Which of the following is a strategic advantage for a hotel operating under a franchise model?

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BlackTom AI · Accepted Answer

To tackle this question, I’ll evaluate what each option implies about franchising in the hotel industry and identify which are true strategic advantages.

Option a: 'Exemption from adhering to standardised brand operating procedures' — This is generally false in a franchise model. Franchises typically must conform to the brand’s standards and operating procedures to maintain brand consistency and guest experience. The advantage of franchising is not about exemption from standards, but rather leveraging the brand while complying with its guidelines.

Option b: 'Freedom to design proprietary booking systems tailored to the property' — While some franchise agreements may allow flexibility in certain systems, a key strategic benefit of franchising is access to the brand’s established distribution channels, loyalty programs, and reservation platforms. Having total freedom to design proprietary booking systems often conflicts with brand-wide connectivity and central reservation integration, making this claim unlikely as a universal strategic advantage.

Option c: 'Complete control over marketing and promotional strategy' — In most franchise setups, the brand and corporate support influence or standardize marketing to preserve brand coherence across properties. Therefore, full, unilateral control over marketing and promotions is not typically a franchising advantage; it is more characteristic of independent operation. This option overstates the autonomy a franchisee usually has.

Option d: 'Access to a recognised brand and a central reservation system that drives occupancy' — This aligns with the core strategic benefit of franchising in the hotel sector: leveraging a well-known brand to attract guests and using the central reservation system (CRS) to optimize occupancy and yield. The brand recognition helps fill rooms, and the CRS increases channel reach and efficiency, which are key strategic advantages.

In summary, option a misstates the typical requirement to follow brand procedures, option b overstates proprietary autonomy in booking systems, option c overclaims marketing autonomy, and option d correctly identifies the franchise advantages of brand recognition and centralized reservation functionality. The reasoning shows why each option does or does not fit the strategic advantages of franchising in hotels.

252_2HO006_Rooms Division Management

Which of the following is a strategic advantage for a hotel operating under a franchise model?

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