World Panel
Viewpoint23 April 2019

Are brands becoming relevant again?

Digital Marketing in Hospitality

— 11 experts shared their view

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Are brands becoming relevant again?
This viewpoint was created by
Martin Soler, Partner at Soler & Associates
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Martin Soler
Partner at Soler & Associates

There is an inherent value in brands as a way of reassuring guests of a certain quality due to standards imposed by brands. Especially when going to an unknown location. While online reviews have helped independent hotels for some time it is hard to know what standards the reviewer had. Hence brands can help reassure travellers. For corporate travel - they undoubtedly play a huge role as companies don't want to negotiate with hundreds of hotels but prefer a central point of contact. 

The multitude of sub-brands is a good way to retain the reassurance of a brand while offering some fresh new experiences to guests. 

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