HADM 1350 Lecture 4: HADM 1350 Lecture 4 - 6

• School: Cornell University
• Department: Hotel Administration
• Course: HADM 1350
• Professor: Reneta Mc Carthy

Document Summary

Brand segmentation is based on average adr across brands. Ihg: relaunched holiday inn and ihg rewards club, re-positioned. Crowne plaza: relaunching: remove poorer hotels, add high quality hotels, service training, re-positioning: identifying and attempting to occupy a market niche ny creating a distinct impression in customer"s mind, e. g. Crowne plaza decided to switch to a holiday inn to fill upper- midscale niche. Lifestyle brand - a brand that attempts to embody the values and aspirations of a group or culture for purposes of marketing. Convince customers that their identity will be reinforced by associating with brand. (e. g. westin - personal, instinctive, renewal) Product strategy can be easily duplicated, therefore lifestyle strategy is harder to pull off. Starwood: created the heavenly brand, do not franchise luxury brands, bought le meridien. Wyndam: cross-selling: selling across franchise, roi: return on investment (e. g. light bulb, rep: request for proposal. Accor: french company, sold motel 6 and studio 6to blackstone and created g6 hospitality.