Those seeking the right places to stay when traveling, whether it is a leisure vacation or a business trip, are in luck. A variety of brands have now been developed in the lodging industry, tailored to serve diverse consumers who have certain demands based on budget, expectations, and travel needs. This has brought much attention to the travel and tourism industry over the past two decades as many different brands have been added to hospitality organizations’ portfolios. As a single brand cannot meet the demands of all travelers, hotel organizations have turned to brand segmentation. Brand segmentation refers to developing separate brands based upon certain standards and regulations while still maintaining to represent an entity of their parent organization. Chris Arnett, field service director for Choice Hotels International, understands this concept very well and explains that “Choice builds brand loyalty by offering guests the amenities they want without making guests pay for things they don't want. Each brand offers different amenities and service levels to meet the needs of that brand's typical guest. So they're not trying to be all things to all people. The different brands help us achieve this goal.”
The hospitality industry has done much research in building many brands and giving travelers several options in choosing the lodging accommodation that is perfect for them. Brands are targeted to tailor to consumers ranging from economy brands up to the luxury market. Moreover, brand segmentation has allowed hospitality organizations to further expand because they are able to reach a wide range of customers through extensive brand segmentation. A number of hospitality organizations own and manage up to ten different brands and are still growing. Chris Arnett agrees with the idea of offering various brands under one organization when he says “hotels of various sizes and service levels have existed for many years. Companies like Choice and Marriott see the advantage of tying those different sizes and service levels back to one umbrella brand. The tagline ‘by Choice Hotels’ is used for all of its brands, and Marriott uses its name for its brands as well. No matter what the brand, Choice or Marriott stands behind that brand." Each market level has its own set of characteristics that distinguishes itself from other market levels. Whether it is economy, midscale, upscale, or luxury, each level is differentiated through its services, amenities, price, and quality.
The hospitality industry has done much research in building many brands and giving travelers several options in choosing the lodging accommodation that is perfect for them. Brands are targeted to tailor to consumers ranging from economy brands up to the luxury market. Moreover, brand segmentation has allowed hospitality organizations to further expand because they are able to reach a wide range of customers through extensive brand segmentation. A number of hospitality organizations own and manage up to ten different brands and are still growing. Chris Arnett agrees with the idea of offering various brands under one organization when he says “hotels of various sizes and service levels have existed for many years. Companies like Choice and Marriott see the advantage of tying those different sizes and service levels back to one umbrella brand. The tagline ‘by Choice Hotels’ is used for all of its brands, and Marriott uses its name for its brands as well. No matter what the brand, Choice or Marriott stands behind that brand." Each market level has its own set of characteristics that distinguishes itself from other market levels. Whether it is economy, midscale, upscale, or luxury, each level is differentiated through its services, amenities, price, and quality.
Aucun commentaire:
Enregistrer un commentaire