Radisson RED, Glo, Vib, 25Hours, MGallery, Curio, Canopy... hotel groups are adopting lifestyle hotels, but what are they doing with their historic brands? What identity? Which segments ? Which goals for growth?
A merciless race to grow hotel fleets and gain territorial control is underway between hotel groups, but not exclusively. The race for brands is also in full swing. If customers want experience, the hotel industry is ready to offer it to them through a profusion of new brands and new concepts.
But what strategies are available to preserve the brand image of historic brands, some of which - such as Novotel, created in 1967 when the hotel group was launched, Holiday Inn, founded in 1952, or Radisson, founded in 1962 - have existed since the explosion of the hotel offer? More standardised, they offer homogeneous services and products with the promise of quality guaranteed by years of operation. Is that enough? Some hotel groups have begun to renew their historic brands, and are opening up common areas to the outside world, adding an F&B offer, offering co-working spaces...
What do the new brands think about these mastodons of the hotel industry? How do they build their reputation and brand image? On what levers do they rely?
A dialogue between historic concepts and new growth, each of which must learn from the other to ensure that hotel products and brands remain attractive.
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