Hotel sector: Brand matters

Hotels face a future in which the strength of their brand has dwindling influence over customer choice. But the hotels that can get branding right in a digital era face a clear opportunity to grow market share.

When finding a hotel, leisure travellers increasingly rely on online travel agencies (OTAs) like Expedia and, or meta-search engines such as Trivago and Kayak to find a good deal and read other consumers’ feedback. As a result, convenience and price are overtaking brand recognition as the driving forces behind leisure guests’ booking decisions. In the digital world, hotel brands are becoming less visible. 

Read the full report
Download PDF [ 1230 kb ]