April 16, 2007,
The April 3, 2006 edition of Hotel & Motel Management featured an article by Heather Gunter entitled, "Emotional connections build brands." In it, she cites Lance Rutter, Tanagram Creative Director, who was interviewed because of his experience branding Preferred Hotel Group and its family of independent hotel brands. Here is a short excerpt from the article:
"Brand loyalty is maintained by offering guests a consistently excellent experience," said Lance Rutter. "The guest's experience encompasses everything from the ease of online reservations to the tone and manner of the hotel concierge to the appearance and quality of all aspects of the hotel's design-the hotel's logo, Web site, advertisements, architecture, interiors, etc.," Rutter said.
"It is crucial that hotels understand as much about the perception and needs of the marketplace as possible and that, even more importantly, this research is shared across a team of design and marketing specialists," Rutter said.
