{"id":42331,"date":"2023-04-12T17:58:21","date_gmt":"2023-04-12T21:58:21","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=42331"},"modified":"2026-05-05T16:19:31","modified_gmt":"2026-05-05T20:19:31","slug":"pesquisa-de-mercado-de-branding-hoteleiro","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/pt\/pericia\/pesquisa-de-mercado-de-branding-hoteleiro\/","title":{"rendered":"Hotel Branding Market Research | SIS International"},"content":{"rendered":"<div class=\"sis-hero-preserved sis-injected-hero\" data-sis-injected=\"hero\">\n<h1 class=\"wp-block-heading\"><a href=\"https:\/\/www.sisinternational.com\/pt\/biocombustiveis-na-industria-aerea\/\" class=\"sis-link-recovered\" data-sis-recovered=\"1\">Pesquisa de mercado de branding hoteleiro<\/a><\/h1>\n<figure class=\"gb-block-image gb-block-image-6793a03e\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-6793a03e\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Hotel-furniture-9.jpg\" alt=\"Pesquisa e Estrat\u00e9gia de Mercado Internacional da SIS\" title=\"Hotel furniture (9)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Hotel-furniture-9.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Hotel-furniture-9-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Hotel-furniture-9-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Hotel-furniture-9-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Hotel-furniture-9-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\"\/>\n<p>\u00c0 medida que a ind\u00fastria hoteleira se torna cada vez mais competitiva, os hot\u00e9is precisam de desenvolver marcas eficazes para se diferenciarem dos seus concorrentes, atrair clientes e fidelizar os clientes.<\/p>\n<p>Consequentemente, a pesquisa de mercado de marcas hoteleiras \u00e9 crucial, pois fornece insights importantes sobre as condi\u00e7\u00f5es atuais do mercado, padr\u00f5es de comportamento do consumidor e tend\u00eancias emergentes que permitem que partes interessadas, como investidores ou hoteleiros, tomem decis\u00f5es baseadas em dados ao formular estrat\u00e9gias de marca bem-sucedidas.<\/p>\n<h2 class=\"wp-block-heading\">Vis\u00e3o geral da pesquisa de mercado de branding hoteleiro<\/h2>\n<ul class=\"wp-block-list\">\n<li><strong>Cen\u00e1rio global da marca hoteleira:<\/strong> A pesquisa de mercado de marcas hoteleiras fornece uma vis\u00e3o abrangente do setor hoteleiro internacional, incluindo grandes redes e pequenas propriedades independentes que contribuem para sua variedade. Al\u00e9m disso, analisa como a fidelidade \u00e0 marca e a experi\u00eancia do cliente desempenham um papel fundamental na distin\u00e7\u00e3o entre marcas de hot\u00e9is, impulsionando, em \u00faltima an\u00e1lise, o seu sucesso.<\/li>\n<li><strong>Identidade e posicionamento da marca:<\/strong> This research dives into what exactly makes a robust brand identity such as visual aspects, branding statements, and value propositions. Additionally, it researches how <a href=\"https:\/\/www.sisinternational.com\/pt\/pericia\/industrias\/pesquisa-de-mercado-do-metaverso\/\" title=\"Pesquisa de mercado do metaverso\" data-wpil-monitor-id=\"4774\">hotels<\/a> can set themselves apart from other establishments in the market to catch their target demographic&#8217;s attention.<\/li>\n<li><strong>Experi\u00eancia do h\u00f3spede e padr\u00f5es de servi\u00e7o:<\/strong> Through analyzing the importance of guest experience, hotel <a class=\"wpil_keyword_link\" href=\"https:\/\/www.sisinternational.com\/pt\/pericia\/industrias\/pesquisa-de-mercado-da-marca\/\" title=\"Pesquisa de mercado da marca\" data-wpil-keyword-link=\"linked\" data-wpil-monitor-id=\"374\">branding market research<\/a> delves into various components that affect a memorable stay for guests. From service quality to amenities, facilities, and design \u2014this study looks at the successful strategies used by top hotel brands to create an unforgettable experience.<\/li>\n<li><strong>Estrat\u00e9gias de marketing e comunica\u00e7\u00e3o: <\/strong>A pesquisa de mercado de branding hoteleiro mergulha no uso estrat\u00e9gico da publicidade tradicional, plataformas de m\u00eddia digital, campanhas de rela\u00e7\u00f5es p\u00fablicas e cria\u00e7\u00e3o de conte\u00fado para entender como essas t\u00e1ticas podem moldar o reconhecimento da identidade de um hotel, bem como o envolvimento do seu p\u00fablico.<\/li>\n<li><strong>Cen\u00e1rio competitivo:<\/strong> To gain an edge in the competitive hotel branding industry, <a href=\"https:\/\/www.sisinternational.com\/pt\/o-que-sao-relacoes-publicas\/\" title=\"Rela\u00e7\u00f5es P\u00fablicas e Pesquisa de Mercado\" data-wpil-monitor-id=\"2231\">market research examines successful brand<\/a> strategies and emerging trends. Moreover, it provides case studies of pioneering approaches as well as best practices implemented by renowned hotels to help guide your decisions.<\/li>\n<li><a title=\"Pesquisa de mercado de propano\" data-wpil-monitor-id=\"3194\" href=\"https:\/\/www.sisinternational.com\/pt\/pericia\/industrias\/pesquisa-de-mercado-de-propano\/\"><strong>Previs\u00e3o e oportunidades de mercado: <\/strong>This research<\/a> provides invaluable market projections and helps stakeholders pinpoint future chances in the hotel branding industry, including fresh <a href=\"https:\/\/www.sisinternational.com\/pt\/pericia\/industrias\/pesquisa-de-mercado-de-moveis-para-hoteis\/\" class=\"sis-link-recovered\" data-sis-recovered=\"1\">markets<\/a>, undiscovered niches, and potentially lucrative growth areas. With this data at their disposal, companies can build toward sustained success by capitalizing on emerging trends early.<\/li>\n<\/ul>\n<\/div>\n<h1>Hotel Branding Market Research: How Leading Operators Build Pricing Power<\/h1>\n<p>Hotel brands compete on margin, not amenities. The operators winning the next decade are the ones treating brand as a measurable asset tied to RevPAR, direct-booking share, and loyalty conversion. Hotel branding market research is the discipline that quantifies that asset before capital is committed to repositioning, conversion, or new soft-brand launches.<\/p>\n<p>The opportunity is sharper than most boardrooms recognize. Owners and operators sit on portfolios where two assets in the same submarket, under different flags, can show ADR gaps of 20 to 40 percent driven almost entirely by brand perception. Closing that gap is a research problem before it is a capex problem.<\/p>\n<h2>Why Hotel Branding Market Research Drives Asset-Level Returns<\/h2>\n<p>Brand equity in hospitality translates directly into pricing power, occupancy stability through cycles, and loyalty enrollment velocity. These are the three levers that move NOI and, downstream, cap rate compression at exit.<\/p>\n<p>The conventional approach measures aided awareness and intent to book. Leading operators go further. They isolate the emotional drivers that move a guest from consideration to direct booking, bypassing OTA commissions of 15 to 25 percent. Marriott&#8217;s Bonvoy architecture, Hilton&#8217;s Honors stack, and Accor&#8217;s ALL platform succeed because the parent brand carries equity that individual flags inherit and amplify.<\/p>\n<p><span style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\"><span class=\"sis-injected-quote\" data-sis-injected=\"quote\" style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\">According to SIS International Research, the brands generating the highest direct-booking share consistently score above category average on three perception attributes: trust in service consistency, emotional resonance with the guest&#8217;s self-image, and perceived value relative to ADR.<\/span> Awareness alone explains less than half of conversion variance.<\/span><\/p>\n<h2>The Branding Diagnostic That Separates Flags From Commodities<\/h2>\n<p>A rigorous hotel branding market research program operates across four layers. Each layer produces a decision, not a deliverable.<\/p>\n<figure class=\"wp-block-table sis-injected-table\" data-sis-injected=\"table\">\n<table>\n<thead>\n<tr>\n<th>Research Layer<\/th>\n<th>Method<\/th>\n<th>Decision Informed<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Brand equity baseline<\/td>\n<td>Quantitative tracker, Brand Equity Index<\/td>\n<td>Repositioning vs refresh<\/td>\n<\/tr>\n<tr>\n<td>Guest emotional drivers<\/td>\n<td>Qualitative depth interviews, ethnography<\/td>\n<td>Service blueprint and brand voice<\/td>\n<\/tr>\n<tr>\n<td>Competitive perception mapping<\/td>\n<td>MaxDiff, conjoint analysis<\/td>\n<td>Flag selection, soft-brand fit<\/td>\n<\/tr>\n<tr>\n<td>Channel and loyalty economics<\/td>\n<td>B2B interviews with travel managers, OTA partners<\/td>\n<td>Distribution mix, commission negotiation<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<p style=\"font-size:11px;color:#666;margin-top:4px;\"><em>Source: SIS International Research<\/em><\/p>\n<p>The MaxDiff and conjoint work matters most for portfolio decisions. When an owner is choosing between a Marriott Autograph conversion, an IHG Vignette flag, or remaining independent, perception trade-off data tells them which guest segments will pay a premium and how much. Anecdote and broker pitch decks cannot answer that.<\/p>\n<h2>What the Best Hotel Brands Measure That Others Miss<\/h2>\n<p>Three measurement disciplines distinguish operators with durable pricing power.<\/p>\n<p><strong>Brand Equity Index tracking.<\/strong> A composite score combining awareness, consideration, preference, advocacy, and emotional connection, indexed quarterly against a defined competitive set. The value is in the trend line. A two-point quarterly decline in preference among business travelers in a key feeder market is an early warning that precedes RevPAR softness by two to three quarters.<\/p>\n<p><strong>Share of search and share of voice.<\/strong> Branded search volume relative to competitors signals demand intent before it shows up in booking pace. Hyatt and Four Seasons monitor this weekly across origin markets. The data is cheap. The interpretation is the skill.<\/p>\n<p><strong>Loyalty program elasticity.<\/strong> Members of Bonvoy, Honors, World of Hyatt, and ALL behave fundamentally differently from transient guests. Research that segments loyalty tier by emotional driver reveals which benefits actually drive enrollment versus which are table stakes. Most operators over-invest in the latter.<\/p>\n<p><span style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\">SIS International&#8217;s qualitative work across hospitality clients in North America, Europe, and Asia indicates that loyalty members cite recognition and predictability above point accrual when explaining repeat-stay decisions. The point economy is necessary but not sufficient. Operators who reallocate program spend toward recognition rituals see measurable lifts in tier retention.<\/span><\/p>\n<h2>Soft Brands, Lifestyle Flags, and the Repositioning Opportunity<\/h2>\n<p>The soft-brand category, including Marriott Tribute Portfolio, Hilton Tapestry, IHG Vignette, and Hyatt JdV, exists because owners want flag distribution economics without losing asset character. Research determines whether a property has enough distinctive identity to justify the soft-brand fee structure or whether a full-flag conversion delivers better risk-adjusted returns.<\/p>\n<p>The diagnostic question is specific. Does the asset&#8217;s physical product, location, and service culture support a story that guests will pay a premium to experience? Ethnographic research with target guest segments answers this with evidence rather than ownership conviction. The conversion decision then rests on a defensible perception study, not a broker&#8217;s feasibility narrative.<\/p>\n<p>Lifestyle brands such as Edition, Andaz, Kimpton, and 1 Hotels operate on the same logic at a higher rent. Their pricing power comes from emotional differentiation that survives competitive imitation. Research that maps these emotional territories before a new build or repositioning protects the investment from positioning collisions in the same submarket.<\/p>\n<h2>Building the Research Program That Compounds<\/h2>\n<figure class=\"wp-block-image size-large sis-injected-img\" data-sis-injected=\"img\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-3aa5868d\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-6.jpg\" alt=\"Pesquisa e Estrat\u00e9gia de Mercado Internacional da SIS\" title=\"hotel (6)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-6.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-6-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-6-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-6-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-6-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<p>The operators getting the most from hotel branding market research treat it as a continuous instrument, not a project. A baseline study every three years is insufficient. A quarterly tracker against a defined competitive set, paired with annual deep-dive qualitative waves, produces the trend data that makes brand a board-level KPI rather than a marketing line item.<\/p>\n<p>The instrument also feeds adjacent decisions. Concept testing for new F&#038;B outlets, naming research for sub-brands, advertising effectiveness measurement, and post-renovation perception lifts all draw from the same brand equity infrastructure. The unit cost of each incremental study drops once the tracker is in place.<\/p>\n<p><span style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\">In structured expert interviews conducted by SIS with senior brand and revenue leaders across global hospitality groups, the consistent finding is that brands with continuous tracking infrastructure recover from demand shocks faster than peers relying on episodic studies. The instrument itself becomes a competitive advantage.<\/span><\/p>\n<h2>The SIS Hotel Brand Equity Framework<\/h2>\n<figure class=\"wp-block-image size-large sis-injected-img\" data-sis-injected=\"img\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-ea87ccf1\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-8.jpg\" alt=\"Pesquisa e Estrat\u00e9gia de Mercado Internacional da SIS\" title=\"hotel (8)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-8.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-8-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-8-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-8-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-8-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<p>SIS International applies a four-quadrant framework to hotel branding market research engagements: Equity Diagnosis, Driver Identification, Competitive Positioning, and Activation Measurement. Each quadrant maps to a specific decision horizon, from repositioning capital allocation to quarterly marketing optimization. The framework is methodology-agnostic, drawing on focus groups, B2B expert interviews, ethnographic research, conjoint analysis, and the SIS Brand Equity Index depending on the question.<\/p>\n<p>Hotel branding market research is no longer a marketing function. It is asset management. The operators treating it that way are widening their pricing premium against competitors who still confuse advertising spend with brand strength.<\/p>\n<h2 id=\"about-sis-international\" style=\"font-family:Arial,sans-serif;color:#1a3d68;\">Sobre SIS Internacional<\/h2>\n<p><a href=\"https:\/\/www.sisinternational.com\/pt\/\">SIS Internacional<\/a> oferece pesquisa quantitativa, qualitativa e estrat\u00e9gica. Fornecemos dados, ferramentas, estrat\u00e9gias, relat\u00f3rios e insights para a tomada de decis\u00f5es. Tamb\u00e9m realizamos entrevistas, pesquisas, grupos focais e outros m\u00e9todos e abordagens de Pesquisa de Mercado. <a href=\"https:\/\/www.sisinternational.com\/pt\/sobre-a-sis-international-research\/contact-sis-international-market-research\/\">Entre em contato conosco<\/a> para o seu pr\u00f3ximo projeto de pesquisa de mercado.<\/p>\n<p><!-- sis-hreflang-start -->\n<link rel=\"alternate\" hreflang=\"en-US\" href=\"https:\/\/www.sisinternational.com\/expertise\/hotel-branding-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"ar\" href=\"https:\/\/www.sisinternational.com\/ar\/expertise\/hotel-branding-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"zh-CN\" href=\"https:\/\/www.sisinternational.com\/zh\/expertise\/hotel-branding-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"zh-HK\" href=\"https:\/\/www.sisinternational.com\/zh_hk\/expertise\/hotel-branding-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"nl-NL\" 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href=\"https:\/\/www.sisinternational.com\/it\/expertise\/hotel-branding-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"ko\" href=\"https:\/\/www.sisinternational.com\/ko\/expertise\/hotel-branding-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"pl\" href=\"https:\/\/www.sisinternational.com\/pl\/expertise\/hotel-branding-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"pt\" href=\"https:\/\/www.sisinternational.com\/pt\/expertise\/hotel-branding-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"es\" href=\"https:\/\/www.sisinternational.com\/es\/expertise\/hotel-branding-market-research\/\" \/>\n<!-- sis-hreflang-end --><\/p>\n<section class=\"sis-related-recovered\" data-sis-recovered-section=\"1\">\n<h3>Related SIS Resources<\/h3>\n<ul>\n<li><a href=\"https:\/\/www.sisinternational.com\/pt\/solucoes\/solucoes-de-branding-e-pesquisa-de-clientes\/pesquisa-de-mercado-de-diferenciacao-de-marca\/\" class=\"sis-link-recovered\">marketing and communication: For a hotel brand<\/a><\/li>\n<li><a href=\"https:\/\/www.sisinternational.com\/pt\/pericia\/industrias\/pesquisa-de-mercado-para-marcas-envelhecidas\/\" class=\"sis-link-recovered\">brand portfolio by targeting niche markets<\/a><\/li>\n<\/ul>\n<\/section>","protected":false},"excerpt":{"rendered":"<p>A pesquisa de mercado de marcas de hot\u00e9is fornece insights importantes sobre as condi\u00e7\u00f5es atuais do mercado, padr\u00f5es de comportamento do consumidor e tend\u00eancias emergentes.<\/p>","protected":false},"author":1,"featured_media":63583,"parent":14514,"menu_order":242,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-42331","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/42331","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/comments?post=42331"}],"version-history":[{"count":19,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/42331\/revisions"}],"predecessor-version":[{"id":87589,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/42331\/revisions\/87589"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/14514"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media\/63583"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media?parent=42331"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}