10 Minutes News for Hoteliers 10 Minutes News for Hoteliers
  • Top News
  • Posts
    • CSR and Sustainability
    • Events
    • Hotel Openings
    • Hotel Operations
    • Human Resources
    • Innovation
    • Market Trends
    • Marketing
    • Mergers & Acquisitions
    • Regulatory and Legal Affairs
    • Revenue Management
  • 🎙️ Podcast
  • 👉 Sign-up
  • 🌎 Languages
    • 🇫🇷 French
    • 🇩🇪 German
    • 🇮🇹 Italian
    • 🇪🇸 Spain
  • 📰 Columns
  • About us
10 Minutes News for Hoteliers 10 Minutes News for Hoteliers
  • Top News
  • Posts
    • CSR and Sustainability
    • Events
    • Hotel Openings
    • Hotel Operations
    • Human Resources
    • Innovation
    • Market Trends
    • Marketing
    • Mergers & Acquisitions
    • Regulatory and Legal Affairs
    • Revenue Management
  • 🎙️ Podcast
  • 👉 Sign-up
  • 🌎 Languages
    • 🇫🇷 French
    • 🇩🇪 German
    • 🇮🇹 Italian
    • 🇪🇸 Spain
  • 📰 Columns
  • About us

Hotel brands don't sell rooms, they sell loyalty cards and franchises. If… | Martin Soler | 95 comments

  • Martin Soler
  • 10 April 2025
  • 2 minute read
Total
0
Shares
0
0
0

This article was written by a Hotel Marketing Flipboard. Click here to read the original article

image

Hotel brands don’t sell rooms, they sell loyalty cards and franchises. If you’ve watched hotel sponsorships lately you may have noticed: the name they are advertising aren’t the company or hotel brands. Instead of Marriott or Accor, it’s Bonvoy or All. These loyalty programs are becoming the central identity of the big hotel groups—and that’s by design.

Subscribe to my newsletter for weekly updates: https://lnkd.in/eHfpRjnr

Across the global hospitality landscape, we can observe two main types of offerings: loyalty (or reward) programs aimed at guests, and brands (or labels) aimed at investors. This dual model has shaped how the major hotel companies operate and grow.

For the traveler, loyalty programs are the unifying product. They tie together a wide variety of brands under a single membership and consumer brand, and in doing so, they create consistency of recognition and rewards. As the products are much harder to keep consistent this is a good alternative. These programs are where hotel groups invest in marketing, technology, and partnerships (high profit sales of points to credit card companies) because they drive repeat business and data-rich relationships with guests.

On the other hand, hotel brands—the individual names like Moxy, Pullman, or Crowne Plaza—play a different role. These are created and refined with investors in mind. Each brand represents a specific positioning or price point, offering developers and owners a playbook for what to build and how to operate. It’s an ecosystem built for scale.

CTS unveils AI-powered booking…
Trending
CTS unveils AI-powered booking…

This isn’t to say that hospitality is no longer a focus. It’s just that in the largest hotel companies, the responsibility for guest experience increasingly sits with the individual properties and their operators—often management companies or franchisees. Meanwhile, the hotel brand owner focuses on system design, loyalty strategy, and brand architecture.

It’s a model that has clear advantages. Guests get access to a global network of hotels and familiar standards. Owners benefit from the distribution and brand equity. And the hotel groups can grow efficiently through partnerships and franchise arrangements.

Of course, this also means that the more personalized, handcrafted hospitality experiences are often found in smaller or independent properties—especially those at the high end. But the big brands still play a vital role in providing consistency and reach, especially for frequent travelers.

So rather than asking whether hotel brands have lost their meaning (as I have done so many times before), perhaps the better question is how they’ve evolved. In today’s hospitality world, loyalty programs provide the connective tissue, and the brands provide the structure. Understanding that helps clarify not just how hotels operate—but also why they look the way they do (and the increasingly confusing lineup of “brands”).

Thanks for reading, (see link in bio as they say).

Please click here to access the full original article.

Total
0
Shares
Share 0
Tweet 0
Pin it 0
You should like too
View Post
  • TOP NEWS

Why hospitality solutions are essential for modern hoteliers by Sabre Hospitality

  • Automatic
  • 9 May 2025
View Post
  • TOP NEWS

From global to local, U.S. lodging industry forced to adjust to leisure-driven demand as business travel falls behind

  • Guest Contributor
  • 9 May 2025
View Post
  • TOP NEWS

ForWard Conference Moves to Atlanta, Centers Theme on Amplifying Power for Women in Hospitality

  • LODGING Staff
  • 8 May 2025
View Post
  • TOP NEWS

The Walt Disney Company and Miral Announce Plans for Disney Theme Park and Resort on Yas Island, Abu Dhabi

  • Automatic
  • 8 May 2025
View Post
  • TOP NEWS

Start-up Spotlight: Guestara Simplifies Guest Management for the Modern Hotel Stack

  • Automatic
  • 8 May 2025
View Post
  • TOP NEWS

Choice Hotels International Concludes Its 69th Annual Convention

  • LODGING Staff
  • 7 May 2025
View Post
  • TOP NEWS

Smart Hotel Distribution: What Every Hotelier Needs to Succeed in 2025 & Beyond

  • Nashi Dasgupta
  • 7 May 2025
View Post
  • TOP NEWS

Mandarin Oriental Revamps Guest Recognition Program, Launches Guest App

  • Automatic
  • 6 May 2025
Sponsored Posts
  • The RFP Process for Hotel PMS

    View Post
  • Top hospitality tech trends from Mews Unfold 2024

    View Post
  • Getting Started with AI: A Step-by-Step Guide for Hoteliers

    View Post
Last Posts
  • Construction Underway for New AC Hotel by Marriott St. Augustine
    • 9 May 2025
  • Eurovision, Art Basel, Cannes Film Festival: Hotel Demand Spikes in European Cultural Hotspots
    • 9 May 2025
  • Customer Spotlight: Holiday Inn Cleveland-Mayfield
    • 9 May 2025
  • Intangible assets in hotel property tax assessments
    • 9 May 2025
  • U.S. hotel results for week ending 3 May
    • 9 May 2025
Sponsors
  • The RFP Process for Hotel PMS
  • Top hospitality tech trends from Mews Unfold 2024
  • Getting Started with AI: A Step-by-Step Guide for Hoteliers
Contact informations

contact@10minutes.news

Advertise with us
Contact Marjolaine to learn more: marjolaine@wearepragmatik.com
Press release
pr@10minutes.news
10 Minutes News for Hoteliers 10 Minutes News for Hoteliers
  • Top News
  • Posts
  • 🎙️ Podcast
  • 👉 Sign-up
  • 🌎 Languages
  • 📰 Columns
  • About us
Discover the best of international hotel news. Categorized, and sign-up to the newsletter

Input your search keywords and press Enter.