Improving brand profile is key to succeeding in over-saturated hotel markets, according to the latest report by industry analysts Deloitte.

Deloitte Czech Republic audit partner Jim Pickette says hotel expansion is intensifying competition in areas such as Prague where travellers are spoilt for choice by market-leading brands.

Hoteliers face the challenges of managing the brand of a regional chain of hotels to a similar standard but when developing new properties making sure the brand is not diminished by the chase for more revenue.

Pickette says one of the key areas chains can build their brand reputation is through their staff.

“Mid and upscale brands are discovering that in order to deliver a great customer experience they must first invest in creating a great employee experience,” he says.

However, he acknowledges that managing a brand’s reputation in this way is unpredictable and difficult to replicate over many properties.

By Elizabeth Clifford-Marsh