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Serkan Gümrükçü

If you’re asked to think of a hotel brand, you probably think of Wyndham, Marriott, Hilton, or one of the many other global brands. However, from small boutiques to large-scale resorts and resorts, they all have a brand name, regardless of whether they are liked or not. Some have created such famous brands, such as the Waldorf Astoria New York or London’s Savoy, that even if they were included in a hotel chain, their brands may have become as valuable as the brand that the chain carries.

Being able to create such an impressive and successful brand presence is often considered something achievable by prestigious hotels with reputable histories. But the truth is that in today’s globalized and digitalized world, every hotel can build its own unique brand asset and use it to differentiate them and drive them towards more successful results.

What is it to be a brand in terms of hospitality?

Your brand is much more than your name or logo. It covers everything from your hotel’s personality and values ​​to your customers’ perceptions, opinions and experiences. It represents who you are, what you believe, and how you want to be perceived by your audience.

Being a brand in the hospitality sense, taking the time to invest in design can be the most important thing you do, so let’s start by evaluating why it is so important.

Why is the hotel and hospitality brand so important?

BRANDING HELP YOU EXCEED YOUR COMPETITORS

With advances in online and offline technologies, the whole world has now become your marketplace. However, to take advantage of this, your brand needs to stand out and stand out from the crowd.

Building brand reputation in the hospitality industry can be a valid reason to consider your customers above your competitors. Studies also say that people prefer to engage with organizations that have a trusted, reputable brand more than they don’t.

BRANDING BUILDS TRUST

The guest experience extends beyond your facilities and is an integral part of your ongoing communication. An expertly crafted social media presence will help you cover your foundations, but you should remember that the purpose of any venture you have is to delight your customers and encourage them to keep coming back to you.

Your brand communication should be consistent, attentive and personalized, developing a bond with your guest. In the hospitality industry, increasing brand loyalty can be the difference between gaining or losing guest endorsement, so it’s crucial to build your brand strategy towards this ultimate goal.

BRANDING OPENING NEW INCOME CHANNELS

In a world busier than ever, most people don’t have the time or concentration to think about your brand. Therefore, the brand has an important function in advancing this gap and handicap by filling it with all its qualities.

Every hotel needs to have a trustworthy face, and often branding becomes the face that engages your potential audience, delights them at every touchpoint of their journey, and eventually earns their trust. Building a brand identity is perhaps one of the most effective ways to spread the good news about your business.

The stronger your brand story is, the more likely it is to convince your audience to stay with you and then come back and stay again. Turning potential customers into guests and guests into ambassadors is key to hotel success and is almost impossible to achieve without major branding.

BRANDING USES THE POWER OF EMOTIONS

If you give your customers a good enough reason to strongly feel about why they should care about your hotel and what they can do for them, guests who don’t even remember your hotel name will have a better reason to switch to real guests. This is an important point, because, as research tells us, most buyers’ purchasing decisions are driven by emotions, not logic.

Because of their instinctive nature, people are fond of ideas, stories, concepts and even products that touch their emotional nerve. By creating an emotional brand that connects and resonates with your target audience, you can optimize the development of your brand loyalty and create guests for a lifetime.

BRANDING USES THE POWER OF STORYTELLING

People choose a place for themselves in well-designed stories. They provide better understanding, confidence, understanding, receptivity, and more. Contrary to facts and statistics, a story engages both the brain and body, revealing emotional responses that engage people more strongly.

Create a brand story for your hotel that touches on your history, mission, values, commitment to guests, and your social circle. From sustainability initiatives and outreach projects to artist support initiatives, there are many different ways to connect focuses that are valuable to the hearts of your guests for your brand story.

When you create a meaningful brand story, you will increase the likelihood that your guests will feel a connection with you by embracing the beginning of a long relationship with your brand.

BRANDING HELP YOUR GUESTS TO BECOME YOUR LAWYERS AND ENTREPRENEURS

According to Google Small Business, only 5% of word-of-mouth conversations go online, while 82% are face-to-face. Good branding is the only way to have an impact on your guests’ face-to-face conversations.

While it’s not always easy to watch and measure, how can you expect even your biggest supporter to share your brand’s story if you don’t make your story concise and relatable? Investing in an engaging and clear brand experience will increase the impact of your happy guests and provide you with a great return on investment.

How can you create a good hotel brand?

While every project is unique, there are a number of critical branding issues in the hospitality industry that must be addressed by every hotel. Brands play an important role in organizing the market; They make it easier for products to stand out and consumers to better understand the benefits of each good, thus helping them make decisions.

The importance of making guest loyalty sustainable becomes a critical issue. Brands offer the opportunity to encourage the creation of guest loyalty, so make sure your brand is strong with these in mind.

BE CONSISTENT

Know what you represent and do not deviate from it. Your hotel’s brand “image” needs to be reflected in everything about your business. It is assumed that this includes your name and logo, your category, and from the menus to your printed documents. But think beyond that; Take into account your music, voice and style, marketing activities, and any social media or marketing communications you may post. Each of these contains a message. Is this message telling your target audience that you are an ordinary operator or are you proud of excellence?

BE CONVENIENT

Your guests will quickly notice when you try to deceive them or fail to keep your promises. They respond equally when you are authentic and honest about who you are and what you can deliver. Be comfortable in your own space. Know what you are good at and have it. Try to learn more about how many subjective constructs and other successful examples deliver outstanding results by building the brand around local originality.

BE SOCIAL

Use social media as a tool to spark interest in your brand. Besides your own website, social media is the best way to promote your brand and gain attention in the global market, and it reminds you to stay in touch at all times. The important thing is to encourage satisfied guests to grow your hotel’s brand as much as possible. Guests taking photos at your property often share their experiences, allowing people to see your hotel through their peers’ eyes, and this is a great organic channel for traffic.

FOCUS

Don’t try to be all things to everyone. Find your special detail, define your brand and appeal to your guests. You have to work hard to differentiate your brand. Hotel customers have different needs and hotel brand marketing can set you apart. This allows potential guests to easily see what you represent and get to know your brand. Go through the process of determining what you are and what you are not and make sure that every element of your brand reflects this vision.