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 arenít actively aware of it. However with each brand encounter, we register our thoughts, feelings and impressions of that companyís brand, which shapes how we feel about the company and, often, the companyís 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 didnít just happen overnight. They happened because of carefully planned out strategies that developed over timeÖ 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 isnít 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 May 2018...

Eco-Friendly Practices: The Greening of Your Bottom Line

There are strong moral and ethical reasons why a hotel should incorporate eco-friendly practices into their business but it is also becoming abundantly clear that “going green” can dramatically improve a hotel's bottom line. When energy-saving measures are introduced - fluorescent bulbs, ceiling fans, linen cards, lights out cards, motion sensors for all public spaces, and energy management systems - energy bills are substantially reduced. When water-saving equipment is introduced - low-flow showerheads, low-flow toilets, waterless urinals, and serving water only on request in restaurants - water bills are also considerably reduced. Waste hauling is another major expense which can be lowered through recycling efforts and by avoiding wastefully-packaged products. Vendors can be asked to deliver products in minimal wrapping, and to deliver products one day, and pick up the packaging materials the next day - generating substantial savings. In addition, renewable sources of energy (solar, geothermal, wind, etc.) have substantially improved the economics of using alternative energies at the property level. There are other compelling reasons to initiate sustainability practices in their operation. Being green means guests and staff are healthier, which can lead to an increase in staff retention, as well as increased business from health conscious guests. Also, sooner or later, all properties will be sold, and green hotels will command a higher price due to its energy efficiencies. Finally, some hotels qualify for tax credits, subsidies and rebates from local, regional and federal governments for the eco-friendly investments they've made in their hotels. The May issue of the Hotel Business Review will document how some hotels are integrating sustainable practices into their operations and how their hotels are benefiting from them.