The value a brand provides to a hotel is a subject constantly discussed and deliberated. The significant advances in technology facilitating distribution, sales and marketing may result in less reliance on a brand to achieve high occupancy and wide promotional reach. Are hotels that are financially committed to a brand as well as an OTA in danger of seeing any profit margin disappear completely? Or are the benefits of scale, recognition and experience a brand brings greater than an independent hotel can achieve alone?
The Big Debate - To Brand or Not To Brand – will take place at The AHC 2017 on Wednesday 11th October, 15:30 – 16:15 in the Deansgate Suite of the Hilton Manchester Deansgate Hotel.
The session will start with a presentation from Dr Cris Tarrant, CEO, BDRC Group who will explore the financial value a brand can potentially add through BDRC's Brand Margin® research. A panel discussion will follow lead by Alister McCutchion, Executive Vice President, JLL in conversation with James Bland, Director – Hotels & Hospitality, BDRC Continental, John Brennan, CEO, Amaris Hospitality, Christopher Michau, Vice President, Global Partner Group, Expedia and Tim Walton, Regional Vice President of International Hotel Development Marriott International.
The attending audience can expect some healthy debate from both sides of the brand discussion as the panel explore the proliferation of brands seen over the last few months, where this trend is heading and what this means for both the guest and investor as well as the impact the current sophisticated market, with high numbers of professional institutional investors, and third-party management companies, has on the operator selection process and the relationship between brand and owner.
The wide and varied contemporary distribution channels now available will be deliberated as well, of course, as the relationship with OTAs, whether branded or unbranded and how these are evolving to include some sophisticated technology partnerships, leveraging the technological strength and flexibility of the OTA.
Join us for this session and many more topical and current subjects at The AHC 2017.
The AHC Team
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