Whine Wednesdays: Misbranded Hotels Case InterContinental Mendoza


Hotel chains have very strict (and thick) brand standards manuals that dictate pretty much every aspect of how a hotel operates to ensure uniformity to a certain extent.

Whine Wednesdays Misbranded Hotels Case InterContinental Mendoza

It seems, however, that when commercial or business strategy concerns are important, these standards get thrown out of the window to ensure that the chain has a presence in certain markets.

You can access InterContinental Mendoza’s website here.

The other one night I was staying at the InterContinental Mendoza and the hotel would have been fine for a Holiday Inn or Crowne Plaza, but it definitely wasn’t an InterContinental regardless of the sign outside.

They had assigned me a mountain view suite that was cheaply furnished and had nothing to do with “InterContinental”. If someone is expecting the full InterContinental service and experience from this hotel, they are going to be utterly disappointed. Having stayed in the majority of InterContinental properties, this one isn’t even mediocre… it’s an IC on paper and certainly not in substance.


You do come across these intentional mis-brandings every once in a while and it is always that some property has been branded way too high in hope of better exposure and higher room rates. You can, however, only fool people once. This happens across all major chains it seems, and certainly not isolated to one particular global branding.

I have always believed that hotels should under-promise and over-deliver to ensure success. However when a property like this is mis-branded, quite the converse happens.

If you’ve encountered something similar, please feel free to comment below.

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