Stamford today revealed results of consumer research conducted in Australia, which clearly showed many consumers are confused with hotel brand identity as properties changed names or re-branded.

"Consumers see one neon sign going down and another one erected in its place, with nothing else changing," he said. "The consumers are telling us they have almost lost track of the name of the hotel they stay in. The message is clear - 4 and 5 star hotels are being perceived as the same and more or less interchangeable. We�ve known for a while that service is the key but something more is needed."

In other research people were asked to name innovations introduced by international airlines over the last 10 years. Participants named a long list of exciting consumer innovations, including individual TV sets, choice of movies, electronic games, telephones in the sky, business class beds, improved food, ticket-less and express check-in, and limousine services to the airport.

"When we tried to compile a similar list for 5 star hotels, with innovations seen over the last 5 or 10 years, the list was far smaller," Perry said.

"There is definitely opportunity to differentiate, and differentiation is key to our survival and growth. The world is changing at a rapid rate -- a few years ago the mobile phone was seen as rather an expensive way of making a phone call, and now people look at a mobile phone as a rather inexpensive way of taking a photograph.

"There are obviously opportunities for hotels to innovate further. The only viable future for the hotel industry will be one which is very much focused on services and the experiences that can be provided as a result of that service focus.

"We would like to challenge the hotel industry to really have a close look at what true innovation has taken place over the last 10 years. Stamford Hotels and Resorts have already taken up that challenge and we are committed to innovate if we can identify ways to enhance the desired experiences of our customers". 

Stamford is the largest and fastest growing owner and operator of landmark luxury hotels in Australasia, with clear plans for regional and international expansion. The Group comprises of ten landmark luxury hotels in Australia and New Zeland. Stamford�s knight�s head logo is conceived from the family crest of Sir Stamford Raffles, who founded Singapore in 1819.

Currently, the Group comprises five star hotels in Sydney�s Central Business District and Double Bay, Melbourne, Brisbane, Adelaide and Auckland and a boutique five star hotel in Sydney city and Double Bay. There are also 4½ star resort-style hotels in Sydney�s North Ryde and Adelaide, and a hotel at Sydney Airport.