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Hospitality Branding in the Age of the Millennial

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dc.contributor.authorAdamson, Allen
dc.contributor.authorDev, Chekitan
dc.date.accessioned2020-09-12T21:03:07Z
dc.date.available2020-09-12T21:03:07Z
dc.date.issued2016-10-01
dc.description.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].
dc.description.legacydownloadsDev124_Hospitality.pdf: 1878 downloads, before Aug. 1, 2020.
dc.identifier.other11391502
dc.identifier.urihttps://hdl.handle.net/1813/71495
dc.language.isoen_US
dc.rightsRequired Publisher Statement: © Boston University. Reprinted with permission. All rights reserved.
dc.subjecthotel branding
dc.subjectportfolio strategy
dc.subjectrebranding
dc.subjecthotel mergers
dc.subjecthospitality industry
dc.subjectmillennials
dc.subjectbrand architecture
dc.titleHospitality Branding in the Age of the Millennial
dc.typearticle
local.authorAffiliationAdamson, Allen: BrandSimple
local.authorAffiliationDev, Chekitan: csd5@cornell.edu Cornell University School of Hotel Administration

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