A new report from Sabre and TrendWatching identifies Human Brands as one of the six mega-trends with the largest impact on the hospitality industry. More specifically, this mega-trend identifies key components often overlooked when it comes to the discussion of loyalty. For hoteliers, the big question remains: How do I get guests to keep coming back?
Hollywood has a term for the scenes when two characters meet and you know right away they’ll end up together: it’s called a “Meet Cute.” With that in mind, I think it’s good that Jeremiah Gardner, author of The Lean Brand, defines a brand as “a relationship between an organization and an audience.” Gardner isn’t talking about having conversations with consumers on Twitter or getting likes on Facebook posts; those are merely interactions. A relationship is much larger, and much more meaningful.
And the way that you meet new customers, that first impression, has a lot to do with how those customers will see you and whether a lasting relationship will unfold.
Stand For Something
Getting consumers to like you is hard, and it’s pretty much impossible to get everyone to like you. The key is to show people who you are and what you stand for. People will buy into what you’re selling if your goals and aspirations are in line with their own.
63 percent of global consumers claim to only buy products and services that appeal to their beliefs, values or ideals. When a customer considers your hotel brand with those factors in mind, her perception of your brand becomes the culmination of everything you say and do, as well as everything you don’t.
I don’t know about you, but all this talk about relationships is starting to sound rather … human.
I See Your True Colours
Once you start opening up and telling people who you really are, this is when the magic happens. This is when you develop those long lasting relationships. This is when those one-time guests develop into guests that are loyal to your hotel brand.