Five Branding Strategies for Independent Hotels to SUPERCHARGE BOOKINGS - Hotel Marketing Tips

In this video, we cover five branding techniques that independent hotels can use to drive more reliable bookings and increase top-line revenue. We'll also be sharing valuable insights on visual branding for each hotel marketing strategy.

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So here are five brand strategies that any independent hotel can use to drive bookings

The Launchpad

The Launchpad approach presents your hotel as the ideal gateway to exciting local attractions. Perfect for the hotel with limited amenities, this approach focuses less on the property itself and more on its surroundings. The goal is to create an environment where guests feel a sense of anticipation and discovery, all while benefitting from the inside knowledge that only locals can provide. Highlight your access to nearby attractions, state parks, and lively neighborhoods - really focusing on the local culture.

To implement the Launchpad approach, hotels can create on-site amenities and experiences that cater to the most popular local activities. Encourage your staff to lean into their role as local guides, offering tips on hidden gems and facilitating guests’ access to novel experiences.

The Fixer:

The Fixer approach focuses on providing more personalized services to guests via strong relationships with local businesses and tour providers. In this strategy, the hotel takes a more active role in the guest’s trip - positioning itself as an experiential concierge, and helping guests organize one-of-a-kind activities with knowledgable local experts and guides.

To execute the Fixer strategy, hotels need to cultivate ongoing relationships with local tour providers, artisans, performers, and guides to deliver unique and memorable experiences for guests. Staff training should be focused on developing local connections and an enthusiasm for nearby attractions.

The Hideaway:

The Hideaway strategy positions your hotel as a peaceful retreat, offering guests a serene escape from the more touristy city center. This approach is perfect for any hotel that finds itself located far away from the rest of their comp set.

Characterized by tranquil surroundings and a strong focus on relaxation, this branding technique appeals to any guest who is seeking some rejuvenation in a calm secluded environment.

Establishing your hotel as a Hideaway involves creating some soothing and secluded spaces around your property. Focus on decorative landscaping, plenty of fresh flowers, and maybe some simple walking trails if you have the space.

The Hotspot:

The Hotspot strategy is all about presenting your hotel as the local hub for social interactions. Inspired by upbeat locations like Miami Beach or Brooklyn, New York, this branding technique involves creating stylish decor, hosting fashionable events, and fostering a dynamic social scene.

The aim is to attract a socially active crowd seeking a more lively and vibrant atmosphere. This could work for a boutique hotel in a smaller town or a 4-star hotel in a major city center.

You can cultivate a lively social scene with weekly book clubs, classical music performances, or even community service opportunities. Consider creating a weekly night for locals - like trivia, karaoke, or open mic nights.

The Little Hotel That Could:

The Little Hotel That Could is a unique branding strategy that presents the hotel as a captivating story in and of itself. This approach centers around the growth story of the owners, illustrating how they turned their dreams into reality through the establishment of the hotel.

Perfect for partnerships and family businesses, the hotel’s origin story becomes a powerful element in creating a distinct identity, appealing to guests who appreciate tales of ambition, resilience, and the upward climb from humble beginnings to noteworthy success.

Independent hotels need to carefully assess their unique strengths, local context, and target audience when choosing a brand strategy. It’s important to be realistic. What works for a more urban hotel might not align with the goals of a countryside bed and breakfast.

Each hotel must honestly evaluate its location, facilities, and values to determine the most authentic and effective branding approach.