eva steiner
Do Dual-Branded Hotels Outperform Single-Branded Hotels?
Chekitan S. Dev | January 22, 2020
By Chekitan S. Dev and Eva Steiner Dual branding of hotels has become a growing industry practice. Beyond the potential marketing benefits of the dual-branding strategy, this paper tests whether dual-branded hotels operate more efficiently than comparable single-branded hotels (and therefore deliver better bottomline results). Comparing a proprietary longitudinal data set on the operating performance generated by dual-branded hotels in the U.S. against a set of comparable single-branded hotels, we document mixed results. While dual- and single-branded hotels achieve similar occupancy percentages, dual-branded hotels generate higher avera...
-
1
Technology
-
2
Appointments/People on the Move
-
3
Operations
-
4
Industry Happenings
-
5
All Things Independent
-