U.S. hotels are trying to build a new brand image that focuses on forging an emotional link with customers in a lodging landscape where everything increasingly looks the same.
"There is a concern over commoditization of a Marriott versus a Hilton versus a Sheraton," said David Katz, analyst at CIBC World Markets. "They are clearly making efforts to try and differentiate themselves."
Hoteliers have been spending millions of dollars on renovations and improvements -- such as introducing better beds and high-speed Internet services -- to justify higher room rates and attract customers.
But as quality improved across the board, chains lost the edge they hoped the new services would give them and now have to find newer ways to hook people on their brands.
This past week alone, at least three major U.S. hoteliers -- Marriott International Inc. (MAR.N: Quote, Profile, Research), Hilton Hotels Corp. (HLT.N: Quote, Profile, Research) and Starwood Hotels and Resorts Worldwide Inc. (HOT.N: Quote, Profile, Research) -- announced initiatives they hope will distinguish them from the rest of the pack.
They are using technology and paying closer attention to the preferences and needs of today's travelers.
Marriott last Thursday introduced more personalized online reservation and other services and promised to reconfigure its hotel lobbies to create better working space for business travelers.
The previous day, Hilton said it would launch its first major television advertising campaign for its flagship brand in a decade, appealing to emotions rather than listing a series of amenities.
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Source - Reuters
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