Business Traveller (Middle East) - - Trends -

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

Mar­riott’s Moxy

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