How to Assert Your Hotel’s Unique Brand Identity
By Emin Kara | July 25, 2023
Hospitality is a competitive playground. I often say business is war. The blurred lines between various segments whether it’s luxury, upscale or economy don’t make this any easier. Multiple categories are seemingly merging into one mass – an alarming shift that threatens the very essence of your hotel’s identity! This article aims to arm you with the tools and techniques (that could just be your lifeline) to harness the power of marketing and assert your unique brand identity before you become another voice in the crowd.
Know your target market: It’s very simple, and you’re probably thinking that you’ve been doing this for a long time. And that’s exactly why I’m bringing it up again, it’s easy to forget the little details when you believe you know something so well. The closer you look, the less you see.
My favorite thing to do is to physically embody who I’m talking to (target audience). I have a Lego Man/Woman and attribute everything I know about my audience to it. Only from there will I start making decisions and content. The reason I do this is to remind myself exactly who I’m talking to.
Content: The best platforms for brand awareness right now are TikTok, Instagram Reels, Facebook Reels and YouTube Shorts. These platforms offer the most views. Not only that, they’re more 3D than, let’s say, a photo. A photo only shows you a very distinct moment. Photographs don’t convey much emotion, there’s no ambience, it’s very static and still. On the flip side, videos allow you to play with the visuals, create the ambience, and bring the viewer into the scene. I could make an economy hotel look like a luxury hotel simply from strategic shots, lighting, ambience, music and crowd.
Create a compelling brand story: Businesses go wrong by trying to tell the viewer how great they are. You should be narrating your hotel’s story through short-form video content, showing them how exactly your hotel provides them with a certain level of quality, and how it provides for their needs. Are you a luxurious resort offering an escape from reality, or an economy hotel providing a comfortable stay at great value? Your narrative should clearly reflect your market segment.
If I was marketing an economy hotel that was close to the city, I’d create a video targeted to a younger audience who enjoy partying. I’d display how close to the hotel the bars are (so no unnecessary expensive Uber fees) and I’d show them the price and let them know how much more money they’ll save that they can spend on alcohol in the clubs.
Show your USPs (Unique Selling Point): This won’t need too much explaining, but an economy hotel will have incredibly different USPs from a luxury hotel. Define this through content, and show them the difference in service, the ambience, the type of food or beverages you serve, and the experience.
Brand identity: Brand identity is key, when someone sees content from your business, they should know it’s your business before you even say the name! Not only that, but your identity should also reflect your hotel. Luxury hotels might lean toward elegance and simplicity, with a calculated and considered approach to the color they use. Whereas an economy hotel could use more vibrant and inviting elements. For example, look at The Four Seasons vs Premier Inn.
Envision defining your hospitality segment as conducting an eye test. You’re the doctor, and your customers stand as the patients. They’re squinting at the board of undistinguishable random letters, capturing only the blurred outlines of your brand’s offerings. However, they’re yearning for more – a crystal clear video of what sets you apart in a marketplace with blurred identities. Your content serves as the finely tuned prescription lenses that bring blurry, jumbled letters into sharp focus! Through strategic messaging and engaging narratives, you’re sharpening their vision and defining your segment.
This is a very in-depth conversation, that may need a little guidance, so use your resources. I’ll be over in the Hotel Interactive threads ready to answer any questions you may have, to offer guidance in your efforts to utilize social media! If you need me to review your video, I’ll be there to lend a helping hand! So, get curious, get to work and get winning!
