Does Brand Matter?

By the Numbers
• 22% of meeting planners consider brand affiliation an extremely important factor in selecting a hotel.
• 82% say free Wi-Fi in guest rooms is an extremely attractive amenity.
• 54% say previous experience with a hotel brand is very influential in future decisions to select the same brand.
• 12% are not at all likely to choose a new or lesser-known brand for a meeting.

Flags do count. Just 1 percent of 212 respondents to a recent M&C survey claim that a hotel's brand is not at all important in their site-selection decisions. That said, hotel companies could do a better job of branding their products consistently: Only 20 percent of planners believe the leading chains are very effective in this regard. To see how respondents rated their familiarity with 16 hotel brands, go here

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