Brand as an Indicator of Rate Potential

Industry professionals assume that guests are willing to pay more for a full-service hotel than a select-service hotel because of the difference in amenities. Brand, however, has not been studied as an indicator of rate potential for these select service hotels in respect to their relationship with their parent brand. Holiday Inn Express, the select service brand extension of Holiday Inn, is a highly successful brand extension whose advertising campaign helped to make it one of the leaders in the select service segment. Meanwhile, the Holiday Inn has not remained a leader in the mid-priced, full service segment. This study examines the rate potential for the Holiday Inn Express and determined that it can achieve a statistically significant same or higher rate than the Holiday Inn. An examination of on-line reviews also determined that the Holiday Inn Express does receive a higher star rating and better comments than the Holiday Inn.

Name thesis:degree_name

Master of Science

Level thesis:degree_level

Masters

Discipline thesis:degree_discipline

Hospitality Management

Grantor

University of Houston

Year dc:date.issued

2015

Author dc:creator

• Belarmino, Amanda

Advisor dc:contributor.advisor

• Koh, Yoon

Committee members dc:contributor.committeemember

• Back, Ki-Joon
• Boger, Carl A., Jr.

• Revenue management
• Branding
• Select Service

Statement dc:rights

• The author of this work is the copyright owner. UH Libraries and the Texas Digital Library have their permission to store and provide access to this work. Further transmission, reproduction, or presentation of this work is prohibited except with permission of the author(s).

Language dc:language.iso

eng

Handle dc:identifier.uri

http://hdl.handle.net/10657/1139

OAI identifier oai:identifier

oai:uh-ir.tdl.org:10657/1139