TITLE:
Research on Brand Strategy of Hotel Enterprises—Taking Hyatt Hotel Group as an Example
AUTHORS:
Jingwen Song, Keman Ding, Ruijie Cheng, Xiaoyu Zhao, Xuan Luo, Yang Liu, Yuanhao Tian, Zhihan Duan
KEYWORDS:
Hyatt Hotels Corporation, Brand Strategy, SWOT Analysis
JOURNAL NAME:
Open Journal of Business and Management,
Vol.13 No.2,
March
6,
2025
ABSTRACT: In today’s competitive landscape, branding is integral to a company’s growth, including in the hotel industry. Hyatt Hotels Corporation, a global leader in luxury hospitality, exemplifies the brand extension strategy. This study examines Hyatt’s brand planning strategies, offering valuable insights for enhancing brand value and guiding hotel industry development. Using SWOT analysis, the research identifies key challenges, including over-reliance on the U.S. market, slow expansion in Asia-Pacific, and limited brand differentiation. Targeted recommendations are proposed to address these issues, aiming to expand Hyatt’s global reach and ensure sustainable growth.