The effects of global hotel brands

Globalizacija se može opisati kao kretanje dobara, ideja, vrijednosti i ljudi širom svijeta. Pojačana globalizacija utječe na svaku industriju u svijetu, te se neki njeni glavni čimbenici smatraju ključnim u pokretanju tržišne perspektive, što uključuje i želju za ulaganjem u međunarodno tržište. Globalizacija, njeni trendovi kao i strategije imaju snažano izražen utjecaj na međunarodno hotelijerstvo i proces internacionalizacije kroz koji oni prolaze, te pojavu glamuroznih međunarodnih brendova. Poznato je da hotelski brendovi imaju puno veći značaj od samog vizualnog identiteta. Oni predstavljaju izgrađen sustav vrijednosti koji se ogleda u vjernim gostima, međunarodnoj prepoznatljivosti kao i garantiranoj kvaliteti standardne usluge. Ulaganje u brendirane hotele nosi globalnu prepoznatljivost, lojalnost gostiju, razvijen sustav prodaje i marketinga. Nude investitoru lakše financiranje uz brend, ali i cjenovnu premiju u odnosu na nebrendirane hotele. Hoteli koji posluju pod brendom imaju veću mogućnost zauzeća soba, te različite pogodnosti za gospodarstvo, kao što su zapošljavanje itd.Globalization can be described as the movement of goods, ideas, values and people around the world. Increased globalization affects every industry in the world, and some of its main factorsare considered crucial in lauching a market perspective, which includes the desire to invest int he international market. Globalization, its trends and strategies have strong influence on the international hotel industry and the process of internationalization they are going through, and the emergence of glamorous international brands. Hotel brands are known to be much more important than the visual identity itself. They represent a built value system that is reflected in loyal guests, international recognination and guaranteed quality of standard service. Investing in brands hotels brings standard service. Investing in branded hotels brings global recognition, guest loyalty, and developed sales and marketing system. They offer the investor easier financing with brand, but also a price premium compared to non-branded hotels. Hotels that operate under the brands have greater possibility of occupying rooms, and various benefits for the economy, such as employmen