This document discusses various options for hotel branding, including full service branded hotels, soft brands or hotel collections, and connectivity options without a brand. It notes that hotel brands provide standardization, marketing support, and reservation systems but also require fees and property investments to meet brand standards. Soft brands offer some support and flexibility but less lender confidence. Connectivity options provide reservation access but no marketing support. The best choice depends on a property's individual needs. The document advises hoteliers to define their needs and find the perfect brand match as this decision will impact long term success, income, and property value.

2. Basic Questions
q Is my hotel suitable to be Branded?
q If yes, which is the most appropriate Brand
for my Hotel?
q How much does a Brand cost?
q What is the Return on Investment?
q Branded =? Managed
Barbara Avdis
B.Avdis@YadesHotels.gr

3. What are my Options?
BRAND
Connec,vity
–
Distribu,on
Channels
So:
BRAND
What is the
best and most
profitable
choice for my
property?
Management
Franchise
Barbara Avdis
B.Avdis@YadesHotels.gr

4. A Brand =
ü Uniform Standards across all properties
ü Operational Manuals – Management tool
ü Reservation System
ü Brand Marketing
ü Loyalty Programs
ü Quality Control
ü Value to Property
ü Cost & Fees
ü Property Investment to meet the Standards
ü Long Term Commitment
ü Limited Flexibility
Barbara Avdis
B.Avdis@YadesHotels.gr

5. A Soft Brand (hotel collection) =
ü Owner Independence on Management
ü Hotel Individuality - Character
ü Reservation System
ü Brand Marketing
ü Support
ü Contract terms flexibility
ü Lower Fees
ü Value to Property
ü Financing Options - Limited lender
confidence
Barbara Avdis
B.Avdis@YadesHotels.gr

6. Connectivity =
ü Reservation Platform & System
ü Large distribution
ü Hotel Individuality – Character
ü No Marketing Support
Barbara Avdis
B.Avdis@YadesHotels.gr

7. The Hotel Branding Landscape* today
*
Jonathan
Newbury,
VP
Strategic
Development,
Preferred
Hotel
Group
Barbara Avdis
B.Avdis@YadesHotels.gr

8. The Hotel Branding Landscape* today
New Hotel Brands from Major Chains
*
ScoJ
Mayerowitz,
Associated
Press,
Ski:
Report
The world’s 10 largest hotel chains now offer a
combined 113 brands at various price points, 31 of
which didn’t exist a decade ago. And there’s no sign
of this proliferation slowing down.
Barbara Avdis
B.Avdis@YadesHotels.gr

9. A bewildering choice of hotel brands with similar-
sounding and confusing names
The Traveller Confusion
Barbara Avdis
B.Avdis@YadesHotels.gr

10. The Hotelier Puzzle
Barbara Avdis
B.Avdis@YadesHotels.gr

11. The Hotelier Decision Process
Barbara Avdis
B.Avdis@YadesHotels.gr

12. The ultimate decision and selection of a Brand (if any)
has a lasting impact on:
ü The Hotel Success
ü The Income Stream
ü The Value of the Hotel
The Decision Impact
Barbara Avdis
B.Avdis@YadesHotels.gr

13. q Travellers are Experience driven
q Travellers spend considerable time searching prior to
booking and to better find what best suits them
q Loyalty programs ROI in question
q Internet drives Travellers into Niches
q Core Brands are moving into “Lifestlyle” area
reaching to Independent Hotels (a new franchise
model?)
q Soft Brands are gaining in popularity with
unique Boutique and Independent Hotels
The Trend
Barbara Avdis
B.Avdis@YadesHotels.gr

14. Define your Needs
Find your Perfect Match
Barbara Avdis
B.Avdis@YadesHotels.gr

15. Which is the Brand that promises to
leave the lights on?
Barbara Avdis
B.Avdis@YadesHotels.gr

16. Barbara Avdis is the Founder of the
Yades Greek Historic Hotels network and
Chairman of the
Historic Hotels of Europe hotel group
The Historic Hotels of Europe is a unique hotel group,
committed to preserving the history of some of Europe’s most
beautiful properties. Once the exclusive preserve of the upper
classes, the Historic Hotels of Europe offer today’s travellers
the self-same opulence and charm.
Whatever the style and wherever in Europe, there is certainly
a castle, an abbey, a palace or country house just for you.
Barbara Avdis
B.Avdis@YadesHotels.gr

17. Got Questions?
Need More
Information?
Barbara Avdis
B. Avdis@YadesHotels.gr
www.YadesHotels.gr
www.HistoricHotelsofEurope.com