Investor Presentaiton
Branding Benefits - The Owner/Manager's View
Branding generates immediate customer recognition for a new or converted property
Assists in attracting new customers and retaining current customers
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A brand conveys a certain level of quality and service
PLAYA
HOTELS & RESORTS"
Exposure to new customers, who may not be familiar with all-inclusive
Increases the propensity for cross pollination and repeat visitation
Brands are the #1 corollary with online reputation scores
TripAdvisor, Expedia, Booking.com
Brands have been proven to reduce price sensitivity and encourage purchase decisions, resulting in
higher revenues
Globally recognized brand leaders provide access to marketing and PR scale
1)
Anderson, C.K., & Han, S. (2018) Indexing hotel brand reputation. Cornell Hospitality Report, 18(7), 1 - 16.
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2)
Carvell, S. A., Canina, L., & Sturman, M.C. (2016). A comparison of the performance of brand-affiliated and unaffiliated hotel properties. Cornell Hospitality Quarterly, 57 (2), 193-201.View entire presentation