One category of brands seems to be exploding non-stop: hotel brands. According to The New York Times, hotel brands add brands at a blistering pace to differentiate their offerings and appeal to different audiences. As of June 2018, reports hotel research firm STR, there were 180 hotel chains with more than five U.S. properties.
Major hotel chains have brands across many segments, from budget to luxury. For example, Hilton and Hyatt each offer 17 brands. Marriott now has 30 brands after its acquisition of Starwood hotels in 2016. Some of Marriott's brands actually compete with one another, but they've retained them all. “We were able to push these brands apart and continue to provide varied experiences,” says Tina Edmondson, Marriott's global brand officer. Phil Cordell, Hilton's global head of brand development, warns, “If brands get too focused on a specific segment, that’s where things can run off the rails in the longer term...“The more you have, the more you have to be incredibly disciplined in ensuring that difference is there. Bigger isn’t always better.”
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