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A New Spin On Hotel Rebranding

Published Monday, February 01, 2010

To increase or maintain the market value of hotels, and for other business reasons, hotel owners often consider rebranding their properties. While Lodging Hospitality and others have commented on the increasing frequency with which hotel rebranding appears to be happening, until recently there’s been no scientific research investigating the effects of hotel rebranding on financial performance. Bjorn Hanson of New York University and Anna Mattila and Yonghee Kim or Penn State University and I recently set out to determine the effects of all of the recent hotel brand changes. Using Smith Travel Research data going back to 2003, ...

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