Five Branding Tips to Make your Hotel Stand Out from the Crowd

By Jennifer Nagy President, jlnpr | January 01, 2012

As consumers, we encounter brands every single day, on TV, in person, online and even while buying our morning latte (or in my case, a triple venti non-fat, bone dry cappuccino). But while we do encounter many brands day-in and day-out, most people aren’t actively aware of it. However with each brand encounter, we register our thoughts, feelings and impressions of that company’s brand, which shapes how we feel about the company and, often, the company’s product.

Prominent brands, like Apple, Nike, Super 8, the Ritz Carlton, etc. have all been very successful at communicating their brand to consumers but these success stories didn’t just happen overnight. They happened because of carefully planned out strategies that developed over time… a lot of time. It took hard work, attention to detail and most importantly, consistency to turn their visions into reality.

So how can you learn from these highly successful brands to create a visible, recognizable brand for your property?

Follow these steps to create and implement your own brand identity. Keep in mind that it isn’t necessary to start from scratch; even if you already have the basics of your brand finalized, use these tips to hone and improve your current brand in order to make 2012 your most successful year to date.

Figure out who you are

Before beginning any branding activities, it is important to figure out what image you are trying to project for your property. Are you selling yourself as a budget property, appealing to customers who are looking for the best rate rather than luxury or a long list of amenities? Or are you a luxury property, offering high-end service and a top-of-the-line experience?

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Coming up in September 2018...

Hotel Group Meetings: The Need for Speed

2017 was a banner year in the Hotel Group Meetings marketplace and that trend is expected to continue throughout 2018. Planners are experiencing a renewed sense of confidence due to a reinvigorated economy and increased job creation, which typically provides a boost in corporate meetings. Given this promising outlook, planners are maintaining a fast and furious pace, and they are utilizing an array of technologies to speed things up. For example, planner requests and proposals are expected to be turned around quickly; the mantra seems to be “as soon as possible, or sooner!” To that end, the use of electronic Request for Proposals (eRFPs) to source hotels and venues has increased in recent years, bringing many timely benefits to the Meetings industry. As a result, in order for hotels to attract and book meetings, they have to be willing to operate with a sense of urgency, which is the new baseline for success. Once on property, the need for speed doesn't diminish. Poken is a cloud-based event management platform, which enables attendees to easily and quickly connect, network and share contact info. ClickShare is a wireless presentation system that permits others in the meeting room to share their laptop with the presenter screen at the push of a button. Skype is useful in order to engage with remote participants in real time, and dedicated apps are being routinely used to drive registration and communication before, during and after a meeting. Finally, text messaging is replacing emailing and phone calls simply because it's quicker. The September Hotel Business Review will examine issues relevant to group meetings and will report on what some hotels are doing to promote this sector of their operations.