Dual branding by Laura Neirinckx
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Transcript of Dual branding by Laura Neirinckx
Overview⦿ History ⦿ What it means ⦿ Advantages ⦿ Disadvantages ⦿ Trend Impacts ⦿ Industry Examples ⦿ Success Strategy
History ⦿ The Eighties —> First Dual-Branded hotel
⦿ 2008 —> Concept limited-service & extended-stay launched
⦿ 2013 —> Multi-Branded project: Aloft, Fairfield Inn and Hyatt Place
History What It Means Advantages Disadvantages Trend Impact
Examples Success Strategy
What It Means
⦿ BRAND (COURTYARD BY MARRIOTT)
⦿ MOTHER HOLDING(MARRIOTT)
⦿ BRAND (THE RITZ CARLTON)
History What It Means Advantages Disadvantages Trend Impact
Examples Success Strategy
What It Means⦿ To mix in a harmonious operation
⦿ Different segmentation target
⦿ IDENTITY
⦿ Benefits for hotel brands and guests
History What It Means Advantages Disadvantages Trend Impact
Examples Success Strategy
Advantages⦿ Maximize property value & revenue —> Minimize largest expenses
⦿ Increasing # rooms
⦿ Variety room types
⦿ Segmentation expansion
⦿ Co-location: All facilities needed once & “UP-SELLING”
⦿ Operational efficiency: Personnel flexibility
History What It Means Advantages Disadvantages Trend Impact
Examples Success Strategy
⦿ Hard to keep IDENTITY
⦿ AVOID MIXING, choose close brands: facilities & standards
⦿ FUNDING ISSUES: difficulties in negotiation & transaction costs
⦿ CONTRACT: Management —> terminate contract = hotel ??
⦿ FRANCHISE AGREEMENT: detailed elaborate approach
Challenges
History What It Means Advantages Disadvantages Trend Impact
Examples Success Strategy
Trend Impacts⦿ Cookie cutter hotel —> Modular hotel development concept
⦿ Competitive environment — Confusing identities = Difficult
⦿ Increasingly popular with DEVELOPERS
⦿ + + + PROJECTS
⦿ United States & Europe: Full- & select-service brand concepts
History What It Means Advantages Disadvantages Trend Impact
Examples Success Strategy
Industry Examples⦿ MARRIOTT: 3 Multi Branding Strategies ● Ritz Carton ● Renaissance ● Fairfield Inn
⦿ HILTON WORLDWIDE: 13 Hotels ● US - UK - Germany - Canada - Turkey
⦿ STARWOOD + HYATT
History What It Means Advantages Disadvantages Trend Impact
Examples Success Strategy
Success Strategy⦿ ROLAND BERGER STUDY —> 3 Key Questions
⦿ “Should they try to compete outside their traditional segments?”
⦿ “Which brand architecture is best for them?”
⦿ “What are the right tactical choices regarding product offerings and value chains?”
History What It Means Advantages Disadvantages Trend Impact
Examples Success Strategy
Conclusion⦿ Balance Advantages & challenges
⦿ Very successful strategy
⦿ Cost-effective - WIN-WIN situation
⦿ Innovative response to demand hotel market environment
⦿ First dual-branded hotel in BELGIUM??17
THON HOTEL EU Brussels⦿ 4 * Hotel - Business & Leisure Segment
⦿ 405 rooms - Conference rooms - Fitness
⦿ Opening in Brussels —> Leader & brand recognition
⦿ Optimal use of site
⦿ Maximize revenue18