Comparative analysis of the brand strategy of Big4 5 star hotels in Vietnam

Today, Vietnam's stable politics and globalized economy have attracted many foreigners to invest and visit the tourism market, creating favorable conditions for the tourism industry to develop strongly. and enter a new phase. Therefore, in the Vietnamese market, there have appeared many hotels of all grades. The boom of tourism has led to an explosion of competition in the hotel business. It requires businesses that want to survive and develop in an increasingly fierce competitive environment to continuously innovate, diversify products and services, constantly develop and self-improve service types. In particular, the brand is considered a distinctive mark, it helps consumers feel secure and confident when using the product/service. Especially for hotels that have been operating for a long time, strengthening the brand is extremely important and necessary to be able to create competition with reputable businesses, new facilities, to create create a value, a belief, a commitment to customers about their own brand. In the face of fierce competition like today, in order to survive and develop, four elite 5-star hotels that have been operating for a long time in Vietnam are Vinpearl Phu Quoc, Intercontinental Danang Sun Pennisula Resort, Metropole Ha Noi and Metropole Ha Noi. JW Marriott Hotel Ha Noi has established orientations, strategies and brand development as an indispensable part to improve competitiveness, position development and facilitate sustainable development of four hotels. star so far. So, how have Vinpearl Phu Quoc, Intercontinental Danang Sun Pennisula Resort, Metropole Ha Noi and JW Marriott Hotel Ha Noi built their brand orientations and strategies to be the top 5-star hotels in Vietnam? To find the answer, our team will analyze the brand strategy of four 5-star hotels (Vinpearl Phu Quoc, Intercontinental Danang Sun Pennisula Resort, Metropole Ha Noi and JW Marriott Hotel Ha Noi) and compare the strategies. Brand strategy of hotels to clearly identify the advantages and disadvantages and propose solutions to contribute to the process of strengthening and developing the hotel's brand.