This discussion stresses that the International Hotels Group plc 2014 Annual Report says that the world hotel industry has approximately 15.5 million rooms. The hotels are broadly segmented as branded where multiple hotels use the same brand name and independent hotels. …
From this discussion it is clear that the Handbook of Hospitality Marketing Management edited by Haemoon Oh and Abraham Pizam also talks of the increasing market share of branded hotels. The share of total room supply by branded hotels in the US increased from 61% in 1990 to over 70% in 2000. The handbook also points out that a majority of business and leisure travellers prefer to stay at branded hotels rather than ‘unflagged’ operations. Hotel guests perceive relatively lower risk in choosing a branded hotel as compared to choosing an independent hotel.As the paper highlights Prof. Chekitan Dev of the Cornell University writes that the hotel industry has become a complex, fragmented, global and competitive brand business with over 300 international brands operating in the market. The brand structure in the hotel industry varies from owner operators, to managed properties and franchisees. Managed and franchised hotel properties often change brands. Prof. Dev writes that there is an urgent need to fill many gaps in our understanding of brand management in relation to the hotel industry. The American Hotel & Lodging Association (AHLA) reports that in 2013, 41% of their customers travelled for business and 50% travelled for leisure. The profile of the typical business traveller is male (64%), age 35 – 54 (52%), employed in a professional or managerial position (61%), with an average household income of $ 127,000. ...
Cite this document
(“International Marketing and Branding for Hotels Literature review”, n.d.)
Retrieved from https://studentshare.net/marketing/815191-international-marketing-and-branding-for-hotels
(International Marketing and Branding for Hotels Literature Review)
“International Marketing and Branding for Hotels Literature Review”, n.d. https://studentshare.net/marketing/815191-international-marketing-and-branding-for-hotels.
Travel and tourism is one of the most attractive and lucrative industry segments which has attracted considerable attention from business organizations and individuals alike. Tourism is no longer a local phenomenon as the rise in disposable income has made travel and tourism one of the most booming industry segments of the world.
The main key to success for any firm is the application of appropriate business strategy. To ensure high customer base along with substantial growth in business, a firm needs to devise several strategies regarding the production process, marketing, distribution etc. and efficiently implement them.
417). This definition appears to cover every aspect of personal branding, from the person owning the brand, to his/her competitors, the target audience, and the future employer, in the context of the individual’s personal goals. While other people think of personal branding as an option or even a novelty (Bence, 2008a & 2008b), Arruda sees it as a critical survival skill due to the fast-changing economy and shifting workplace environments (Martin, 2009).
The organization was founded in the year 1994. It is the first international luxury brand (Lu, 2011, p.121). The brand is popular for providing traditional Chinese fashion statement. This part of the study will provide some theoretical aspects about Internationalization process of luxury fashion textile industry (Gillespie, Jeannet and Hennessey, 2010, p.508).
Idea of “green hotel” In order to compete internationally implementation of the information and telecommunication technologies (ICT) has become one of the indispensible ways. A large number of hotels are seen to adopt the ICT in major areas of operations like relationship management, customer service, marketing, communication and other areas of operations (DiPietro and Wang, 2010).
A brand is a product, service, or idea that is widely differentiated from other products, services, or ideas so that it can be conveniently communicated and marketed. Brands are generally shielded from use by others by acquiring a trademark from government organization.
To serve the needs of customers who do not want to pay a premium price for hotel accommodation, Shangri-la is decided to create other hotels like Kerry and Traders (Kuhm, 2011). Considering the branding strategy of Shangri-la, the hotel’s competitive advantages, how this company was able to gain from its branding strategies, the importance of branding at the back the success of Shangri-la, and the significance of brand positioning within the modern international tourism were discussed in details.
Therefore, providing quality goods and services to the customers becomes an essential activity for any organisation. In this regard, it should be mentioned that while for an industry that offers only products, offering services along with it is not
In direction to this, the literature review section of this research work demonstrates some crucial theoretical and conceptual findings regarding marketing strategies and orientations adopted by a hospitality organizations and their disposition in the post
13 Pages(3250 words)Literature review
GOT A TRICKY QUESTION? RECEIVE AN ANSWER FROM STUDENTS LIKE YOU!
Let us find you another Literature review on topic International Marketing and Branding for Hotels for FREE!