Final answer:
The blank in the provided statement should be filled with the word 'brand', which represents the hotel's identity and is consistently displayed in all customer interactions. STR, also known as Smith Travel Research, uses the terms 'brand' and 'chain' interchangeably.
Step-by-step explanation:
The brand represents the hotel brand, which is clearly displayed to the public on the building and in all interactions with the customer. STR uses Chain and brand synonymously.
In the context of the hospitality industry, the brand is a crucial aspect of a hotel's identity and marketing strategy. It communicates to consumers the level of service, quality, and experience they can expect from the hotel. A strong brand can differentiate a hotel from its competitors and can be a key factor in influencing consumer choice.
The brand is often manifested in the form of logos, trademarks, service marks, and other visual representations that are used consistently across all customer touchpoints, including the hotel's physical appearance, advertising, and online presence. STR, or Smith Travel Research, is a company that provides market data on the hotel industry and uses the term 'brand' interchangeably with 'chain', indicating a collection of hotels under the same brand umbrella.