IMARK BRAND MONITOR HOTEL INDUSTRY
SUCCESS THROUGH CONTINUOUS BRAND DEVELOPMENT
Contents
- Shows the brand space
- Defines the brand core
- Provides benchmarks for best-in-class hotels
- Shows drivers for referral and non-recommendation
- Shows brand strength and appeal
- Creates clear brand content objectives
- Provides comprehensive understanding of guest behavior
- Delivers customer typologies relevant to the brand
- Monitors brand evolution, brand strength, customer behavior, and customer types
Benefit for the hotel
- Clarity about strengths and weaknesses of own brand
- Clear brand goals
- Content for agency briefing (e.g., content to be emphasized, target groups)
- Training content (e.g., services to be pushed, problem areas)
- Budget allocation (e.g., targeted investments, correction of negative content)
- Process optimization
- Improvement in best-in-class success factors
- Monitoring of target achievement
IMARK HOTEL STRATEGY PROJECTS
BETTER DECISIONS THROUGH MARKET INFORMATION
Strategic customer analysis
Strategic customer analysis provides comprehensive guest information for far-reaching, strategic decisions such as hotel realignment, restructuring, and the development of new service components.
Strategic brand analysis
Strategic brand analysis shows the essential content of guest perception and forms the basis for brand strategy development.
Strategic price analysis
A fact-based pricing strategy includes price/demand relations, the price worthiness of service components, and simulations for revenue and contribution margin maximization.
COOPERATION PARTNER
CUSTOMERS
THESE CUSTOMERS DECIDE ON THE BASIS OF SECURED MARKET INFORMATION
