Traditionally hotel brands largest added value has been distribution. A hotel got branded and was quite rapidly connected to a massive flow of reservations, on all the channels that existed. It helped guests search, travel agents book and hotels get filled. But that distribution function has largely been replaced by OTAs. So much so that, a few years ago the CEO of a large European Owning company publicly questioned why he should keep his hotels branded instead of going independent.

Today with brands adding new sub-brands every year it becomes unclear what a brand really is. But at the same time, the market is growing and they are making more revenue so it seems like the market accepts the new brands. Google has added a brand search functionality into their metasearch product and the conversation has shifted away from "are brands still needed". The millennial generation is supposedly not loyal to brands. Loyalty programs are getting revamped but costs are increasing. So have brands become relevant again? Are we entering a new golden age for the hotel brands?

David Turnbull
David Turnbull
Hospitality Entrepreneur , Founding Partner at Techtalk.travel
Martin Soler
Martin Soler
Partner at Soler & Associates
Lennert de Jong
Lennert de Jong
President Hospitality at planet
Peter O’Connor
Peter O’Connor
Professor of Strategy at University of South Australia Business School
Max Starkov
Max Starkov
Hospitality & Online Travel Tech Consultant
Larry Mogelonsky
Larry Mogelonsky
Partner at Hotel Mogel Consulting Ltd.
Charlie  Osmond
Charlie Osmond
Co-Founder & Chief Tease at Triptease
Mark Fancourt
Mark Fancourt
Co-Founder at TRAVHOTECH
Ross McAlpine
Ross McAlpine
Director, CRM at EOS Hospitality
Youri Sawerschel
Youri Sawerschel
Founder & Chief Creative Officer, Creative Supply
Frank Reeves
Frank Reeves
Chief Evangelist, SHR Group