Hyatt and Hilton Are Taking Different Branding Approaches Inside China
Hyatt is launching a new China brand while Hilton swears by the adage of introducing the right Hilton brand in the right location at the right time across China. Which of the two approaches is better?
Global hotel chains are going beyond kettles and congee to warm the hearts of Chinese domestic travelers, a market worth a reported $734 billion (RMB5.05 trillion) last year.
Global hotel chains are going beyond kettles and congee to warm the hearts of Chinese domestic travelers, a market worth a reported $734 billion (RMB5.05 trillion) last year.
A key question remains whether it is better to launch a dedicated brand in China, or adapt a chain's existing brands to the local market, which is expected to bloat even moreas a government policy to boost domestic consumption continues.
Hyatt Hotels and Hilton are examples of two global chains with differing approaches to the same end point of snaring a bigger share of Chinese domestic travelers, whose preferences are continually evolving.