hotels to brand or not to brand
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Basic Questions
q Is my hotel suitable to be Branded?q If yes, which is the most appropriate Brand
for my Hotel?q How much does a Brand cost?q What is the Return on Investment?q Branded =? Managed
Barbara Avdis [email protected]
What are my Options?
BRAND
Connec,vity –
Distribu,on Channels
So: BRAND
What is the best and most profitable choice for my property?
Management Franchise
Barbara Avdis [email protected]
A Brand = ü Uniform Standards across all propertiesü Operational Manuals – Management toolü Reservation Systemü Brand Marketingü Loyalty Programsü Quality Controlü Value to Propertyü Cost & Fees ü Property Investment to meet the Standardsü Long Term Commitmentü Limited Flexibility
Barbara Avdis [email protected]
A Soft Brand (hotel collection) = ü Owner Independence on Managementü Hotel Individuality - Characterü Reservation Systemü Brand Marketingü Supportü Contract terms flexibilityü Lower Feesü Value to Propertyü Financing Options - Limited lender
confidence
Barbara Avdis [email protected]
Connectivity = ü Reservation Platform & Systemü Large distributionü Hotel Individuality – Character
ü No Marketing Support
Barbara Avdis [email protected]
The Hotel Branding Landscape* today
* Jonathan Newbury, VP Strategic Development, Preferred Hotel Group
Barbara Avdis [email protected]
The Hotel Branding Landscape* today New Hotel Brands from Major Chains
* ScoJ Mayerowitz, Associated Press, Ski: Report
The world’s 10 largest hotel chains now offer a combined 113 brands at various price points, 31 of
which didn’t exist a decade ago. And there’s no sign of this proliferation slowing down.
Barbara Avdis [email protected]
A bewildering choice of hotel brands with similar-sounding and confusing names
The Traveller Confusion
Barbara Avdis [email protected]
The ultimate decision and selection of a Brand (if any) has a lasting impact on:ü The Hotel Successü The Income Streamü The Value of the Hotel
The Decision Impact
Barbara Avdis [email protected]
q Travellers are Experience drivenq Travellers spend considerable time searching prior to
booking and to better find what best suits themq Loyalty programs ROI in questionq Internet drives Travellers into Niches q Core Brands are moving into “Lifestlyle” area
reaching to Independent Hotels (a new franchise model?)
q Soft Brands are gaining in popularity with unique Boutique and Independent Hotels
The Trend
Barbara Avdis [email protected]
Barbara Avdis is the Founder of the Yades Greek Historic Hotels network and
Chairman of the Historic Hotels of Europe hotel group
The Historic Hotels of Europe is a unique hotel group, committed to preserving the history of some of Europe’s most beautiful properties. Once the exclusive preserve of the upper classes, the Historic Hotels of Europe offer today’s travellers
the self-same opulence and charm. Whatever the style and wherever in Europe, there is certainly
a castle, an abbey, a palace or country house just for you.
Barbara Avdis [email protected]
Got Questions? Need More Information?
Barbara AvdisB. [email protected]
www.YadesHotels.grwww.HistoricHotelsofEurope.com