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February 12th, 2013 at 12:09 PM EST. Learn aboutfive types of guests and how to appeal to them. Analytical cookies are used to understand how visitors interact with the website. While consumers may still appreciate the presumed quality and service assurances that accompany a brand, they tend to be less brand specific, Barton said. This leaves little room for creativity, and creates a feeling that no matter where you are in the world, everything is the same. (Being an independent) takes a lot of courage. They focus on quantity to achieve this goal and for this reason can often be more competitive in terms of pricing. Independent hotels are different from chains in that they are not built with the idea of having a standard offer, but with the idea that they are unique. They are usually located in trendy neighbourhoods in large cities, have luxury amenities, and have a modern design. The greatest advantage to me is the ability to be creative, he said. And just two years ago, a study by Expedia found that they had a greater average daily room rate and faster overall growth than their branded counterparts. To request a reprint or commercial or derivative permissions for this article, please click on the relevant link below. Promotion : a marketing and communication office that is in charge of advertising the chain as a whole and the individual recognition of each structure. Error occurred with your registration, please try again. These cookies ensure basic functionalities and security features of the website, anonymously. According to a 2017 study from Expedia, independent hotels had greater overall average daily rate and faster growth than their branded counterparts. There is no one else to guide and advise you. And as large companies continue to grasp more control of the hospitality industry, smaller, independent hotels are suffering. While smaller, singular hotels will have a hard time competing on price, where they can stand out is by developing an offer that is unique, in an incomparable location with impeccable service. Some of the principal disadvantages of hotels include: Particularly susceptible to economic turbulence. Fixed prices : the established price policy, being little variable, ensures a constant and clear revenue. Create alignment and synergy across the board, from the top management level, strategies, employees' skillsets, and the actual business processes. Theres fixed costs and variable costs in operating a hotel.