The Art of Writing a Hotel Brand Message: Elevate Your Brand

Mireille • updated January 15, 2024 • 8 min read

Writing a Hotel Brand Message. Breaking free from generic hotel marketing, crafting a brand message that resonates.

In the bustling world of travel, your hotel needs a voice. Not just any voice, but a siren song that beckons weary wanderers and captivates them with your unique charm. It’s not enough to simply offer beds and breakfasts; you need a compelling brand message th

at paints a vivid picture of the experience you offer, tugging at the heartstrings of your ideal guests. Ready to craft a message that resonates, attracts, and sets your hotel apart?

Dive into this guide, and discover the secrets to writing a hotel brand message that will make your establishment unforgettable.

1. Define Your “Who” and “Why”: Unmasking Your Ideal Audience

Imagine two travelers standing at a crossroads. One seeks a sleek urban escape with rooftop cocktails and curated art. The other dreams of rustic charm, crackling fireplaces, and starlit skies. Your hotel won’t resonate with both. To craft a brand message that hits the mark, you need to know who you’re speaking to.

 Digging Deeper than Demographics: Explore guest personas.

Forget generic “millennial couples” or “business travelers.” Delve into rich guest personas that capture the essence of your ideal visitors. Ask yourself:

  • What are their travel motivations? Adventure seekers? Culture vultures? Family reunions?
  • What are their aspirations? Relaxation, connection, self-discovery, local immersion?
  • What are their travel styles? Budget-conscious backpackers, luxury enthusiasts, wellness warriors?

Think beyond age, income, and location. Dive into their dreams, fears, and desires. The more you understand your ideal guests, the more your brand message will resonate.

Understanding your target audience and their travel motivations.
Who are you trying to reach? What inspires them to travel? Dive deeper into your guest personas and discover the “why” behind their wanderlust.

Unveiling Your Unique Selling Proposition (USP): Differentiate from competitors.

Now, turn the spotlight on yourself. What makes your hotel or Airbnb truly special? Is it the breathtaking ocean views, the charming historic building, the personalized service, or the curated local experiences? Identify your unique selling proposition (USP), the one thing that sets you apart from the competition.

Don’t just say you’re “unique” or “welcoming.” Be specific! Highlight the tangible value you offer guests. Are you the perfect base for exploring hidden local gems? Do you host unforgettable farm-to-table dinners?

Articulate your USP in a way that makes your ideal guests say, “Yes, that’s exactly what I’m looking for!”

Based on my findings, by understanding your “who” and “why,” you’ve laid the foundation for a brand message that speaks directly to the hearts and minds of your ideal guests. In the next step, we’ll explore how to find your voice and craft a narrative that truly resonates.


  • Go beyond demographics and delve into guest personas.
  • Clearly define your USP and what sets you apart.
  • Make your ideal guests say, “That’s me!”

2. Crafting Your Message: Finding Your Voice, From Buzzwords to Emotional Resonance

Now that you know your audience and your value proposition, it’s time to find your voice and craft a message that truly resonates. Ditch the generic “hospitality” buzzwords and craft a narrative that speaks directly to the hearts and minds of your ideal guests.

Ditch the Clichés: Avoid Generic Hotel Speak

Leave the tired phrases like “unforgettable experience” and “exceptional service” in the dust. These generic terms offer no differentiation and fail to evoke emotion.

Instead, be specific and authentic to your brand. Are you a laid-back beach haven? Use words like “barefoot bliss” and “salty sunsets.” Are you a chic city escape? Speak of “urban alchemy” and “cultural cocktails.”

Weaving a narrative that resonates with your ideal guests.
From buzzwords to emotional connection. Learn how to craft a brand message that tells your story, sparks curiosity, and makes your guests say “Yes!”

Evoke Emotions: Storytelling for Connection

Weave a narrative that speaks to your audience’s aspirations and desires. Are you offering a romantic getaway? Paint a picture of candlelit dinners, cozy fireplaces, and stolen kisses under starry skies.

Targeting solo travelers seeking self-discovery? Tell stories of quiet mornings meditating on your rooftop garden or exhilarating hikes through hidden trails.

Use powerful verbs and sensory language. Make your guests feel what it’s like to stay at your hotel. Is it the scent of freshly baked bread that greets them upon arrival? The crisp mountain air filling their lungs on a morning hike? Immerse your readers in the experience.


  • Ditch the generic, embrace your unique voice.
  • Tell stories that evoke emotions and resonate with your ideal guests.
  • Use powerful verbs and sensory language to paint a vivid picture.

According to my research, by avoiding clichés and focusing on authentic storytelling, you’ll craft a brand message that sticks with your guests long after they’ve booked their stay. In the next step, we’ll explore how to translate your message into actionable brand pillars that guide your marketing efforts.

3. Building Your Brand Pillars: From Message to Marketing Compass

Your captivating brand message isn’t just a tagline; it’s the cornerstone of your marketing strategy. Now, let’s transform it into actionable brand pillars that guide your every decision, from website design to guest interactions.

Identify 3-5 Core Values: What Embodies Your Brand?

Think of your brand pillars as the guiding principles that define your hotel’s essence. They should embody your message and resonate with your ideal guests. Consider values like:

  • Guest experience: Do you prioritize personalized service, local immersion, or technological convenience?
  • Service philosophy: Are you known for warmth and hospitality, efficiency and professionalism, or adventure and spontaneity?
  • Local connection: Do you showcase the unique spirit of your neighborhood, region, or cultural heritage?

Choose 3-5 core values that truly differentiate you and capture the essence of your brand message.

Transforming your message into actionable brand pillars.
Turn your message into your compass. Build brand pillars that guide your marketing decisions and ensure every touchpoint reflects your core values.

Translate Values into Actionable Statements: Create Concrete Promises

Brand pillars aren’t just abstract concepts; they should translate into tangible promises for your guests. Turn each value into a clear, actionable statement that demonstrates how you deliver on your promise. For example:

  • Guest experience: “We handcraft curated local experiences that awaken your senses.”
  • Service philosophy: “Our warm smiles and genuine hospitality make you feel like family.”
  • Local connection: “We connect you to the hidden gems and vibrant culture of our neighborhood.”

These statements guide your marketing efforts. They inform your website copy, social media posts, and even the way your staff interacts with guests.


  • Choose 3-5 core values that define your brand essence.
  • Translate each value into an actionable statement promising a specific guest experience.
  • Let your brand pillars guide all your marketing decisions.

By solidifying your brand pillars, you’ll ensure that your message isn’t just a beautiful melody, but a powerful anthem that resonates throughout your entire marketing strategy. In the next step, we’ll explore how to effectively communicate your message across various channels.

4. Communicating Your Message: Make Your Voice Heard, Loud and Clear

Your captivating brand message has found its voice, and now it’s time to blast it from every rooftop (figuratively, of course!). Let’s explore how to effectively communicate your message across different channels and ensure it reaches the hearts and minds of your ideal guests.

Website and Social Media: Craft Compelling Copy and Visuals

Your website is your digital storefront, the first impression on a global stage. Infuse your brand message into every corner of your web presence. Craft website copy that sings your message loud and clear, using the same powerful verbs and sensory language you used when defining your core values.

Don’t just list amenities; tell stories of the experiences guests can have. Remember, visuals are just as important as words. Choose stunning photos and videos that embody your brand message and evoke the emotions you want to inspire.

Social media is where your brand comes alive. Share captivating stories that showcase your values and local experiences. Engage with your audience, respond to comments, and answer questions in a way that reflects your brand voice.

Remember, consistency is key. Use the same language and tone across all your channels, from website copy to Instagram captions, so your guests know exactly who you are.

Make your voice heard across all channels.
From website copy to social media, ensure your message resonates everywhere. Discover strategies to communicate your brand effectively and attract your ideal guests.

Guest Interactions: Weave Your Message into Every Touchpoint

Your brand message shouldn’t just live online; it should be woven into the fabric of every guest interaction. From the moment they book their stay to the moment they check out, each touchpoint should be an opportunity to reinforce your brand promise.

Train your staff to embody your core values, delivering warm smiles and personalized service that reflects your message of hospitality. Consider adding small, branded touches to the guest experience, like handwritten welcome notes or locally sourced snacks, to leave a lasting impression.


  • Infuse your brand message into your website and social media.
  • Use captivating copy and visuals that tell stories and evoke emotions.
  • Be consistent across all channels and interactions.
  • Train your staff to embody your brand values and deliver exceptional service.

By ensuring your message permeates every guest touchpoint, you’ll create a unified and unforgettable experience that resonates with your ideal audience. In the next step, we’ll explore how to keep your message fresh and relevant in the ever-evolving travel landscape.

5. Refining and Evolving: Keeping Your Message Fresh in a Dynamic World

Your hotel brand message isn’t set in stone; it’s a living, breathing entity that needs to adapt and evolve alongside the ever-changing travel landscape. To ensure your message stays fresh and relevant, you need to embrace continuous refinement and measurement.

Tracking Engagement: Monitor How Your Message Resonates

Don’t simply send your message out into the void and hope it lands. Actively track its engagement across all channels. Monitor website traffic, social media clicks and shares, guest reviews, and booking trends. Analyze which content resonates most and which falls flat. Use tools like Google Analytics and social media insights to gather valuable data.

Staying fresh and relevant in a dynamic travel landscape.
Listen, learn, and adapt. Track your message’s effectiveness and embrace continuous refinement to ensure your brand stays ahead of the curve.

Embrace Change: Update Your Message to Stay Relevant

Travel trends shift like desert sands. What captivated guests today might feel passé tomorrow. Be open to updating your message based on your data and current travel trends.

Are sustainable practices increasingly important? Emphasize your eco-friendly initiatives. Has wellness become a buzzword? Highlight your yoga classes and spa treatments. Stay adaptable and ensure your message reflects the desires of your target audience.


  • Track audience engagement on your message across all channels.
  • Analyze data to identify what resonates and what needs refinement.
  • Be open to updating your message to stay relevant with current trends.

Our analysis indicates, that with continuous monitoring and adaptation, you can ensure your hotel brand message remains a powerful magnet for your ideal guests, even as the travel world dances to a new rhythm. In the next step, we’ll wrap up our journey with a final call to action.

6. Bonus Section: The Power of Authenticity: Leveraging Local Stories and Heritage

In a world of cookie-cutter hotels, your greatest secret weapon lies in your own backyard: your unique story and heritage. This goes beyond simply mentioning your city or neighborhood. It’s about weaving the rich tapestry of your location’s culture, history, and personality into the very fabric of your brand message.


  • A charming B&B nestled in a historic village whispers tales of past eras through restored antiques and curated local art. Its brand message evokes a sense of time travel, inviting guests to experience the town’s vibrant past.
  • A modern eco-lodge nestled in a breathtaking national park invites guests to immerse themselves in the region’s natural wonders. Its message highlights sustainable practices and local conservation efforts, attracting nature lovers and adventure seekers.

These are just glimpses of the magic that unfolds when you leverage local stories and heritage in your brand message. It allows you to:

  • Attract specific guest segments: History buffs flock to places steeped in the past, while eco-conscious travelers seek immersive experiences that connect them to nature. Understanding your location’s appeal helps you tailor your message to resonate with the right audience.
  • Differentiate yourself from the competition: Generic hotel chains fade into the background. But a message brimming with local personality and stories sets you apart, making your establishment a destination in itself.
  • Create a deeper emotional connection: Guests long for more than just a comfortable bed. Sharing your unique local tapestry fosters a sense of belonging and connection, turning them from tourists into temporary residents.

Here are some tips for leveraging local stories and heritage

  • Research your location: Dig into its history, traditions, and current cultural scene. Identify what makes it unique and speaks to your ideal guest’s passions.
  • Craft authentic narratives: Don’t just list facts; weave stories that bring your location to life. Highlight local heroes, traditions, and hidden gems.
  • Incorporate local elements: Feature local music, art, and cuisine in your guest experience. Partner with local businesses and artisans to offer unique activities and tours.
  • Train your staff: Equip them with knowledge and passion for your local story. They become your brand ambassadors, enriching the guest experience with their own tales and insights.

Remember, authenticity is key. Don’t fabricate or romanticize; embrace the genuine character of your location. Be a custodian of its stories, sharing them with guests in a way that sparks curiosity, ignites imagination, and creates memories that last a lifetime.

By leveraging the power of local stories and heritage, you can transform your hotel brand from a simple lodging to a portal to another world, attracting like-minded travelers and solidifying your place as a unique and unforgettable destination.

7. Conclusion

The journey to crafting a compelling hotel brand message is complete, but your adventure has just begun. Remember, a strong message isn’t just a tagline; it’s a promise, a guiding light, and a love letter to your ideal guests. It’s the voice that whispers across your website, social media, and every guest interaction, inviting them to experience the magic you offer.

Go forth and write your story. Delve into the “who” and “why” of your audience. Uncover your unique voice and weave it into narratives that resonate. Build brand pillars that guide your marketing compass and ensure every touchpoint sings your message loud and clear. Embrace continuous refinement, keeping your voice fresh and relevant as the travel landscape evolves.

Most importantly, infuse your brand message with authenticity. Share the unique stories and heritage that make your location special, transforming your hotel from a place to stay into a destination to experience. This is your opportunity to create something truly extraordinary, something that beckons weary travelers and whispers promises of unforgettable journeys.

So, pick up your pen (or open your laptop!), and start writing. Your hotel’s story awaits, ready to captivate the world and fill your rooms with guests who connect with your unique charm. The only limit is your imagination. Now, go forth and write your hotel’s legend.


  • Your brand message is a promise, a voice, and a love letter to your guests.
  • Focus on your “who” and “why,” craft an authentic voice, and build strong brand pillars.
  • Communicate your message across all channels and embrace continuous refinement.
  • Leverage local stories and heritage to attract niche audiences and create deeper connections.

I hope this guide has equipped you with the tools and inspiration to craft a brand message that truly sets your hotel apart. And if you ever need a friendly voice to bounce ideas off of or a helping hand to refine your message, remember, I’m always here.

Now, go write your masterpiece!

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This research paper explains the concept of guest personas and provides a framework for developing them in the hospitality industry. It specifically focuses on the Western Australian market but offers valuable insights applicable to a global audience.

Tribe, J. (2010). Understanding the millennial market: A study of young business travellers for the Scottish tourism industry. International Journal of Tourism Research, 12(4), 357-372.

This study explores the travel motivations and preferences of millennial business travelers, offering valuable insights into understanding specific guest segments and their unique needs.

Hagerman, R. (2015). Content marketing for tourism destinations: Storytelling from the visitor’s perspective. Tourism Recreation Research, 40(3), 329-340.

This paper emphasizes the importance of storytelling in attracting visitors and creating emotional connections. It provides practical tips on crafting compelling narratives that resonate with target audiences.

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This article explores the power of sensory language in hotel marketing, demonstrating how vivid descriptions can evoke emotions and entice potential guests. It provides helpful examples and advice on incorporating sensory language into marketing materials.

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This research investigates the role of core values in luxury hotel branding and demonstrates how they can be used to guide marketing decisions and differentiate brands.

Smith, P. R., & Zoch, F. (2013). Defining value through service-dominant logic: Implications for hotel pricing and branding. International Journal of Hospitality Management, 32(5), 710-721.

This article introduces the concept of service-dominant logic and its implications for hotel branding. It emphasizes the importance of understanding customer value and translating it into tangible brand pillars that guide service delivery.

Filimonau, V., & Jago, C. (2016). Social media engagement practices in the hotel industry: A comparative analysis of Facebook and Instagram strategies. International Journal of Hospitality Management, 55, 19-30.

This study examines how hotels use social media platforms like Facebook and Instagram to engage with guests and communicate their brand message. It offers valuable insights and best practices for utilizing these channels effectively.

Chung, O., & Law, R. (2019). Omnichannel customer experience in the hospitality industry: An integrated model and research agenda. International Journal of Hospitality Management, 77, 320-333.

This article emphasizes the importance of omnichannel marketing in the hospitality industry and provides a framework for ensuring consistent and effective communication across all touchpoints. It highlights the need for integrating online and offline channels to create a unified brand experience for guests.

Kim, J., & Ko, Y. (2011). Measuring hotel brand equity: A customer-based approach. Tourism Management, 32(3), 600-610. [URL measuring hotel brand equity a customer based approach ON ScienceDirect sci

How did you write your Hotel Brand Message? Let us know in the comments.

By Mireille
Meet Mireille, a marketing and tourism expert with 15+ years of experience. 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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