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Vai al mio blog TSM CONSULTING TOURISM DISCUSS http://discuss.tsmconsulting-barcelona.com Hotel Branding Strategy: Powerfun tool to position hotel effectively in the market Strategie di branding alberghiero: Potente strumento per il posizionamento dell'albergo sul mercato Estrategia de branding hotelero: herramienta eficaz de posicionamiento del hotel en el mercado International seminar in Tourism Branding Strategy - Tehran, June 9-10, 2010 - Tehran Trading Center Organized by: Marcopolo Tourism Training Center
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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