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It is widely acknowledged in the travel and hospitality sectors (as well as others) is that brand awareness will affect consumers’ purchasing intention. Therefore, with potential revenues at stake, a large number of hotels are spending a tremendous amount of capital on enhancing their brands and brand awareness. In particular, the multi-national hotel companies that are expanding their footprint in China; opening new hotels and expanding into new business areas such as food/beverage, event room hires and conference facilities.
Therefore the results from the "Chinese Hotel Brand Survey" (March, 2010), researched and published by SinoTech Group is an interesting guide in highlighting which of these leading 16 hotel brands are achieving a broad recognition in China as well as understanding the key drivers for consumers in selecting a hotel. The results were telling and should inform those hotels wanting to drive room sales through online marketing.
Purpose – The study aimed to explore interrelations of the four components; brand awareness, brand loyalty, perceived quality and factors influencing purchasing intent.
Specifically, this study of hotels (March, 2010) will: Design/methodology/approach – The study used an online survey to examine/measure consumer-based brand equity included brand awareness, brand loyalty, perceived quality and brand image. The study used a sample of 100 respondents to answer all or some of the questions. The respondents were located predominately in China. Findings – The findings from this study contributes to the understanding of customer-based brand equity measurement by examining the dimensionality of this construct. The study highlighted that:
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* Green bars represent over the average in this category
Approx. 99% of the respondents were located in China.
In examining brand awareness, Hilton Hotels topped the list of 16 hotels as 47% of the respondents selected them as their most recognize hotel brand (Shangri-la Hotels was the second most recognized hotel brand with 31%).
The key hotel feature in selecting a hotel was:
- comfortable bed: 62%
- location: 27%
- price: 7%
- free in-room wireless: 3%
- fast checkin/checkout: 0%
Practical implications – This study shows that hotel managers and executives should try to influence; perceived quality, brand loyalty, brand image and brand awareness in their organizations and leverage the factors that influence intent to purchase in future marketing promotions.
A full version of the study will be made available to members of DMIC
Written on Wednesday, 03 March 2010 00:00 by Matt McDougall
