Hotel Brands and the Impact of Brand Differentiation on the Success of the Global Hotel Brands

Abstract

Year after year, the best hotel chains in the world compete. improving their hospitality and service levels to meet the needs and anticipate the desires of consumers. This paper explores the evolution of world famous hotel brands from their inception as well as role brand differentiation in their success. The absolute leaders in the hotel business are Marriott and Hilton, which are fierce competitors. One of the key components that ensured the success of these two companies is the brand and the work of companies to strengthen it. Although Marriott and Hilton faced many challenges due to the COVID-19 pandemic in 2019, in particular a decrease in the number of customers and financial losses, companies are gradually recovering to the previous level. Both Hilton and Marriott are implementing strategies to expand business in different countries, as well as to integrate new technologies into their work. Due to the findings of the study, it is possible to understand how the world's companies deal with weaknesses and threats in business, as well as what strengths and opportunities make it possible to achieve success in the highly competitive area of the hotel business.