Check-out this bit of news about the new Waldorf Astoria brand, just announced by Hilton.

Sometimes, problems can arise when upscale hotel management companies try to apply their tactics to luxury products…a la Marriott and Ritz? It ain’t what it used to be.

For the most part, brands are a crutch. Let’s face it; you sign a franchise agreement to offset inherent weaknesses, i.e., shortfalls in design, story and care. Like it’s supposed to be some sort of magic potion to make it all better. Unfortunately, most brand names don’t help much, especially in a world filled with so many choices. Once you remove the chain’s smokescreen, you’re either good enough, or your not.

The world’s best hotels, by any measure, are remarkable in and of themselves. They provide guests more than a comfortable place to stay…they make people feel special…no, extraordinary. And, with few exceptions, these properties are not branded.

The few brands which seem to make it work have learned to either abandon the cookie cutter approach (and even a common name), and make each experience truly unique, perhaps even providing a collection of independent properties. Or, much like Southwest Airlines, they produce the experience so cost efficiently that they can be the price leader in any segment (Marriott has done a splendid job at this for years). However, as you probably know, either scenario is very difficult to achieve and as a result extremely risky.

So, if you’re planning a new project, develop a theme you can be the best at….and use the brand money to recruit better help. That combination should pay-off and put you well ahead of most.

This article and related YPB&R survey suggest “value” is far more important than “brand” as a factor for business travelers choosing hotels. I think value has always been important. But, it’s such a vague and subjective concept (as is branding). And, it’s very difficult to break-down what is actually influencing the value in the first place.

In my opinion, here are the key findings from the survey and my conclusions:

“Business travelers also express growing interest in non-chain affiliated hotels (14%, up from 10% last year)”

Independents have and always will (in my humble opinion) deliver a more memorable experience for their guests. They typically have a better story to tell, more attractive design elements and more employees that care.

“The hotel brand name is cited as influential by just over half (52%) of business travelers, down from 64% last year.”

This is a huge shift, and one that is likely to continue as more people seek meaningful experiences which are delivered more often by independent properties (see my first comment).

“Contrary to the trend observed during the past few years, a significantly higher percentage of business travelers report using the services of a travel agent (32%, up from 25%).”

I’m glad to see this moving up again. I think there are two factors driving this trend: a shakeout in the TA business (the last few years have culled out the folks who had no business being in the business), and travelers’ increased aversion to the deceit and confusion created primarily by brand advertising, false promises and the massive amount of information and choices on-line. Travelers need someone they can trust. And, in the absence of a family, friend or co-worker referral, they need an expert.

OR

The Tuscan Inn in the Fisherman's Wharf district of San Francisco is a Kimpton Hotel, right? Or is it a Best Western?

This smacks of "it's all about the money" and "get as many fees" as possible. Why would Kimpton dilute their brand like this?

Thanks to Hotel Chatter for the lead....

After reading further about the new brand, Easy Hotel, I don't think it's as much about being easy as it is cramped and cheap. Or, I guess to be fair, spartan and inexpensive.

So, why call it Easy??

Surprising, but not shocking news from one of the hotel giants.

Does it really take "extensive guest studies and input from internal and externel constituents" to tell you to offer a product and service that's distinctive, relevant and consistent? I sure hope not! And, just in the event you can't figure it out on your own, might I suggest an alternative approach...ask your employees. Believe me, they know what's working, and what's not.

Stop thinking big!

16 February 2005

Homewood Suites by Hilton Launches ''Distinctly Homewood'' Brand Enhancement Program
Five-Year Roadmap of Innovative Product Enhancements to Keep the Brand Relevant, Consistent, Distinct

Homewood Suites by Hilton(R), the national brand of upscale all-suite, residential-style hotels, officially launched a five-year product enhancement program today, titled "Distinctly Homewood." Based on comprehensive guest studies and input from both internal and external constituents, "Distinctly Homewood" addresses three areas to keep the brand the leader in the extended stay industry: Relevance, Consistency, and Distinctiveness. Implementation is set to begin immediately at all 145 hotels and will be implemented at the additional 85 hotels in the development pipeline. Final completion is scheduled to coincide with the Homewood Suites brand's 20th Anniversary in 2009.

Check out the full story, if you haven't had enough...Distinctively Homewood.

While we are on the subject of Kimpton...Tom Peters had a great post today on the subject of Four Season's flowers.

You see, flowers make you FEEL good. The Kimpton gold fish (having a pet in your room) just don't "move" you that much. It's going to be a long road to pass Four Seasons. But, I bet it will be interesting.

I happen to like Kimpton, and am hoping they turn that brand into something really fantastic and memorable.

I just picked this up off the newswire. Pardon me, Mr. LaTour, I have a suggestion...don't try to be the "next Four Seasons", make it a point to be something different. Maybe even something better!

Kimpton Hotels Remakes Its Beds