Log In

 

AABS Events

Special
Projects

Follow Us

 

 

 

Case Study: City Lodge Hotel Group: Redefining Segments and Brands

Title
City Lodge Hotel Group: Redefining Segments and Brands 

Author
Dr Yvonne Saini & Herb Payne 

Pages
23 

Product Type
Case 

Reference #
WBS-2015-16 

Teaching Note
Not available 

Institute

Setting
South Africa  

Year
2015 

Keywords
Marketing, Marketing Strategy, Branding



Summary/
Abstract
In 1985, the market regarded Hans Enderle as foolhardy when he resigned from the helm of one of South Africa’s leading hotel chains to launch a new concept in short-stay accommodation. However, by 1990, his City Lodge select service hotel concept boasted seven hotels, with 1 000 rooms. By 2015, the hotel group’s portfolio had risen to 55 hotels and annual turnover had reached more than R1 billion. However, growing competition and increasing customisation within the hotel industry meant that in early November 2015, current group chief executive (CE), Clifford Ross, had concerns about the clarity of the group’s brand and whether it was losing its competitive edge.

 


 

 

AABS Insight Newsletter

AABS Insight is the Association's quarterly newsletter.

Sign Up Here

 

Emerald AABS Case Study Competition 

The Emerald AABS 2017-2018 Case Study Competition will be launched in August 2017. 

AABS Case Studies

Over 300 African case studies are listed in the AABS case study database.

Submit a Case Study Here

View a Case Study Here