Oberoi Hotels & Resorts is internationally recognised for all-round excellence,. Core to the Oberoi philosophy is the selling of luxury as a unique, memorable and personal experience. The system that they follow encompasses every element of a guest’s stay at the hotels which involves personalised service delivered with care. They have two principal brands - The deluxe Oberoi brand and The first class. The international Trident brand owns and runs thirty five luxury and first class.
History
Late Mr. Rai Bahadur Mohan Singh Oberoi founded the Oberoi Group by the acquisition of two hotels one located in Shimla and other in Delhi in 1934.
In 1965, their first hotel, The Oberoi Intercontinental, now known as The Oberoi, New Delhi, was built. In 1957, they started their own flight services business. In1968, the Company acquired five hotels which include, The Oberoi Grand in Kolkata, The Oberoi Cecil, Shimla and The Maidens Hotel in Delhi. They commenced operations at the Oberoi Towers in Mumbai in 1973 and consequently expanded their operations from the five star deluxe segment to the Trident branded hotels. These were targeted at business and leisure customers seeking high-quality service at more affordable prices. From 1986 to 2009, the group added nine hotels branded Trident. Then in 1974, the Company established a printing press in Delhi chiefly to ensure supply of high quality stationery.
In 1997, the group opened The Oberoi Rajvilas, their first premier leisure hotel that targeted the upper income international and domestic leisure traveller. Consequently, they opened three more of such hotels, The Oberoi Vanyavilas and The Oberoi Amarvilas in 2001 and The Oberoi Udayvilas in 2002. In 2001, they also started operations at the W...
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...to re-brand the Vilas properties or the luxury palace hotels with the Oberoi prefix to strengthen brand equity.
Having distinct brands for each segment that a hotel group operates in is the general trend in the hospitality industry. Hence, it makes certain that the brand equity is not diluted when the brand enters the economy hotels business segment. The Oberoi brand had avoided treading this path for some time. Oberoi hotels started to realize the benefits of separating the premium parent brand names of Oberoi from all operations and to confine this brand name only to ultra premium hotel properties. Oberoi Group removed the Oberoi brand names from six of its hotels which are not luxury hotels.
This strategy made sure that Oberoi preserved their brand spirit and also enabled expansion to other segments by endorsing the sub-brands but with their parent brand names.
The opportunity cost of not adopting corporate branding is relatively high, because selecting corporate branding will possibly increase brand awareness and customer loyalty to the greatest extent, and by using a frequent-stay program, Rosewood will potentially forgo these benefits. The most significant strength of Rosewood is their uniqueness of each property. Because Rosewood had already established uniqueness of each hotel, the transformation will not conflict with the “Sense of Place” philosophy. The location specific design and services will contribute to the development of brand sincerity, which will consequently stimulate consumer loyalty. This is equivalent to a circulating loop mechanism in which brand sincerity generate consumer loyalty, and consumer loyalty motivates sincerer brand. Equally important, the company is recommended to do a thorough financial forecasting on corporate branding. As for now, the company has had a rough expectation of customer life values, but further considerations such as estimated cost of implementation, estimated revenue and change in marketing expense need to be included. Furthermore, the company is recommended to simultaneously change its advertising strategy
Suggested two night hotel credit can be used at any Oberoi Group hotel, but additional discounts such as meal voucher
“Vision and Mission | The Leela Palaces Hotels and Resorts.” Luxury Hotels India | Official Site
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The most prestigious name in the industry, Hilton Hotels & Resorts stands as the stylish, enthusiastic and global leader of hospitality. With over 92 years of experience, Hilton continues to be synonymous with hotel because of innovative approach to products, facilities and service. They help make traveling easier with smart design, innovative restaurant concepts, authentic hospitality and assurance to the global community.
In order for a new brand to establish itself in its market and for its
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*Branding Strategy: Establish Rosewood as a true brand incorporated into the name of each hotel.
Problem situation: Rosewood brand was muted, not very well known but it was not clear what is the best corporate branding strategy without destroying the value of each individually branded hotel and loosing a customer. A new branding strategy proposing an increased customer profitability and lifetime value is needed.
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