Lp Capital Airport Hotel Brand Strategy Research

With more and more competitions between hotels, hotel’s brand equity had been find outas a new concept. How to comprehend hotel brand? What do we do to improve the brandmanagement? These are very import topic to discuss at present.Capital Airport LP Hotel newly opened in2008and it’s the first time came into Chinesemarket. The first thing during the opening period to figure out is build brand and combinethe brand strategy into hotel management. Once the brand had built and strategy wasconfirmed, hotel will gather the guests in a short time to make profit earlier and return theowner’s investment better.The essay talk about hotel brand’s concept, specialty and effect, and explore ways to buildhotel brand, also find out effective implementation of the hotel brand strategy. Consideringthe situation of hotel industries and domestic hotel market development, figure out theimportance of brand strategy. Furthermore, with analysis of LP hotel status and brandstrategy design, there are some disadvantages in building the brand and managing thebrand.Writer compared the brand managements of Hyatt Hotel Group and Marriott Hotel Group,found out the similar success experiences, then designed the brand management strategyaccordingly. There are7points to help managing the strategy, such as right positioning,innovative serving, colleague communicating, brand spreading, decoration designing,brand maintaining and responsibility to the society. With these actions, writer believedthat would expand hotel’s reputation, strengthen customer loyalty and increase marketshare. This will provide some referential basis for other hotels who will build brand andmake brand strategy.