Briefing: establishing hotel product for new markets

Hotel brands are expanding across new and exciting global markets in Africa, Asia and the Middle East. In order to fully exploit these vast opportunities, brands must first analyse the needs and expectations in their chosen location. A successful product will be established in a way that embraces the ideas emerging from these unique markets and will avoid using a “cookie-cutter” approach.

Brands are adapting their business strategies to incorporate a sense of place, while maintaining the standards and services which differentiate them from their competitors. This briefing includes case studies and comments from:

• Patrick Fitzgibbon, SVP- Development, Europe and Africa at Hilton Worldwide on giving an African flavour to their services

• Jean-Jacques Dessors, COO – Middle East, Africa, Indian Ocean & Caribbean Island, Accor SA on responding to market needs

• Susan Harmsworth, founder of ESPA on marrying brand standards with a strong sense of place

• Darroch Crawford, Managing Director of Premier Inn Hotels LLC on tweaking a product to fit the market

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Video clips produced by ybc.hpgcms.wpengine.com for the Hospitality Channel, including interviews from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.