21 Aug 2013

Would You Stay at a Holiday Inn?

In a response to loss of market share Holiday Inn is launching a new marketing campaign to win back consumers that have decided that the no-frills type of hotel is a better choice than a traditional full-service provider. 

There's a new TV ad which focuses on contemporary features like fitness centers, communal workspaces, and dining options designed for both solo travelers and groups. Laptops and smartphones, those twin tools of the always-connected traveler, are featured prominently, in recognition of the free wi-fi available to members of its loyalty program.

But is this enough? No-frills, or limited service hotels offer a great alternative and properties that have added these new and appealing amenities in recent years still haven't caught on among travelers, USA Today reports. Part of the reason is that limited-service hotels, with their comfortable beds, free wi-fi, and other great amenities at an all-included rate remain a popular alternative, particularly in smaller markets without big-name competition.

Chekitan Dev, an associate professor of marketing and branding at Cornell University's School of Hotel Administration, says launching the new campaign is "critical for the brand."

"Every brand needs to find a way to stay in the mind of its prospects in a relevant and authentic way," Dev says. "Now that the upgrade buzz has run its course, and Holiday Inn has completed its brand upgrade, it is smart to let the world know that the new and improved Holiday Inn is ready to receive them."

Article sources: CNTraveller & USAToday