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white paper Facing the Big-Brand Juggernaut: How to Compete Against the Big Guys

Overview With the banners of somewhere around 492 hotel chains emblazoning tens of thousands of hotels, it is no wonder that many independent owners and operators are convinced they hardly stand a chance. They’re wrong.

416.967.3337 www.proteanstrategies.com © 2015

H

ere are a few numbers that should strike terror in the

hearts of all true hotel marketers…and more so in the hearts (do they have them?*) of hotel investors:

492: the number of hotel chains according to Hotelnet 442: the number of hotels Starwood will be opening under

their banners in the next 3 years, according to the Starwood website 200: the number of hotels Marriott will be opening in the next three years, according to eturbonews And a few names that might stir

branded by hotel brands included

some terror in the hearts of some

in the above numbers. Sadly, no-

(probably mostly the owners at

body has the time or interest to

this stage): Virgin (for other rea-

calculate this number, possibly

sons), AC by Marriott, Tommie,

because by the time they would

Vib (really?), Canopy, OE

have added up all the hotels in all

Collection, Graduate, Moxy,

the chains, the chains would have

Venu, Jen, Radisson Red,

added new hotels, debranded old

Pendry, RL – these are all new

hotels, switched brands, or start-

brands in 2014! (Hotel Chatter,

ed entirely new brands. It would

October 2014). Add to this:

be, as they say, a truly sisyphusi-

Curio, 1 Hotels and Resorts,

an task.

Baccarat. There are more, but

All of which goes to prove that

the point is well made.

the brand juggernaut is indeed

Not known and unknowable:

something to be scared of if

the number of hotel properties

you’re an independent.

* Just kidding Excerpted from the article by Protean Managing Partner Laurence Bernstein first published in Hotelexecutive.com (http://hotelexecutive.com)

Facing the Big-Brand Juggernaut: How to Compete Against the Big Guys  

With the banners of somewhere around 492 hotel chains emblazoning tens of thousands of hotels, it is no wonder that many independent owners...

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