Recent findings regarding hotel brand and strategy

Authored by: John O'Neill , Anna Mattila

Handbook of hospitality strategic management

Print publication date:  July  2008
Online publication date:  September  2008

Print ISBN: 9780080450797
eBook ISBN: 9780080914343
Adobe ISBN: 9781136439520

10.4324/9780080914343.ch9

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Abstract

As hotel management and development organizations formulate strategies and programmes regarding existing and future hotel facilities, services, and positioning, a question that naturally arises is, what factors actually drive hotel's profitability? (O'Neill and Mattila, 2006). One such factor is branding.

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