Branding is a topic of excellent interest in the international hotel industry. In the USA, over 70 percent of the hotels are branded; in Canada, brand penetration is around 40 percent. In general in Europe, only about 20-25 percent of room capability is branded by an integrated chain.
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The Malmaison brand is called after a Chateau on the outskirts of Paris (the initial home of Napoleon Bonaparte and his fan, Josephine), which was lavishly embellished and ended up being an 18th Century style icon. 2 century later in 1994, Malmaison revolutionized the UK hotel industry by opening its first hotel in Edinburgh and declaring the birth of budget-friendly stylish.
The brand was born of the idea that there was a need for better value mid-market options to high-end hotels. But price doesn’t have to jeopardize design, something Malmaison has consistently shown. Its original vision stemmed from an insight into business tourists and their needs, in addition to the emerging existence of a growing group of critical, upwardly-mobile clients who wanted more
than the mid-market brands provided.
Malmaison has constantly perceived itself as a way of life brand name, marrying its focus on getting the basics right with prolonged hospitality, to a degree that few other hotel brand names can match. As one of the very first ‘lifestyle’ hotels on the marketplace, Malmaison makes every effort to stay ahead of its primary competitors through
item development and by never ever losing sight of its target audience – generally mid-thirty something organisation tourists.
The MWB group, who own Hotel du Vin and Malmaison, have actually traded as two separate entities, keeping the mystic and brand essences of both business entirely separate. Malmaison Liverpool has ‘included worth’ (Doyle, 2002) to its brand by presenting the Toffee Suite, called after Everton Football Club; there is likewise the Kop Suite for fans of their competitors, Liverpool. Brand name image development is also formed in other ways as one guests reports: “Feel fantastic, feel free”, counsels an indication beside some attractive lotions in the restroom, encouraging us to “take the toiletries”. “They’re all totally free”.
This is all meant to motivate brand name commitment by developing what hoteliers hope will be a distinctive experience for visitors. Malmaison is now the hotel of choice for UK service and leisure travellers, according to the British Hotel Visitor Study 2008. The name Malmaison does not appear to have had an unfavorable effect on the brand, this may be due to the images connected with the name being French and the translation producing different brand name associations. The brand name’s imagery suggests a modern, ingenious, trendy and design conscious brand name which is reflective in the product. These brand characteristics have actually been successfully released to develop the brand name’s equity and a strong image in the minds of its target market.