The purpose of this report is to examine whether Lilypad Hotels and Resorts should be marketed under the corporate brand or their own brand. Since the purpose is to provide some advice to senior management on its branding strategy, this report will assess the operational environment, current practices and strategies of Lilypad as well as the existing relationship between the company and its customers.
This case draws attention to the fact that Lilypad Hotels and Resorts is a hotel chain that manages twelve boutique hotels and resorts worldwide. It was founded by Betsy T. Hale when she took on the development of the company’s first hotel, the Maritime Hotel, located near San Francisco’s famed Fisherman’s Wharf.
In terms of organizational strategy, Lilypad Hotels and Resorts relies on its scale gaining customers through its independent hotel network which is designed to feed the aspirations and desires of their guests while their closest competitors offer a more predictable and consistent experience across all the upscale hotels in the chain providing high end services.
Although the company’s current portfolio consists of twelve hotels, growth is their number one priority; this was made clear to Andre Cleary CEO of Lilypad Hotels and Resorts. This mission has been the target for both, Andre and Abigail Ross, Executive Vice President of Sales and Marketing.
The fact that in the past year only 5% of all guests had stayed at more than one of the company’s other properties was sufficient evidence of lack of market presence and brand recognition to

Abigail. She decided to present a potential new branding strategy aiming to increase brand recognition in order to build a broad customer base and a stronger loyalty program through close long-term relationship with their customers. Lilypad Hotels and Resorts must make a decision as to whether or not they should be