Industry Update
Press Release30 April 2018

Historic Hotels of America Joins with Brand Heritage Institute

to Launch Executive Education Program in Heritage Marketing for Historic Hotels

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Historic Hotels of America

WASHINGTON, DC -- Historic Hotels of America® is joining with Brand Heritage Institute to offer a new executive education program in heritage marketing. Brand Heritage Institute will develop and offer annual seminars in strategic marketing, which are customized for hoteliers at historic hotels inducted into Historic Hotels of America.

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Historic Hotels of America and Brand Heritage Institute share a deep interest in the theory and practice of heritage marketing, and the leaders of these organizations envision working together on other education programs for hotel historians and historic hotels marketing leaders. The first of these activities will be a seminar leading to an executive education Certificate in Heritage Marketing for Historic Hotels, which will be offered to owners, general managers, and other senior leaders of historic hotels during the Historic Hotels of America and Historic Hotels Worldwide 2018 Annual Conference. The first annual seminar will be held on October 30, 2018 at The Broadmoor in Colorado Springs, which is celebrating the centennial of its opening in 1918.

The program director will be Bradford Hudson, who is a marketing professor at Boston College. He is also President of the Brand Heritage Institute, which is an independent non-profit corporation devoted to research, education, and publishing about topics at the intersection of marketing and history. Professor Hudson holds a Ph.D. in business history from Boston University, a master's degree in services marketing from the Cornell Hotel School, and a certificate in strategy from Harvard Business School. He has been published in peer-reviewed academic journals such as European Journal of Marketing, Corporate Communications, and Cornell Hospitality Quarterly. He has also been quoted by numerous media sources including CNBC, Financial Times, Fox News, and USA Today. Professor Hudson has been awarded a prestigious Fulbright Research Fellowship and has received a Certificate of Excellence from Emerald Management Reviews for the practical implications of his academic publications.

Professor Hudson is a former corporate executive and strategy consultant, who worked with historic companies in a variety of industries. His consulting clients included historic companies such as AT&T, Cadbury Schweppes, Cunard, Harley-Davidson, and Nestlé. As an academic researcher, Professor Hudson has been conducting research about brand heritage for over a decade. He has studied corporate history and heritage marketing at American Airlines, Disney, Fairmont, Lionel, Mercedes-Benz, Moët et Chandon, Ritz-Carlton, and Sheraton. He has also managed projects to examine the attitudes and preferences of younger consumers toward historic brands including Campbell Soup, Coca-Cola, Hershey, and Macy's.

In his published work, Professor Hudson has explained important theoretical issues in consumer behavior for historic brands and explored connections to related concepts such as nostalgia, authenticity and luxury. Using field research and data from the tourism industry, he has demonstrated that older hotels can use their history and architectural character to differentiate themselves and attain a significant price premium over direct competitors with newer buildings. He has also demonstrated that a historic brand can be used as a focal point for turnaround and re-positioning efforts, even when adopting a new product development strategy. Professor Hudson is currently exploring generational dynamics and cultural relevance when younger consumers interact with historic brands.

According to Hudson, "Brand heritage is an emerging concept within the marketing discipline, which suggests that the historical status of older companies is often explicitly linked to their brand identity and consumer appeal. A historic hotel represents a special variant, because its brand identity is inseparably linked to its architectural history and to the cultural dimensions of its environment. If a hotel was not built recently, then consumers will categorize the hotel as either historic or old. Obviously, it is better to be historic. Each historic hotel offers a unique experience that cannot be duplicated by competitors, and its history represents an important element of differentiation. Historic hotels can achieve a significant advantage in ADR and REVPAR versus newer competitors in the same segment. The key variable seems to be the degree to which the older hotel emphasizes and celebrates its history."

Hudson continued, "From one viewpoint, historic hotels are pioneers in brand heritage and have been at the forefront of heritage marketing since the founding of Historic Hotels of America almost three decades ago. It could be argued that companies in other industries should be learning from hotels, not vice versa. However, based on my experience as an industry executive and academic researcher, it seems clear that practical efforts must be aligned with theoretical principles in order to make marketing programs more effective and expenditures more efficient. Executives responsible for marketing historic companies need to know how brand heritage works at a fundamental level and be able to explain why people buy historic products of any type. Understanding the nature of heritage in competitive strategy and consumer behavior will help hoteliers position and leverage their historic hotels to maximum advantage, and thereby attain practical benefits in demand and pricing, which is the ultimate purpose of our new executive education program."

"Brand Heritage Institute is devoted to heritage marketing, and Professor Hudson is recognized globally for his thought leadership in brand heritage," said Lawrence Horwitz, Executive Director of Historic Hotels of America and Historic Hotels Worldwide. "He has given speeches to our annual conferences three times during the past decade, which were very well received by our members. Two years ago, he conducted an exclusive research study for Historic Hotels of America, which explored the consumer behavior and positive attitudes of the millennial generation toward historic hotels and related travel preferences. This new executive education program provides tools for our members to engage more deeply with the growing public fascination with history and historic hotels. Most important, participants will gain new insights into ways they can leverage the history and stories of their historic hotels into sustained competitive advantages and higher revenue. We are delighted to collaborate with Professor Hudson and Brand Heritage Institute."

Admission to this new executive program is restricted to owners, general managers, and senior leaders of hotels that are members of Historic Hotels of America. The certificate program is a non-credit course that is considered a professional development or corporate training program. Participation will not earn credits transferable to any internal or external degree programs. Interested individuals can find more information about the heritage marketing seminar online here.

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Historic Hotels of America™

Historic Hotels of America is the official program of the National Trust for Historic Preservation for recognizing and celebrating the finest Historic Hotels. Historic Hotels of America was founded in 1989 by the National Trust for Historic Preservation with 32 charter members.
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About Historic Hotels Worldwide®

Washington DC based Historic Hotels Worldwide® is a prestigious collection of historic treasures, including more than 360 legendary historic hotels including many former castles, chateaus, palaces, academies, haciendas, villas, monasteries, and other historic lodging spanning ten centuries. Historic Hotels Worldwide recognizes authentic cultural treasures that demonstrate exemplary historic preservation and their inspired architecture, cultural traditions, and authentic cuisine. Historic Hotels Worldwide along with Historic Hotels of America are official programs of the National Trust for Historic Preservation (United States of America). HistoricHotelsWorldwide.com allows travelers to book their next getaway from more than 3,000 historic and cultural experiences, and view special offers at participating historic hotels from 43 countries. To be nominated and selected to be featured on this supplemental marketing program website, historical lodging properties must be at least 75 years old; utilize historic accommodations; serve as the former home or be located on the grounds of the former home of famous persons or significant location for an event in history; be located in or within walking distance to a historic district, historically significant landmark, place of historic event, or a historic city center; be recognized by a local preservation organization or national trust; and display historic memorabilia, artwork, photography, and other examples of its historic significance. To be selected in the United States for inclusion in Historic Hotels Worldwide, a hotel must meet the above criteria plus be a member of Historic Hotels of America. For more information, please visit HistoricHotelsWorldwide.com.

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Heather Taylor
Manager, Marketing Communications
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