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When guests book to stay in your hotel, they’ll have several sets of expectations in their minds around room quality, service, amenities, etc., well before they step through the front door. They’ll also have certain expectations based on the location of your establishment, and it’s vital to recognize these and incorporate them into your hotel branding to uplift the guest experience and get those all-important recommendations and repeat bookings.
Those booking a stay at a hotel in California – especially if arriving from overseas – will turn up expecting the famous sun, sea, sand, easy Hollywood glamor, and laid-back vibe of the state. Expressing these things in your branding will help you keep those reservations coming in and stand head and shoulders above the competition.
Your unique selling proposition (USP) will distinguish your hotel from the competition in the mind of your potential guests. Deciding on or identifying this USP is the first thing you need to do before getting started with the branding tasks themselves. This could be the location of your hotel, the first-class service, the range of amenities, the fun, quirky styling: whatever it is that sets your hotel apart from others in the area, this is what your branding should be built around.
Now it’s time to choose the name of your hotel – or consider renaming the establishment if it’s an existing venture. The name needs to be distinctive and memorable – it’s likely to be your hotel’s first impression with potential guests, and we all know how important those first impressions are.
You’re in California, so consider names that suggest an easy-breezy atmosphere or, alternatively, that hint at an old-school Hollywood vibe. If the hotel is located near a well-known beach, national park, or landmark, incorporating its name into your hotel’s tag could be a great idea.
One of the key tasks regarding branding hotels is designing a great logo. This may be the trickiest part of the enterprise! Your logo is an instant means by which consumers recognize your brand and suggests its core ethos, so getting it right is crucial. The best logos are simple, with a strong, clear design. Near one of the state’s famous national parks? How about a silhouette of a mountain range? A stone’s throw away from one of California’s most popular surfing beaches? A stylized rendition of a surfboard or breaking wave could be perfect.
Next, choose the font you’ll use for your hotel branding. Although subtle, the typography you use can play a significant part in telling people what they can expect from your establishment. If you run a luxury boutique hotel, opt for a classic or elegant font; if your hotel offers a remote getaway, consider a rustic font that supports this vibe.
By embedding your hotel’s geographical location within its branding, you’re effectively getting this location to do extra legwork for you in terms of marketing. As an aspirational destination, doing everything you can to reflect your potential guests’ expectations of their visit to California in your branding will likely pay dividends. Be as subtle or as bold as you like; from beach-hut-chic decor touches in the rooms to an all-out themed establishment, you can decide what’s best for you and your guests.
As we mentioned at the top, your guests are likely to come to California anticipating sun, sea, sand, and the opportunity for plenty of fun in the state’s numerous theme parks and other attractions. There’s also the glamor of Hollywood, the excitement of LA, and the world-famous national parks to explore. Reflecting some of the relevant elements of these things in your branding will create a smoother guest experience, boost visibility, and could even help reduce your marketing costs. What’s not to love?
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