World Panel
Viewpoint21 January 2020

Will the value of brands remain sustainable in today's distribution age?

C-SUITE World Panel

— 9 C-Suite executives shared their view

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This viewpoint was created by
Peter O’Connor, Professor of Strategy at University of South Australia Business School
This viewpoint is co-created with IDeaS, Inc.
Ash Kapur
CEO, InTown Suites and Uptown Suites

Brands (Hotel Chains) provide tremendous structure to a hotel's distribution strategy. However, I wouldn't describe the larger hotel companies as “brands”; they are distribution machines that include a CRS, Loyalty program, property management system and connectivity solutions that cater to different tiers (economy, midscale, luxury).

A brand is a sense of connection that goes beyond a traditional earn and burn loyalty program. That said, hotel chains have a bigger role to play in corporate markets and/or markets that don't run high occupancies. I expect to see continued consolidation as hotel chains seek greater distribution and promote themselves as market-places similar to online agencies and or Airbnb.  

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Co-Created ViewpointIDeaS - A SAS Company More from IDeaS, Inc.