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The potential of co-branding<br />
hotels and retail brands<br />
With regard to Hong Kong<br />
presented by Stefanie Waldner
Co-branding of hotels and restaurants<br />
• co-branding relationships between hotels and<br />
restaurants are common<br />
• one reason for their existence is that customers are able<br />
to see the complementing nature of those two segments<br />
• this element is missed between hotels and the retail<br />
industry<br />
based on Tasci & Denizci (2010)
Reasons for co-branding<br />
• co-branding creates a competitive advantage, giving<br />
value to the customer<br />
• it builds sinergies between the two brands, for<br />
instance by transferring the loyal customers of one<br />
brand to the other brand<br />
• it increases awareness for both brands<br />
• it can increase the reputation and the familiarity
Co-branding of hotels and retail shops<br />
So far, co-branding between hotels and retail shops has not been<br />
taken into consideration. Although it could be of a huge potential<br />
for Hong Kong.<br />
source: http://www.travelhotelvideo.com/wp-content/uploads/2010/12/hongkong-peninsula.jpg
Shopping tourism<br />
• some of the customer's motives are: buying an unique<br />
product, purchasing a gift for friends and relatives and<br />
buying an object which remembers the tourist on this<br />
particular destination<br />
• shopping indicates the position of a person and his/her<br />
strength and integration in the society<br />
based on Tasci & Denizci (2010)
ased on Tasci & Denizci (2010)<br />
Hong Kong as a shopping destination<br />
• Mainland Chinese and international travellers visit Hong<br />
Kong for the purpose of shopping<br />
• Hong Kong has a high reputation in the shopping<br />
segment, because of the variety of international brands,<br />
the "good value for money" and the product price range<br />
• so it became the a real shopping paradise with a high<br />
portion of tourist´s total expenditures on shopping<br />
• therefor it is not comprehensible why Hong Kong's hotel<br />
brands do not already co-brand with retail brands
Study<br />
• a study has been conducted by Tasci & Deniczi in 2010<br />
in order to find out about customer's reaction on the cobranding<br />
of hotels and retail shops<br />
• it consists of a face-to-face interview in one of the<br />
popular tourist venues in Hong Kong<br />
• basically "Chinese" and "Non-Chinese" guests have<br />
been interviewed<br />
based on Tasci & Denizci (2010)
Results of the study<br />
• if people see a fit between two brands, as for instance<br />
Marriot and Burberry, this does not guarantee that consumer<br />
like this combination<br />
• familiarity of a brand plays an important role. If customers<br />
are familiar with a brand they find it compatible with another<br />
brand they know, even if these brands are different with<br />
regard to quality offered an the price.<br />
• so the better a brand is known by people, the more they like<br />
the co-branded counterpart.<br />
based on Tasci & Denizci (2010)
Conclusion<br />
• Hong Kong, which is one of the most visited shopping<br />
tourism destination in the world, should focus on the cobranding<br />
of its hotels and retail shops.<br />
• By doing so, it would add value not only to the local<br />
hotels and shops, but also on the destination Hong Kong<br />
itself.
References<br />
Tasci, A.D.A., Denizci, B. (2010). A natural symbiosis for<br />
Hong Kong's tourism industry? International Journal of<br />
Hospitality Management, 29(3): pp. 488-499<br />
The Peninsula (2015). Retrieved from<br />
http://www.travelhotelvideo.com/wpcontent/uploads/2010/12/hongkong-peninsula.jpg
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