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"Tribe" brands: hotel chains that target communities

4 min reading time

Published on 17/05/17 - Updated on 17/03/22

Hotel brands are increasingly offer unusual concepts, with a goal of offering their customers an original experience. In order to stand out, some of them go further and have bet on an offer addressed to specific groups: LGBT, literature or art lovers, or even fans of certain sports (Formula 1, golf ...). Who are these "tribe" brands that make the spirit of community a weapon for differentiation?

While today's hotel market is marked by the growth of alternative accommodation offers, some hotel chains are trying to stand out by targeting "tribes". These brands are characterized by their concept centered on a specific way of life or interest. Because they make it possible to target a specific...

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