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 January 2019...

Mobile Technology: The Future is Now

Mobile Technology continues to advance at a relentless pace and the hotel industry continues to adapt. Hotel guests have shown a strong preference for mobile self-service - from checking-in/out at a hotel kiosk, to ordering room service, making dinner reservations, booking spa treatments, and managing laundry/dry cleaning services. And they also enjoy the convenience of paying for these services with smart phone mobile payments. In addition, some hotels have adopted a “concierge in your pocket” concept. Through a proprietary hotel app, guests can access useful information such as local entertainment venues, tourist attractions, event calendars, and medical facilities and services. In-room entertainment continues to be a key factor, as guests insist on the capacity to plug in their own mobile devices to customize their entertainment choices. Mobile technology also allows for greater marketing opportunities. For example, many hotels have adopted the use of “push notifications” - sending promotions, discounts and special event messages to guests based on their property location, purchase history, profiles, etc. Near field communication (NFC) technology is also being utilized to support applications such as opening room doors, earning loyalty points, renting a bike, accessing a rental car, and more. Finally, some hotels have adopted more futuristic technology. Robots are in use that have the ability to move between floors to deliver room service requests for all kinds of items - food, beverages, towels, toothbrushes, chargers and snacks. And infrared scanners are being used by housekeeping staff that can detect body heat within a room, alerting staff that the room is occupied and they should come back at a later time. The January Hotel Business Review will report on what some hotels are doing to maximize their opportunities in this exciting mobile technology space.