Industry Update
External Article20 March 2020

How Many Hotel Brands Is Enough?

Despite the crowded marketplace, hotel companies say there is an opportunity, even an imperative, to present an array of options. But the challenge is differentiating one brand from another.

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nytimes

How many hotel brands is enough? Hilton and Choice Hotels International are putting that question to the test, with two new lodging brands focused on helping travelers maintain their healthy eating, sleeping and fitness habits on the road. The new entries join already-robust portfolios — Hilton's Tempo will be the company's 18th nameplate and Everhome Suites will be Choice Hotels' 13th.

They aren't the only lodging companies to take the more-is-better approach. Marriott manages 30 brands and Hyatt has 20. Despite the crowded marketplace, hotel companies believe there is an opportunity and even an imperative to present an array of options.

A variety of accommodation types and prices lets hotel companies present themselves as a one-stop shop for the varying needs of customers. A solo business traveler to big cities may also take her family on a beach vacation, plan a multigenerational trip or book a romantic getaway. Hotels want to offer choices for each of those needs and more, "because if they don't have it, the customer will spend their travel dollars elsewhere," said Bonnie Knutson, a professor in the School of Hospitality Business at Michigan State University.

Read the full article at The New York Times

Related Brands

Tempo by Hilton

Tempo by Hilton is a new approachable lifestyle hotel brand dedicated to exceeding the expectations of the ambitious, modern traveler. Pioneering a new hospitality category, Tempo by Hilton offers accommodations thoughtfully designed to help guests relax and recharge; inspiring public spaces, including an open lobby concept with dedicated spaces to relax, work and dine; as well as premium culinary options co-developed with the award- winning Blau + Associates, including the brand’s signature coffee & tea fuel bar, a casual breakfast Cafe and an inviting bar experience.
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Everhome Suites

The Everhome Suites brand, franchised by Choice Hotels, allows guests to build life on their terms during longer- term stays. The newly constructed hotels are designed to help maintain routine on the road with apartment-style suites that have fully equipped kitchens and customizable "me" spaces, including workstations, full-size closets, additional storage and spa-like bathrooms.
brand information
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