Guestroom bathroom at Dusit Hotels AG Park Chengdu, which opened in June 2025. |
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often referred to as swim lanes, between its brands, said Lake. Each Hilton brand, he said, offers a unique proposition to provide more options to owners for development and for guests“ to dream and stay at amazing hotels for various occasions and needs.”
Rather than competing with the likes of Homewood Suites and Home2 Suites, LivSmart Studios extends the portfolio’ s reach by attracting new guests who may not have stayed with Hilton before, while also giving existing customers another option for different types of trips.
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OWNER AIMED Brand success and growth hinge on their appeal to existing owners of other brands and new hotel owners searching for a brand. Adding brands, Dev said, provides multiple benefits for owners, including pricing power by controlling a larger inventory all served by the same channel, economies of scale by spreading their cost, infrastructure and management over multiple hotels serving different sub-markets and limiting cannibalization.
“ The new brands absolutely present more options for
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investors,” said Jacobs, adding that he expects there will ultimately be more Patinas than Capellas.
Many owners operate multi-brand portfolios, said Cretallaz, so they want distinct propositions that won’ t eat up each other. At the same time, they want conversion-friendly flags that can adapt to existing assets and reduce capital outlay.
FUTURE OF FLAGS Brands will keep coming, said Jacobs, but they will have to be narrative driven.“ They will have to have a point of view and stick
A villa rendering at Janu Turks & Caicos, which is currently under construction on the northwest coast of Providenciales.
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MANY OWNERS OPERATE MULTI- BRAND PORTFOLIOS, SO THEY WANT DISTINCT PROPOSITIONS THAT WON’ T EAT UP EACH OTHER
– GILLES CRETALLAZ, COO,
DUSIT INTERNATIONAL
to it. You can’ t be another lovely, plain vanilla brand because that space is too crowded.”
In the next phase of brand portfolios, said Dev, there will be some streamlining. For example, Accor is planning to spin off Ennismore, which would shrink its portfolio from about 55 brands to about 43.
Sometimes, Dev noted, brands do die. Holiday Inn Select was phased out, Stouffer Hotels was eliminated when they were converted to Renaissance and Formule 1 and Etap hotels in Europe were folded into Ibis by Accor. An occasional brand may disappear, but another steps in to fill its place.
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November 2025 hotelsmag. com 13 |