When Marketing Shouts What Brand Identity Cannot Sustain
Albert BarraFebruary 23, 2026 · 1 min read
Ideas, knowledge and community for a better future in Hospitality.
BYAlbert BarraHospitality · Strategy · Leadership · Marketing
In today’s hospitality industry, many hotels invest in more marketing when what they really need is a stronger identity. Without a clear, consistent and courageous value proposition, every campaign only amplifies an empty message. True hotel positioning is built on purpose, internal culture and strategic choices—not advertising spend.
I have seen hotels invest significant sums in digital campaigns, social media, flawless audiovisual production, brilliant creative agencies... and yet still be unable to answer one uncomfortable question: who are we, really?
In recent years, the conversation in Hospitality has revolved obsessively around hotel marketing strategies, hotel distribution, and how to gain visibility in a saturated market. Yet we rarely pause to consider whether what we are amplifying has any substance, or whether we are simply turning up the volume on an empty message.
Unlock this article individually or choose a subscription that includes Premium access.
We use necessary cookies to make the site work and, only with your permission, optional cookies for analytics, personalisation and marketing. You can change your choice at any time.