HOTEL BRAND MANAGEMENT AND POSITIONING
The hotel brand is the combination of the promised guest experience with the market perception of the professed values.
The brand is not simply the hotel logo. The values perceived by the guest are linked to the graphic sign, creating a combination that becomes a value, a true intangible asset for the hotel company.
As an example, for a business hotel the logo can be associated with values such as: 'clean', 'cheap', 'central location', 'standard breakfast'.
The logo is the bearer of values, the brand is the sum of promised and perceived values.
If the company grows and invests in more hotels, it is sometimes necessary to develop multiple brands or sub-brands to manage the diversity of the business proposition and avoid perception bias.
Brand management in the luxury segment requires special attention because the luxury market can be further segmented into different target markets that require a particular experience.
Brand perception is influenced by the hotel operation (← link to operation management) and, of course, by the reputation of the hotel. (← link to reputation)
The brand is not simply the hotel logo. The values perceived by the guest are linked to the graphic sign, creating a combination that becomes a value, a true intangible asset for the hotel company.
As an example, for a business hotel the logo can be associated with values such as: 'clean', 'cheap', 'central location', 'standard breakfast'.
The logo is the bearer of values, the brand is the sum of promised and perceived values.
If the company grows and invests in more hotels, it is sometimes necessary to develop multiple brands or sub-brands to manage the diversity of the business proposition and avoid perception bias.
Brand management in the luxury segment requires special attention because the luxury market can be further segmented into different target markets that require a particular experience.
Brand perception is influenced by the hotel operation (← link to operation management) and, of course, by the reputation of the hotel. (← link to reputation)
HOW TO MANAGE HOTEL BRANDING
The process of positioning a hotel brand is often a trial-and-error that requires three main activities:
Definition and verification of the target market
Product definition
Analysis of market response
Hotels are dynamic entities: they constantly change in response to market stimuli. For this reason, brand definition and positioning are constantly evolving activities, right along with the life of the hotel.
EXPERIENCE IN HOTEL BRAND MANAGEMENT
EHMA is the partner at the side of the hotel for brand management and market positioning, thanks to the extensive experience built up over the years on both independent hotels and international chain brands.
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