3 min read
Imagine the following scenario. You’ve been asked to travel out of town for a professional conference. The conference is being held in a convention center, and nearby there is a trio of nice, high-quality hotels—a Hyatt, a Marriott, and a Hilton. Your boss asks you which one you’d rather stay at; the choice, she says, is totally up to you.
If you’ve never traveled much before, you may express little preference. But assuming that you’re a seasoned vacationer, or that your work sends you to a lot of far-flung destinations, you probably know exactly which of these three hotels you want to be put up in. They may all be equal in their amenities, in their quality, even in their proximity to the convention center—but you have your brand, and you’re loyal to it.
Hotel Guests are Loyal to Their Brands
Such brand loyalty is by no means uncommon among tourists and travelers—the people who make up the hotel industry’s basic client base. Many regular travelers have brands that they stick to whenever they can, whether traveling within the country or even internationally. Hilton people tend to remain Hilton people; Hyatt people pick Hyatt hotels whenever they have a chance. And so on. In fact, many regular travelers would prove all too willing to drive an extra couple of miles to their convention center just to get the hotel of their choice.
A big part of this is consistency. People take comfort in knowing that all Hyatts are essentially the same, in much the same way that a Big Mac tastes the same at any McDonald’s in the country. Not only is there a basic level of quality that’s always going to be met, but you know whether or not there’s going to be free Wi-Fi; whether or not there will be a breakfast service; you even know what kinds of bedding to expect. For people who travel frequently, these little comforts are no small thing. They ensure an experience that is dependably posh and surprise-free.
Additionally, hotel owners actively foster this level of brand commitment. These days, most major hotel chains offer customer loyalty rewards, meaning discount points for those who consistently pick the same hotel brand. So not only do regular guests get a consistent and surprise-free experience, but the hotel chain actively makes it worth their while.
Brands Matter for Investors, Too
All of this underscores an important point for the investor—that while no real estate investment can ever be fully guaranteed, a hotel that’s well-managed, situated in a vibrant market, and affixed to a recognizable brand certainly comes with some advantages and a greater chance of success.
Just take Marriott as an example: This is a company that has done so much to ensure a consistent guest experience and has built such an effective loyalty program, that investing in a new Marriott hotel is effectively investing in a business with a ready-made, built-in market.
All of this goes to show that, when considering a hotel investment, brand matters. And that’s one of the things that allows EquityRoots to stand out. We understand the role that brand plays in consumer behavior, and we can provide access to some of the best hotel brands in the world. This includes even the Big Three-Hilton, Marriot, and IHG—which are only attainable to the most seasoned and successful of hoteliers. (Even those with plenty of money and a few years of hotel experience are by no guaranteed a place at the Big Four table.)
Hotel guests don’t ignore brand affiliations—and hotel investors shouldn’t, either. Contact us today to learn more.