Localisation and protecting brand integrity

Author: Rui Barros, James Kirk (yBC.tv)

Categories: Cultural, Operations
Tags: Brands, reputation
Localisation of hotel brands means adapting to the marketplace but, as Rui Barros says in this TV show, the product shouldn't stray too far from the original model.

Localisation of hotel brands

I think in any market that we go into globally we have to evaluate what the needs of that market are. The challenge that we have is to make sure that we don't compromise the essence of the brand. And you know, and most of our competitors will say the same thing, it's just you can't have a cookie cutter approach as relates to brand specifications and things of that nature, you sort of have to tweak those depending on what the needs are. So it could be for example, that the room sizes need to be larger in certain markets by virtue of the type of clientele that you're going to be attracting and accommodating. So no, we will tweak, what we don't want to compromise is, you know, there should be a sense of arrival that, you know, if you're at a Ramada in North America and when you arrive at a Ramada in Dubai or perhaps even Tanzania, you're going to sense that you're in a Ramada. There's going to be things that will speak to the branding. And part of that actually comes to life with the people that are there. So actually creating a brand culture that you're going to immerse the staff into, so you will naturally see the connection between the consumers and the hotel and that brand, that just will come to life. But no, it won't be cookie cutter. It will be, there'll be a flexible model there to make sure that we're meeting not only our owners’ needs but also protecting the integrity of the brand. If you enjoyed this video about localisation and brand integrity, why not watch more TV shows on The Hospitality Channel?  
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