The larger question of critical importance today, however, is the relationship of brand value. In reality, consumers value branded companies. A walk through any major shopping area will prove this. Brands deliver major impact to a business as they will most often bring loyal customers with previous positive experiences. For independent hoteliers, this can make a huge difference to being successful or not when competing in a market place.

In a chaotic world with fragile customer loyalties and fast shifting market preferences, brands such as Small Luxury Hotels of the World that work exclusively with the independent hotelier, whose focus is on utilizing brand awareness and put both energy and effort into driving it with dedicated customer support allows the independent hotel members continue to flourish and grow. It is also important that participants in the brand utilize every available opportunity to ensure complete capitalization is taken advantage of.

One key element that has changed over the course of the years is that the customer has become the primary asset. The hotel has become part of the distribution system that delivers branded products and services to the customer. In the global market, the intangible brand becomes a very tangible product and the ...