DQ (Development Quarterly) - Issue 4

Page 26


A Tale o f Two Brands

With increasing land prices and construction costs, there is a greater need than ever to find creative solutions to the challenges facing hotel development. Dual branding is just one of those solutions. We look at the many benefits of multi branding and speak to the people who have first-hand experience of the model.

Although the concept of dual branded hotels has been around since the 1980s, there is an increasing demand for the model. IHG速 has built a successful estate of dual branded properties across the world and as the battle for available land gets fiercer in Europe and building costs increase, the time is right for innovative responses in this market. Dual branding is one of those responses. Given the evolving demands of both the consumer and the industry, dual branding is a tailored solution that enables owners to tackle two segments within the same footprint.


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