Here Come the New Hotel Brands

Here’s a recent listing of new hotel brand announcements:

  • Virgin Hotels
  • Planet Hollywood
  • B Hotels & Resorts
  • Edition by Marriott
  • Bulgari By Marriott
  • Mokara Hotel & Spa by Omni
  • Tryp by Wyndham
  • Etap by Accor
  • Ibis by Accor
  • Setai Fifth Avenue
  • Home 2 Suites by Hilton
  • Vivanta by Taj
  • Blu by Radisson 

Here's an impertinent question seeking a pertinent answer:  Since there are already more than 70 hotel brands in the marketplace, is the current spate of new hotels brand-sensible or brand proliferation?

Meanwhile, the Hotel Chatter website ranks the 12 best hotels in New York as follows:

  • The Surrey
  • The Crosby Street Hotel
  • The Trump SoHo
  • The James New York
  • Andaz Fifth Avenue
  • Gansevoort Park
  • The Chatwal
  • Ace Hotel
  • W Downtown
  • The Cassa Hotel
  • The Standard Hotel
  • Smyth Tribeca

Please take notice that only three of the twelve are branded:  Andaz, Trump and W.

Great Gift Idea for the Holidays: Stanley Turkel, MHS, ISHC has just published “Great American Hoteliers: Pioneers of the Hotel Industry.” It contains 359 pages, 25 illustrations and 16 chapters devoted to each of the following pioneers: John McEntee Bowman, Carl Graham Fisher, Henry Morrison Flagler, John Q. Hammons, Frederick Henry Harvey, Ernest Henderson, Conrad Nicholson Hilton, Howard Dearing Johnson, J. Willard Marriott, Kanjibhai Patel, Henry Bradley Plant, George Mortimer Pullman, A.M. Sonnabend, Ellsworth Milton Statler, Juan Terry Trippe and Kemmons Wilson. It also has a foreword by Stephen Rushmore, preface, introduction, bibliography and index. Visit to order the book at reduced rates: • Electronic Book $ 4.95 • Paperback (6x9) $25.00 • Dust Jacket Hardcover (6x9) $35.00

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Since there are

Since there are already more than 70 hotel brands in the marketplace, is the current spate of new hotels brand-sensible or brand proliferation?</p>
Not a simple question to answer.</p>
If we&#39;re talking about (let&#39;s call it a) sub-brand of a major brand, the sub-branding helps the traveler understand what to expect. The main brand is important, and the sub-brand just sets expectations.</p>
But if we&#39;re talking about just another independent brand, what does it offer the consumer? How will the brand name drive business to the location, and (if it&#39;s a franchise) what will the franchisee need to sacrafice to align with the brand, and what will they get in return?</p>
Seems to me if there are so many brands that none get enough traction in enough markets, they might as well not be branded at all.</p>
I can hear someone say, &quot;I always stay at Accor hotels, and I like their Etap ones the best.&quot; I can&#39;t hear someone say, &quot;I always try to stay at a Virgin Hotel, but there are only 3 of them, so I have to be traveling to the right city to do it.&quot;</p>
And if I were a potential franchisee, I&#39;d be wondering what any of these brands could offer me beyond the name itself.</p>