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WHAT ’ S IN A ( BRAND ) NAME ? MORE THAN YOU MIGHT EXPECT .
By DAVID EISEN
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It ' s big news whenever a hotel company launches a new brand . Okay , it used to be bigger news , when new brand launches were scarcer and farther in between . Now , you can almost set your watch to a new brand announcement . The one caveat to that is when a hotel company launches a new brand without a formal name for it ; instead , using a placeholder or temporary name . That sends media folk scrambling to find out more ,
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peppering brand executives with questions they know they ' ll receive no definitive answer to . It ' s not all too often that a new brand is launched without its actual name : it ' s like having a baby and not appending a name once it ' s birthed . Awkward , right ?
A BRAND WITHOUT A NAME A trio of new hotel brands , interestingly enough , have recently been announced with
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just that : code names — a cipher trying to be cracked . In some cases , like with Wyndham Hotels & Resorts , the fake name ends up becoming the real thing . Last year , it launched a new extended-stay brand with the name “ Project Echo ” and either got too tired or bored and decided to give up and keep Echo in the real name , dubbing the brand ECHO Suites Extended Stay by Wyndham .
Marriott didn ' t want to be left out of the name game and for
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48 hotelsmag . com September 2023 |