This study identified the effect of hotel brand equity on the customer`s preference and satisfaction for hotel brands and pursued to compare the evaluation of hotel brand equity between individualist and collectivist consumer groups. Results confirmed that customer preference for hotel brands was significantly influenced by brand equity factors such as ``attachment`` and ‘social image``, over factors of ``value`` and ``performance``. In addition, the factor of customer preference for hotel had a great impact on guest satisfaction. The examination of whether two groups are identical or not, individualist and collectivist, revealed that there was no significant difference between the group classifications. The results further indicated that customers; either individualist or collectivist) are no different in understanding hotel sphere, like as a result of the standardization of modern service deliver. It`s not useful, therefore, for the hotel businesses to conduct the marketing strategy through market segmentation of individualism and collectivism from the cultural perspectives. It is suggested in stead that demographic or lifestyle-related segmentation be pursued.