Discuss how multi-brand strategies can succeed and what the strategies should be based on in the hotel industry
What will be an ideal response?
Many hotel chains offer groups of sub-brands or endorsed brands. For example, Hilton Hotels Corporation and Starwood have 8-10 sub-brands, while Marriott International has sixteen. To succeed, each sub-brand must offer a distinct value to customers. For example, catering to the ultra wealth at one end of the spectrum with one brand and also serving the economy class with another brand. Accommodations, amenities, and service must be consistent with the level of customer sought. Target considerations include, short-term versus extended stay, business versus pleasure, and ability to pay matched with customer needs and desires.
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