Varietà di prodotto e strategie di marca nel settore alberghiero. Recenti evidenze e una proposta di modello interpretativo

Over the last two decades, the main international hotel groups have introduced several new lodging formulas in order to satisfy different segments of guests. This strategy, which aims to increase product variety, has led to the development of new brands, so that, at present, each of the main hospitality groups owns a brand portfolio. On a sectoral level, this enlargement in supply variety was accompanied by profound transformations in the structure of the hotel business. The range of hotel groups’ relationships with their competitors has also changed (multimarket competition). This paper aims to analyse the brand portfolio development processes of the main international competitors in the hotel business. The analysis was carried out based on several theoretical models used by marketing scholars to classify the brand choices in relation to the introduction of new products to the market and, subsequently, proposes a new model of interpretation. Moreover, particular attention was given to the preferred types of brand architecture, highlighting similarities and differences between various hotel groups and the changes in their approaches over time. In conclusion, the paper gives critical reflection on the risks related to the proliferation of hotel brands in terms of the main hospitality groups and on the appropriate use of brand architecture based on parent-endorsed brands.

Aurelio G. Mauri, Varietà di prodotto e strategie di marca nel settore alberghiero. Recenti evidenze e una proposta di modello interpretativo in "ECONOMIA E DIRITTO DEL TERZIARIO " 1/2010, pp 21-44, DOI: 10.3280/ED2010-001002