Articles tagged “brands”

Consumer behavior is likely to remain in flux post-pandemic, so travel brands must adapt their advertising strategies to prepare for an unprecedented purchase journey and connect with travelers in new ways.

Booking Holdings hired a new marketing chief in 2019 because it knew that its brand marketing in the U.S. was falling short, particularly against household name Expedia. Booking is pivoting to address shortcomings, realizing finally you can't keep kicking the can down the road with basically the same strategy.

Oyo has a hype machine to rival any brand. But beneath all of the disruption, some hotel owners complain its technology is unstable and lacks functionality, leaving them to clean up the mess. Growth for growth's sake may seem great for a unicorn-like valuation, but the hotel chain will need to grapple with flaws in its business model that can't keep pace.

Buying a compelling travel domain like Trip.com and thinking it ensures success is like the people who buy a restaurant and think they can run it because they are foodies. Several major travel companies squandered the Trip.com domain because it was a side hustle. Moral of the story? A brand is only as good as the real-world business behind it.

Hyatt is launching a new China brand while Hilton swears by the adage of introducing the right Hilton brand in the right location at the right time across China. Which of the two approaches is better?

In other words, think of the Signia Hilton as Hilton's take on Crowne Plaza, Marriott Marquis, Sheraton Grand, and Dolce Hotels.

Forget board meetings and protocols, brands like Delta know they have to respond to a social media crisis almost immediately. Hesitation kills.

And the winner is ... "experiences." It's a trendy way these days to refer to what formerly were known as tours and activities or attractions. Following Airbnb and Booking.com, TripAdvisor's new business unit will be called TripAdvisor Experiences. Breathing is an experience and living is an experience. Does the name du jour really reflect tour and activities offerings?

Cross-promotions like this are most successful when both sides have something to gain. While Seagram's gets access to a new audience, The Corner Hotel can enhance its reputation.