JavaScript is disabled for your browser. Some features of this site may not work without it.
Hospitality Branding in the Age of the Millennial

Author
Adamson, Allen; Dev, Chekitan
Abstract
[Excerpt] The Exponential Growth in Both Hospitality Brands and the Millennial Audience Requires an Exponential Shift in Brand Portfolio Strategy The past decade has seen exponential growth in hospitality brands making for an often confounding proliferation of options for travelers. According to Smith Travel Research, from hard to soft, boutique to lifestyle, consumers are looking at a choice of almost 1,000 hotel brands globally [1].
Date Issued
2016-10-01Subject
hotel branding; portfolio strategy; rebranding; hotel mergers; hospitality industry; millennials; brand architecture
Rights
Required Publisher Statement: © Boston University. Reprinted with permission. All rights reserved.
Type
article