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No. 9 (2026)
Marketing

Scientific articles

XALQARO MEHMONXONA TARMOQLARIDA BRENDING STRATEGIYALARI VA IQTISODIY SAMARADORLIK OʻRTASIDAGI BOGʻLIQLIK

DOI 10.67668/mj/2026iss9/1989 Pages 402-409

Published 2026-09-07

Authors
Ergashev Oybek Mamarasul oʻgʻli
Affiliation
Tashkent State University of Economics image/svg+xml
Marketing jurnali — 2026-yil sentabr, 9-son
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Abstract

The article examined international hotel chainsʼ branding strategies in relation to portfolio structure, growth and profitability. Data from eighteen groups were used to compare brand counts, portfolio concentration and the share of asset-light operations. The analysis applied the Herfindahl–Hirschman index, effective brand counts and regression models. Broader portfolios were associated with faster room growth, while portfolio concentration helped explain revenue performance. Asset-light operations were positively associated with EBITDA margins. Groups operating in Uzbekistan were examined separately. Recommendations for hotel owners addressed partner selection by considering both network size and the position of leading brands within the portfolio. Small-sample limitations were acknowledged.

Keywords

hotel chains, branding strategy, portfolio architecture, portfolio concentration, effective brand count, asset-light model, RevPAR, EBITDA

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