My 2012 outlook on ‘glocalization’ in Asia

With a new hotel opening every day, how can international brands utilize "glocalization" to beat and differentiate themselves from their competition in foreign markets?

I attended several hotel conferences and symposiums in 2011, and it looks like everyone is on their toes and paying attention. With a new hotel opening every day, competition is steep, and now we’re starting to hear international brands use words like “glocalization” to differentiate. But with strict brand standards, I’m curious to know how they can do this in a foreign market. Take, for example, the hotel brand that has every employee in every country greeting callers with an awkward, “bonjour.”
In 2012 and 2013, I predict the spawning of several locally developed brands that will successfully integrate global standards with true local hospitality. Besides, who can cater to the local market better than the locals themselves?

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Craft House Founder and Director, Yvette Jong, contributes regularly to her HOTELS Magazine Blog titled, "The Good, the Bad and the Funky." Topics of discussion include all aspects of hospitality development, operations, branding, marketing, human resources, sustainability and much more.