The US hotel industry has reached a crossroads. After seven years of continual growth following its worst year since the great depression, US hotel industry performance should expect to plateau in 2017. It’s tough love time for an industry that continues to consolidate, but remains too timid to prune brand portfolios that confuse customers and commoditize lodging product through undifferentiated brand bloat. Plus, competing against rapidly growing, favorably perceived global organizations like Airbnb that structurally trade in unique, highly personalized experiences, does not result from inaction.
A presentation by Robert Cole, CEO of RockCheetah titled Mobile: How Signals, Touchpoints, and Moments Create Engagement, Conversion and Loyalty, for the Hospitality Sales & Marketing Association International (HSMAI) Revenue Optimization Conference on June 22, 2016.
Which Marriott and/or Starwood hotel brands deserve to survive or die? Marriott International is acquiring Starwood Hotel & Resorts Worldwide for $12.2 billion, creating the world’s largest hotel group, representing over 30 individual hotel brands with over 1.1 million rooms. The objective for global hotel groups hotel is to maximize room density in high demand destinations, but some of the brands will be cast aside into the hotel brand deadpool. Keep, Merge, Kill or Sell are the strategic options facing Marriott’s senior executive team.
Robert Cole of RockCheetah explains how rich, engaging mobile websites drive hotel bookings and enhance guest experiences in this Leonardo sponsored webinar, broadcast July 16, 2015.
What should have been a simple task of matching descriptions to the appropriate hotel brand, was instead an impossible challenge. The world’s largest hotel groups, in an effort to rapidly grow have taken shortcuts with fundamental branding. By introducing new, poorly differentiated, lifestyle lodging brands the problem has reached epidemic proportions. In most cases, the major hotel brands do not successfully differentiate themselves based on product, scale or personality traits. As intermediaries continue to grow distribution market share, this could become a problem.
The world’s largest hotel chains have recently embarked on an unprecedented period of introducing new lodging brands. Hotel brands differentiate themselves through a combination of physical attributes, service delivery processes and marketing communications that create a unique character in the minds of travelers. Unfortunately, the language used to describe the hotel brands on the hotel websites does a poor job of creating a unique or highly defensible consumer value proposition. This quiz challenges readers to match a genericized description with the correct hotel brand.