Managing different international hotel brands is far from simple. Each brand needs to develop and preserve its own identity in order to drive differentiation and minimize inter-brand competition. In the modern hospitality sector, Web sites provide an important first point of contact for potential customers, so it is particularly important for each brand to have its own individual look and feel on the Web.

When one of the world’s largest hotel and leisure organizations wanted to maximize the differentiation of its multiple hotel brands, it turned to IBM for a flexible and cost-effective Service Oriented Architecture (SOA) solution.