A study of the hotel brand repositioning

• Main Authors: Huey-Ry Sun, 孫薈茹
• Other Authors: Chia-yu Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/01666961420259200403

碩士 === 世新大學 === 觀光學研究所(含碩專班) === 102 === Due to the increased global economic and cultural development, and with the booming tourism industry in Asia, numerous hotels have been built everywhere in Taiwan. Facing the harsh competition of the tourism market, hoteliers are aware of the important connection between market positioning and managing strategy; they expect even greater competition in the future. Therefore, brand management strategy has become a key factor for a successful hotel business. The data was collected in previous studies and from in depth interviews. Two major brand of Hotel Groups, “FIH Regent Group” and “L’Hotel de Chine” were selected as case study subjects in order to investigate the background and decision-making processes of hotel brand re-positioning. In addition, the effectiveness of hotel brand re-repositioning will also be examined by the attitude and sales produces which were applied by two distributors, “ezTravel” and “Lion Travel”. The conclusions of this study are summarized as follows. First, recreate the hotel value by brand repositioning In response to the changes in the tourism industry and to increase new marketing chances, old hotels need to recreate their brand image in order to regain trust from their customers. Also, hotels need to be able to prevail in diverse markets with different price demands, so hoteliers need to extend their existing brand into new brands with different room rate strategies for these target markets. Second, extend the product line by brand repositioning Hotels need to use a multi-brand strategy to access different market gaps, and also create varied market segments to appeal to the “brand-switching-customer”, this will attract different consumer groups. Using a market segmentation strategy, hoteliers aim to occupy more of the market share and form barriers for preventing other hotel brands from sharing in the market. Third, deepen the international market by brand re-positioning By taking advantage of their market segmentation strategy; hoteliers can expand the market demand to tier cities, seeking more customer sources. Furthermore, they should enhance their international service standards and increase overseas marketing channels with the government-star evaluation system. In conclusion, this paper also provides recommendations for long-term brand managing strategies in three dimensions. First, the brand image will enhance the overall business development; second, diversified business strategies helps to develop new markets, and finally, hotels need to train more qualified staff to meet the needs for the expanding hotel business.