Brand reputation and ranking is taking on a new importance in the age of global travel.
Guests want consistency, exceptional guest experiences, plus a touch of local culture,
all of which contribute to hotel brand perception.

Whether a large hotel company or smaller brand, this Guide to Brand Reputation has
something for everyone.

• • Owners and Investors. To optimize the performance of investments, hotel owners
    and investors must understand how and why reputation varies among brands and
    the relationship between online reputation and financial performance. They need
    to know how their brands rank against competitors and how to choose brands that
    maintain a strong reputation over time.
  • Brand Executives. In order to grow, hotel companies must sell management
    contracts and franchises and optimize portfolio performance. Executives must
    understand how travelers perceive their brands, how brand reputation compares
    among competitors, and what it takes to build a strong, distinctive brand.
  • Hotel Managers. As the building blocks of a brand’s reputation, hotels require
    operators with a clear understanding of brand identity, brand differentiation and
    traveler expectations. They must be able to lead and inspire staff to consistently
    deliver on brand promises.