As hospitality becomes more competitive, hotel rebranding has become more prevalent. Segmentation is no longer just about price, but increasingly about finding your target audience or niche and creating an identity that’s distinctive on the hotel scene. Standing out from the crowd and competitors is the name of the game to remain profitable and relevant, which is generally the motivation behind a rebrand in the first place.
Instead of just making a cosmetic change such as a logo and new livery which is really only seen on the surface, the key point is to truly identify what part of your business strategy will truly change and build a new hotel identity around that new target or belief system. The truth is that a hotel rebrand is a challenge, and is best achieved when worked through methodically and with a clear end result and audience in mind.
• The first step is to debrand, which is not always an easy feat. Debranding generally involves the unceremonious task of removing from site – and from sight – all collateral, signage, uniforms, advertising, marketing material both online and off that pertain and make reference to the hotel’s previous identity and of course carry the former branding, imagery, logos and even words or catch phrases associated with the previous look and feel. Other platforms like Tripadvisor and similar feedback or profiling sites online and sales channels and ambassadors including travel agents and booking sites also need to be advised, revised and updated to have true cut through for the eventual rebranding to have traction in the marketplace. Read more
Published in: http://www.hospitalitynet.org
By: Erik Stuebe