The Creation and Development of a Brand -The Five Essential Components

By Gianluca Giglio Managing Director, Ragosta Hotels Collection | May 15, 2010

The hospitality industry is undergoing revolutionary changes. Long gone are the days of opening the doors of a boutique hotel in a desirable locale and waiting for your guests to arrive. In order to be successful in today's marketplace, hoteliers must first identify a potential brand opportunity to successfully create and implement a unique hotel branding strategy that allows their properties to compete in a global marketplace. In addition to identifying and developing that strategy, there are many other key factors that affect the overall success of the hotel including concept development, ownership philosophies, management styles, and guests' needs and expectations.

As the managing director of Italy's luxury hotel group, Ragosta Hotels Collection, we have worked to create one of the country's cutting-edge hospitality groups in just over two years. Our organization is comprised of the critically-acclaimed Hotel Raito, located in Vietri sul Mare on the Amalfi Coast, Relais Paradiso on the Amalfi Coast and the soon-to-open La Plage Resort in Taormina, Sicily (opening in May 2010). The Collection is also planning to open a fourth property in Rome, Italy, late 2010. The Ragosta brand is known for creating hospitality experiences that truly reflects the lifestyles of its guests in some of Italy's most spectacular settings.

With experience that expands nearly two decades focusing on hotel operations, finance, sales, marketing, yield management, reservations and branding, we have developed key elements in creating a hospitality brand suited to the ever-evolving patterns of travel.

Five Essential Components in Creating and Marketing a Successful Hotel Brand:

• Be a visionary-recognize a marketplace need

This is the first ingredient and, in most cases, the most important. The first step in developing a brand is identifying a need in the marketplace and developing a concept that will successfully fulfill that need. For example, in developing the marketing concept behind Ragosta Hotels Collection, the organization recognized the growing market segment of high-end, yet younger, travelers who were seeking hotel offerings that mirror their everyday life.

Choose a Social Network!

The social network you are looking for is not available.


Hotel Newswire Headlines Feed  

Nicholas Tsabourakis
Henri Birmele
Edward Donaldson
Venkat Rajagopal
Nelson Migdal
Max Starkov
Michael Wildes
Didi Lutz
David Tossell
James Filsinger
Coming up in April 2019...

Guest Service: A Culture of YES

In a recent global consumers report, 97% of the participants said that customer service is a major factor in their loyalty to a brand, and 76% said they view customer service as the true test of how much a company values them. And since there is no industry more reliant on customer satisfaction than the hotel industry, managers must be unrelenting in their determination to hire, train and empower the very best people, and to create a culture of exceptional customer service within their organization. Of course, this begins with hiring the right people. There are people who are naturally service-oriented; people who are warm, empathetic, enthusiastic, pleasant, thoughtful and optimistic; people who take pride in their ability to solve problems for the hotel guests they are serving. Then, those same employees must be empowered to solve problems using their own judgment, without having to track down a manager to do it. This is how seamless problem solving and conflict resolution are achieved in guest service. This willingness to empower employees is part of creating a Culture of Yes within an organization.  The goal is to create an environment in which everyone is striving to say “Yes”, rather than figuring out ways to say, “No”. It is essential that this attitude be instilled in all frontline, customer-facing, employees. Finally, in order to ensure that the hotel can generate a consistent level of performance across a wide variety of situations, management must also put in place well-defined systems and standards, and then educate their employees about them. Every employee must be aware of and responsible for every standard that applies in their department. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.