Brand value proposition assignment

There are many reasons for an owner to place a brand on their hotel, but some feel that three factors are beginning to challenge the brand value proposition:

• Distribution sites, such as Expedia.com and Booking.com
• Review sites, like TripAdvisor and Yelp
• The lack of brand loyalty often shown by Millennials

Do you think these factors represent a real challenge to brands, or are they just hype?  Will brands need to adjust their value proposition?