Of all the businesses that should focus on the entire package, the hotel industry continually disappoints in the lack of follow through when it comes to branding. The big kahunas bring the noise when it comes to technological advances but there is more to ambiance than being able to open a door with a wrist garment. The best organizations know that engaging content rules the landscape when rate parity renders the financial consideration a non-factor. The hotels that promote their amenities with words that pop while proclaiming their cultural state of mind will win the battle over the majority.
But, with many hotels consciously outlining their branding goals online, why not keep the messaging consistent offline? The content should work overtime while the associates expertly delight the guests. While most hotels leave the in-room messaging in the possession of those who use a novel approach to guest service but not writing, repurpose the content already used to augment the hotels mission statement throughout the traveler experience:
- The Romantic Hotel: Online, the hotel is the perfect getaway for that vacation the couple never found time for or the privacy family responsibilities would not allow, Offering a minuet of content in the realm of a romantic novel accomplishes the offline branding goals along with promoting the amenities to enhance the fantastic voyage on land. Much better than that welcome letter with the stamped signature from the GM.
- The Iconic Hotel: According to the website, this long time fixture on the beach has had the biggest stars of yesteryear while influencing a generation of current boutique hotels and architectural marvels. Postcards from heaven with the perfect content message offer one way to go. A periodical one pager, aired on the plasma or printed, with imaging that deftly explains the hotel’s past with the present is another branding opportunity. When done correctly, this could easily replace the in-room amenity book leaning against the bible on the nightstand.
- The Party Hotel: Hear ye, hear ye! isn’t only a renaissance cry but a party animal ready to be introduced to his or her hotel of choice. A mask with content is the sophisticated branding tool that adds mystery while arty Hotel: the scroll paper with amenities brings the an added regal touch to the online amusement the hotel promised it’s future guest. Or a simple drink menu that adds more messaging to the hotel in addition to ingredients mixed in a glass.
- The New Hotel: There may not be any money left after all that was spent on the recent renovation or the new block of rooms. But, especially with a hotel establishing a new identity, there should be a lot of investment in promoting the hotel’s improvements and they should not halt when the confirmation number is received. The genesis of the improvements should be documented in PR releases by pre-arrival communication and interviews on the hotel in-room channel.
The endless search for the perfect getaway should be as never ending as the promotion of the hotel’s content marketing. The investment should be always be the gift, online and offline, that keeps on giving.