Case Study 2 Essay

1. Below is a list of the pros and cons for linking each hotel to the Lilypad corporate brand vs. branding each hotel individually:

Pros of linking each hotel to the Lilypad brand – cons of branding each hotel individually
Cons of linking each hotel to the Lilypad brand – pros of branding each hotel individually.
If you’re loyal customer of one of the hotels, chances are that you’ll be a loyal customer of the other hotels linked to the original hotel.
Can create consistent and predictable customer service.
Customers loyal to one of Lilypad’s hotels, rarely visited another, and people didn’t realize that these hotels had any link to each other
Only 5% of their customers at 1 hotel, stayed at another hotel of Lilypad’s.
Already limiting ability to serve existing customers and compete effectively with the rest of the competitors.
Boost lifetime value of existing customers, while reaching out to the new ones.
Goal is to create Lilypad junkies.
Can bulk order all of the items for the hotel
Each individual hotel doesn’t need to change what they’re doing. Lilypad would just be helping the customers connect the dots that these locations correlate to each other.
General Managers could still promote their properties under a corporate brand.
Individual hotels would have less to worry about (like staffing) and could therefore focus more on things like creativity.
Each of the hotels were already as much destination sites as the location they were in.
The hotels all come with their own sense of place, and don’t feel similar to each other.
Would need to rework contracts already existing.
They have general managers at all the hotels that wouldn’t want to give up their power. This would require a lot of legwork and paperwork.
There doesn’t need to be perfect consistency between the hotels.

2. I definitely would recommend that Lilypad should link their hotels to the corporate brand. When you think of top hotel brands Marriot, Hilton, Red Roof Inn, Comfort Suits, etc. are the first hotels that come to mind. The reason because they are corporately branded rather than individually branded. I’ve stayed at all of those hotels, and they all make you feel comfortable. When I am going to an area for travel, I first look to see if any of these hotels are in the area because I have had great experiences with them. I know that if I go to a Red Roof Inn, I will have the same comfort level as I’ve had at other Red Roof Inns. Only when there aren’t any of those major chains in the area, do I go looking for other hotels. I would rarely choose Lilypad’s hotels, because

Show More