Brading in any industry is a crucial factor of strategic business planning. In the hotel and hospitality industry however, it is almost the most important thing to get spot on. In fact, Business Insider and Forbes mentions that branding is the primary reason for room bookings worldwide. The perception of a brand is the biggest seller of a hotel company's products and services. Often it has an even bigger impact than the price or the appearance of a hotel. 

On online booking websites, such as booking.com, users often opt to filter their options based on the hotel brands that they know and looking before exploring other options that may actually be better. There is a myriad of different types of hotels and different values for each. The branding is a way for a hotel group to really show how they are different and why customers should stay at their hotels.