FHRAI Magazine - Federation of Hotel and Restaurant Associations ...

[ Sales & Marketing ]
The bourne
identity
International tie up with hotel management & marketing companies is a fad
these days. Though, one has to decide between the two paths of marketing:
either by reaching international markets through prominent branding
association or by remaining unique by not sacrificing individual entity as a
stand-alone property.
In the age of symbiotic relationships,
businesses can emerge stronger and
profitable only when they imbibe the
scope of possibilities which allows
revenue to shoot up consistently. The target
to proliferate capabilities is the need of
modern day business and hence everyone
seeks to achieve it by various means. For
example, a hotel on its own might not be
able to reach out to many markets. But
with a wise decision of associating with
a company that escalates its marketing
functions can help the hotel in a big way to
increase its brand visibility. This has been
evident in the Indian market for quite some
time now, though the phenomenon started
way back. ITC Hotels’ property in New
Delhi is one of the cases where the hotel
tied up with Starwood Hotels & Resorts
to become ITC Maurya Sheraton (now
ITC Maurya, The Luxury Collection) for
generating an international appeal and
global reach.
An Established Platform
In the present scenario, there are many
home based stand-alone properties or
those having a countable number of
properties that are taking their unique
offerings to the international travellers
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FHRAI Magazine november 2011 47