Branding is an essential part of success in your business. It's not only vital for external success with your customers, it is a crucial part of empowering your internal stakeholders and building a strong team who deliver a coherent service and message.
Your luxury resort branding
should make clear to your guests what you are offering, why it is different from your competitors and encourage them to book and stay with you.
It must make you stand out from the crowd and show that you are unique and capable of fulfilling the desires of your guests.
What is luxury hospitality and hotel branding?
Your brand is not only your name or logo, it also reflects the personality and the values of your luxury resort which should resonate with your guests' perception and experience. Your brand represents:
- who you are
- what you believe in
- how you want to be seen by your audience
- the core values which set you apart
Why is branding so important in the luxury hospitality industry?
An effective, strong brand brings multiple benefits to your luxury resort. It helps to:
1. Set you apart from your competition
If you want the whole world as your marketplace, your brand needs to attract attention and stand out from your competitors.
Branding will build your credibility and give your guests valid reasons to consider you above your rivals. People prefer to connect with hotels with a credible, reputable brand.
2. Build trust
The guest experience extends beyond your property and is integral to your ongoing communications. The purpose of every single one of your initiatives and interactions is to delight your guests and entice them to stay loyal to you.
Your brand communication must be consistent, caring and personalised to grow a bond with your guests.
Creating your brand strategy is crucial in the hospitality industry as it’s such a competitive space and there are blurred lines between different segments e.g. what’s boutique or luxury or luxury boutique?
Creating your brand and boosting differentiation from your rivals is under your control and will reap handsome rewards in winning guests and increasing revenue.
3. Create new revenue channels
In our busy world, people don't have time to think about your brand. It's your responsibility to cultivate it, make it visible, and grab their attention. Then you can guide them through your brand story.
Branding is the credible face of your luxury resort which engages your potential guests, delights them at every stage of their journey and gains their trust.
Once you have this loyal bond with your customers, you can scale your business and also develop new revenue streams.
For example, launching a restaurant or Spa with the same brand values as your accommodation options is immediately going to feel authentic with your client base. They will book your new offering because they trust you.
4. Take advantage of the power of emotion
A wide range of research demonstrates that the purchasing decisions of most buyers is based on emotions not logic.
If you want your guests to become loyal and advocate for you, give them a good reason to feel strongly about why they should care about your hotel and why you fulfil their values.
The more emotively your brand connects and resonates with your guests, the more brand loyalty you will generate.
5. Create advocacy from your guests
The more concise and relatable your story, the more your guests will be able to share it.
In order to enhance the effect of your happy guests and gain fantastic ROI, you must invest in a compelling and clear brand experience.
It costs much less to retain a customer than to acquire a new one. Strong branding promotes customer retention and recommendations
Luxury hospitality today is hyper - competitive and branding should be a high priority for properties of all sizes.
Branding delivers a differentiated presence which will boost the ability of your luxury resort to attract and retain loyal guests.
This is what marketers call the virtuous circle - great brands grow ambassadors, ambassadors grow great brands.