Consumer brands test their staying power as hotel operators
Skift Take
This will work for some consumer brands, and not for others. A Lego Hotel? Maybe some guests would find this attractive. Virgin Hotels? Yes, "getting into bed with Virgin," as the saying goes, will resonate.
Although McDonald’s failed foray into the hospitality industry is a cautionary tale for some, other established consumer brands are optimistic about their chances of reviving an industry sometimes beleaguered with the status quo.
Players who have thrown their brands into the ring include Baccarat, Harrods, Nickelodeon, Virgin, Lego, and more.
“Consumer brands are now becoming hotel brands,” explained Rob Cornell, senior VP of global development for Preferred Hotels & Resorts, which recently partnered with Paramount Hotels & Resorts. “And the most critical step (for consumer brands) is getting in front of a core audience to establish credibility.”
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