in because that is what the “ brand standard ” is . “ All of a sudden it starts diluting what your brand is ,” Turner said .
The second thing would be brand positioning and marketing . License deals give hotels some freedom in terms of how they do local marketing , but it has to be within brand guidelines . In crafting marketing strategies and positioning the brand in ways that align with its identity , versatility in marketing techniques and a customized approach to cater to diverse markets will arise .
However , it ’ s not only about choosing the right hotel brand but also the right location and the right pace for openings . When restaurants focus too quickly on expansion , it can dilute the name .
“ The challenge then is when you start doing too many of these openings that don ' t make sense or might not be quite the right fit just because the opportunity is there ,” Turner said . “ That ' s when it feels like it ' s just about money grabbing .”
Il Mulino Prime in New York ' s SoHo neighborhood .
Creating Hospitality
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