Cook has been responsible ever since for the growth of both groups and the development of two distinct hotel brands.

RockResorts is a hotel brand with roots in the 1950s.

While positive for the hotel brand, this number falls well short of an original anticipation to have 500 locations by 2012.

While many have since failed, the forecast is for even more hotel brands.

Best Western is now a global hotel brand with 4,200 hotels in more than 100 countries.

After the acquisition, Marriott will have a total of 10 hotel brands.

Nevertheless, trying to establish new hotel brands is expensive and risky.

"The products communicate something about that particular hotel brand that makes it special or unique."

In addition, he started a hotel brand in the 1980's.

Holiday Inn is one of the world's most recognized hotel brands.