“Brands are no longer just a guarantee of reliability. Our different brands have been purposely developed to reflect the various lifestyle aspirations of our guests, instead of focusing on the notion of traditional hotel segmentation, the focus lies on positioning the brands by lifestyle,” Starwood vice president marketing for Europe, Africa and the Middle East Steven Taylor explained.
“Consumers today want to feel like a brand adds something to their life and to who they are. Brands are now all about how people identify themselves. And in fact consumers — especially young ones — often create their own identity through the brands they choose. So, brands today must make an emotional connection to their guests,” continued Taylor.
“They have to resonate with people and capture their hearts and minds. Brands need to have a personality to cater to different types of travellers and our brands do exactly that. When guests enter any of our hotels they can feel, see, hear and even smell how distinct each of our brands is.”
Sounds to me like Starwood understands the importance of differentiation. How about you and your company? How really distinct is your brand?
Really?
You can read the entire article by going here:
http://www.hoteliermiddleeast.com/14475-big-name-operators-embark-on-a-brand-boom/1/
