Hotel brand independence
In the 1970s, Holiday Inn revolutionized the concept of homogenizing American hospitality experiences. More and more, travelers wanted to know exactly where to stay when they were tired. It was born at a brand hotel, as we know it today. Holiday Inn created the expected level of value and experience settled in the new 1975 tagline "The Best Surprise is No Surprise." They were promises for convenient places for a generation of Americans heading for the highway for low prices, stable quality, business and pleasure.
After 35 years history, we can understand the relative advantages and challenges that brand world hospitality has brought to the world. Indeed, we expect attributes that these brands consistently offer to know who can get what when they walk around the world lobby, Hyatt, Hilton, The Westin, Doubletree, W, Holiday Inn And for millions of travelers demanding, there is no further surprise.
We may conclude that the evolution of this brand's hotel resolved the absolute destruction of the independent hotel market. It's not. In fact, over the past 15 years, independent segment supply growth is only 4 - 5% below the brand segment. Also, independent hotels may compensate for the average daily rate (ADR), as they may lose to brand hotels in total accommodation facilities.
So, what is the real challenge for independent hotels in the brand-dominated world? Independent hotel owners are essential to incorporate the brand as seriously as branded competitors. In other words, it means to develop a brand strategy plan before hiring an architect, interior designer, food and beverage specialist, advertising agency, hotel staff. Independent hotels have to pinpoint what they offer exactly. They must define their audience (persona) from both demographic and psychological perspectives. Because it is exactly the same as the brand hotel.
By checking in at the Westin, you will know exactly which type of guest will go there. What you want as an independent hotel may be a completely different guest. People looking for a unique hospitality experience, some are not available at brand hotels. This is a great opportunity to offer this new expectation of value and experience unique to your offering. Otherwise, an attractive hospitality property that is not defined is created. Marketing is extremely expensive and ineffective if you do not know exactly who you are marketing. Once both transient targets and group targets are defined, you can build brand strategies around them.
One independent boutique hotel is doing a huge job of creating an unparalleled unique experience with every brand hotel. It is Ellis Hotel in downtown Atlanta. A well-defined guest persona leads to all the branding, marketing, food and drink as well as room amenities. It is difficult to make it right, they made it right.
Once you have a brand strategy you can recall architects, designers, and associates. Now that I got the brand, I can finish my homework and fill the room with confidence and offer things that the brand hotel can not do. Unique surprise.
