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Hotel Brand Matching Test Results

7 min read

Matching the lodge brand names with its mum or dad major ten world lodge group ought to not be a hard endeavor. Asking a group of people that are knowledgeable about the lodge business ought to make the endeavor straightforward. In practice, possibly not quite that quick.

Dependent on an average grade of C- for people common with the lodge business recognizing lodge brand name affiliations, this must be the grading scale some lodge brand names internally use themselves…
Picture Credit: PapJeff (cc|flickr)

Main lodge teams continuously pitch the energy of their brand name positioning when soliciting management and franchise agreements to lodge house owners. The brand names are positioned relative to the level of competition, markets segmented to align prototype homes with highly beautiful traveler personas, and a lot of picture-rich language glowingly portrays the brand name as a best healthy for the prospect.

From a shopper viewpoint, the distinctions may possibly not be so clear. As shown by the vacation/lodge wonks that have a tendency to abide by this weblog, when asked to match the one hundred lodge brand names to their mum or dad major 10 world lodge teams, solutions were not clear-slash.

Though the sample dimension and methodology can in no way be claimed to be statistically substantial, in depth, or even scientific, there are some clear indications that lodge branding relationships could use some function. The average score wound up being a miserable C-.

This was even with simplifying the check with quick queries enabling 1 to match the “Best Western”, “Hilton”, “Hyatt”, “Marriott” and “Wyndham” brand names to the “Best Western”, “Hilton”, “Hyatt”, “Marriott” or “Wyndham” lodge teams. The two people tied with the best score of ninety four out of one hundred nonetheless missed six% of the queries.

Taking into consideration the scale of service fees extracted to assistance brand name marketing, the entire group of one hundred brand names scoring only just in excess of 70% on their mum or dad brand name relationships raises serious queries. First, is if the positioning of these lodge brand names inside a mum or dad lodge group is essential to the results of the member homes, and next,

Presented the asset-light-weight method utilized by just about all the important lodge teams, if the other shoe were to drop and resorts commenced questioning the value of the brand name identities, lodge teams now deficiency a large group of owned homes to serve as an anchor to their portfolios. Devoid of clear-slash aggressive rewards or product or service differentiators, franchise and/or management settlement renewals have a tendency to gravitate towards discussions of charge levels.

For the publicly held lodge teams, reducing charge levels – which negatively influence margins, represent a important pink-flag for institutional investors. Stress is compounded by the share growth of online vacation agencies and amplified online distribution. What happens if OTAs or publisher-backed soft brand names start off to grow to be more significant to attendees than conventional multi-brand name lodge teams?

The Hotel Model Explosion

Hotel Group Efficiency

For the huge greater part of the large, perfectly-recognized, world lodge brand names, mum or dad affiliations were evidently comprehended. However, this is not the immediate battleground for most lodge teams. As a substitute, most are focused on growing the range and home count of their new lodge brand names.

As opposed to commenting on all the brand names where the affiliations were perfectly known (that ought to be the expectation), the emphasis will be on those brand names scoring at the minimal conclude of the spectrum.

Accor
Aside from the two year outdated MGallery soft-branded assortment of unbiased homes, Accor’s member brand names were mostly regarded by the respondents.

Most effective Western
When presented by itself, the “Premier” tier of Most effective Western’s branding is not conveniently affiliated with the brand name. It may possibly be protected to assume that the notion of Most effective Western is more robust than the designation for its upscale product or service line.

Carlson
Somewhat amazingly, the Carlson brand name portfolio wound up scoring the least expensive degree of recognition between the major 10 world brand names – 58%. Though it is understandable that the new Radisson Purple and Quorvus Collection brand names, each introduced in 2014, have not however grow to be recognized, the State Inns & Suites brand name established in 1987, was also not often affiliated with its mum or dad.

Preference
Contrary to Carlson, Preference chilly not position to recently announced brand names pulling down its average – neither the Rodeway and MainStay Suites brand names, each recognized in the 1990’s were affiliated with Preference, nor were the Cambria Suites or Suburban brand names (introduced in 2007 & 2005 respectively). Like several other soft-branded groupings, the Ascend Collection was also normally orphaned.

Hilton
The recently introduced Canopy brand name and Curio brand names may possibly not have attained major of thoughts recognition as Hilton brand names, but most of the other brand names have. The rare exception was the sluggish-starting prolonged-continue to be Home2 brand name, now in its fifth year. This may possibly reflect a pattern, as Hilton’s fifteen year-outdated prolonged-continue to be Homewood Suites brand name only attained a middling score.

Hyatt
Hyatt’s two new all-inclusive brand names, the grownups-only Zilara and Spouse and children oriented Ziva, each opening this thirty day period were digital unknowns. Andaz, now seven years outdated, nonetheless seems to deficiency identification with Hyatt as its mum or dad.

Intercontinental
It’s logical that some may possibly have missed the news of Kimpton’s acquisition by Intercontiental, and the new Even brand name is nonetheless mysterious, but the respondents unfortunately failed to identify the decade-outdated triumvirate of Candlewood, Indigo and Staybridge as belonging to IHG – that’s not a great factor.

Marriott
With a total of sixteen brand names, Marriott won in the quantity department. Its new brand names – such as Ian Schrager’s Version, Moxy and Protea, as perfectly as the slightly more mature acquisitions AC and Gaylord are usually not known as Marriott brand names. Better, yest nonetheless rather average scores were attained for the nonetheless normally overshadowed, SpringHill and TownPlace brand names.

Starwood
The lodge group with the most regarded brand name affiliations was Starwood – scoring 86%. The brand names pulling down the average were Le Meridien and the Luxurious Collection soft-brand name, with St. Regis scoring slightly larger. All other Starwood brand names were widely regarded, scoring in excess of ninety%.

Wyndham
Narrowly shedding out to Carlson by only two points (at 60%), in the minimal score level of competition, was Wyndham. [Model] Yard and [Model] Grand appeared to be routinely confused with Hilton Yard Inn and Grand Hyatt. However, exceptional and comparatively perfectly recognized brand names, Baymont, Days Inn, Microtel and Tryp all scored failing grades underneath 60%, although Howard Johnson, Knights Inn and Tremendous 8 were close behind, attaining D stage scores. Devoid of any new brand names introduced or acquired due to the fact 2010, if Carlson’s two brand names introduced in 2014 were eliminated from consideration, Wyndham would have experienced the least expensive score.

The table underneath includes just about every of the one hundred brand names surveyed, grouped by mum or dad lodge chain, such as the year that the brand name and that chain were 1st paired. A letter grade is also furnished – this grade demonstrates a straight grading of the results rate of the respondents from the Hotel Model Matching Take a look at. The scale was ninety+% = A, eighty+% = B, 70+% = C, 60%+ = D and underneath 60% = F.

Note: The time period [Model] was applied as a variable when the lodge chain title was applied in the lodge brand name title.

Here are the final results, by brand name and mum or dad chain:
 

Model Chain Quality Age
Grand Mercure Accor A- 1983
hotelF1 Accor B 2012
ibis Accor A- 1983
ibis spending plan Accor A- 2012
ibis Designs Accor A- 2012
Mercure Accor B 1983
MGallery Accor F 2012
Novotel Accor B 1983
Pullman Accor C 2007
Sofitel Accor B 1997
Suite Novotel Accor B 2001
[Model] In addition Most effective Western B 2011
[Model] Leading Most effective Western D 2002
Most effective Western Most effective Western A 1946
[Model] Blu Carlson D 2009
[Model] Purple Carlson F 2014
State Carlson F 1987
Park Inn Carlson C 2000
Park Plaza Carlson B 2000
Quorvus Collection Carlson F 2014
Radisson Carlson C 1962
Ascend Collection Preference F 2008
Cambria Preference F 2007
Clarion Preference C 1990
Consolation Inn Preference B 1990
Consolation Suites Preference B 1990
Econo Lodge Preference C 1990
MainStay Preference F 1997
Top quality Preference B 1990
Rodeway Preference F 1990
Rest Preference B 1990
Suburban Preference F 2005
[Model] Yard Inn Hilton A 1996
Canopy Hilton F 2014
Conrad Hilton A 2005
Curio Hilton F 2014
DoubleTree Hilton A 1999
Embassy Hilton A- 1999
Hampton Hilton A- 1999
Hilton Hilton A- 1919
Home2 Hilton F 2009
Homewood Hilton C 1999
Waldorf Astoria Hilton B 1997
[Model] Home Hyatt B 2012
[Model] Put Hyatt C 2004
[Model] Regency Hyatt A- 1967
Andaz Hyatt C 2007
Grand [Model] Hyatt B 1980
Hyatt Hyatt A- 1957
Park [Model] Hyatt C 1980
Zilara Hyatt F 2014
Ziva Hyatt F 2014
Candlewood IHG F 2004
Crowne Plaza IHG B 2003
Even IHG F 2014
Getaway Inn IHG A 2003
Getaway Inn Convey IHG A 2003
Hotel Indigo IHG F 2004
InterContinental IHG A 2003
Kimpton IHG D 2014
Staybridge IHG F 2003
AC Marriott F 2011
Autograph Collection Marriott C 2011
Bvlgari Marriott D 2004
Courtyard Marriott A 1983
Version Marriott F 2010
Fairfield Marriott B 1987
Gaylord Marriott F 2012
JW [Model] Marriott A 1984
Marriott Marriott A 1957
Moxy Marriott F 2014
Protea Marriott F 2014
Renaissance Marriott A 1997
Home Marriott B 1987
Ritz-Carlton Marriott C 1998
SpringHill Marriott C 1999
TownePlace Marriott C 1997
Aloft Starwood A- 2008
Component Starwood A- 2008
Four Points Starwood A 1998
Le Méridien Starwood D 2005
Luxurious Collection Starwood D 1994
Sheraton Starwood A- 1998
St. Regis Starwood C 1999
W Starwood A 1998
Westin Starwood A 1994
[Model] Yard Wyndham F 2006
[Model] Grand Wyndham F 2006
Baymont Wyndham F 2006
Days Inn Wyndham F 2006
Hawthorn Wyndham C 2008
Howard Johnson Wyndham D 2006
Knights Inn Wyndham D 2006
Microtel Wyndham F 2008
Ramada Wyndham C 2006
Tremendous 8 Wyndham D 2006
Travelodge Wyndham C 2006
TRYP Wyndham F 2010
Wingate Wyndham B 2006
Wyndham Wyndham A- 2006
All Brands – Combination Average C-

 
From a individual viewpoint, I also took the check – scoring only 97 – unable to correctly match 3 resorts correctly to their mum or dad chains, even with obtaining made the check myself… The lodge attendees hardly ever stood a opportunity.

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