hat resorts are able to offer their staffs the best tools possible to better serve customers. Technology also offers increased amenities to guests, including in-room services that have not been offered in the past such as high-speed Internet connections and movies on demand.
The heart of any hotel is the product that it offers. Resorts offer recreational opportunities and scenic locations that are the main draw to the property. Transient facilities offer a room for one or several nights, and a minimum level of amenities. Business properties target corporate travelers on expense accounts who are interested in communications and services geared toward conducting business, including meeting rooms and the availability of fax machines and other office equipment. What differentiates one property from another is the level of services that it offers, its location, and the reputation that it establishes. This also contributes to a property's and company's branding strategy, which should be developed in concert with the services, amenities and reputation that the property establishes.
Branding strategies are not developed in isolation; instead, they are an integral part of a company's overall business strategy. Some companies are able to support multiple brands and even disparate products--this is the case with the Disney Company, which operates hotels, theme parks, retail stores, and sells merchandise such as toys while producing films for the international market. Other companies focus on a single type of product; this is the case with hospitality companies such as Starwood that operate solely within the hospitality industry even when they may operate different brands. Starwood, for example, operates the Westin and Sheraton brands, for example, with the former being a luxury brand compared to the mid-range Sheraton brand. Thus, the branding strategy of Starwood supports the corporate strategy of operating within the hospitality...