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In the battle for guests, branding has traditionally been a powerful weapon. Customers – whether travelling for leisure or business – sought familiar names that offered a consistent experience, especially in new parts of the world. Innovative loyalty programmes encouraged them to return to the same hotel groups again and again

The Brand Dilemma - Hotels' Roadmap To 2020

In the battle for guests, branding has traditionally been a powerful weapon. Customers – whether travelling for leisure or business – sought familiar names that offered a consistent experience, especially in new parts of the world. Innovative loyalty programmes encouraged them to return to the same hotel groups again and again
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