Hotel chains are realizing the crucial need to differentiate the guest experience and create a lasting impression... Since the tourism bounceback a lot of new development had occured and a lot of money has been spent on upgrading and renovating facilities - but very little attention paid to brand positioning and the "lifestyle" focus. This is surely a keystone to a marketing edge in the hospitality business.

Starwood Hotels and Resorts Worldwide Inc., Marriott International Inc. and Hilton Hotels Corp. have all announced initiatives towards differentiation, using technology and tweaked CRM approaches.

Some examples of announced changes include Marriott's new lobby design, Starwood's tie-up with Yahoo! and a major ad campaign by Hilton, including extensive TV advertising (the first in over a decade).

One thing is clear in today's market - you've really got to capture your guests' hearts and minds .. and emotion-based marketing tends to do that best.

JJ

Read the full story on Reuters: "Hoteliers search for ways to stand out from rivals" National, World and Business News | Reuters.com

tags: hospitality