Hotelier? An endangered species (if you don't have a Brand!) In a saturated market, the hotelier who doesn't build a strong brand is destined for extinction

Today, marketing and revenue must merge into an integrated approach to transform the hotel from a simple accommodation facility into a destination. Because without a brand, there is no margin. By 2025, the average daily rate (ADR) of hotels with a strong brand or those that have joined brand collections will grow between 6% and 19% more than competitors without an apparent identity, and exposure to risk will decrease significantly. In a market where "iconic" destinations are increasingly crowded - and where 45% of hotel investments in Italy now flow into high-end properties - only hoteliers who know how to become a destination themselves will survive.