In the hospitality sector, hotel rebranding is uncommon, and for understandable reasons.
What if, however, hotel rebranding is the only strategy for success in this cutthroat market?
Do you want to do it? Or does it appear to need a lot of effort? To be honest, it isn't that easy. But with the appropriate plan, rebranding your hotel might be simpler and less risky for guests. I'll go through every every detail of rebranding a hotel in this essay, focusing on how to do it successfully while retaining current patrons and luring in new ones. Not to add that any size or type of hotel organization can use the principles described here. So let's get started without further ado.
WHAT IS HOTEL REBRANDING?
Hotel rebranding is a comprehensive marketing effort aimed at revitalizing a hotel's image and positioning in the market. This can be driven by a variety of reasons, such as changes in ownership, shifts in market demand, or a need to modernize and refresh the hotel's image.
The process typically involves a thorough review of the hotel's current brand identity and its target audience, followed by a redesign of the hotel's visual identity, including its logo, signage, and website. The hotel's marketing strategy and messaging may also be updated to better align with its new image and target audience.
WHY DO YOU WANT TO REBRAND YOUR HOTEL?
This is undoubtedly the biggest problem with the hotel rebranding scenario as a whole.There are several reasons why a hotel might choose to rebrand:
To better align with changing market demand: Market trends and consumer preferences can change over time, and a hotel rebrand can help ensure that the hotel remains relevant and appealing to its target audience.
To differentiate with competitors: Rebranding can help a hotel stand out from competitors and establish a unique identity in the market.Rebranding can help a hotel stand out from competitors and establish a unique identity in the market.
To reflect changes in ownership and management: A change in ownership or management can often prompt a rebrand to help the hotel better align with the new vision and direction of the company.
To update an outdated image: Over time, a hotel's image and reputation may become dated, and a rebrand can help refresh the hotel's image and attract a new generation of guests.
To improve guest experiences: A hotel rebrand can provide an opportunity to make improvements to the guest experience, such as by incorporating new technologies or amenities.
These are some of the most common reasons why a hotel may choose to rebrand, but the specific reasons will vary depending on the individual hotel and its goals.
WHAT DOES A HOTEL REBRAND INVOLVE?
There are a lot of things to take care of while rebranding a hotel; it is not a piece of cake.
Let's examine some of these contributing elements.
Brand Identity: One area that is significantly impacted by rebranding is a hotel's brand identity. Everything undergoes a significant makeover, including the brand's name, color, design, and logo as well as the components that set it apart in consumers' eyes.
It could be difficult for your current and prospective customers to embrace this whole new brand that has appeared overnight.
Legalities: Whatever your motivation for rebranding, there are several legal considerations you should be aware of. First of all, avoid falling for a fancy brand name just to discover that it is being utilised by another business. First, conduct research. Next, register a trademark for your new brand name or any related goods or services. You might also need to create a new corporation for your rebranded hotel business or modify your current organizational paperwork to reflect the new brand.
Mission and vision: There's a potential that a hotel's rebranding is being done to appeal to a whole different client. In other words, the hotel would have to establish a completely new vision and mission.
Make sure your assertions are clear and set forth a plan for how you will fulfil your claims.
Strategies: Based on the previous point, the techniques must also shift now that the hotel is prepared to concentrate on a wholly different group of guests.
What I'm trying to say is that every decision needs to be made with the intended guest persona in mind. whether it be the kind of room, the cost, or even the marketing messaging.
Additionally, coming up with all the plans on your own could be exhausting and intimidating. Here's where experts like revenue managers come into play.
THINGS TO KEEP IN MIND DURING A HOTEL REBRANDING:
Target Audience: Identify your new target audience and design the branding to appeal to them.
Competitor analysis: Study your competitors' brands and find ways to differentiate yourself.
Consistency: Ensure all elements of the brand (logo, color scheme, messaging, etc.) are consistent across all channels.
Customer Feedback: Get feedback from existing customers on their perception of the current brand and what they want in a new brand.
Online Presence: Update your website, social media, and listing profiles with the new branding.
Employee Training: Provide training to employees on the new brand identity and customer service expectations.
Roll-out Plan : Develop a comprehensive roll-out plan, including timing, budget, and key stakeholders involved.