One of the most vital components of a successful company is an effective branding strategy that creates deep interest and loyalty among its targeted consumers. Although this is a clear focus in many industries, the branding of many travel technology companies speaks primarily to the functionality of products, while failing to connect with the emotional aspect of their target audience.
The pressure is on. Recent mergers are putting fear into the minds of not only their top competitors, but independent and boutique hotels with less brand awareness. However, the fight for travelers attention may not be as scary as it seems for smaller hotel properties.
Its a nightmare that way too many hoteliers can relate to: an already saturated market being bombarded with new hotels left and right, each with shiny new technology, the comfiest beds in all the land and thousands of square feet of meeting space to entice even your most loyal annual groups.
Independent hotels are riding a peak of prosperity. A recent Lodging Magazine article by STR showed that independent properties were universally outpacing their brand competitors in 2015.
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