How to Build a Memorable Hotel Brand: Strategy & Examples

As an independent hotelier, you can create a truly unique hotel brand that sets your property apart from the countless options travellers have. A strong, memorable hotel brand goes beyond just offering a place to stay—it offers guests an emotional connection and lingers in their minds. When done right, a hotel brand strategy can lead to higher profitability and increased guest loyalty.

In this guide, we break down the difference between hotel marketing and branding, explore the core essence of a strong hotel brand strategy, and show you how to leverage your website effectively.

Key Takeaways

• Hotel Branding is how guests perceive your hotel—an experience, a feeling, and a relationship that leaves a lasting impression.
• Define Your Brand Identity: Create a name, logo, and visuals that capture your story and values.
• Establish Vision and Mission: Set clear goals and purpose beyond providing a stay.
• Set Values and Culture: Shape team behavior and guest experience through core values.
• Create a Brand Personality: Develop a relatable identity that connects emotionally.
• Position Effectively: Highlight what sets you apart.
• Deliver on Your Promise: Consistently meet guest expectations and build trust.
• Your Hotel Website is more than just a digital brochure—it’s a key tool for building brand awareness and converting lookers into loyal bookers.

What is Hotel Branding?

Hotel branding is how guests perceive your business—it’s a concept, an experience, a feeling, and a relationship.

Think of it this way: Marketing is like asking someone out, while branding is the reason they say yes. Your paid Google Hotels ad might catch a guest’s attention online (that’s marketing), but your website’s design and the message you convey (that’s branding) play a big part in making them commit to booking.

The key difference? Marketing campaigns are temporary, but a strong brand leaves a lasting impression that can influence guests for years to come.

How to Create a Hotel Brand Strategy?

Whether you are launching a new hotel business or acquiring an existing property, establishing a strong hotel brand begins with unpacking your brand’s essence through a purpose-driven strategy.

Without a strategy, it’s like building a house on sand—unstable and unsustainable. Your brand essence acts as both a blueprint and a guiding light, shaping business decisions and setting a clear direction in the market.

1. Name and Symbol

A hotel’s name and any visual elements like a symbol, color, or typeface serve as its primary identifier and visual trademark. Brand names and logos need to be well-thought-out and strategically planned.

For example, the Ritz-Carlton uses its iconic lion and crown logo along with a sophisticated typeface to instantly convey luxury and elegance. Such elements play a significant role in building a brand and shaping perceptions in the market.

Here are 5 things to keep in mind when choosing a name and logo for your hotel:

1. It needs to reflect your hotel’s identity:

Ensure your property’s name and logo authentically capture your story, values, and the experiences you want to deliver to your guests. Let it speak to your unique character and the type of stay travelers can expect.

2. It needs to be culturally appropriate:

Be mindful of cultural meanings and ensure your hotel’s name, logo, and symbols are respectful and free of negative connotations across different languages, regions, and belief systems.

3. It needs to stand out:

Choose a hotel name and logo that sets you apart from competitors, ensuring they’re distinctive and won’t be mistaken for other brands in the market.

4. It needs to resonate with your guests:

Focus on your ideal guests, not just personal preference. Choose a hotel name and logo that connect with your target audience and reflect the type of experience they’re seeking.

5. It needs to be future-proof:

Think long-term. Choose a hotel name and logo that will stay relevant as your property evolves. Make sure it can grow with your brand, accommodating new offerings or expansions without losing its impact. For instance, if the hotel expanded or added luxury amenities, the name “Budget Paradise Suites” would become a liability, making it difficult to convey a premium image and likely requiring a complete rebrand.

2. Vision and Mission

A clearly defined vision and mission statement gives your hotel brand a purpose. What does your hotel stand for? What are you aiming to achieve? How will you get there?

Strong hotel brands have a clear purpose that goes beyond just providing a place to stay. It’s what draws in loyal guests and keeps them coming back. A powerful brand purpose should reflect your core values, personality, and the emotional experience you want to deliver. (And yes, we’re using the Ritz-Carlton again!) Here are their mission and vision statements:

Mission Statement:
“To provide the finest personal service and facilities for our guests, who will always enjoy a warm, relaxed, yet refined ambiance.”

Vision Statement:
“The Ritz-Carlton inspires life’s most meaningful journeys.”

3. Values and Culture

Building on the vision and purpose, leading hotel brands have a set of core brand values that humanize them. Values guide both the internal culture and the guest experience. They dictate how staff should act on the property and the way they interact with guests. These values also set the standard for the quality of service, amenities, and overall experience.

For example, the Ritz-Carlton (see a pattern here?) has core values like “Genuine Care,” “Service Excellence,” and “Commitment to Quality.” The “Ladies and Gentlemen serving Ladies and Gentlemen” philosophy ensures that every guest interaction is infused with respect and elegance.

4. Brand Personality

Diving deeper into humanizing your hotel’s brand—imagine your brand as a person. Who would they be? What personality traits would they have? How would they speak, act, and come across to guests? This should always stem from your target audience’s preferences and needs. Think of it as creating a friend or mentor for your guests—someone they can trust, laugh with, find comfort in, look up to, or be inspired by.

Watch this Instagram Reel of (surprise, surprise) the Ritz Carlton that perfectly captures the brand’s personality in partnership with actor Josh Hutcherson.

Your brand’s personality is crucial in shaping your content, messaging, tone of voice, and storytelling. The clearer it’s defined, the better it can connect, engage, and build loyalty with your guests.

5. Hotel Brand Positioning & Benefits

How do you position your hotel in the market, and what impression do you want guests to have? With so many options, what makes your property stand out? It’s more than just rooms and amenities—your brand should deliver a unique experience that enriches guests’ lives and leaves a lasting impact.

Strong hotel differentiation goes beyond functional benefits—it taps into your guests’ emotional and self-expressive needs.

Emotional Benefits

These benefits relate to the feelings or emotional responses that a hotel can evoke in its guests.
Example: Staying at a boutique hotel designed with local art and personalised touches makes guests feel like they’re part of the community and offers a sense of discovery, creating an emotional connection to the location.

Self-Expressive Benefits

These benefits allow guests to express their identity and values through their choice of hotel.
Example: Booking a stay at a LEED-certified eco-hotel lets guests showcase their commitment to sustainability, aligning their travel choices with their environmental values.

6. Value Propositions and Promises

A strong value proposition is like a promise that defines what your hotel stands for. It’s more than just offering a comfortable room—it’s about delivering a consistent experience that reflects your core values every time a guest walks through your doors. For example, 1 Hotels’ value proposition is centered on sustainability and well-being, pledging to provide guests with luxury stays that connect them with nature while minimising their environmental footprint.

Strong hotel brands make bold promises to their guests and consistently deliver on them. They create trust and loyalty and give travellers a compelling reason to choose and advocate for them every time.

7. Hotel Brand Attributes and Associations

Brand attributes are the unique qualities and characteristics that shape how guests see your hotel. They actively influence perception and help position your brand in the market. These attributes guide everything—from visual design to guest experiences.

Think of them as your hotel’s vibe. For instance, if you’re promoting a luxury retreat, you wouldn’t use images of casual pool parties. Instead, you’d highlight elegant décor, upscale amenities, and refined service that reflects the high-end experience you want to convey.

Best Hotel Branding Examples

Les Cabanes d’Ostende’s visual branding captures its core message: a tranquil escape in eco-friendly cabins where guests can relax and connect with nature.

We could name-drop big hotel branding examples like cough, Ritz-Carlton, Six Senses, Marriott, and MGM, but in true RoomRaccoon fashion, we’re all about celebrating the independent hoteliers who are absolutely crushing it with their own brand strategies—like L’Enclume, Colégio Charm House, and Les Cabanes d’Ostende, proud RoomRaccoon clients.

1. L’enclume’

L’Enclume’s branding stands out by integrating its farm directly into its identity, making it more than just a stay-and-dine experience. Their use of illustration styles inspired by medieval woodcut art adds a distinct, handcrafted feel that stands out.

With a Michelin-starred restaurant, they elevate their farm-to-table concept with a focus on sustainability and local provenance. The entire brand feels like a journey back in time, fused with a contemporary twist, creating a one-of-a-kind experience.

Positioning:

An immersive, Michelin-starred farm-to-fork experience paired with unique, heritage-inspired accommodations.

What they say:

“Our approach is grounded in the belief that the best produce is grown with respect, allowing the farm to influence our cuisine.”

2. Colégio Charm House

Colégio Charm House branding is centered around providing a romantic and whimsical retreat that combines historical charm with modern luxury. Each suite is uniquely decorated to tell its own story, blending ethnic influences, contemporary design, and a touch of playfulness.

The charm comes from embracing the property’s 250-year-old Portuguese heritage. It features preserved tiled floors, stone walls, and arched windows inspired by Tavira’s rich past and Moorish influences. It’s easy to see why even Keanu Reeves chose this boutique gem as his getaway spot!

Positioning:

The perfect blend of sophistication and laid-back luxury for those seeking a hidden gem in the Algarve.

What they say:

“Our rooms blend style and ethnic roots, combining modernity and tradition.”

3. Les Cabanes d’Ostende’s

Les Cabanes d’Ostende’s branding seamlessly combines nature, modern luxury, and an adventurous spirit. It highlights the tranquil escape of staying in beautifully crafted cabins, using visuals like natural wood textures, deep greens, and warm lighting to evoke a sense of comfort and eco-chic sophistication.

The minimalist style and imagery convey sustainability and elegance, while playful elements like cargo bikes add a touch of urban fun. The unique cabins and brand identity helped them earn the Independent Hotel of the Year Award 2024 at IHS Amsterdam.

Positioning:

A unique urban retreat that blends eco-conscious luxury with Scandinavian-inspired design, offering guests a nature-infused escape right in the heart of the city.

What they say:

“Discover the world’s most beautiful cabins hidden in an enchanting secret garden, right in the heart of the city with the beach as your backyard.”

Harness the Power of Your Hotel Website to Increase Brand Awareness and Drive Direct Bookings

Building a memorable hotel brand is essential to standing out in the crowded hospitality industry. One of the most crucial elements of your branding strategy is your hotel’s website. A well-designed site does more than showcase your property—it reflects your brand’s identity and essence while serving as a powerful guest touchpoint to drive direct bookings.

Use tools like:

• A no-code website builder that makes it easy to personalise a template to reflect your hotel’s brand.
• A high-converting booking engine designed to make it easy, fast, and secure for your website visitors to book.
• Google Hotel Ads (GHA) to increase online visibility and brand awareness by sending travellers directly to your hotel’s website.

As an all-in-one hotel management system, RoomRaccoon is the top choice for independent hoteliers. Book a free demo to learn more.