21c Museum Hotels: A company breaking branding and product conventions

Martha Reeves

Journal of Brand Strategy, 2015, vol. 4, issue 3, 259-266

Abstract: This case study of 21c Museum Hotels introduces a new concept in hotel branding, that of combining three strong elements not formerly developed by boutique hotels: a first class restaurant, an art museum with large gallery spaces, and a deluxe hotel. The case discusses how the owners have branded this unconventional business, their differentiation strategies, their engagement with local communities, and how they have used a wide variety of marketing communication methods to engage potential customers. In addition, the article discusses challenges for the business.

Keywords: branding; hotels; differentiation; social media; combinatorial innovation; marketing partnerships; marketing communications (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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