Archive for the Branding Category

Bring back Powerful Branding in 2018

In 2018 I would love to see hotel marketers regain control over the customer decision-making & booking process. There are now so many hotel brands with a lack of clarity as to what each brand stands for. And I have no doubt that this has played a huge part in the increasing commoditisation of Hotel bedrooms and the ongoing growth of the Online Travel Agents (OTA’s). Marketers have allowed the OTA’s to in essence take control of their inventories and pricing because customers don’t understand what each brand delivers. They subsequently prefer to choose a Hotel based on price and

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the hotel marketer

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