Introduction

Chapters in this book

1. Frontmatter i
2. Contents vii
3. Introduction 1
4. Part one. Brand Trends
5. Chapter one. Challenges in Contemporary Hospitality Branding 5
6. Chapter two. Tomorrow’s Guests: Who They Are, What They Want, and How to Win Them Over 15
7. Chapter three. Global Hospitality Trends: Profit from Change 24
8. Case study one. Barbados Tourism: Repositioning a Struggling Country Brand 32
9. Cart two. Brand Configurations
10. Chapter four. Brand Standards: What Guests Want 45
11. Chapter five. Dual Branding: Creating Synergies 53
12. Chapter six. Brand Conversions: Rebranding to Unlock Brand Value 63
13. Case study two. Beach Enclave Luxury Villas, Turks and Caicos 73
14. Part three. Brand Performance
15. Chapter seven. Brand and Hotel Owner Relationships: Creating Shared Prosperity 81
16. Chapter eight. Return on Brand Investment: Payoffs from Brand Standards 90
17. Chapter nine. Brand Downturns: Smart Investing During a Crisis 98
18. Case study three. Hotel II San Pietro di Positano, Amalfi, Italy 108
19. Part four. Brand Rejuvenation 119
20. Chapter ten. Brand Revitalization 119
21. Chapter eleven. Brand Promotion: Insights from Asia 128
22. Chapter twelve. Brand Overload: The Coming Reckoning 138
23. Case study four. Neemrana Hotels & Resorts, India 147
24. Acknowledgments 159