Vai al mio blog TSM CONSULTING TOURISM DISCUSS http://discuss.tsmconsulting-barcelona.com Hotel Branding Strategy: Powerfun tool to position hotel effectively in the market Strategie di branding alberghiero: Potente strumento per il posizionamento dell'albergo sul mercato Estrategia de branding hotelero: herramienta eficaz de posicionamiento del hotel en el mercado International seminar in Tourism Branding Strategy - Tehran, June 9-10, 2010 - Tehran Trading Center Organized by: Marcopolo Tourism Training Center

1. BRANDING STRATEGIES:
POWERFUL TOOL TO POSITION HOTELS
EFFECTIVELY IN THE MARKET
Prof. Federico Belloni
CETT-UB
Tehran, June 9-10, 2010

2. WHAT IS BRANDING?
THE STRATEGY OF DEFINING, BUILDING
AND MANAGING THE BRANDS’
PORTFOLIO
Branding achieves its goals when companies are able to define
and maintain their distinctive and core competencies to ensure
the expected experiences the customers have

3. THE GOAL OF THE BRANDING STRATEGY IS ACHIEVED BY A
CORRECT UNDERSTANDING OF THE PRODUCT FEATURES
AND ALLOCATING THEM TO ONE OR MORE BRAND

4. COMPANY BRAND
STRATEGY
PRODUCT BRAND
STRATEY
HYBRID STRATEGY

6. HOTEL FIRMS
COMPLEMENTARY BRANDING
COMPLEMENTARY BRAND STRATEGIES
• Mainly used to underline a high
quality level of the offer
• Generally used by independent
hotels that don’t have a brand
with a very high communication
power
• Used together with the
company brand

8. BRANDING ALLOWS COMPANIES
THAT HAVE THEIR CORE BUSINESS
FOCUSED IN OTHER ECONOMIC
SECTORS TO ENTER INTO THE
HOTEL MARKET BY USING THEIR
BRAND POWER

10. CASE HISTORY
HOTELS CHAINS

11. CASE HISTORY
INDEPENDENT HOTELS
TARGET FOCALIZED HOTEL ASSOCIATIONS

13. Borned by the merging of
two companies, Sol and
Meliá
• Hotels & Resorts
• Luxury Residencial Ownership
• Vacation Club

15. 8 COMPLEMENTARY
BRANDS
Strong presence in:
• Europe
• Spain
• Portugal
• Central and South
America

16. STRATEGICAL POSITIONING
Vacation Business Design
Luxury
Up-scale
Mid-market
Economy
Budget

17. STRATEGICAL POSITIONING
Development:
Hybrid branding strategy
 through the acquisition of
already existing companies
(Tryp Hotels)
 through direct development of
new hotel format and concept

19. In 1967, open the first
Novotel in Lille Lesquin

22. 17 HOTEL BRANDS
3 COMPLEMENTARY
BRANDS FOR
SERVICES

23. STRATEGICAL POSITIONING
Standardized No standardized Long Stay
Luxury
Up-scale
Mid-market
Economy
Budget

24. STRATEGICAL POSITIONING

25. STRATEGICAL POSITIONING
Development:
 Product branding strategy
Through the direct introduction
of new concepts, with
autonomous brands

27. The first Four Seasons hotel opened
on the first day of spring in 1961 on
an unattractive downtown area in
Toronto, Canada

28. The company now welcomes guests
to 50 properties, on every continent
except Antarctica

29. Only one market
position
Only one brand

30. BRANDING FILOSOFY
• Treating every customer as a special guest
BRAND PURPOSE
• Continuous innovation, remarkable
expansion and a single-minded dedication to To be recognised as
the highest standards the company that
manages the finest
• Friendliness and efficiency with the finest
hotels, resorts and
traditions of international hotel-keeping
residence clubs
• Luxury for the modern traveller wherever located in
the world
• Only experiences of exceptional quality
• Generate values using superior design and
finishing

32. The marked position orients the service
only to hi-spender both vacation and
business tourism

33. The brand Oberoi Hotels & Resorts is
internationally recognized as all-round excellence
for unparalleled levels of service

36. THE DEVELOPMENT OF THE BRAND IMAGE
• Since its origins, the Majestic has been known for
being able to position itself among the city’s most
prestigious hotels
• Numerous political, cultural, and artistic celebrities
of the 20th century have stayed in the hotel
• Develop it’s imagine during the Olympic Games in
1992
• A noteworthy event was the receipt of the 5-Star
Diamond Award in 2003, 2004, 2005 and 2006 by
the American Academy of Hospitality Sciences

37. THE DEVELOPMENT OF THE BRAND BRAND
IMAGE
• The Hotel Majestic has been known in artistic
circles as “The Art Hotel” since that time
• In 1996 and 1997 it successfully hosted the
prestigious “New Art” show
• The hotel’s interest in the art world goes back many
years. The art collection exhibited throughout the
hotel is the consequence of this interest
• Contemporary art is represented by a wide array of
works by artists from the nineties, backed by the
most prestigious Spanish and international galleries

47. THANK-YOU VERY MUCH FOR YOUR
ATTENTION
Federico Belloni
federico.belloni@cett.es