How to Handle PR for Multi-Brand Families

Hotels and other industries have a proliferation of brands. This can be complicating. But it doesn't have to be with basic PR

When the Wall Street Journal had an article about the proliferation of hotel brands, I took note. I have a client in the hotel space. The family business has a small portfolio of hotels, but even they have a mix of brands and sub-brands.

The same concept of a “family of brands” can be seen in other industries, ranging from soft drinks to automobiles.

This could be called market expansion, horizontal integration or a number of economic and marketing terms.

For public relations professionals it could be called a headache. As with any relationship, brand loyalty in a brand family can be “complicated.”

For example, what exactly is in the mind of the consumer when they engage a brand? Is it the particular obvious interaction only or are they conscious of the bigger brand picture. A guest at a Holiday Inn Express may be mindful of the fact that this is an IHG hotel. Are they aware that IHG has 19 brands, and do they know all of them? Do they know the varied amenities, price points and brand promises of each brand?

Maybe they do, maybe they don’t. IHG integrates all its brands into one reservation platform and loyalty program, so that helps. Some people may like the fact that breakfast is included, or that rooms have microwaves and mini bars. Others guests may be indifferent to a brand and just do a map search for something close to where they want to stay that is inexpensive.

Then there’s the related issue of the actual family in addition to the family of brands. My client builds, owns and operates their hotels, and they have a unique and high quality management philosophy that I’m happy to say often wins them awards for being the best in the brand in various categories. Owner-operators have to stay within franchise rules, but they also have some latitude for operations. This can help set themself apart in hotel markets where there are numerous choices. But guests may not be aware of the family company name as they book and stay at a nationally branded hotel.

Here’s the brand secret for family brands—relationships. I know that sounds like PR fundamentals, but it is true. The relationships are not necessarily with the guests, who normally go on an app or website to book a room. The relationship with them is during the stay. But the more important relationships are the business clients, event planners, and referral sources in the local community who recommend hotels to their own employees, vendors, suppliers and other business partners.

If a local company enhances its relationships by ensuring their publics have a good experience when they stay, it’s a win-win-win. Word spreads not about a Holiday Inn Express or IHG, but a particular hotel on a particular street for its unique quality. Repeat business happens. In other words, brand loyalty to a local and national brand.

Turns out it’s not so complicated.