Briefing: Global Majors homogenising their hotel product
Innovation and design can be a real struggle for the ‘Global Majors’ as current products on the market can look outdated, uninspiring and uninviting to guests very, very quickly. This is especially the case in large chains where you need to retain the ‘look and feel’ of a hotel offering globally as well as retaining a good cost base.
When deliberating this conundrum there are two options, update existing brands, or create an entirely new one with a slight twist and a different offering to a market you haven’t served quite as well in the past. Guarding against a lacklustre hotel product is a continually changing beast and something discussed in this week’s briefing, including comment from:
- Nick van Marken, Global Hospitality Leader for Deloitte LLP on the new brands being introduced
- Peter Verhoeven, COO for ibis Brands Europe on ensuring against a homogenised product
- Puneet Chhatwal, CEO of Steigenberger Hotel Group on innovation for the competitive edge
- And Josh Wyatt, Director for Hospitality & Leisure for Patron Capital Advisers on the challenges with innovation and design for hospitality
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