Leading hoteliers have underscored the growing importance of brand strength as distribution channels become more complex.
Accor chief operating officer Simon McGrath warned that brands were designed for the consumer and therefore had to have integrity.
“That has never been more important in terms of complexity of distribution,” he said. “People searching for deals online are searching for brands to get clarity.”
He dismissed claims that Accor was a “brand factory,” stressing the firm was constantly looking at the hierarchy of brands.
“Where we’ve got brands in competing segments, we’re consolidating,” he said, referring to the rebranding of its All Seasons properties under an Ibis mega brand.
But McGrath stressed that a local focus was essential, particularly with the integration of the recently acquired Mirvac properties into Accor’s portfolio.
The firm will be assessing each property on a case by case basis, McGrath revealed.
“It would be arrogant to just sweep them all under our existing brands,” he said.
Mantra boss Bob East agreed that brands now meant “more than ever before”.
He revealed that the hospitality firm was spending more on marketing to build its brand presence.
