Boutique hotels may be considered the brand new child of the block. Although they have got been in lifestyles for numerous decades, operating below the banner of ‘independent’ hotels, it is handiest recently that the sector has exploded in its fascination for boutique inns.
Today, more than ever, tourists are looking beyond the usual frills and fancy which can be supplied up inside the call of motel remains. They want a extra intimate, extra precise experience that brings them towards the network the motel is located in. In this type of situation, boutique lodges stand in direct opposition to their flashier, empire-like opposite numbers – the chain resorts.
But, no matter their widespread enchantment, boutique hotels must make the identical attempt, and every so often more, to establish their brand. Without a robust identity to guide them, it’s all too easy to lose themselves in the crowd.
Brands can now not be faceless entities for the consumer. We live in the age of statistics where the customer has access to all varieties of assets to facilitate his shopping for selection. These days, brands have a existence and existence in their own, and clients interface with those identities on a daily basis.
Take yourself. What involves mind when a person says the phrase “Marriott?” You’ll at once conjure up an photograph of some thing intensely costly and luxurious. Large foyers, gilded ceilings, gentle-spoken but crisply smart waiters, silver tureens and state of the art centers. Why does your brain companion all this with one easy phrase?
That’s the magic of a logo. And the value of constructing it.
Think approximately the idea of identification, like your name, or who you are. All those things that move into making ‘you’ also are the matters that set you other than the relaxation of humanity. The identical goes for a emblem. It is an entity this is awesome from other entities inside the identical enterprise. In business-speak, this is known as differentiation.
So, what differentiates one inn from the alternative and why must we even engage in differentiation? The answers to these questions are altogether simple. Danny Meyer, the CEO of the Union Square Hospitality Group (USHG), states that ‘popularity’ is the primary cause why visitors want to return to the identical hotel.
Recognition only stems from uniqueness, and in case you need to domesticate a battalion of unswerving purchasers, you would better interact speedy. The cause why boutique accommodations were at the rise within the final decade is because the modern tourist does not need a monolithic enjoy that he’ll get in any ordinary chain inn. They want a uniquely curated experience that they can fondly remember, and if they get that, they will come back to you.
That brings us to the next issue – what differentiates one motel from the alternative? Experience differentiates. All that your visitors are exposed to, that they feel, that they may be touched by way of while they interact with the tangible factors of your emblem constitutes its ‘enjoy’.