Asia Study: Discrepancy Between Brand Promise, Delivery
In a new survey, undertaken by hospitality brand management specialists The Brand Company in September 2009, it is suggested that many hotel groups place too much emphasis on building brands through marketing and precious little through the reality of the customer experience. Many of the 30 hotel entrepreneurs who were interviewed for the study suggested that there is a serious flaw with this approach: that if the marketing promise is not aligned with delivery, guests’ expectations go unmet, creating a lack of trust and an unwillingness to return.
The Study - entitled ‘Davids vs Goliath’: How Hotel Entrepreneurs in Asia are Challenging Establishment Thinking to Build Successful Brands” - focuses on understanding how a number of newer, smaller hotel brands have built strong attachments with and loyalty from their guests in a relatively short space of time. The objective of the study is to use the input from the 30 entrepreneurs to enhance brand-building efforts amongst all hoteliers.
Other key themes contained in the report are:
- The importance of the CEO as the brand champion – not just a supporter of band initiatives, but a passionate and involved leader and guardian of the brand
- The creation of a new role – The Chief Customer Officer – whose singular responsibility is the management of the relationship between brand and guest
- The need to align all organisational constructs and customer touch-points with the brand promise
- The imperative of freeing all members of staff to live the brand, rather than constraining them with brand standards and rules.
“All of those we interviewed are now working in smaller hotel groups, but have previously worked in the larger regional or global chains. We think this gives them a considered view of the hospitality landscape, their views are balanced and therefore of great value, not least as many of them are now building their own very successful brands”, added Stuart.
For a full copy of the report please call James Stuart on +852 9024 3684 or email him on email@example.com
About The Study
- Gordon Aeria, Hotel Jen
- Kevin Beauvais, InVision Hospitality
- Bill Black, Ativa Hospitality
- Brett Butcher, Langham Hotels International
- Jose Luis Calle, The Balé
- Alex Chakrabarti, Hotel G
- Eric Du, The Dragon Hotel
- Mark Edleson, Alila Hotels & Resorts
- John Griffin, Anantara Resorts & Spas
- Ian Henry, The Yamu
- Andrew Jones, Sanctuary Resorts
- Francis Lee, The Fleming
- Douglas Louden, Perception Hospitality
- Anthony McDonald, Astudo Hotel & Resort Group
- Paul Prescott, Ivory Hotels
- Anthony Ross, The Opposite House
- Sanya Saengboon, Siam @ Siam Design Hotel & Spa
- John Spence, The Karma Club
- Still Suen, The Brook Hotel
- Jonathan Wigley, U Hotels & Resorts
- Brian Williams, Swire Hotels
- Dean Winter, The Upper House
- Warren Tam, East
About The Brand Company | Founded in 2001 by James Stuart The Brand Company has worked with a wide variety of hospitality groups over the last eight years: Langham Hotels International, The Peninsula Hong Kong, Swire Hotels, Shangri-La Hotels & Resorts, Marco Polo Hotels, Worldhotels, The Luxe Manor, Thistle Hotels, Guoman Hotels, The SHTM of The Hong Kong PolyU and several new Mainland Chinese hotel brands.
Phone: +852 9024 3684