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This industry-wide trend has led to intensified competition, market saturation in some segments of the hospitality industry, and difficulty for consumers to comprehend and evaluate the large number of hotels and restaurants in the marketplace. Hospitality companies had to continuously reposition their brands and differentiate their product offering for sustained growth. In view of that, a small number of major hospitality companies have developed several different brands and formed brand portfolios, mainly through initiating brand extension and/or mergers and acquisition strategies.
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