Without Contradiction, There Would Be No Change

Georges Panayotis | December 27, 2016

By Georges Panayotis Life would get pretty boring if there were no controversy. Our last editorial drew a bit of interest and sparked a number of reactions proving how urgent it is to dispassionately examine the concerns of many professionals in the sector without prejudice. For some time now –certainly since online agencies captured a good share of hospitality distribution, the question of branding keeps raising its head to dominate conversations. What is the added value for a property that chooses branding? What does it bring in terms of awareness, image, recognition and differentiation? These questions come up regularly and des...