If there's one thing we know about a successful hotel brand it's that it will attract copycats. And if there's one thing we know about copycats it's that they commoditize the market. That's not good for anyone. The initial response to copycats usually manifests itself in some form of hand-to-hand combat. After all, who are they to invade our space? But whether it involves expensive branding campaigns or inefficient loyalty programs, competing with a copycat is a drain on the bottom line. If you can't win the battle in the trenches it may be time to reinvent your brand, or at least explore new concepts that can be both exciting and profitable. READ MORE

The role of advertising in independent hotels can be full of conflict. In the right circumstances, it can be effective and drive business to the property and it can create awareness in the marketplace creating future demand. If not effective, then a lot of money was just pored down the drain! We know the challenge for independent hotels is to evaluate the best use of its marketing budget, ensuring the greatest return on the investment. Therefore, for owners and operators to ensure that money is spent wisely and that any advertising ensures the greatest ROI, a few basic pointers are in order. READ MORE

Searching the Web the other day, I came across one of those funny little articles that give you a "list" for something or other. You know the kind. The 10 best.... The 5 worst...101 things to do with... In this case, it was 15 Things My Kids Taught Me. As I'm chuckling down the inventory, I came across No. 13 which claims that, in all of human history, the three most important inventions are string cheese, Velcro, and swim diapers. Now, I don't know about the string cheese or the swim diapers, but I'll have to agree with the Velcro. Just think how this odd hook and loop tape has made our lives easier. Jackets...gym bags...shoes...marketing messages. READ MORE

Okay. Take out a pencil and paper. Draw a horizontal line across the page. At the left end of the line, write the word advertising. At the right end of the line, write the phrase word-of mouth. Now ask yourself the following question: As a hotelier, if you have the choice between running an advertisement for your hotel in the newspaper, or having the newspaper run a story on your property as an article, which would you choose? Of course, you would go for the article. After all, it would be free, right? But there is a more important reason for choosing the article. It carries far more credibility than your ad. READ MORE

Shower curtain rods, new beds, special pillows, free breakfast buffets-all are nice features, but none offer sustainable differentiation. Sure, they can offer tactical advantages for a period of time, but like any successful innovations they will be duplicated if they can't be patented. And even if they are patented they can usually be matched by crafty imitations. So what's a hotel brand to do? How can it achieve differentiation that is real, meaningful and sustainable? The answer lies not in pursuing left-brain benefits but in fostering right-brain connections. Successful differentiation takes place not in the minds of your target, but in their hearts. READ MORE