Brand as an Indicator of Rate Potential

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dc.contributor.advisorKoh, Yoon
dc.contributor.committeeMemberBack, Ki-Joon
dc.contributor.committeeMemberBoger, Carl A., Jr.
dc.creatorBelarmino, Amanda
dc.date.accessioned2015-08-28T16:37:19Z
dc.date.available2015-08-28T16:37:19Z
dc.date.createdMay 2015
dc.date.issued2015-05
dc.date.updated2015-08-28T16:37:20Z
dc.description.abstractIndustry 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.
dc.description.departmentHotel and Restaurant Management, Conrad N. Hilton College of
dc.format.digitalOriginborn digital
dc.format.mimetypeapplication/pdf
dc.identifier.urihttp://hdl.handle.net/10657/1139
dc.language.isoeng
dc.rightsThe 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).
dc.subjectRevenue management
dc.subjectBranding
dc.subjectSelect Service
dc.subject.lcshHospitality industry Management
dc.titleBrand as an Indicator of Rate Potential
dc.type.dcmiText
dc.type.genreThesis
thesis.degree.collegeConrad N. Hilton College of Hotel and Restaurant Management
thesis.degree.departmentHotel and Restaurant Management, Conrad N. Hilton College of
thesis.degree.disciplineHospitality Management
thesis.degree.grantorUniversity of Houston
thesis.degree.levelMasters
thesis.degree.nameMaster of Science

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