Independent hotels ready to take on the World
Independent four and five-star hotels competing against global chains are being given the chance to brand their business.
Worldhotels is introducing – for an annual fee – a branding option which, it says, “is the perfect alternative to standard franchise and management contractsâ€.
“We have identified the need for a branding solution which offers hotels all the benefits of a global hard brand while still allowing them to keep their own unique character,†said Robert Hornman, managing director of Worldhotels.
Hornman said he saw great brand benefits for independent hotels operating in a strong branding environment.
Worldhotels currently has 450 affiliate properties in 250 destinations and 65 countries worldwide. The branding offer will be pitched to new hotels as well as member hotels interested in adapting their affiliation.
“Making our brand available to independent hotels is the next logical step in the development of our group,” said Hornman.
The Worldhotels brand will be prominently featured as part of the hotel name, signage and at various customer contact points of the premises.
Branded hotels would have their own unique website and were not obliged to standardise their hardware.
Hornman said it was important that independent hotels maintained their individuality. “People don’t want more of the same. They don’t want to wake up in the same cookie-cutter room, yet they still want to have a quality experience, which our member hotels offer.â€
The first branded Worldhotels will be launched in Germany, Austria and Kazakhstan. Australia is expected to show significant interest
Worldhotels expects to have at least 50 branded hotels by 2013.
Ian Jarrett
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