BRAND OVERLOAD Do you know the difference between a Moxy, a Vib and a Jaz in the City? Hotel chains just can’t stop launching new concepts to appeal to ever-greater subsets of travellers. The result is an overabundance of brands that no one can keep track of.
Since its takeover of Starwood at the end of last year, the biggest hotel group in the world, Marriott International, now has 30 brands. After taking over Fairmont Raffles Hotels International, Accorhotels now has 23, while IHG has 12 and Hilton 14 (newly launched Tapestry Collection).
In the future, we can expect new hotel companies to embrace a “singular experience” – creating just one brand to remove the anxiety of choice. One hospitality company that has stuck to this approach (so far) is Four Seasons, which has no sub-brands. Above: DESIGNER ROOM SERVICE