Closing

The idea of brand segmentation is for the hotelier to develop a great brand and offer that same brand quality and service in different destinations, which in turn will encourage customer loyalty. Having many different brands that represent various levels of service and accommodations allows travelers to choose a brand that is perfect for them. Dr. Jiang and Dr. Rao (2002) support this idea when they state “The strategy of brand extension is aimed at encouraging customers to patronize a brand family on various occasions.” Regardless of their destination, vacationers are sure to find a brand that suits them best.
*The various brands and their market levels discussed in this article were all contributed by the Smith Travel Research report for 2006.