The Hospitality and Lodging Industry in the United States is booming with strong growth in overall revenue and average price per room. Notwithstanding external factors such as international terrorism and the rapid rise in fuel costs.
Recent studies show however, that the industry suffers from a reasonable loss in revenue and profits because of ineffective differentiation of service offerings and branding. This trend is recent because historically hotel has demonstrated brand loyalty.
Private Label Drinking Water has been proven to be a powerful, cost-effective method of promoting quality brand images and differentiating service offerings.
The Hospitality and Lodging Industry plays a major role in the US economy with $ 40 to $ 50 billion in annual revenue. A recent study however, by a recognized research firm, concludes that up to $ 20 billion in additional revenue is lost because frequent travelers are not loyal to specific hotel brands
This revenue deficit represents an opportunity lost for profitability and continued cash flow for the industry.
Brand Loyalty Means Greater Profits
Most analysts and academies agree with the majority of respondents to the sale of new business customers
The creation and maintenance of brand loyalty is the strategic objective of many industries with no exception to the Hospitality and Lodging industry. As one study concluded, "Loyal customers are logically at the heart of a company's most valuable customer group." 3 Before, the overall importance of customer loyalty could actually benefit or impede the industry itself.
Without brand loyalty firms in the industry are forced to compete on the basis of price instead of quality; history has shown this to be a losing proposition.
The challenge to the individual manager is the best use of resources in order to create the highest level of customer loyalty. This applies to mid-market hotels as well as major chains and franchises.
Traditional Efforts Are No Longer Effective
Reward programs and superior customer service are no longer sufficient to establish brand loyalty. Studies have concluded that there are a lot of differentiation and traditional efforts in the industry.
Because they are being offered by different firms in the industry, they have changed from differentiators to service requirements and cost centers. As a result, some analysts have concluded that rewards systems and points programs have become no more than a cost of doing business.4
Their loyalty programs are failing to achieve their objectives
Customer Service and Satisfaction is a factor in establishing and maintaining brand loyalty. Studies have also completed the same level of service.
Many hotels are looking for ways to create customer loyalty and are looking for the inherent skills of those who are comfortable with. All industry participants, whether high-end hotels or mid-market firms, must develop more effective ways to develop and communicate their brand propositions.
Focus on Design, Services and Amenities to Help Build Brand and Loyalty
To create a memorable brand, many hotels and franchises are investing in redesigned facilities, and adding value and telecommunications services and a loyalty leader.
According to a recent analysis by PricewaterhouseCoopers, guests are now satisfied with the benefits of their health and fitness facilities. Hotels are adding and improving amenities to achieve incremental revenues, responding to increased customer expectations and create customer loyalty through quality branding.
In addition to investing in new services and amenities a unified and clear branding message must be developed and conveyed.
Design and the Brand Message
Developing an effective brand message is more than creating a brand statement. The brand message must appeal directly to the emotions of the customer in order to create enduring brand loyalty; and design is one of the most powerful tools for publicizing the brand. It wants to improve the quality of the brand message and the resulting brand loyalty.
Therefore, extreme care must be exercised during the brand design and communication process.
Private Label Drinking Water
Private label drinking water is an ideal and powerful way to promote a quality brand. Essentially, private labeling allows work to design and develop a label with a custom message, which results in the creation and promotion of a brand with a clear, high quality message along with superior bottled water. Because of the immediate and permanent nature of the bottled water product, consumable advertising is a lasting message in the mind of the consumer.
Some of the benefits of private label water include:
o A high-quality, custom message that can be used or resold at a profit.
o Modifiable designs and messages to reflect events such as tournaments and promotions.
o Individual users who often carry the water with them, which extends the promotion of the product.
o Pure water that is popular and universally accepted as contributing to good health. The message of the private label is getting better and better.
o Effective cost that is low and results in a rapid response to the brand message.
Consumable advertising, which creates a lasting message and impression that appeals to the consumer.
What to Look For in a Private Label Water Supplier
There are a number of private label water suppliers but they vary significantly in the quality of their product offerings. There are three areas to investigate when choosing a supplier, which include quality of water, quality of label design and production and quality of customer service. Each are expounded upon below:
Quality of Water
High-quality water in terms of health and taste is critical for the acceptance of the product and brand message. If the water is of low quality or tastes bad then the branding will fail. The best quality water on the market today is purified by a distillation, filtration and oxygenation process that removes all the impurities including all toxins and bacteria, which results in a light, refreshing taste.
Quality of Label Design and Production
Send a high-quality message to a poor-quality message. Production of a poor-quality message is a waste of money and adversely affects the brand image.
It is very important to acknowledge that in the United States, it comes from water recipients (not bottlers) with desktop-model "thermal" (or "thermal wax") printing devices. These "thermal" devices have a total of $ 10- $ 20 thousand depending on configuration. Although the quality is decreed many companies use these printers because of the low cost, which is extremely poor quality labels.
In sharp contrast, a quality label, it looks like a top-shelf brand that you can find in your local gourmet grocery store, needs to be produced with professional-quality equipment using professional-grade printing equipment. There are three types of printing equipment that can produce a high-quality label. These three types are as follows:
1. Rotary offset lithography
3. High-quality digital presses
For the majority of smaller runs (approximately 10,000 units), digital equipment offered by Heidelberg or HP is the most cost effective solution, but instead of $ 10- $ 20 thousand, the minimum equipment costs for these professional solutions ranges from $ 750 thousand to $ 1.25 million per station.
These facts are very important to understand when choosing a private label bottler. Those who sell low-quality labels will have to do it better because of the short runs required by private label customers. However, nothing could be further from the truth.
In order to succeed, your label must be professionally designed and produced with high-quality materials using a printing process that renders a high-quality result. Waterproof lamination is therefore required for long-lasting labels. This is easily achievable for an affordable unit cost using the right equipment for the job.
Quality of Customer Service
The design and production of private label drinking water is complex and requires intensive interaction between the customer and supplier. Communication and a culture of customer excellence is a prerequisite for the creation of an effective brand message and a successful product. Without a significant commitment, the branding exercise will fail.
Choose a quality supplier to help develop your quality brand and revenue.
1. Brandimensions, Hotel Branding: Using Online Research to Drive Innovation, 2006
2. Skogland, Iselin and Siguew, Are Your Satisfied Customers Loyal ?, Cornell Hotel and Restaurant Administration Quarterly, August 2004. p.222
3. Ganesh, Arnold, and Reynolds, Understanding the Customer Base.
4. Aaronson, Jack, Loyalty Does not Come From a Program. http://www.clickz.com/experts , May 2005
5. Skogland, Iselin and Siguew, ibid., PImmobilienmakler Heidelberg Makler Heidelberg
Source by Jon M. Stout