Briefing: a focus on the 5* hotel segment
At the top end of the hospitality market it is not all about growing an empire as quickly as possible. It is about getting things right and pushing the product to be the very best it can be.
There is a focus on attracting ‘the right kind of customer’, who will bring in a lot of revenue. Consumers are attracted to 5* properties because they are a step above the rest and can be relied upon to offer them what they need.
So what kind of customers use 5* hotels? How important is it to build brand awareness? And where does a 5* product sit within the rest of the market? Answering these questions are:
Andrew Boshoff, Head of Strategy & Development, Global Hotel Alliance on a loyalty programme that targets upmarket, international travellers
Haddis Tilahun, Executive Director, United Africa Group on leading the way with five star hotels
Reto Wittwer, President & CEO, Kempinski on the idea that luxury equals individuality
Taras Ettl, VP – Development, Middle East & Africa, InterContinental Hotels Group on answering the demand for a five star business brand
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