Consistency is a Problem as Hotels Change Brands--a Lesson for Vacation Rentals
Sept. 11, 2006. Luxury vacation rentals are not the only lodging that has difficulty in maintaining brand consistency. From Manhattan to San Diego, hotels are switching brands and getting upgrades, but the guests cannot always expect brand consistency, according to an article in the Wall Street Journal (subscription required).
The article by Candace Jackson and Peter Sanders says, “Making sure travelers get the same kind of experience at all of a chain's locations is a growing challenge for the hotel industry, which is going through a big shift. Chains from Marriott to Hilton are selling off properties to third-party owners so they can focus on making more money from management fees. That's putting greater responsibility for the brands' reputations in the hands of outsiders.�
Smith Travel Research reports that since 2001, the name plates on 7,600 U.S. properties have changed -- that's about one in every six hotels, compared with one in every seven during the previous five years.
The Wall Street Journal reporters found widely varying practices and amenities in different hotels with the same brand, from different levels of charges for internet connections to different quality of televisions. Some had the new flat screens while others had the traditional bulky TVs. Obviously the chains will try to work most of these differences out over time. They must do so in order of to protect the integrity of the brand.
This article on hotel branding does illustrates the importance of meeting customers’ expectations in luxury lodging. As you develop loyalty for your own brand, your own vacation rentals, you must be able to build customer loyalty by meeting and exceeding their expectations each time they visit you.
