The hospitality arena has been experiencing a noticeable surge. Driven by the ease of travel and a plethora of accommodation choices, the race to attract guests has intensified. So, how can a hotel make its mark?
Hotel Branding: What’s in a Name?
The branding of a hotel encapsulates its essence, its soul. It’s a collection of traits that bind a series of properties, showcasing shared values and attributes. Think of branding as the distinguisher, separating one entity from another in a sea of competition.
Drawing from the wisdom of Seth Godin, a renowned marketer and author, “A brand is the amalgamation of expectations, tales, memories, and relationships that drive a consumer’s choice.” When it comes to hotels, branding crafts the image the establishment wishes to reflect, spanning from the typography in ads to unique experiences offered to guests.
Having a distinct brand:
-
Carves out a distinct reputation.
-
Fosters an emotional bond between the establishment and its guests.
-
Merges multiple properties under a cohesive brand narrative.
-
Voices out the hotel’s values and stance.
-
Sets a benchmark for service levels.
-
Reiterates the hotel’s mission and vision.
Identity in Branding: What Makes the Cut?
Brand identity is a sum of components constituting hotel branding. It’s a cocktail of expressions, visuals, mood, and narrative that a brand presents. Embracing the Mehrabian rule, a staggering 93% of perceived communication is rooted in non-verbal hints. Thus, hotels must articulate a crystal-clear identity to wordlessly convey their ethos to potential patrons.
The foundational elements of identity are:
-
Brand Moniker: The first encounter potential patrons have is with your brand’s name. It should resonate, be memorable, and distinctly set you apart.
-
Emblem: Think of your logo as your brand’s signature. It’s the visual stamp that instantly triggers brand recognition.
-
Design Ethos: The color palette, imagery, and typeface mirror the property’s vibe. It’s essential to ensure that these elements are in sync with what the hotel embodies.
-
Typography: Often overlooked, the chosen font subtly communicates. Different typefaces conjure varied sentiments, adding to the brand’s narrative.
Five Pillars of Stellar Hotel Branding
For budding hotel brand custodians, chiseling a brand persona that appeals and authentically showcases the hotel’s vision can be daunting. But fear not. Here’s a quintessential blueprint:
1. Strategize Your Marketing
Begin from within. Construct a formidable, unified brand marketing strategy that is embraced across all team members.
-
Internal Cohesion: The foundation of any successful marketing strategy lies in a unified internal approach. Everyone, from the housekeeping staff to top management, should understand and live the brand.
-
Dynamic Adaptability: The world of marketing is ever-evolving. Ensure that your strategy is adaptable, responding to current trends and market shifts.
-
Consistent Messaging: Whether it’s your website, social media, or in-hotel promotions, the core message should be consistent, further solidifying your brand image.
2. Chisel Out Your Philosophy
Define your niche. What makes your hotel an oasis in a concrete jungle? Zero in on what makes your hotel the beacon for travelers.
-
Unique Proposition: Identify the core principles and values that drive your establishment. This could range from sustainability efforts to a commitment to luxury.
-
Emotional Connection: Craft a story around your philosophy. Whether it’s the history of your hotel, the inspiration behind its creation, or its connection to the locale, a relatable narrative can foster an emotional connection with guests.
-
Live the Philosophy: It’s not enough to just state your philosophy; it needs to be evident in every action, from staff training programs to guest interactions.
3. Serve Unforgettable Moments
The mantra in hospitality is guest enchantment. The experiences curated should be nothing short of exceptional, ensuring they return lured by the allure of your service.
-
Beyond Basics: While clean rooms and prompt service are essentials, focus on what extra you can offer. Perhaps it’s a signature welcome drink, exclusive local tours, or even using a platform like HelloShift to make checking in and out easier.
-
Feedback and Iteration: Always be open to guest feedback. Use it constructively to enhance the guest experience continually.
-
Personalization: In today’s digital age, data-driven personalization can elevate a guest’s stay. Recognizing special occasions, preferences from past visits, or even just addressing a guest by name can make all the difference.
4. Accentuate Your USP
Spotlight your hotel’s quirks. Your narrative should weave the unique experiences guests can only find at your establishment.
-
Distinct Features: Whether it’s an in-house spa, a rooftop lounge with a view, or pet-friendly services, highlight what sets you apart.
-
Local Integration: If your hotel incorporates local art, offers regional cuisine, or hosts community events, promote these. They not only provide unique experiences but also foster community relationships.
-
Tell Your Story: Every hotel has a history, a reason it exists, or a special feature. Share this story across platforms, be it in the form of documentaries, blog posts, or guestbook anecdotes.
5. Zone In On Your Audience
Who are you catering to? Is it the jet-setting business mogul or the tranquil-seeking leisure traveler? Recognizing your audience is pivotal.
-
Audience Analysis: Utilize market research and data analytics to gain insights into your primary audience. This can guide many decisions, from room decor to the type of events you host.
-
Tailored Packages: Offer packages tailored to specific audience segments. For instance, business packages with high-speed internet and conference facilities or relaxation packages for leisure travelers with spa sessions and local tours.
-
Engage and Evolve: Continuously engage with your audience through feedback sessions, loyalty programs, and community forums. This not only fosters loyalty but provides invaluable insights for brand evolution.
Branding: More Than Just A Logo
Branding isn’t just your insignia or moniker. It’s an embodiment of your hotel’s ethos, patrons’ perceptions, and their interactions. It’s a reflection of your beliefs, offerings, and the benefits you bring to your clientele.
For any establishment in the hospitality sector, a riveting brand is non-negotiable. A potent brand strategy has the prowess to allure, retain, and transform patrons into fervent promoters.
In essence, transitioning visitors into loyalists is the holy grail. Without a magnetic brand, this metamorphosis becomes Herculean.
