LAS VEGAS Panelists at Hospitality Design (HD) 2001 s seminar called “Hotels Within Hotels: Benefits and Challenges of Multiple Branding” see multiple branding as a big trend that will develop in the future.
Greg Hartmann of HVS International, said multiple branding has been around for some time and is the result of an evolution of upgrades. “It started with view rooms, then it went to suites, then to concierge floors. Now there are multiple brands,” he said.
Julia Monk of Brennan Beer Gorman Monk/Interiors and Tanya Geller of Strategic Hotel Capital LLC concurred, but warned about the challenges that go with the concept. “You are looking at two different demographics, two different market bases, so you really are designing two different hotels,” said Monk. Geller said she believes multiple branding can work, but said there are operational and training issues because there is generally one big back-of-house, but two sets of brand standards within that one property.
Hartmann further noted that multiple branding will more likely be seen among four- and five-star hotels because there is more of a distinction between the level of luxury those guests expect. (3/30/01)Barbara Capella Loehr