Outrigger 酒店及度假村的品牌组合和品牌延伸

Ingrid Lin, Chassidy Sakamoto
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引用次数: 0

摘要

由于威基基需要中等规模的酒店,夏威夷创立的酒店品牌 Outrigger 应运而生。随着夏威夷旅游业的发展,Outrigger 酒店公司的品牌组合也迅速壮大。随着公司的不断发展,公司内部出现了品牌差异化的需求。如今,公司的产品组合中有三个不同的细分市场,分别是经济型酒店、顶级酒店和长期住宿酒店。随着公司不断发展壮大,并努力实现成为 "世界顶级海滩度假村品牌 "的现有使命,现在可能是重新评估其产品供应、定位和品牌战略的时候了。
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The Outrigger Hotels and Resorts Brand Portfolio and Brand Extension
Emerging from the need for mid-scale properties in Waikiki, the Hawaii-founded hotel brand, Outrigger was born. The Outrigger hotel company’s brand portfolio quickly grew alongside Hawaii’s tourism. As the company continued to grow, the need for brand differentiation within the company arose. Today, the company has three distinct segments in its portfolio defining its economically priced, premier, and long-stay accommodations. As the company continues to grow and strive to achieve its current mission of becoming “The Premier Beach Resort Brand in the World,” it may signal a time to reevaluate its product offerings, positioning, and branding strategy.
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