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Worldhotels goes down the branding path

Worldhotels now offers branding for upper upscale hotels

 Worldhotels has introduced a new branding solution which is being lauded as a “perfect alternative to standard franchise and management contracts”, according to the company.

For an all-inclusive annual fee, independent 4- and 5-star hotels competing against global chains can now brand themselves as a Worldhotel and benefit from the impact, support and strong return on investment of a global brand while still maintaining their unique identity, says Robert Hornman, Managing Director of Worldhotels.

“Our focus is on guest experience and quality, not on standardising hardware,” he says. “Therefore, to become a branded Worldhotel, a hotel has to offer premium facilities for discerning business and leisure travellers including modern guestrooms with a comfortable work space and high-speed internet connectivity, room service, a restaurant, a gym and attentive, personalized service.”

He says branded Worldhotels will receive support and service at least on par with large chains and franchise companies, including marketing, sales, distribution, strategic consulting and quality assurance.

In addition, the group will make luxurious, elegantly branded bathroom amenities available to its branded hotels.

“Making our brand available to independent hotels is the next logical step in the development of our group. In recent years, we have developed into the largest upscale hotel network outside of the US,” he says

“Within this market segment, we have identified the need for a branding solution which offers hotels all the benefits of a global hard brand while still allowing them to keep their own unique character. We will fill this gap with our new service offering,” Hornman says.

The first branded Worldhotel was launched in Almaty, Kazakhstan, during November, followed by hotels in Frankfurt and Vienna this month (December 2010), and Munich and Hamburg in January 2011.

“Our target is to have 50 branded hotels by 2013,” Hornman says.

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