GLOBAL PRACTICES IN BUILDING AND DEVELOPING BRANDS IN THE HOTEL SERVICES MARKET

The hotel industry has become one of the most competitive sectors of the global service economy, where brand development plays a decisive role in achieving sustainable competitive advantage. Strong hotel brands not only enhance customer loyalty and market recognition but also contribute significantly to financial performance, customer satisfaction, and long-term business sustainability. This study examines contemporary global practices in building and developing hotel brands by analyzing branding strategies adopted by leading international hotel chains. The paper explores theoretical approaches to service branding, digital transformation, customer experience management, sustainability, technological innovation, and personalized marketing as key determinants of successful hotel brand development. The research is based on a comprehensive review of academic literature, industry reports, and international case studies. The findings indicate that successful hotel brands increasingly rely on digital ecosystems, artificial intelligence, sustainability initiatives, emotional branding, and customer-centric innovation to strengthen their global market positions. The paper concludes with practical recommendations for hotel enterprises seeking to establish competitive and sustainable brands in the evolving global hospitality market.