Nurjafa SS, MBA, MSc, M.Hum’s Post

The amount of brands is very confusing. What most guests appreciate when it comes to brands, is that it gives them a certain level of familiarity on what to expect. When you provide too many options, it becomes increasingly difficult to remember the nuances between them. These need to be condensed, but unlike in the past, I don't believe they will be condensed under "hard brands". Instead I would see them consolidating under soft brands. The difference between hard and soft brand can be attributed to the level of flexibility allowed in the brand standards which is really reflected in the individuality of the property. One the best examples is the difference between a Marriott hotel and an Autograph collection hotel. A Marriott from city to city is very consistent and will have more or less the same features, whereas an autograph collection will have the same standard amenities from city to city, but from a design and offerings perspective, will be more unique to the place you are staying. Soft brands have a few distinct advantages that I believe will continue to make them a more preferred choice moving forward from both a hotel guest and hotel owner perspective: 1) Soft brands allow each property to better reflect their local surroundings without sacrificing the consistency of standards in the places that matter. More and more, guests are searching for experiences that are unique to the locale from corporate events to transient guests. 2) From a hotel owner's perspective, soft brands carry a significantly lower fee load than their hard branded counterparts. Additionally, the greater flexibility in standards allows owners to focus on the amenities and services that matter most to their particular guest profile. 3) By using soft brands, you limit the need to have so many sub brands. The "tag" of the soft brand (Autograph collection, Tribute, etc) will indicate the tier (economy, midscale, upscale, Upper Upscale, Luxury, etc) and from there the guest can choose what particular hotel offers the best mix. It's better to have a handful of brands that guests connect to and understand instead of having a basketful of brands that just dilute the brand equity of each other.

Hilton Hotels & Resorts, with a brand value of $11.6 billion, has retained its title as the world’s most valuable hotel brand for the ninth consecutive year, according to new data from brand valuation consultancy Brand Finance. Hyatt Hotels Corporation, with a brand value of $6 billion, secured the second spot again. Hilton and Hyatt are the only two hotel brands to feature in the Brand Finance Global 500 2024 ranking. Eight out of the top 10 brands included in the ranking decreased in brand value, and more than 60% of U.S. brands featured in the ranking also decreased, indicators that the industry is struggling to fully capitalize on brand growth potential despite rising demand. “Many top hotel brands have struggled to grow their brand value as robustly as in the years leading up to 2020, and the Brand Finance Hotels 2024 ranking shows that these challenges are ongoing as the industry recovers,” said Henry Farr, associate director, Brand Finance. “Despite an uptick in travel and hotel demand, the actual growth hasn’t matched expectations, resulting in slight declines or minimal brand value growth for the world’s leading hotel brands.” #hospitality #commerical #hilton #ccc #vivid #hyatt #development #cre jeff gordon

Emotional loyalty is the aspiration for hotel brands

7 insights I learned from Hilton executives on new brands, partnerships and hotel innovations

As I went through several rebranding initiatives in the past with other hotel groups, reading the announcement of the very successful Jumeirah rebranding a couple of days ago made me brainstorming about the pros and cons of such an initiative in our industry, the purpose of doing so and the actions to take or to avoid in order to do it right. It turns out that in the dynamic world of hospitality, rebranding a hotel group can be a strategic move to stay relevant, attract new customers, and adapt to changing market trends… Read in full at https://lnkd.in/eB_u_d-4 #RebrandingStrategy #HotelIndustryTrends #BrandIdentity #MarketAdaptation #CustomerExperience #FinancialRisk #OperationalAdjustments #HeritagePreservation #hotel #hospitality #vertu #vertuhotels #marketing #branding ##StakeholderEngagement #ConsistentMessaging

Hyatt International has just announced a significant move in the hotel industry with the acquisition of the market-defining lifestyle brand, Standard International. As the saying goes, "if you can't beat 'em, join 'em," and this sentiment seems to perfectly capture Hyatt's strategy. Like their global peers—Marriott International, Hilton, and Accor—Hyatt is making bold moves to secure a foothold in the ever-evolving lifestyle space. So, why Standard and why now? Quite simply, lifestyle is the future of the hotel industry. Traditional hotel brands are finding it increasingly difficult to capture the attention of a new generation of travelers who crave unique, authentic experiences over standardised offerings. The demand for hotels that reflect local culture, offer personalised services, and create a sense of community is growing exponentially. Brands like Standard have mastered the art of blending luxury with individuality, providing guests with an experience that feels both exclusive and accessible. For Hyatt, this acquisition isn’t just about expanding their portfolio; it’s about staying relevant in a rapidly changing market. The lifestyle segment is no longer a niche; it’s becoming the mainstream, and major hotel chains are scrambling to catch up. By acquiring established lifestyle brands, they are not only diversifying their offerings but also positioning themselves as leaders in this space. The future of hospitality is being redefined, and Hyatt's latest move is a clear indication that they intend to be at the forefront of this transformation. The critical question remains - can a company like Hyatt truly preserve the distinct identity and appeal that made Standard so successful in the first place? Or will these brands lose the very essence that made them stand out once they are absorbed into the larger corporate structure?

What's the strongest brand in hospitality today? Some might say Aman. But insiders know one of the fastest growing (and most profitable) brands is Jimmy Buffet's Margaritaville. Jimmy Buffett (may he rest in peace) and business partner John Cohlan have managed to translate the brand into a stunning business that spans media, restaurants, hotels, resorts, casinos, a cruise line, daiquiri makers, hammocks, retirement communities, RV parks, and more. The brand earns over $2 billion+ in revenue, about 10% of the size of Marriott Hotels, but under a single brand, compared to Marriott’s 32 lines. Expanding to new categories feels like an obvious strategy. But its actually quite difficult: Allbirds struggled to turn their shoe business into clothing.  Casper struggled to sell sleep products beyond the mattress.  Hilton owns hotels - but would you book a Hilton restaurant for your next trip? Or shop for Hilton branded merchandise? How did Cohlan and Buffett turn Margaritaville into a thriving empire? In short, by investing in the brand ‘idea’ of Margaritaville, and using that to inform the design of new products. I wrote up a full story on Margaritaville, as well as a new framework for how brands can expand to new categories. If you read it, let me know: What do you think of the product vs idea based strategy? Would you bet on the continued growth of Margaritaville? And does anyone want to visit the cocktail bar in Times Square with me… #marketing #hospitality #advertising #brand

Our first BrandscapeTM of 2024 has been released! This one-of-a-kind resource offers a comprehensive comparison of brands for those evaluating hotel franchise and branding options. We always provide insights into brand parents, STR category (quality/star level), design and consumer appeal, and this year, we’ve also made updates that include: -Added Hilton and Marriott's latest midscale extended-stay brands, LivSmart Studios and StudioRes -Introduced an ultra-luxury vs. entry-level luxury differentiator for brands not associated with major brand families -Conducted a thorough refresh of mid-sized/larger brands in the "Other Brands" category Our asset management and advisory teams are dedicated to supporting owners and lenders navigating the challenges of the post-pandemic recovery cycle. #hotelbrands #hospitalityindustry #brandscape #hoteladvisors

Celebrities and Hotel Branding: Boosting Luxe or Just Glitz and Glam? Let’s talk about the star-studded world of hotel branding and the big question: Are celebrity endorsements really adding value, or are they just flashy window dressing? We’ve all seen the ads featuring A-listers lounging by luxurious pools or sipping cocktails in swanky hotel lounges. It’s tempting to think that if a celeb loves a hotel, it must be the ultimate place to stay. But are these endorsements enhancing the hotel’s brand, or are they just clever marketing tricks designed to dazzle us? On one hand, having a celebrity endorse a hotel can elevate its status and attract guests who want to experience a bit of that star power. It can lend a sense of exclusivity and appeal that’s hard to ignore. But on the flip side, are these endorsements sometimes just about cashing in on the star’s name rather than showcasing real quality? And do they set unrealistic expectations for what a hotel stay should be like? It’s all about finding that sweet spot between authentic luxury and effective marketing. While celebrity endorsements can certainly put a hotel on the map, it’s crucial for hotels to ensure their actual guest experience matches the glitz of the ad. What do you think? Are celebrity endorsements a genuine boost to a hotel’s brand, or are they just a shiny facade? Have you ever stayed at a hotel because of a celeb endorsement and felt either wowed or let down? #CelebrityEndorsements #HotelBranding #LuxuryTravel #MarketingMagic #GuestExperience

Hotel branding is a strategic process that involves creating a unique identity, image, and reputation for a hotel or a hotel chain. The mechanism of hotel branding typically includes the following key elements: 1. **Brand Identity Development**: This involves defining the hotel's unique selling points, target market, brand values, and positioning in the market. It includes creating a brand name, logo, tagline, and visual identity that reflects the hotel's personality and resonates with its target audience. 2. **Brand Promise**: Hotels need to define what they promise to deliver to guests in terms of experience, service quality, amenities, and overall value. This promise should be consistent across all touchpoints, from marketing materials to the guest experience. 3. **Consistent Brand Experience**: Hotels need to ensure that the brand promise is upheld at every guest interaction, from booking to check-out. Consistency in service quality, design, amenities, and overall guest experience #businessanalytics #hospitalitycareers #hospitalityrecruitment #hospitalityexcellence #hospitalityindustry #hospitalityjobs #hotelmanagement #hoteliers