Self-Service Technologies and Their Affect On Hospitality Branding
This article first appeared in Travel Distribution Report, November 5, 2007.
Take It With You
Much has been written about “branding” as the central pillar of many hospitality companies’ corporate strategy. Recent research cited branding as one of the five “mega trends” that will have the greatest impact on shareholder value. Spend on brand innovation was cited as one of hospitality CEOs’ top priorities in the future, notwithstanding industry analysts’ skepticism regarding the industry’s ability to demonstrate “payback” on that R&D.