In addition to other key factors, Griffin Stafford Hospitality seeks the best possible brand for hotels that it develops or acquires. Brand equity, or the value of the brand, is critical to the performance of a hotel. A strong brand will contribute a larger percentage of a hotel’s total room rental revenue compared to a weaker, less valuable brand. In addition to sophisticated marketing and media efforts, the top brand companies have robust rewards programs that build strong loyalty amongst business and leisure travelers, a key factor to driving topline sales and bottom line returns.
Griffin Stafford gives preference to midscale to upper upscale brands offered by companies such as Hilton, Marriott International and Hyatt Hotels. The brand selected will depend on the attributes of the market or sub-market, and availability. Griffin Stafford will not develop or acquire a hotel in a strong market if an acceptable brand is not available.
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