Your latest instalment of articles and opinion from across the Hospitality sector.
TW Viewpoint
How do Hospitality brands measure up?
Brand value is all powerful and vital to the growth of Hospitality brands. Yet according to the latest Forbes Most Valuable Brand Index, and the equivalent indices produced by Interbrand and WPP (BrandZ"), there are no hotel brands in the top 100 global brands, as compared with 3-4 Restaurant brands. Why is the Restaurant industry doing a better job at creating brand recognition? Is it because the successful Restaurant brands are single brand corporations (e.g. McDonalds, KFC and Subway), whereas the Hotel industry is constantly creating new "brands"?
Perhaps even more striking, the Hospitality "service companies" (e.g. OTAs and other Disrupters) are becoming as recognisable and valuable as the Hotels they feature. The 2017 Brand Finance top 500 global brands report published yesterday (linked below) listed hospitality companies (in order) Hilton (171), Booking.com (274), Marriott (332), Expedia (367) and then Sheraton (443). With increasing market presence and massive marketing budgets, the signs are that the OTAs and Disrupters will only put the Hotel brands under even more pressure to deliver on their brand value and recognition. It will be interesting to watch if, over time, Deliveroo and Uber Eats are similarly compared with the Restaurants brands.
2017 Brand Finance top 500 global brands report
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