Hotels Weigh How Many Brands Are Just Too Many in Travel’s Worst Year Ever


Source: Skift
By Danielle Hyams and Cameron Sperance

July 10, 2020

The coronavirus pandemic has sparked the worst year for the travel industry on record, and business leaders are in a survival mode of shedding unnecessary expenses and assets. But beefed-up hotel brand portfolios are likely here to stay.

Industry critics have chided hotel companies in recent years for adding so many brands. Five of the world’s leading hotel companies — Accor, Hilton, Hyatt, Marriott, and Wyndham — have more than 120 between them, ranging from Super 8 to the Ritz-Carlton and everything in between.

Not even coronavirus can deter the hotel industry’s growing embrace of so many brands operating within a single company. But global companies have to maintain distinct brand identities rather than inflate concerns of brand bloat.

Pre-coronavirus, companies viewed having more brands as a logical strategy to capitalize on the trend of personalized experiences across the hospitality industry at large. But given the current uncertainty surrounding travel, a beefed-up brand offering can also help companies gain market share across a variety of sectors as travel demand rebounds.

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