marketingSkift··1 min·For: Owner, GM, Marketing, Investor
Boutique Brands Struggle Against Major Loyalty Programs
Room Mate Hotels CEO Víctor Fernández highlights the growing loyalty gap between mid-sized boutique brands and major hotel chains, fueling a trend toward industry consolidation.
Key Takeaways
- 1Acknowledge the competitive disadvantage boutique brands face against the multi-million dollar loyalty ecosystems of global hotel giants.
- 2Monitor the trend of mid-sized brands seeking 'soft brand' collaborations or acquisitions, similar to Marriott's move for CitizenM.
- 3Focus on brand identity and niche expansion across Europe to maintain high occupancy without a traditional massive loyalty infrastructure.
Source: Skift
Keep reading
Our reporting
More in marketing