Compares two of the largest and most recent examples of international franchising with Europe. Data collected from UK master franchisee personnel are used to illustrate how Friendly Hotels became the European master franchisee for Choice Hotels International and how Scotts Hotels became a major...

Explores the main issues within hotel chain branding, focusing particularly on the problems of branding heterogeneous hotel portfolios. Relates the theory of branding to hotel chains, and outlines the difficulties of bringing consistency to hotel brands. Reviews the development of branding...

Provides insights into the nature of relationships between UK hotel franchisees and their international franchisors, and shows how operating systems and service provision are adapted to take into account local management views. Identifies a process between the principals, termed...