Hotel Brand Margin®
In the 2015 Annual Hotel Conference Dr Cris Tarrant presented the latest findings on the perceived value of hotel brands. In the presentation Cris used BDRC's unique Brand Margin® solution to investigate how hotels can bring added value through successful branding. Put simply Brand Margin® uses wisdom of the crowds methodology to determine the financial premium consumers are willing to pay because of branding. In applying this to the hotel market, Cris shows how Brand Margin® gives the hotel industry a tangible brand metric that can feed into brand and investment decisions.
Brand Margin data is available to subscribers of BDRC's Hotel Guest Surveys, or available as a separate report.