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Cornell Hotel and Restaurant Administration Quarterly
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The Role of Brand Affiliation in Hotel Market Value

John W. O’Neill

School of Hospitality Management at The Pennsylvania State University, jwo3{at}psu.edu

Qu Xiao

School of Hospitality Management at The Pennsylvania State University, quxiao{at}psu.edu

The notion that a hotel’s brand contributes significantly to the property’s market value is supported by an analysis of nearly eleven hundred hotel transactions over the past fifteen years. The analysis found that brands added value beyond the usual contributors to a property’s value, such as net operating income and revenue per available room. The effects of branding were most noticeable in midmarket and upscale hotels. Based on per-room sales statistics, certain brands added significantly more value to their franchisees’ properties than others.

Key Words: hotel valuation • brand management

Cornell Hotel and Restaurant Administration Quarterly, Vol. 47, No. 3, 210-223 (2006)
DOI: 10.1177/0010880406289070
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