Hotel Franchise Brand Management: What Role for the Brand?

Holden Madison | September 26, 2019

By Holden Madison Tess Mattisson, Senior Director of European Marketing for Choice Hotels International, oversees 400+ hotels and multiple franchise brands across Europe, the Middle East, and Africa regions: she has picked up a thing or two on hotel brand management in franchising. Moving Beyond: Your Brand and Butter Traditional brand names and logos are moving to a more mobile, personalized approach for franchisees.  It starts with scalability – measuring and learning from new investments – and then taking those investments to the whole business. Scalability boils down to the services offered, and it’s not a one-size-fits-all...