Hospitality: Different Types of Hotel Brands
Hotel brands are a critical component of any hospitality business. The branding of your hotel should reflect its morals and values to attract and retain guests.
The hotel brand Rosewood has maintained high standards of quality and consistency for over 40 years. Its customer-centric approach and cultural heritage have earned them a loyal following.
These hotel brands are positioned between luxury and midscale and typically deliver a premium experience. They typically have a higher average room rate than luxury and midscale properties and are able to sustain high occupancy premiums during the COVID-19 pandemic, according to STR’s data.
Traditionally, upper upscale hotels are ideal for both business travelers and families on vacation. They offer high-end amenities such as fitness centers and meeting spaces, and often feature curated decor that reflects the destination’s personality.
These hotels are more focused on the guest experience than maximizing profit. As a result, they can offer guests an elevated experience at an affordable price point and create more loyalty opportunities. These hotels can be found in city centers or resort destinations and compete with hotels like Sheraton, Hilton Garden Inn, and DoubleTree.
When price inflation started to accelerate, the largest hotel companies focused their attention on upper-midscale brands like Hampton and Fairfield Inn. The logic was that guests staying in those brands were generally more financially secure and, therefore, more immune to higher rates.
But now, even the biggest chains are refocusing their efforts on midscale hotels as more travelers opt for those types of properties when seeking value. Hilton recently launched a new midscale brand called Tru, while IHG is investing in a new conversion midscale brand named Garner.
Choice Hotels is also boosting its presence in this segment with a new midscale brand called Quality that offers oversized suites and a free Stroopwaffle cookie. It competes with Choice’s Comfort and Holiday Inn Express brands.
In the past, budget hotels tended to be seedy motels on the side of the road but this category is packed with modern and stylish alternatives. Top-rated brands like Microtel Inn, Red Roof Inn and Days Inn all get excellent marks for clean rooms in locations that are great value.
Other big budget hotel chains such as La Quinta, formerly Howard Johnson’s, are known for simple rooms with amenities such as microwaves and free coffeemakers. Some also feature pools and allow pets. Newer budget hotel brands such as Motto, Mama Shelter and Moxy have taken a cue from hostels by offering bunk beds and flexible configurations for families and groups.
Even luxury hotel names have got in on the act with their own low-cost brands such as Motto and Moxy, which award loyalty points for use at other members’ properties. Ibis, the budget brand of Accor Hotels, isn’t cool but it’s smart and efficient, choosing neighborhoods on the up and creating cost-effective new builds or snapping up unloved 20th-century buildings.
New hotel brands bring a fresh approach to the hospitality world with their trendy ambiance and modern amenities. They often offer round-the-clock customer service and a variety of career opportunities, including hospitality management, food and beverage, sales and marketing.
From rooftop saunas and lobbies with robots to immersive local adventures, these hybrid hotel brands are built for the modern traveller. They cater to work-meets-play travellers by offering coworking spaces, wellness experiences and onsite cafes.
From a heritage-listed hotel in Johannesburg to a 1930s warehouse in Berlin, this luxury design hostel brand brings a contemporary edge to city stays. Its ethos revolves around social connections with each site featuring flexible shared suites alongside a café, bar and market.