Major branded hotel chains have the choice of standardizing their offerings across the brand or of letting individual properties customize their offerings to meet the needs of local markets.
The most obvious advantage of standardization is quality control, guaranteeing the customer of a uniform experience across the brand, irrespective of the ownership of the individual franchise. A second advantage is that it can reduce costs by enabling all hotels in a chain to take advantage of economies of scale and negotiate lower prices from suppliers.
The main disadvantage to standardization is that it reduces the flexibility of a chain to cater for regional tastes and expectations. As hotel chains increasingly rely on global revenue, this becomes a problem, as the needs and tastes of customers in areas as diverse as Nigeria, India, China, Dubai, Canada, Germany, and Chile, for example, are quite different.