitality industry.

In the case of Astor Lodges, the company has not been making a profit for five consecutive years and a marketing strategy needs to be put in place. The hotel industry saw $16.7 billion pre-tax profit in 2004 along with 4.4 million hotel room available in the country. The competition of 213 affiliated hotels with a brand company is going to be a challenge but attainable. From 2004, objectives are completed but still turning over unprofitable years with marketing plans put in place.

Organizations that use corporate branding have a much higher customer lifetime as compared to organizations that do not use it. Following are the assumptions that were created during the calculation of Customer Lifetime Value (CLV) in the Rosewood Hotels and Resorts.

Nonetheless thanks to the implementation of a corporate branding strategy the customers will immediately create a connection between the different properties of the company, thus extending these benefits to the whole company. As a result in the end the name “Rosewood” will become a status symbol and the value generated for the company will be greater than before. The customer brand awareness and loyalty will now refer to the entire company and no longer to the single property and I think this is particularly important in a luxury market. In fact the cost of a stay at a luxury hotel can be quite high and customer may not be willing to pay such a high cost if they are not aware of the quality of the service they are paying for. Therefore customers will probably keep visiting a Rosewood resort they have already stayed at but they are likely to choose a more known chain-like luxury hotel in case they need to find accommodation in another part of the world. On the contrary if the customer is able to create a connection among all the different Rosewood properties, he/she will perceive an equivalent quality throughout the resorts and know in advance that the service is worth the price he/she is paying. As result the property-specific loyalty will turn into a greater

The corporate branding strategy will create a sort of umbrella under which all the properties of the company will fall, thus sharing the same quality level in the customer’s perception. Moreover a strong corporate brand will ease the company identification and potentially increase the number of new guests through word of mouth, thus enabling the company to gain a bigger market share. Nevertheless the implementation of such a strategy will necessarily involve big costs and a structural change in the organization. Its culture, the way in which advertising is done, the facilities and supplies in each resorts, the way in which management operates will have to be adapted to the new branding strategy. Furthermore undertaking this action may let down some valuable customers who are particularly affectionate to a resort and may be afraid that it will lose its unique and individual features. Plus it might also disappoint some skilled hotel managers which may feel threatened in their autonomy and potentially leave the company. Retraining the whole body of employees to adapt to the new strategy may be expensive and time consuming as well.

Dave Collins, the H.I.D.’s president made an aggressive goals which including increase the number of hotels by 50 within 10 years. Hence, if the goals proposed by Collins were accepted among the H.I.D management team members, the company will need to build probably 26 or 27 hotels over the next five years in several new locations in order to reach the strategic goals. Besides, the strategic planning that the company need

AccorHotels is a solid player in the global hotel industry, and is still on the rise. They are the largest hotel group in Europe, and continually expanding through acquisitions and new properties. By acquiring brands with an already fantastic reputation, AccorHotels encourages the growth of the reputation of the rest of their brands. AccorHotels has an estimated market share of 1.7% ("Market Research Reports”)

The explicit and implicit assumptions are related to the hotel business expansion, which forms a part of

Purpose: The purpose of this report is to investigate and research a hotel accommodation service provider.

Summary: The Blue Ribbon Hotel have been having issue in predicting the occupancy level. As a result, many problems is arise both to guests and staff. The front office manager’s impact on the guest cycle and action that should be taken to keep the relationship with the guests and to attract more income. The executive housekeeper has a great impact on the staff and guests. Great actions should be taken to change the way of her management in order to make better performance.