
Just like people, brands need to be carefully nurtured and managed, and just like people, they get old and tired and need reinvigorating. In today's State of Brand world, every hotel owner/manager has to perform a regular health check on the hotel's brand. I don't mean just looking at occupancy levels, rack rates, or even food and beverage revenues. I mean fully understanding the health of your brand image, internally and externally. This means doing regular refresher sessions on the state of your brand for all key leaders to ensure that they are passionately connected and understand who they are and where you are going as a hotel. In this article, you'll see how the State of Brand has evolved over time and where it is going in the near future. READ MORE