5 TIPS
TO CONSIDER
IN A NEW ERA
IN HOTEL
BRANDING

Today’s travelers are looking for all-new new hotel experiences that caters to their interests. As boundaries between hospitality, lifestyle and workplace blur, next-gen travelers are using hotels as a place to socialize, dine and unwind. In “A New Era in Hotel Branding”, Karl Winters shares how hotels are rising to the challenge with all new hotel branding for their guests.

What is Hotel Branding?

Master branding expert Marty Neimeyer defines a brand as a “person’s gut feeling about a service, product, or company.” In this context, its not what a brand says it is, but how an audience perceives it.

Branding is how a hotel presents itself to the world – it’s a personality that forms a lasting impression. Behind every successful brand is a great story. The story unfolds as the guests experiences everything the brand has to offer, from sensations, to feelings, and behavioral responces.

Why is hotel & hospitality branding so important?

The modern traveler is looking for deeper connections and more meaningful experiences. Hotel branding is so important because it links experience and design to purpose.

Emergence of boutique hotels

The emergence of boutique hotels in the 1980s marked a new era in hotel and hospitality branding. Boutique hotels such as The Kimpton and Morgan Hotel introduced new concepts in design and personalization. Travelers were offered a multi-functional open space that encourages co-working, socialization, and networking. This elevated hotel experience challenged the traditional mass-market hotel model, positioning them for growth and success.

Hotel branding
is an opportunity
to stand out

Hotel branding is an opportunity to define your identity and carve out a unique experience. Compared to boomers and Gen X travelers, millennials have a particular set of expectations from hotels. They seek hotels with a vibrant range of experiences – from “cool” places to hang out, inspirational bars, and wellness concepts. Successful hotels that cater to millennials will leverage hotel branding as an opportunity to deliver on those expectations.

W Hotels launched the lifestyle hotel trend

W Hotel is an example of a lifestyle hotel that changed the paradigm of hotel branding. Following in the footsteps of boutique hotels, the first W property opened in Time Square New York. With a heavy influence in fashion and music, W hotels shared common features such as signature programming and future-forward designs. A favorite among millennials, W Hotels proved to be at the forefront of hotel branding, enjoying many years of success.

Designing a hotel brand for your guests

The goal of any business is to acquire & retain customers. Competition in the hospitality industry is fierce, so designing a hotel brand your guest is of the utmost importance.

Guests wants hotels to be a destination

Today’s guests want hotels to be a destination – an escape into a world of personalized service and great memories. A business traveler expects practical spaces for work, meetings and fine dining, whereas Millennials value experiential travel with cool bars and adaptive technologies.

Guests make a brand

Audiences interact with a hotel through its brand which includes its physical spaces, restaurants, employees, and online platforms such as the website and social media. Guests that self-identify with the brand are more likely to become repeat customers. A successful hotel with a dedicated “tribe” of customers will eventually become brand ambassadors.

Guests make a brand

Hotel brand ambassadors

Highly engaged and satisfied guests are more likely to share their experience and elevate a brand’s reputation. Hotel brand ambassadors emerge as the news travels among their family and friends. Seth Godin refers to a tribe as “a group of people connected to one another through a shared interest.” Lead by hotel brand ambassadors, members of a tribe commit to supporting the hotel brand.

Hotel brand ambassadors

What makes a hotel brand experience great?

W Hotel is an example of a lifestyle hotel that changed the paradigm of hotel branding. Following in the footsteps of boutique hotels, the first W property opened in Time Square New York. With a heavy influence in fashion and music, W hotels shared common features such as signature programming and future-forward designs. A favorite among millennials, w Hotels proved to be at the forefront of hotel branding, enjoying many years of success.

5 Tips to consider in a new era in hotel branding

1. Design leadership

Design leadership is an opportunity to create interiors that are reflective of the brand vision. The interior design firm integrates brand strategy to convey identity through intangible and intangible design elements. Personalization takes on new meaning as a hotel develops a holistic experience. Holistic because all individual parts work in unison to deliver a seamless experience from lighting, color, furniture, decoration, programming, technology, and others.

The hotel lobby as a vibrant social space

Curating Art

Art can be tastefully integrated to develop visual narratives. Curating art will instantly enhance the mood and design of a space – setting the tone for a memorable experience. And regardless of a guest’s reactions to art – whether she loves it, hates it, or amazed by it – its designed is to evoke a feeling that ties back to the brand.

Address hotels Dubai Beach Resort

Capsule arts were used to curate and style artworks for Address Hotel Dubai Beach Resort. Drawing inspiration from nature, natural colors of the blue sea and seashells evoked a serene and calming ambiance

2. Signature programming

The goal of any business is to acquire & retain customers. Competition in the hospitality industry is fierce, so designing a hotel brand your guest is of the utmost importance.

Scent branding

Of the five senses, it is the sense of smell that has the strongest link to our emotions. Once triggered, smell can influence guest’s emotions in a memorable way. Based on this, hotels can apply scent branding to influence how guests feel. Whether its floral, fruity, oriental, or spicy, a signature scent can be adapted to branded products such as candles, diffusers and soaps.

Sonic branding

As we move to a more interconnected online world, sound plays a more vital role in brand identity. Together with visuals and scent, sonic branding can be applied to deliver an exclusive sensory product. Voice-enabled technology is another technology that is being developed to enhance the in-room experience.

3. Co-branding partnerships

Co-branding partnerships are another way to exceed guest expectations and delivery authentic experiences. These serve as valuable partnerships that enhance the on-property experience of a hotel.

A. Signature coffee blends

The last few years has seen a significant interest for specialty coffee brands. Many international travelers appreciate being served a specialty coffee, preferably from a local coffee roaster. A signature coffee blend is a thoughtful gifting idea when presented in unique packaging, especially for any coffee enthusiast.

PJ’s coffee & four seasons hotel

PJ’s is a specialty coffee brand that was in established in New Orleans. In 2021, PJ’s Coffee created a signature coffee blend exclusive for The Four Seasons New Orleans. PJ’s great history will be appreciated and enjoyed by guests of the Four Seasons Hotel.

Caffe Vergnano & Jumeirah hotels

In 2022, the Italian coffee company and roaster, Caffe Vergnano announced a partnership with Jumeirah Hotels Dubai. Launching at eight of Jumeirah Hotels prime locations, including the prestigious Burj Al-Arab, the brand aims to deliver authentic espresso experiences to Jumeirah guests.

Bathroom Amenities

byredo & Intercontinental hotels

Celebrating its 75th anniversary, Intercontinental Hotels launched a new bathroom amenities collection from luxury brand Byredo. Founded by Ben Gorham in 2006, Byredo has reinvented the world of luxury fragrance with products that are timeless, meaningful and inspirational. The brand exudes a clean, modern and minimal aesthetic .

Aesop & Waldorf Astoria Hotels

In 2022, Waldorf Astoria Hotels, announced that they are entering into a partnership with luxury skincare brand, Aesop. Known for their outstanding aromas and use of quality essential oils, Aesop will be added to Waldorf’s line of in-room bathroom amenities. This includes Shampoo, Conditioner, Hand Wash and Body Balm in recycled plastic bottles.

C. Fashion

Hotels are taking first steps into the cool world of fashion collaborations. Merchandizing has always been part of hotel experience but choosing fashion brands that are relevant to the destination and audience is key.

Frame - The Ritz Paris

In 2021, The Ritz Paris decided to embark on a fresh new collaboration with its first-ever fashion brand. Frame, a fashion brand based in Los Angeles, California, created an exclusive collection for The Ritz, one that marries American classics with French sophistication. The 22-piece collection sold out immediately, with a second follow-up collection to launch in Fall.

4. Wellness

Wellness has become a hotel priority as travelers look to maintain active and healthy lifestyles. Resorts now offer more meaningful wellness experiences that starts with a healthy food and beverage menu. This means an emphasis for non-alcoholic mocktails with ingredients like guava, coconut water and matcha.

Spas deliver a relaxing guest experience, with access to swimming pools, saunas, and steam rooms. More elaborate spas feature
a variety of massage, facial and body treatments. Wellness also means offering educational workshops such as the healing
properties of essential oils, as well as outdoor activities like
yoga and meditation.

Wellness Retail

Wellness retail is an opportunity to create a product offering that is exclusive to the brand. Collaborations with the best private label companies can lead to the development of merchandise such as scented candles, body lotions and natural soaps.

5. Social media

More than 50% of Millennials use social media platforms when deciding on which hotels to stay at. Social media such as Instagram does more than look good – it brings brand experience to life in the digital space. It serves as a key point of discovery the first time a traveler is interacting with the product and drawing conclusions on the brand. It also fosters community engagement which is key to building brand awareness and loyalty.

5 TIPS
TO CONSIDER
IN A NEW ERA
IN HOTEL
BRANDING

What is Hotel Branding?