The relationship between branding and the selection of hotel accommodation

Abstract

Purpose: The main purpose of this research is to analyze the connection between branding and the selection of hotel accommodation by identifying various hotel brand strategies used to influence this relationship. The research will also aim at highlighting effective brand strategies and common issues with regards to branding in the hospitality sector. Design/methodology/approach: The main approach of this study is to examine brand equity, its value and implications from the perspective of brand experts, representing different hotels and brand categories. The research has adopted two methods. Firstly, it aims at identifying important theory and evaluating recent research conducted in the field of branding and hospitality. Secondly, through using qualitative research methodology, the study aims at gathering specific practical information which will contribute to the understanding of how theoretical concepts apply in real business situations. Findings: The research has reached its main objectives. Firstly, the findings relate to and confirm the theory presented in the literature review. Secondly, the results confirm the importance of branding and the evidence of a strong relationship between branding and the selection of accommodation. The findings also present a number brand strategies and issues which can have important implications for the development of both emerging and existing hotels brands. Research limitations: The major limitation of this research is the limited number of respondents due to time constrains. Practical implications: The research has managed to point out several practical implications concerning hotel branding. Those include establishing a relationship between the hotel brand and the related location, implementation of strategies related to delivering a brand promise with specific emphasis on human resources, and managing the impact of social media and 'word-of-mouth' marketing.