In the ever-evolving hospitality industry, rebranding can be a powerful tool for hotels to revitalize their image, attract new guests, and increase market share. Let's explore real-life examples of hotel rebranding efforts that have led to remarkable success, providing insights and inspiration for hoteliers considering a rebrand.
Why Hotels Rebrand
Before diving into the case studies, let's briefly touch on why hotels might choose to rebrand:
1. Outdated image
2. Change in target demographic
3. New ownership or management
4. Expansion of services or amenities
5. Recovery from negative publicity
6. Adaptation to market trends
Now, let's explore some successful hotel rebranding campaigns and the strategies that made them effective.
Case Study 1: Marriott Hotels - "Travel Brilliantly"
Background:
Marriott, a well-established name in hospitality, faced challenges appealing to younger, tech-savvy travelers who were gravitating towards boutique and lifestyle hotels.
Rebranding Strategy:
In 2013, Marriott launched its "Travel Brilliantly" campaign, aimed at repositioning the brand as innovative and forward-thinking.
Key Elements:
1. Modernized logo and visual identity
2. Introduction of mobile check-in and keyless entry
3. Redesigned lobbies to create social hubs
4. Emphasis on locally-inspired food and beverage offerings
5. Crowdsourcing ideas for hotel innovations from guests
Results:
- 25% increase in brand consideration among millennials
- Significant boost in social media engagement
- Improved guest satisfaction scores
- Successful launch of Moxy Hotels, a millennial-focused brand
Key Takeaway:
Marriott's rebranding success came from understanding its target audience's needs and preferences, then aligning its brand identity and offerings accordingly.
Case Study 2: Loews Hotels - "A Wonderful Place to Wander"
Background:
Loews Hotels, known for its luxury properties, wanted to differentiate itself in the crowded upscale hotel market and appeal to experience-seeking travelers.
Rebranding Strategy:
In 2015, Loews launched its "A Wonderful Place to Wander" campaign, focusing on unique, locally-inspired experiences at each property.
Key Elements:
1. New tagline: "A Wonderful Place to Wander"
2. Emphasis on local culture and attractions in marketing materials
3. Introduction of destination-specific amenities and experiences
4. Revamped social media strategy to showcase local experiences
5. Partnerships with local artisans and businesses
Results:
- 57% increase in social media engagement
- 25% growth in direct bookings
- Improved guest satisfaction scores
- Successful expansion into new markets
Key Takeaway:
Loews' rebranding success came from leveraging its properties' unique locations and creating a cohesive brand story around exploration and local experiences.
Case Study 3: Hyatt Hotels - "For a World of Understanding"
Background:
Hyatt wanted to differentiate itself in the luxury and upscale segments by focusing on empathy and cultural understanding.
Rebranding Strategy:
In 2017, Hyatt launched its "For a World of Understanding" campaign, emphasizing the power of understanding and human connections.
Key Elements:
1. New tagline: "For a World of Understanding"
2. Emotional storytelling through video content
3. Emphasis on staff training in cultural sensitivity
4. Introduction of experiences focused on local culture and traditions
5. Redesign of spaces to encourage guest interactions
Results:
- 9% increase in brand awareness
- 14% growth in booking intent
- Improved employee satisfaction and retention
- Successful launch of several new brands, including Andaz and Thompson Hotels
Key Takeaway:
Hyatt's rebranding success came from tapping into the emotional aspect of travel and positioning itself as a facilitator of meaningful connections and cultural understanding.
Case Study 4: CitizenM - "Affordable Luxury for the People"
Background:
CitizenM, a relatively new player in the hotel industry, wanted to disrupt the market by offering affordable luxury to modern travelers.
Rebranding Strategy:
While not a traditional rebrand, CitizenM's innovative branding approach since its inception in 2008 offers valuable lessons.
Key Elements:
1. Bold, quirky visual identity
2. Focus on technology and self-service (e.g., self-check-in kiosks)
3. Elimination of traditional hotel features (e.g., no room service, minimal staff)
4. Emphasis on communal spaces and social interactions
5. Consistent messaging across all properties and channels
Results:
- Rapid expansion from 1 to 20+ hotels in just over a decade
- High occupancy rates (often over 90%)
- Strong brand loyalty among millennial and Gen Z travelers
- Successful entry into competitive markets like New York and London
Key Takeaway:
CitizenM's success demonstrates the power of a clear, consistent brand identity that resonates with a specific target audience and challenges industry norms.
Case Study 5: Radisson Hotel Group - "Every Moment Matters"
Background:
Radisson Hotel Group (formerly Carlson Rezidor Hotel Group) needed to unify its diverse portfolio of brands and improve brand perception.
Rebranding Strategy:
In 2018, Radisson launched a comprehensive rebranding effort, including a new corporate identity and positioning.
Key Elements:
1. New corporate name: Radisson Hotel Group
2. New tagline: "Every Moment Matters"
3. Consolidation and redefinition of brand portfolio
4. Introduction of Radisson Collection, a premium lifestyle brand
5. Significant investments in property renovations and service improvements
Results:
- 6% increase in revenue per available room (RevPAR)
- Improved brand perception scores
- Successful repositioning of Radisson Blu in the upper upscale segment
- Accelerated growth in key markets
Key Takeaway:
Radisson's rebranding success came from a holistic approach that addressed both corporate identity and individual brand positioning, backed by tangible improvements in product and service.
Key Lessons from Successful Hotel Rebranding Campaigns
1. Understand Your Target Audience: Successful rebrands are rooted in a deep understanding of guest needs and preferences.
2. Embrace Technology: Incorporating cutting-edge technology can differentiate your brand and improve guest experiences.
3. Focus on Experiences: Modern travelers value unique, locally-inspired experiences over traditional luxury.
4. Consistency is Key: Ensure your new brand identity is consistently applied across all properties and touchpoints.
5. Empower Your Staff: Your employees are brand ambassadors. Involve them in the rebranding process and provide thorough training.
6. Tell a Compelling Story: Use emotional storytelling to connect with guests and create a memorable brand identity.
7. Back Up Your Brand Promise: Ensure your rebranding efforts are supported by tangible improvements in your product and service offerings.
Conclusion: The Power of Strategic Rebranding
These case studies demonstrate that successful hotel rebranding is about more than just a new logo or catchy tagline. It's a comprehensive process that involves understanding your audience, defining your unique value proposition, and aligning every aspect of your operations with your new brand identity.
Whether you're a boutique hotel looking to stand out in a crowded market or a global chain aiming to stay relevant in changing times, a well-executed rebranding campaign can breathe new life into your hotel business. By learning from these success stories and adapting their strategies to your unique situation, you can create a powerful brand that resonates with guests and drives long-term success.
Remember, rebranding is not a one-time event but an ongoing process of evolution and refinement. Stay attuned to your guests' changing needs and market trends, and be prepared to adapt your brand accordingly. With a commitment to authenticity, innovation, and guest satisfaction, your hotel can write its own rebranding success story. See our rebranding of The Ellis Hotel for Marriott's exclusive Tribute Portfolio collection here.
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