• View the Talks
• 29 min
  1. Why branded hotels can outperform non-branded competitors

  • Mr. Robert Milburn
• 36 min
  2. How to connect the brand to the customer

  • Dr. Richard Michon
• 36 min
  3. Product specialization: how different brands compete

  • Dr. Maureen Brookes
• 32 min
  4. Performance measurement of branded hotels

  • Mr. Charles Suddaby
• 36 min
  5. The effects on sales when franchising a hotel

  • Mr. Vito Curalli
• 23 min
  6. Selecting the right branded management company

  • Mr. David Larone
• 42 min
  7. The case of a single brand corporation

  • Dr. Gabor Forgacs
• 36 min
  8. Hot new lifestyle hotel brands: best practices

  • Mr. Joel Rosen

Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. Agenda
3. Key messages (1)
4. Key messages (2)
5. What is a brand?
6. How important are brands?
7. Intangible value of companies rising
8. Is it a name?
9. Over 700 brands worldwide: A-J
10. Over 700 brands worldwide: J-Z
11. It's all about market share
12. Europe has a lower brand penetration
13. Number of hotel brands - 1980 vs. 2006
14. Making new brands stick
15. What causes people to pay more? (1)
16. What causes people to pay more? (2)
17. Brands can generate higher performance
18. Branded vs. non-branded hotels - NY
19. Branded vs. non-branded hotels - US
20. Branded vs. non-branded hotels - London
21. Branded vs. non-branded hotels - UK
22. What's a brand worth?
23. Independent and small brands can suffer in 2 ways
24. Willingness to pay for brands - a little test
25. Willingness to pay for brands - cars
26. Willingness to pay for brands - hotels
27. Willingness to pay for brands - personal trip
28. Willingness to pay for brands - business trip
29. Brand owners spend more on advertising (1)
30. Brand owners spend more on advertising (2)
31. Advertising generates consumer confidence
32. Brands are seen as risk free
33. Advertising helps to understand product benefits
34. Delivering consistency is paramount
35. Top of mind awareness for consumers
36. Brands generate a high level of consumer recall
37. BDRC hotel guests surveys 2008
38. British branded hotel performance vs. unbranded
39. French branded hotel performance vs. unbranded
40. German branded hotel performance vs. unbranded
41. Middle East branded/unbranded hotel performance
42. Asia Pacific branded/unbranded hotel performance
43. Brands can deliver value
44. Human capital, brand affiliation, operating system
45. Brands deliver value to owners and consumers
46. The franchising growth model makes brand crucial
47. Brands in a franchised world
48. It's easier for branded hotels to get finance
49. Unstoppable power of technology and distribution
50. Does new technology advantage brands?
51. Internet is used for travel research and booking
52. Brand site revival
53. Conclusions
54. Brands can out-perform non-branded hotels
55. Thank you for listening
56. For further information

Topics Covered

• What is a brand?
• Intangible value of brands
• It is all about market share
• Price
• Brands can generate higher performance
• Branded versus non-branded hotels
• What is a brand worth?
• Willingness to pay for brand
• Brand owners spend more on advertising and PR
• Branded hotel performance versus unbranded
• Brands can deliver value
• Does new technology advantage brands?

Links

Series:

• Branding and Product Specialization in Hotels

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on July 1, 2009