Chapter 22. Hotel Branding
I want to emphasize that I am writing about branding as I understand it subjectively, what it should strive to be. Currently, there are few interesting concepts in the Russian hotel business market, perhaps none at all.
I am not taking into account the world's major hotel chains. Usually, they are personal brands of the owners (Hilton, Marriott, Hyatt, Ritz Carlton), or their subsidiary brands (Double Tree, Holiday Inn, Comfort Inn, Sleep Inn). I mentioned these names precisely because they have meaning, reflecting the purpose of stay and somehow appealing to the product's characteristics.
Let's explore what can be used as a starting point in developing the concept and BIG IDEA of a hotel complex brand.
Here is a list of what I would start with in the preparatory work:
1
Location, terrain, and its history
2
Prominent historical figures born or visiting the area
3
Significant historical events that occurred in the area
4
Flora: herbs, trees, and shrubs reflecting the identity of the location
5
Local fauna, where some animal or bird may be recognizable and beloved in the area
6
Culture and customs of the people inhabiting the area
This development path would be suitable for a tourist hotel, as such a concept can better tell about the place where people come to explore the local way of life, customs, and the unique features of the region. Building the brand platform can also start from a unique selling proposition (USP) or the product's specific attributes and services.
Let me provide two examples. Suppose the tourist hotel is located in a warm climate, and we discover that juicy peaches are the pride of the region. In the hotel's brand name, we can use the peach variety or the word "peach" itself in combination with an adjective or another prefix, for example, "Peach Suite Hotel." This creates a wordplay in English, as "suite" sounds phonetically similar to the word "sweet."
Now, let's implement the BIG IDEA of the brand concept into the hotel project, here are a few ideas
1
Velvet curtains in color and texture resembling peach skin
2
The hotel's spa can offer signature treatments using ground peach pit, as well as original creams and cosmetics
3
The interior and exterior of the hotel can be designed in peach colors, with soft furniture featuring rounded shapes reminiscent of delicate peach flesh
4
The bar can serve signature infusions and cocktails based on peaches
5
The hotel's surroundings can be a peach orchard, where visitors can pick ripe fruits while strolling along the paths
6
The restaurant's cuisine can include peach preserves and jams, and the room service can offer them as compliments to guests
7
Making special branded perfumes, essences and even perfumes that can be sprayed on bills at check-out, as well as in the hotel lobby
Mudboard for the Beach Suite Hotel concept
For the second example, let's focus on the product attributes. Suppose it is a capsule hotel at the airport. In developing the concept, I would emphasize the importance of rest between flights for health and overall mood, which, in turn, affects our efficiency and life satisfaction.
For such a project, I would suggest the following names: Deep Sleep, Deep Rest, Fresh Mood, Stay Happy, Sleep Well, Good Night. Since the airport is an international zone, English names are quite appropriate.
To support the BIG IDEA of the brand, I would implement the following features:
1
Anatomical mattresses for quality sleep
2
Special meditative radio (podcast) that promotes positive vibes, good sleep, and relaxation
3
A room (or beds) equipped with massage chairs
4
Ozone-treated air in the ventilation system to promote good sleep and rest
Mood board for the concept of the capsule hotel.
Brand is impressions; it is the experience of positive emotions from using a product or service, the experience of interacting with a company, and the impressions of the service provided. In my understanding, business is an immersive theater filled with a specific idea. Branding is the means of expressing this idea. The brand name, logo, and corporate identity cannot be separated from the BIG IDEA of the brand. Branding is the creation of a captivating story about the business, filled with conceptual meaning.
A brand book for a hotel can include the following elements:
1
Office kit: business cards, letterhead, envelope, pen, pencil, folder
2
Marketing kit: presentation about the project for investors
3
Exhibition stand for hotel trade shows
4
Informational booklet for distribution at exhibitions
5
Lobby design and ideas for hotel room branding
6
Concept for the lobby bar or restaurant that complements the hotel's concept
7
Promo video presentation of the project
8
Souvenirs for hotel guests
9
Branded merchandise for hotel staff
10
Uniforms for hotel staff
11
Branded transfer vehicles
12
Website and social media design
13
Creatives for advertising campaigns
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