Hotels brand strategies (english)

Tehran, June 9-10, 2010

BRANDING STRATEGIES:

POWERFUL TOOL TO POSITION HOTELSEFFECTIVELY IN THE MARKET

Prof. Federico BelloniCETT-UB

WHAT IS BRANDING?

THE STRATEGY OF DEFINING, BUILDINGAND MANAGING THE BRANDS’

PORTFOLIO

Branding achieves its goals when companies are able to defineand maintain their distinctive and core competencies to ensure

the expected experiences the customers have

THE GOAL OF THE BRANDING STRATEGY IS ACHIEVED BY ACORRECT UNDERSTANDING OF THE PRODUCT FEATURES

AND ALLOCATING THEM TO ONE OR MORE BRAND

COMPANY BRANDSTRATEGY

PRODUCT BRANDSTRATEY

HYBRID STRATEGY

HOTEL FIRMS

COMPLEMENTARY BRANDINGSTRATEGIESCOMPLEMENTARY BRAND

• Mainly used to underline a highquality level of the offer

• Generally used by independenthotels that don’t have a brandwith a very high communicationpower

• Used together with thecompany brand

BRANDING ALLOWS COMPANIESTHAT HAVE THEIR CORE BUSINESS

FOCUSED IN OTHER ECONOMICSECTORS TO ENTER INTO THE

HOTEL MARKET BY USING THEIRBRAND POWER

CASE HISTORY

HOTELS CHAINS

CASE HISTORY

TARGET FOCALIZED HOTEL ASSOCIATIONS

INDEPENDENT HOTELS

Borned by the merging oftwo companies, Sol and

Meliá

• Hotels & Resorts

• Luxury Residencial Ownership

• Vacation Club

8 COMPLEMENTARYBRANDS

Strong presence in:

• Europe

• Spain

• Portugal

• Central and SouthAmerica

STRATEGICAL POSITIONING

DesignBusinessVacation

Budget

Economy

Mid-market

Up-scale

Luxury

Development:

Hybrid branding strategy

through the acquisition of

already existing companies

(Tryp Hotels)

through direct development of

new hotel format and concept

STRATEGICAL POSITIONING

In 1967, open the firstNovotel in Lille Lesquin

17 HOTEL BRANDS

3 COMPLEMENTARYBRANDS FOR

SERVICES

Long StayNo standardizedStandardized

Budget

Economy

Mid-market

Up-scale

Luxury

STRATEGICAL POSITIONING

STRATEGICAL POSITIONING

Development:

Product branding strategy

Through the direct introduction

of new concepts, with

autonomous brands

STRATEGICAL POSITIONING

The first Four Seasons hotel openedon the first day of spring in 1961 onan unattractive downtown area inToronto, Canada

The company now welcomes gueststo 50 properties, on every continentexcept Antarctica

Only one brand

Only one marketposition

BRANDING FILOSOFY

• Treating every customer as a special guest

• Continuous innovation, remarkableexpansion and a single-minded dedication tothe highest standards

• Friendliness and efficiency with the finesttraditions of international hotel-keeping

• Luxury for the modern traveller

• Only experiences of exceptional quality

• Generate values using superior design andfinishing

BRAND PURPOSE

To be recognised asthe company that

manages the finesthotels, resorts and

residence clubswherever located in

the world

The marked position orients the serviceonly to hi-spender both vacation andbusiness tourism

The brand Oberoi Hotels & Resorts isinternationally recognized as all-round excellencefor unparalleled levels of service

THE DEVELOPMENT OF THE BRAND IMAGE• Since its origins, the Majestic has been known forbeing able to position itself among the city’s mostprestigious hotels• Numerous political, cultural, and artistic celebritiesof the 20th century have stayed in the hotel• Develop it’s imagine during the Olympic Games in1992• A noteworthy event was the receipt of the 5-StarDiamond Award in 2003, 2004, 2005 and 2006 bythe American Academy of Hospitality Sciences

THE DEVELOPMENT OF THE BRAND BRANDIMAGE• The Hotel Majestic has been known in artistic

circles as “The Art Hotel” since that time

• In 1996 and 1997 it successfully hosted the

prestigious “New Art” show

• The hotel’s interest in the art world goes back many

years. The art collection exhibited throughout the

hotel is the consequence of this interest

• Contemporary art is represented by a wide array of

works by artists from the nineties, backed by the

most prestigious Spanish and international galleries

THANK-YOU VERY MUCH FOR YOURATTENTION

Federico Belloni

federico.belloni@cett.es