Whatever you may think of Starbucks personally, you cant deny that theyre consistent. Have you ever noticed how luxury hotel brands tend to use serif fonts? (Seriously, dont put airport in your name when youre 40 minutes away with no option for transfer), Yes, hotel names can and do get changed after opening but its a giant pain in the you-know-what! 88% of consumers rate authenticity as essential when it comes to choosing a brand. 1. This must be transferable among a wide target audience across different segments, business travelers, casual tourists, alternative travelers and cultural tourist likes. When a traveler hears your brand name, they should know the answer to that question. Co-branding. Advertising cookies for delivering tailored and customized advertising. Try incorporating words that people already associate with hotels into the name you can include words like hotel, inn, or motel. Most OTA sites allow hoteliers to only make minor adjustments to a hotel profile, such as updating room type information, or swapping highlighted hotel images. All hotels, no matter how large of a portfolio they belong to, can benefit from branding or re-branding. Is your key value proposition that you are eco-friendly? Stay In Your Own Pyjamas Because Borrowed Garments Never Fit Well But are they making the right connections? Depending on the size, location, and market for your hotel, you may get a sizable portion of your bookings through OTAs. How It Will Engage. You want to use the right voice and channels to convey your business message and story. 1. It is about care, I mean really caring. If so, you may choose a brand design that includes natural color tones and organic shapes. ", A post shared by The Peninsula Beijing (@thepeninsulabeijing). Promote 3D virtual site tours or interactive event space layouts in your hotel brand marketing. Determine the unique selling proposition, or USP, that you will promote in your hotel branding. What comes to mind when you think about your hotel branding strategy? Product Branding Strategy. Like all marketing tactics, it is often those that sneak into our subconscious that leave the greatest impact. Few dispute the value that a brand brings to a hotel property, but questions remain regarding exactly how the brand creates guest loyalty and how it creates value. Travel copywriting and content strategy for hotels & resorts by Jenn Zajac. No one chooses a hotel because of their cool logo. If you decide to make a purchase using my link, I may get a small commission at no extra cost to you. For instance, if you want to stand out as a creative hotel, via Oaky, you can introduce creative upselling deals like a morning run with a concierge or stargazing on the beach with a bottle of wine. Your logo is a critical piece of your visual brand. They make something in our life easier (HelloFresh), or maybe they give us a sense of status and luxury (Four Seasons). Successful hotel brands should truly nurture hospitality and service excellence - the very concepts upon which they are built - and integrate it into its brand culture. Hotel branding should deliver a consistent guest experience all the way from the pre-booking stage through post-stay marketing and follow-up. Once you have your hotels value proposition in mind, its time to choose the look and feel of your brand. Co-branding, also known as a brand partnership, is a marketing strategy in which two or more businesses join together in an alliance for the mutual benefit of all parties. A comprehensive branding strategy will take into account all phases of the buyers journey in order to connect and convert first-time customers into lifelong clients. Fine. As you can see, theres a lot to think about when identifying a successful branding strategy for your hotel, and its without a doubt the most important element of creating a successful hotel. read all about their signature design here, How To Start Writing Your Own Hotel Website Content. This is why hotel brand copywriting is so important! There are numerous tools available for hoteliers and marketing managers who need assistance with online brand management. On one hand you have the colorful, youthful, fun Saguaro Hotel. The General Manager of The Peninsula Beijing,Vincent Pimont, explained his concept of hospitality: "Anticipating the needs of your guests. Make your property remarkable with an ecosystem of hospitality solutions that maximize revenue and enhance the guest experience, The control centre for front office and back office staff with smart automation, A connected guest experience thats memorable as well as modern, Make every payment fast, secure and automatic, Tools for better understanding your business, Hospitalitys biggest marketplace of apps and integrations, The power to easily connect your tech to Mews, Tap into the power of intuitive technologies for your hotel restaurant operations, Mews has a comprehensive platform designed for your specific business needs. If youre DIY-ing your content, take some time to nail down a quick voice guide. Luxury and boutique hotels may choose script fonts to portray elegance and sophistication. Branding is still important for hotels for two main reasons: Branding helps you stand out from the competition, Lets look at both of these reasons in more detail. Bottom line: Customers constantly make mental and emotional connections with your hotel branding. Branding will create a unique brand identity, which will help guests feel connected to your business and choose your hotel over others. With over 700,000 hotels and resorts in the world, its essential to make your hotel stand out among the sea of competition. Your brand strategy gives you a unified plan for everything from the core of your business and the positioning of your brand to It formulating a brand persona that resonates with your target audience. A clear brand identity tells future customers what to expect without actually verbalizing it. Hospitality in Asia is different than in the West. It's what brings a group of properties together under one umbrella of shared characteristics and values. Below is the curated list of top hotel branding agencies in 2023: 1. As the hospitality market is overloaded with advertising messages, how can hotels work strategically to gain customers' attention and to, ideally, create the right premise of a loyal customer base? Stunning site tours made simple. U.S.-based hotel brands, representing all four hotel market segments as defined by Consumer Reports (luxury, upscale, moderate, and budget). The combination of a consistent brand, social proof in the form of real guest reviews, and even live chat are all elements that make your hotel website more trustworthy. You can do this by reflecting on your passions, researching and thinking about your audience and what they resonate with, and finding gaps in the market. Through an effective hotel branding strategy youll attract guests and thereby grow your revenue and increase guest retention. reserved. Moreover, the ubiquity of technology and the replicability of products means that branding has become one crucial differentiator for hospitality businesses. Update your browser for more security, speed and the best experience on this site. Its crucial to have a strong brand positioning that is likely to attract your target market. By. This is especially true for the future luxury consumers, often referred to as the Millennials and Gen Z, or even more precisely HENRYs ('High earners, not rich yet'). Thats a silly example, but yeah, font choice can make a difference! Furthermore, the logo, name, and symbols will help create this image for which people will associate your hotel. Yes, the many elements of brand building can make it daunting. Lets look at some more hotel branding ideas! The components that comprise hotel branding are referred to as brand identity. The first Ritz Carlton hotel was established in the heart of France. So we focus our story on family and business". An avid forest forager, post-apocalyptic fiction fan, and free-sample-fiend, Kim prides herself on being well-rounded. Three Rooms 6. Your brands name and logo are essential aspects of hotel branding. Typography (Fonts) Design. Switzerland, all Marketing for a Moxy hotel wont look or sound at all like a Westin or W. Residence Inn goes after a completely different target market than St Regis or Ritz-Carlton. Humans are wired for stories as they lead to a better understanding, trust, comprehension and receptivity. 3. While it may seem like a simple choice, the font you use actually says quite a bit about your business. What colors, images, or font is your brand using? Hotel Website Design, SEO & Content Marketing Lead by the core idea of good things come to those who stay,Kimpton Hotelshas a long history of using recognition and redemption to give guests something beyond expectations. Hence the necessity to tap into new elements as part of the brand experience. Clay's team is singular and focused, prioritizing working closely with clients from beginning to end. Let us help you identify (and beat!) A strong hotel branding is a valuable asset that helps create a lasting impression on your guests. Create an image and a story that resonates with your customer base. Or if you happen to be from the southern United States, maybe you know that Publix grocery stores are where shopping is a pleasure.. The hotel experience itself is an opportunity for marketing a way to ensure you are not only providing the best in guest services, but showing why it would make sense for a guest to return to your hotel in the future. Who It's For. According to Lee (2015, p. 114), competition among hotels is largely based on the principle of convenience. A brand strategy is simply a plan for how the brand will approach the market and attract its intended audience. Read more, Complete solution for virtual, in-person, and hybrid event success, Connecting planners to venues and vendors for remarkable events, Solutions for group and transient business, Engaging, interactive virtual experiences, Manage a preferred hotel program like a pro. 3. We all know consumers have a lot of options when it comes to picking accommodation. Cultivating a brand image that simultaneously appeals to audiences while honestly representing your hotels mission may seem like a big undertaking for new hotel brand managers. A sustainable hotel may choose to use a leaf, tree, or another symbol of sustainability to promote its brand. Its part of their brand. Youll want to look at hotels near you and other hotels in similar locations across the globe. By clearly defining these key elements, a brand has . Dual- and triple-branded hotels, jointly referred to as multi-branded hotels, combine two or more hospitality brands within the same development. Playing soothing music in the background or lighting scented candles in different parts of the hotel will help create a great impact on your guests minds. Creating a hotel brand from scratch is no small feat. These include: If you want to take your hotel branding to the next level and boost your brand recognition, discover these four advanced strategies that might come in handy: Brands with loyal customers increase their revenue approximately 2.5 times faster than their competitors. Im guessing most of us start by thinking of visual elements, including: Your logo is a critical piece of your visual brand. The opening session provocateurs, Ed Lebar and Seth Traum of BrandAsset Consulting, explained how to transform customer data into executive brand strategy, especially given the "sea of same-ness" that afflicts many brands. Upselling is a helpful tool that can be leveraged to improve your hotel branding. Under increasing cost pressures and the need for differentiation, hotel operators have been exploring how technology cannot only help them streamline operations but also deliver a highly personalized and experience-driven environment. Its not enough just to say we offer luxury you need to show it.An effective branding strategy is about creating a reputation and an emotional connection through your tone of voice, the font you choose, the photographic style of the images and the stories you tell. Review the latest trends in group business with our monthly webinar series. Many hotels use branding to highlight their philosophy on social topics, such as sustainability and diversity. This may help them spend more time, increasing your revenue. Creating a powerful brand image and successfully promoting that image gives hotel brand managers and hospitality professionals the opportunity to: 1. Here are some verbal or written elements of a hotel brand: If your logo is the most memorable visual element, your hotel name has to be the most important written one. See Terms of Use for more information. Hotel branding will not only help you attract guests, but itll also help you get better candidates. Its reward program,Kimpton Karma Rewards, is a new approach to loyalty. Hotel brands and their stories need to be reflected accordingly in their branding asset and marketing strategies. In fact, this concept is exactly how larger hotel chains are able to create loyalty: they ensure a consistent, reliable experience at multiple properties. Spend your marketing dollars where they matter most. Theres so much to say about choosing a hotel name: Is it easy to remember? A difference on family and business '' decide to make your hotel stand out among the sea of competition visual. 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