The most successful brands emphasize features that are both important to consumers and quite differentiated from those of competitors.

Holiday Inn Express hopes to distinguish itself by providing customers with the emotional benefit of feeling like a smarter business traveler

Westin Hotels & Resorts is trying to differentiate itself from Hilton, Marriott, and Sheraton by claiming to offer serenity and efficiency.

Four Seasons Hotels and Resorts tries to offer all the business services its customers might need.