calyx corporate branding

8/6/2019 Calyx Corporate Branding

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Calyx Hotels and ResortsCalyx Hotels and Resorts

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Calyx - Case FactsCalyx - Case Facts

• 20 year old company• 12 boutique hotels and resorts worldwide

– 1500 rooms and 115,000 unique guestvisits annually

• Maritime Hotel – Flagship, started as a

abandoned counting house in SF• All hotels featured architectural details,

furnishings, and culinary choices thatreflected local culture and tastes.

• Brand promise – ‘one-of-a-kind travelexperiences in beautiful and uniquelocations’

•



Strategies for growthStrategies for growth



Current Scenario of crossCurrent Scenario of crosssellingsellingCross selling rate among all

properties is 5% against 10-15%as enjoyed by Corporate

Branded hotels.•

•Average revenue per room $750•

If cross selling is 10% $785.71•If cross selling is 15% $821.43



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/Pro d u ct S e rvice D iffe re n tia tio n



Corporate BrandingCorporate Branding

Pros◦ Contracts and name- two biggest assets of a hotel

management company.

◦ Bulk purchases and cross sales- can help to realizeeconomies of scale.

◦

For future contracts, the prospects of being associatedwith a big corporate brand name would be better forthe property owners.

◦ Corporate brand will help the individual properties inattracting foreign travelers.

◦ Price premium.

Cons

◦ The brand promise of Calyx is the individualizedexperience. Going for corporate brand, no matterhow big or small, it will enforce consistency at somelevel, which is in direct opposition to the brand

promise.◦ As pointed out by Betsey, there will be critical questions



Corporate Sub-brandingCorporate Sub-branding

Pros◦ May serve the purpose of Cross

selling

•

Cons

◦ A certain level of standardizationhas to be brought among thehotels.

◦ May effect the loyalty of customers

◦ Inertia from the hotel managers

◦ Calyx doesn’t have a strong Brand



Endorsed BrandingEndorsed Branding

Pros◦ A common linkage will be formed

◦ Brand equity of existing properties

can be leveraged◦ Lesser financial risk

Cons

◦ Fails to create a strong global brand



Silent Brand AssociationsSilent Brand Associations

Pros◦ It will help calyx in building up the brand keeping

the individual brand identities intact.

◦ Will slowly but steadily help transfer the brandequity to calyx brand without disturbing the

brand identity of individual properties.◦ There should be minimum inertia from the

managers.

◦ It is in sync with the core values of the brandcalyx and doesn’t disturb the customer

perceptions. Cons

◦ Not all the customers will be able to make theassociation

◦ The process is very slow and not very definitive,as not all customers would be such keen



Endorsed BrandingEndorsed Branding



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calyx corporate branding

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