Branding strategies for European hotel industry

Branding has superpowers in general, product and hotel marketing as well in competitive markets. However, since it is an important management decision for hotels, it is necessary to consider possible advantages, risks and costs generated due to the branding, on the basis of understanding the hotel industry of each market. While European hotel markets has the largest stock, the ratio of the branding market has been considered quite small. To suggest the branding as a way of marketing tool for the European hotel industry, branding strategies has been explored in this study. To do so, the current study reviews branding as a concept, status of branding in the hotel industry, and the hotel industry in Europe, and examins branding strategies including hard and soft branding approaches for the European hotels.