Creative Concept Branding Makes Your Hotel Unforgettable

Hotel lobby at Hilton Kota Kinabalu. Borneo

What is the brand concept…..is there even a brand??? What is the story driving your hotel’s guest experience?

The “Brand” is your design DNA, and will intuitively communicate what your hotel stands for and guide every aspect of the guest experience…from architecture, marketing, F&B and service strategy, technologies, and even the music you hear will be in tune with this direction.

The key ingredients to establishing a brand strategy start with the fundamental philosophy or narrative which will give direction and order to the brand’s structure. This will create an underlying “vernacular” from which you can build upon and develop every function into various characters within the brand. These characters are established through the development of the overlying layer to the hotel foundations…the personality that will set you apart from your competition.

This personality gives your brand attitude and style, it’s energy and unique character. The brand concept can follow many paths, within the narrative, all following the basic branding strategy, creating unique experiences within that branded “umbrella”. Think of branding as creating a mesmerizing movie, choreographing authentic and memorable guest experiences. Or, a family with so many different characters.

Successful hotel design is akin to choreography, tailoring the value proposition for various guest segments. The goal is to craft experiences that deeply resonate with each guest, fostering a sense of connection and belonging, - making hotels much more than just a place to stay.  Hotels are evolving into hubs of experiential engagement.