[Excerpt] The Exponential Growth in Both Hospitality Brands and the Millennial Audience Requires an Exponential Shift in Brand Portfolio Strategy
The past decade has seen exponential growth in hospitality brands making for an often confounding proliferation of options for travelers. According to Smith Travel Research, from hard to soft, boutique to lifestyle, consumers are looking at a choice of almost 1,000 hotel brands globally .
Adamson, A., & Dev, C. S. (2016). Hospitality branding in the age of the millennial. Boston Hospitality Review, 4(3), 1-9.