Brand is key in distribution mix

Brand is key in distribution mix
By admin


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.

Latest News

  • Aviation
  • News

Qantas scam warning: ACCC alert over false claims to help get payments back

The ACCC says scammers are calling people, falsely claiming they will help them get payments back following publicity about a Federal Court ruling that ordered the carrier pay $100m in penalties and refund customers for misleading consumers. On 5 May 2024 Qantas gave an undertaking to the ACCC that it would pay about $20 million […]

  • Conferences
  • Tourism

WTTC Global Leaders’ Dialogue yields strategic insights for future of travel & tourism

Government officials and industry leaders discussed pivotal strategies to foster long-term sustainable growth in the global travel and tourism sector at the annual Global Leaders’ Dialogue on the first day of the World Travel & Tourism Council Global Summit in Perth, Western Australia today. Throughout the Global Leaders’ Dialogue (GLD), participants focused on enhancing resilience […]

  • Conferences
  • Tourism

Massive growth overcomes global tourism challenges: World Travel & Tourism Council Global Summit

The World Travel & Tourism Council Global Summit has been launched in Perth, Western Australia with economic growth, aviation opportunities, tourism investment, cultural events, environmental impacts, greenhouse gas emissions, sustainable fuels, tax revenues, renewable energy, global connectivity set to be discussed. Add to that Western Australia tourism, direct Perth flights and Aboriginal tourism and it […]

  • Aviation
  • Breaking News

35 per cent base salary increase part of Virgin Australia pilots new enterprise agreement

Virgin Australia pilots have overwhelmingly voted in favour of a new enterprise agreement that delivers substantial improvements to their pay and working conditions, following 15 months of negotiations. The new agreement guarantees a 35 per cent base salary increase in the first year, followed by 3 per cent annual increases and includes industry-leading lifestyle and […]