12 Hotel Brand Identity Tips to Build a Unique Hotel Brand

Mireille • May 19, 2023 • 9 min read

Hotel Brand Identity Tips to Build a Unique Hotel Brand

Hotels are not just about providing a place to rest your head for the night. They are about providing a complete experience that satisfies all the senses.

From the plush pillows on the bed to the aroma of freshly brewed coffee in the lobby, everything plays a role in creating the perfect guest experience. But what makes one hotel stand out from the rest? It’s the brand.

A hotel’s brand identity is more than just a logo or a catchy slogan. It’s the identity of the hotel and what it stands for. Your brand is the first impression guests have of your hotel, and it can make or break their decision to book a stay.

In this article, we’ll take a closer look at why your hotel brand matters and how to build it.

1. What is a Hotel Brand Identity?

When we talk about a hotel brand, we’re referring to the identity of a hotel. It’s the way that the hotel presents itself to the world, encompassing everything from the design of the hotel to the guest experience and values.

A hotel brand is not just a logo or a slogan. It’s a promise to guests that their experience will meet their expectations. A strong brand can differentiate a hotel from the competition and attract more guests.

A hotel’s brand identity is reflected in everything from the decor and layout of the hotel to the amenities it offers. It communicates what the hotel stands for and what guests can expect when they stay there.

A hotel brand is more than just a marketing tool. It’s a representation of the hotel’s values and mission. When a hotel’s brand identity is consistent and authentic, it can foster emotional connections with guests and lead to increased customer loyalty. Read also about the Hotel Branding Guidelines here.

2. Why Your Hotel Brand Matters

Your hotel brand matters more than you might think. In today’s crowded market, it’s crucial to stand out from the competition. A strong brand can help you do just that by differentiating your hotel, building trust and loyalty with guests, and generating revenue.

Branding Helps Differentiate Your Hotel

In a world where there are countless hotels to choose from, it’s important to find ways to stand out. One way to do this is through branding. Your hotel brand is what sets you apart from the competition and creates a unique identity.

Through branding, you can communicate your hotel’s unique selling points, such as location, amenities, or customer service. This helps potential guests understand what makes your hotel special and why they should choose to stay with you over other options.

Building Trust and Loyalty

Trust and loyalty are critical components of a successful hotel business. A strong hotel brand can help build both. When guests feel a connection to your brand, they are more likely to trust your hotel and become loyal customers.

Branding can also help foster emotional connections with guests. When your hotel’s brand identity is consistent and authentic, it creates a sense of familiarity and comfort for guests. This can lead to increased satisfaction with their stay and a higher likelihood of returning in the future.

Generating Revenue

Ultimately, a strong hotel brand can lead to increased revenue. When your brand identity is well-defined and communicated effectively, it can attract more guests to your hotel.

This can lead to increased bookings and profitability.
Many hotels have successfully leveraged their brand to generate revenue.

For example, a hotel that brands itself as eco-friendly may attract guests who prioritize sustainability. Similarly, a hotel with a luxury brand identity may be able to charge higher rates and attract guests who are willing to pay more for a high-end experience.

In conclusion, your hotel brand matters because it can help differentiate your hotel, build trust and loyalty with guests, and generate revenue.

By creating a strong and authentic brand identity, you can set your hotel apart from the competition and create a loyal customer base that will help drive your business forward.

3. How to Build a Strong Hotel Brand

Building a strong hotel brand is a crucial step in the success of any hotel. A strong brand helps differentiate your hotel from the competition, builds trust and loyalty with guests, and ultimately, leads to increased revenue. Here are some key steps to building a strong hotel brand:

A. Define Your Brand

The first step in building a strong hotel brand is to define it. Start by identifying your hotel’s unique selling points. What sets you apart from the competition? This could be anything from your location to your amenities to your customer service.

Once you have identified your unique selling points, create a brand vision and mission statement that communicates what your hotel stands for and what it strives to achieve.

Your brand vision should be a clear and inspiring statement that describes what you want your hotel to become in the future. Your mission statement should be a concise summary of your hotel’s purpose and values.

Both your brand vision and mission statement should be communicated to your employees and reflected in every aspect of your hotel’s operations.

B. Develop a Brand Strategy

Once you have defined your brand, it’s time to develop a brand strategy. Start by defining your target audience. Who are your ideal guests? What are their interests and preferences? Understanding your target audience is critical to crafting a brand message that resonates with them.

Crafting a brand message and visual identity that resonates with your target audience is key to building a strong brand. Your brand message should communicate what sets your hotel apart and what guests can expect when they stay with you.

Your visual identity should be consistent with your brand message and should be reflected in everything from your website to your hotel decor.

Your brand strategy should also include a plan for marketing your hotel. This could include everything from digital marketing campaigns to traditional advertising.

Remember that consistency is key. Your marketing messages should be consistent with your brand message and visual identity.

C. Consistency is Key

Consistency is critical when building a strong hotel brand. Ensuring that your brand is consistently represented across all touchpoints, from your website to your social media channels to your physical hotel, is crucial. This means using consistent messaging and visual branding elements.

Developing brand guidelines can help ensure consistency across all touchpoints. Your brand guidelines should include everything from your logo and color scheme to your tone of voice and messaging. Make sure that your brand guidelines are accessible to all employees and are followed consistently.

D. Engage with Your Audience

Engaging with your audience is key to building a strong hotel brand. Social media is an excellent tool for building your brand and connecting with customers. Use social media to share photos and stories about your hotel, engage with customers, and respond to feedback.

Customer feedback and reviews are also important for building your brand. Responding to customer feedback shows that you value their opinions and are committed to improving their experience.

Using social media influencers is another way to engage with your audience and build your brand. Social media influencers have a large following and can help increase brand awareness and reach a new audience. Choose influencers who align with your brand values and target audience.

4. 12 Tips to build a Strong Hotel Brand

  1. Define your brand identity: Start by clearly defining your hotel’s unique selling proposition, target audience, and desired brand image. Identify what sets your hotel apart from the competition and build your branding strategy around those differentiators.

  2. Develop a compelling brand story: Craft a compelling narrative that conveys your hotel’s history, values, and overall guest experience. A well-crafted story can create an emotional connection with your audience and differentiate your hotel from others. Include also images for storytelling.

  3. Consistent visual branding: Create a visually appealing and consistent brand identity across all touchpoints. This includes your logo, color scheme, typography, imagery, and overall design aesthetic. Consistency builds recognition and helps reinforce your brand in the minds of your guests.

  4. Focus on guest experience: Your hotel’s brand should reflect the guest experience you provide. Ensure that every interaction, from the booking process to check-out, aligns with your brand promise. Consistently delivering exceptional service and exceeding guest expectations will strengthen your brand reputation.

  5. Engage with your target audience: Understand your target audience and engage with them through relevant channels. Utilize social media platforms for branding, email marketing, content marketing, and online reviews to establish a dialogue, build relationships, and keep your brand top-of-mind.

  6. Leverage online platforms: Maintain a strong online presence on platforms like your hotel website, OTAs (Online Travel Agencies), and review sites. Optimize your website for user experience and mobile devices, and ensure your brand message is consistent across all online channels.

  7. Staff training and brand ambassadors: Your employees play a crucial role in delivering your brand promise. Train them to understand and embody your brand values, ensuring they consistently represent your brand through their interactions with guests. Encourage them to be brand ambassadors both within and outside the hotel, have them professionally photographed.

  8. Personalization and customization: Tailor your services to meet the individual needs and preferences of your guests. Personalization creates a memorable experience, increases guest satisfaction, and enhances brand loyalty.

  9. Monitor and respond to feedback: Regularly monitor online reviews and guest feedback to gain insights into your guests’ experiences. Respond promptly and professionally to both positive and negative feedback, showing that you value guest opinions and are committed to improving their experience.

  10. Partnerships and collaborations: Consider strategic partnerships and collaborations with local businesses, tourism boards, influencers, or charities that align with your brand values. This can extend your reach, create unique experiences for your guests, and reinforce your brand’s positioning.

  11. Sustainability and social responsibility: Incorporate sustainable practices and demonstrate a commitment to social responsibility. Emphasize initiatives such as energy conservation, waste reduction, community involvement, and ethical sourcing. This can attract environmentally conscious guests and enhance your brand reputation.

  12. Evolve and adapt: Regularly evaluate your brand strategy and adapt to changing market dynamics and guest preferences. Stay informed about industry trends, emerging technologies, and evolving customer expectations to ensure your brand remains relevant and competitive.

4. The 5 most Popular Hotel Brands

Here is a list of the 5 most popular hotel brands based on global recognition, brand value, and customer loyalty:

Marriott International – With over 30 hotel brands and more than 7,000 properties worldwide, Marriott International is the largest hotel company in the world. Its portfolio includes luxury brands such as Ritz-Carlton and St. Regis, as well as more affordable brands such as Courtyard and Fairfield Inn.

Hilton Worldwide – Hilton Worldwide has more than 6,000 properties in over 100 countries, and its portfolio includes some of the most iconic hotel brands in the world, such as Waldorf Astoria, Conrad, and Hilton Garden Inn.

InterContinental Hotels Group – InterContinental Hotels Group (IHG) has over 5,500 hotels across the globe, with brands ranging from luxury (InterContinental and Kimpton) to mid-range (Holiday Inn and Staybridge Suites) to budget (Candlewood Suites and Motel 6).

AccorHotels – AccorHotels has a portfolio of over 4,500 hotels in more than 100 countries, with brands ranging from luxury (Raffles and Fairmont) to mid-range (Novotel and Mercure) to budget (Ibis and Formule 1).

Choice HotelsChoice Hotels has over 7,000 hotels in more than 40 countries, with brands such as Comfort Inn, Sleep Inn, and Quality Inn. Its focus is on providing affordable accommodation for budget-conscious travelers.

This are just examples, there are many other popular hotel brands.


Building a strong hotel brand is crucial to the success of any hotel. A strong brand helps differentiate your hotel from the competition, builds trust and loyalty with guests, and ultimately leads to increased revenue.

By defining your brand, developing a brand strategy, ensuring consistency, and engaging with your audience, you can build a strong brand that sets your hotel apart.

It’s important to remember that building a strong hotel brand takes time and effort, but the rewards are significant. By focusing on your unique selling points, understanding your target audience, and creating a brand message and visual identity that resonates with them, you can create a powerful brand that connects with your guests on an emotional level.

In the end, building a strong hotel brand is about creating a unique and memorable experience for your guests. By consistently delivering on your brand promise, you can build trust and loyalty with your guests, and create a sustainable competitive advantage in the marketplace.

So take the time to define your brand, develop a strategy, and engage with your audience, and you’ll be well on your way to building a strong hotel brand that stands the test of time.

Statistics about hotel branding:

  • LRA Worldwide study
  • InterContinental Hotels Group study 

Further readings:

What are your Hotel Brand Identity Tips? Let us know in the comments.

By Mireille
Meet Mireille, a marketing and tourism expert. She crafts compelling marketing strategies using the latest techniques to attract, engage, and retain customers. Her deep understanding of consumer behavior and attention to detail drive measurable results for business growth. Find her exploring the world for new marketing insights to help clients stay ahead.


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