HOTEL BRANDING STRATEGY:ITS RELATIONSHIP TO GUESTSATISFACTION AND ROOM REVENUE
John W. O’Neill
Anna S. Mattila
The Pennsylvania State University
This study raises several important long-term strategic issues regarding hotel
brand growth, and particularly growth through franchising. Although larger
brands and brands with higher levels of guest satisfaction have higher occupancy
levels, brands with a higher percentage of franchised properties experience lower
occupancies.
John W. O’Neill
Anna S. Mattila
The Pennsylvania State University
This study raises several important long-term strategic issues regarding hotel
brand growth, and particularly growth through franchising. Although larger
brands and brands with higher levels of guest satisfaction have higher occupancy
levels, brands with a higher percentage of franchised properties experience lower
occupancies.