Undoubtedly, hotel brand standards are an important factor in guest perception and experience, not to mention a consideration for potential buyers and investors. Thus, in our latest guide, we explored three brand strategies that came out of our recent brand reputation report. Whether you oversee a small sub-brand or a global superstar, these essential steps will help ensure you are nailing your hotel brand strategy.
Be different with your hotel brand identity
With so many brands to choose from, it’s increasingly difficult for travelers to distinguish one brand over others. Travelers buy into experiences, and this requires hotels to find a niche and unique selling points from which to build a story and brand reputation.
The stricter and more precise a brand’s values are, the more difficult it is to find properties that meet the requirements, and this impedes growth. Therefore, many brands maintain looser standards in order to include a broader spectrum of properties. This partly explains why brand positioning is often vague and cliché-ridden.
In addition to differentiation, consistency is also key. If travelers receive a substandard experience at a property they will lose trust and likely be less loyal to the brand. Similarly, if one hotel under a brand overperforms compared to its sister hotels, it is likely to negatively affect the rest of the hotels in the group by comparison. Thus, the true challenge for brands is to provide a consistent guest experience across the portfolio while also allowing individual properties to have a distinct character that complements the destination.
Benchmark your hotel brand reputation
As the renowned businessman Peter Drucker once said, “If you can’t measure it, you can’t improve it.”
While hotels have been setting reputation goals and tracking performance for many years, doing so at the brand level is a more recent trend for hotel companies. These days, hotels have no shortage of tools at their disposal to monitor, solicit, analyze and measure their reputation according to guest feedback. So gather them and use them to improve with each passing day.
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