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The hospitality industry: Strategic reasons to pursue, or not, a soft brand affiliation
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Resumo(s)
This study of independent Portuguese hotels‘ positioning strategies regarding adopting, or
not, a soft brand affiliation seeks to determine what motivates this choice. Surveyed hotels
were asked to enunciate the benefits and disadvantages associated with their strategic
decision, and other difficulties experienced in their business. The results indicate that
international brand awareness and the hotel owners‘ long-term goals are the core factors
affecting the choice. In practice, we conclude that there isn‘t a ‗one size fits all‘ strategy.
Nevertheless, affiliated hotels experience an operational advantage over non-affiliated ones
stemming from the affiliating organization‘s accumulated experience in sales, distribution
channels and marketing resources.
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hospitality industry positioning strategy soft brand affiliation Portugal