Research on Brand Strategy of Hotel Enterprises —Taking Hyatt Hotel Group as an Example

Abstract

In today’s competitive landscape, branding is integral to a company’s growth, including in the hotel industry. Hyatt Hotels Corporation, a global leader in luxury hospitality, exemplifies the brand extension strategy. This study exam-ines Hyatt’s brand planning strategies, offering valuable insights for enhancing brand value and guiding hotel industry development. Using SWOT analysis, the research identifies key challenges, including over-reliance on the U.S. market, slow expansion in Asia-Pacific, and limited brand differentiation. Targeted recommendations are proposed to address these issues, aiming to expand Hyatt’s global reach and ensure sustainable growth.