Hotel branding is the process of creating a visual and written representation of the hotel that makes it stand out from the competition and increases its appeal to customers.
NB: This is an article from EHL
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A successful hotel branding strategy adds credibility to the business and builds customer trust and loyalty, helping to attract more guests and crystallize its place in the market.
There are many elements to incorporate in a hotel branding strategy, from your advertisements and website to your logo, brand name, and the tone of your writing. These elements should create a cohesive and consistent message that encapsulates the hotel’s identity, personality, and values.
Why is hotel branding important?
Successful branding is the careful curation of a unique identity that leaves a lasting impression on your audience and differentiates your hotel in a crowded market. Studies have shown that hotel branding influences customers’ purchase intention through quality expectation and emotional arousal, and it directly impacts financial performance.
Effective hotel branding can also:
- Ensure a consistent experience across multiple hotels – Successful branding across your hotel chain ensures customers receive a consistent experience through every stage of their journey from the booking and checking-in process to the stay itself, regardless of the location.
- Tell your customers what to expect – Your branding tells customers what they can expect before they arrive. Meeting those expectations builds trust, strengthens customer loyalty, and increases repeat bookings.
- Give you an edge on the competition – In competitive markets, having a recognizable brand differentiates your hotel and allows you to compete on something other than price. This unique added value can help to protect your revenue and profit margins.
- Create an emotional connection – Storytelling and experiential marketing build a brand that resonates with your customers and creates personal and emotional connections.
5 tips for building a successful hotel brand
Creating a brand identity that’s an authentic representation of your hotel and appeals to your audiences can feel like a big undertaking, particularly in a fast-paced market where industry trends and consumer preferences are constantly changing. It’s important to keep in mind that a brand must appeal to the current market and have the potential to grow and evolve with grace. You can’t go about changing your branding every few years, so be sure to invest the time and effort in getting it right. These are the steps that can help you get there.
1. Develop your unique value proposition
Before creating your various branding elements, think about what your hotel offers, what it’s best at, and what makes your guests smile. Answering the following is a good starting point:
- What makes your hotel unique?
- Why would customers choose you over your competitors?
- What features, benefits, or services do you provide that you are most proud of?
- What keeps your customers coming back?
- What positive customer feedback do you receive most often?
Successful branding is about understanding and highlighting what sets you apart. For example, you may use sustainable products in your rooms, have a building with a unique heritage, or have an incredible rooftop bar. Whatever makes you special, ensure it’s a central and recurring theme in your branding efforts.
For an interestingly simple example from the hospitality industry, consider this example from a small restaurant in Glasgow, which was so authentic and appealing that it left a lasting impression.
