Your hotel brand is a crucial element of your company strategy, whether you’re planning to launch a new hotel or rethinking your existing market positioning.
Your hotel brand is more than just a great logo or the use of the same filter on all of your photographs. Your hotel brand embodies who you are and encourages like-minded customers who can’t wait to experience what you have to offer to book a stay.
What is a hotel brand identity?
Simply defined, branding is the process through which we distinguish one thing from others. Branding can comprise a variety of factors that contribute to your brand identification, such as the name of your company, a symbol or design, or even the words you use to describe your product.
In the hospitality industry, major hotel companies will establish several smaller sub-brands to cater to diverse demographics.
Each of those businesses is given its own brand identity to assist in influence how their ideal target customers view them.
You can guarantee that your hotel stands out online in a sea of rivals by employing both distinctive graphics and compelling written material. Branding also allows you to show potential guests what to anticipate even before they arrive at your hotel.
The Importance of Hotel Branding
Nobody picks a hotel based on its cool logo. We pick hotels based on a variety of factors such as pricing, location, mood, facilities, services, and design, to name a few.
The hotel brand identity is still crucial for three reasons: it helps you stand out from the competition, it helps you create trust, and it opens up more revenue channels.
Stand out from the competition
The world has become your marketplace thanks to advances in online and offline technology. However, in order to benefit from this, your hotel brand must attract attention and stand out from the throng.
In the hotel business, branding may help you gain credibility by providing your consumers a reason to choose you over your competitors. People prefer to associate with resorts that have a trustworthy, reputable hotel brand over those that don’t, according to research.
Branding builds trust
The guest experience extends far beyond your physical location and is crucial to your continuing communications. A well-crafted social media presence will help you cover all of your bases, but keep in mind that the aim of any effort you do is to pleasure your consumers and urge them to return.
Consistent, caring, and individualized brand messages are essential for building a relationship with your potential guests. In the hospitality industry, increasing brand loyalty may be the difference between earning and losing guest approval, therefore aligning your marketing strategy with this ultimate objective is critical.
Opens you up to more revenue channels
Every hotel needs a respectable facade, and branding is frequently the face that engages your target audience, delights them at every step of their journey, and finally earns their confidence.
One of the most efficient methods to spread the word about your company is to develop a brand identity. The more compelling your brand narrative is, the more likely your audience will stick with you and return back for more.
Resorts depend on converting prospects into guests and guests into ambassadors, which is very difficult to do without strong branding. Ask your marketing team!
What Makes a Great Hotel Brand
A potential guest will remember you and recognize you from the other hotels if you have a strong hotel brand identity.
In the hospitality industry, hotel branding entails more than just picking a name, a logo, and a core value proposition. With the rise of social media, a successful strategy must also include a narrative in order to not only establish but also convey your values. Your marketing team may establish a reputation based on your value offer in this way.
Storytelling creates an emotional connection with your audience, which makes a lasting effect on them. People buy experiences in the end, and studies reveal that many decisions are made based on emotions rather than reasoning.
Know what your values are and don’t stray from them.
The ‘image’ of your resort must be represented in everything related to your business. This is assumed to contain your name and logo, font and stationery, as well as menus. But don’t stop there.
It also covers your music, tone of voice, marketing events, and any social media or marketing messages you send out. Every one of these conveys a message. What message are you sending out?
Potential guests are more knowledgeable than ever, and they’ll soon detect if you’re attempting to deceive them or if you can’t keep your promises. They respond as well when you are genuine and honest about who you are and what you can provide. Make yourself at ease in your own flesh. Know what you’re excellent at and take pride in it.
Make your brand interesting by using social media as a vehicle.
Aside from your own website, social media is the ideal method to promote your brand and generate enthusiasm among global travelers but remember to stay on topic at all times. The objective is to encourage happy visitors to spread the word about your hotel as much as possible.
Guests that snap photographs at your hotel frequently share their experiences, allowing others to see your hotel through the eyes of their peers, which is a great organic traffic source.
Don’t strive to be all things to all people.
Find a niche, develop an identity, and cater to your potential guests. To make your brand stand out, you’ll have to put in a lot of effort. Varied types of travelers have different requirements, and hotel brand marketing may help you stand out. It allows potential guests to quickly learn about your company and discover what you stand for. Make a list of who you are and who you are not, and make sure that every aspect of your branding represents this vision.
How can you use your brand in hotel marketing?
The key to your hotel brand is to have a distinct and unique selling proposition that appeals to a certain demographic. Keep in mind that your hotel brand provides potential visitors a preview of the experience they will have at your hotel.
Let’s break this down into simple hotel marketing tips.
Storytelling has been proved to be effective. According to research, people are built to absorb stories. They contribute to increased comprehension, trust, comprehension, receptivity, and other benefits. A tale, unlike facts and figures, stimulates both the brain and the body, evoking emotional reactions that people are more drawn to.
What distinguishes you from the competition? Is it your style, a historical story, or your customer service? Put on a guest’s hat and think about what makes you unique. Create a brand around this one-of-a-kind tale. To build an intriguing and engaging atmosphere, connect with your consumers on an emotional level.
Every hotel needs a distinctive selling proposition to distinguish itself from other hotels and to help it separate itself from other brands. A distinct selling concept should not be imitated by others.
Instead, you must come up with something on your own, as well as something no one else has. This is the most important aspect of attracting and retaining consumers. Furthermore, your differentiating feature must be relevant and helpful to your clients.
If your selling point that’s off, it will not have the desired impact. Your unique selling proposition may be linked to your hotel’s offerings, improving the client experience and happiness.
Simply consider anything that will meet your customers’ wants and expectations, as your unique selling proposition is frequently often your major selling point.
A visual hierarchy is a crucial part of brand development. This is especially true for hotel companies looking to differentiate themselves. Your graphics include everything from the hotel’s design to your logo and brand items that you’ll utilize as presents and handouts.
To make the visit more memorable, every visitor at your hotel might get a welcome gift that includes personalized pens, towels, care packages, and so on.
The primary reason for this is that 84% of customers say promotional goods assist them to enhance brand recognition. Furthermore, 94% of consumers will recall the brand from which they received their present.
Colors are another key visual component that will make your hotel more unique, as well as the visitors’ stay more unforgettable. Colors are important in eliciting an emotional reaction from your consumers, as well as encouraging their trust, loyalty, and involvement. As a result, select a color scheme for your hotel that complements your brand to make it more inviting to customers.
Keep in mind that your guests are your brand
The sort of brand you want to be is inextricably linked to the type of visitor you want to target and attract to your hotel. Investigate what your target audience groups require and let your results permeate every brand action you conduct.
It is critical to be consistent and genuine. Customers will immediately discover when you’re trying to deceive them or when you can’t deliver on promises.
Again, much like any relationship, trust is vital.
It takes time to establish a legacy, therefore you must provide a fantastic guest experience every time someone stays with your company.
Contact Beach Resort Marketing to help you develop and market resorts using memorable resort experiences to boost bookings at [email protected]