Companies can rarely thrive today without carefully planned marketing strategies, especially in the hotel industry, where at least one new property opens somewhere in the world almost every week. Moreover, the ubiquity of technology and the replicability of products mean that branding has become a crucial differentiator for hospitality businesses.
As the market is saturated with countless hotels, brands and offerings, and consumer preferences have taken hold of the industry, crystallising and differentiating a brand vision is crucial to leading a new generation.
Given that the hospitality market is overloaded with advertising messages, how can hotels work strategically to capture the attention of
guests and, ideally, lay the right foundations for a loyal customer base?
Create a compelling narrative for your hotel
Simply put, turning your differentiators into a story can be a powerful business tool.
Business case studies over the years have shown that focusing solely on the product, such as room types and facilities, is not enough. Such tangible features do not leave a lasting impression on consumers’ minds and cannot create enduring desire.
Hospitality is about selling a dream and creating a lasting
experience, which is why truly successful
hotel brands focus on their brand stories.
Human beings are hardwired for stories, as they lead to greater understanding, trust and receptiveness. Unlike facts and statistics, a story engages both the brain and the body, triggering emotional responses that resonate more strongly with
people.
Narrative creates desire. Well-developed brand narratives traditionally draw on a brand’s history, mission, values or
people. The story must be authentic, grounded in truth, and then shaped to create the dream and aspiration that capture guests’ needs and desires. In this way, travellers are far more likely to form a connection with your hotel and embrace the beginning of a lasting relationship with your brand.
Lay the foundations for a strong loyalty programme
Simply put, remember that your guests are your brand ambassadors. A loyal customer base, fostered through new rewards programmes, is essential to brand development.
The type of brand you want to be should be directly linked to the type of guest you wish to target.
Every brand-building action you take must be consistent and authentic, based on your guests’ needs and expectations.
As in any relationship where trust is essential, it is crucial for hotels to deliver on their promises in order to maintain a loyal customer base.
Rewards programmes, recognition and redemption become drivers of loyalty. When a guest stays at a property within your brand, they deserve to be recognised. Their previous information should have been stored and protected, then reapplied to ensure that their preferences are respected and remembered.
Such a high level of global recognition conveys a sense of belonging to your guests. With this sense of satisfaction, returning guests will leave the hotel as brand ambassadors, sharing recommendations through word of mouth and online reviews. You could even go a step further and offer engagement and redemption opportunities beyond your own brand ecosystem, provided there is an affinity with the values represented by those third parties.
Deliver hospitality and service excellence
Simply put, create a strong hotel brand and brand personality by defining your value proposition.
Beyond the fundamentals, such as room quality, facilities or the service delivered by your well-trained staff, the best hotels must broaden their definition beyond these elements to embrace the concept of hospitality.
Hotels are in the business of caring for people, and hotel staff should aim to deliver a transformative experience for guests.
All great brands begin with a guest-centric perspective, and experience mapping is a valuable asset that helps identify and deploy a universal brand experience touchpoint. The experience offered by your hotel should create cherished memories, enrich guests’ lives and become part of their life story.
When care is delivered, it evokes a feeling and creates a connection that conveys that feeling between people. Hospitality is the genuine care capable of changing mood and perspective. Successful hotel brands must truly foster hospitality and
service excellence, the very concepts on which they are built, and embed them in their brand culture.
