Dear Steven, can you explain what the difference between a “Modern Butler” and the old-fashioned English butler is?

Certainly. The old-fashioned English butler is just that: an invariably white, English male who believes that the only right way to be a butler is to do what butlers have done for centuries before, because that has stood the test of time. The Modern Butler, however, recognizes that time does not stand still, and nor do the employers and guests who enjoy their services. We, at the Institute, not only beat the drum about our profession needing to modernize in the face of a changing cadre of clients and their changing needs and demands, but have defined the Modern Butler as someone who keeps what is valuable of the traditional Anglo-Saxon male butler, who honed his skills over centuries of service to British and European royalty and nobility and later, the extremely wealthy, and adds to it the skills and knowledge needed to operate in the 21st Century, in the service of an international clientele. 

We think of great butler service as intuitive, when guests don’t even notice the butler. What are the main characteristics of a “Modern Butler” for you?

I would say no different in essence than yours! I would call it “invisible service,” but it adds up to the same discreet and solicitous service that is founded on love of others and being of service. We actually identify 15 key characteristics in butlers or other consummate service professionals, which I won’t list here, but they do include such concepts as trustworthiness, discretion, the ethical management of all situations in the direction of calming the waters and putting all involved at their ease, and never crossing the line between being the service provider and the person who is receiving the service.

WOW customer service will become even more influential over the next decade and highly important to ensure repeat business. How do you define WOW customer service and which basics should EVERY SINGLE hotelier consider?

It is my opinion that the concept of “wow’ing” the guest started to appear in hospitality at the same time that butlers did; that is because butlers reinforced the existing concept in good hospitality practice, of pushing beyond the simple provision of “good service” to a guest with extra creativity and caring to achieve a special/memorable moment for them. This can only be achieved by those who truly care about others, as opposed to pretending to, or being obliged to by hotel policies. This explains why the last two hotels with which I am working—our mutual client in the Maldives, and one of the grand Old Dames of European hotels—have had as a key criterion in the hiring process, the taking on of staff with what has been termed “a service heart.”

Our world is moving into an increasingly mechanistic and electronic age and lifestyle. In view of this fact, where do you see the future of superior service and the modern day butler service?

Your question is one after my own heart. I have written much over the last decade or more about the need to push back against the ghastly drive to robotize the majority of human work, with the need for us humans in hospitality (and private service) to jettison any hints of robotic behavior and claim back our strengths: our compassion, humanity, caring, etc. One can program a robot to sound caring, and it sounds about the same as any hospitality employee who lacks passion and real interest in the guest. Until all guests are robots, we should treat them as humans, because that is what the majority of them appreciate, and the very foundation of good service. So, I would say that as the world continues to disappear up its own exhaust pipe of technological innovation and mechanization, the butler and service professional who focuses on emotional engagement, developing his or her human qualities, and providing superior service, will become increasingly valued by guests. Not to say they do not use their smart phones and technology to facility their service, nor even that they do not utilize forms of automation to improve that service, but the key is to put their interaction with, and focus upon, the comfort and well-being of the guest front and center, with the automations and technologies solidly in the background—providing their own invisible service to the service provider!

We at MA people are specialised in crafting innovative hotel concepts and brands: what makes a hotel experience a truly outstanding one for you personally?

Well, it would be a clearly thought-out branding that identifies the intended guests and their needs and wants, and identifies and puts forward clearly, the ways those needs and wants are to be satisfied—and ensuring thereafter that the hotel walks the talk, of course. Pretty well what you have done with our mutual client in the Maldives. You identified some excellent, unique points for the resort that aligned with the guests’ discovered desires, and communicated them very well to the management and staff. Being responsible for training one element of that vision, the butlers/island hosts, I aligned the training with the brand, coming up with ways for the island hosts to reinforce and bring that vision into the guest experience. As the island moves beyond its opening and coalesces its identity into a reputation, I have no doubt that it will become an outstanding destination for its target guests.

Helen and Isabel, tell us more about you and your company.

Before founding Starling PR, we worked for years as colleagues at a PR agency in Munich. We soon realised that we shared the same vision and ambition to approach luxury PR differently, so we decided to set up on our own. That was over three years ago, and things for Starling PR have gone from strength to strength! We want to challenge the standard approach many agencies follow to deliver real value to our clients. This is what makes us different and in demand, combined with over 20 years of luxury tourism expertise and a genuinely personal service.

A few weeks ago you launched Retreat it Forward. Can you tell our readers more about the idea behind this new way of travelling and about the game-changing project itself?

As PR experts - what does PR mean to you?

In our eyes, PR is the most authentic way to achieve awareness for your hotel brand. Compared to investing in advertisement, PR is not only much lower in cost but also higher in credibility and persuasion. In today’s highly competitive hospitality market it is more important than ever to create stand-out. Most luxury hotels talk about the great services they offer; accommodation, a state-of-the-art spa, and delicious meals. However, only a few leverage the power of storytelling to truly distinguish themselves.

At Starling PR we believe in boutique PR, which for us means tailoring the message to the brand to create impactful stories that connect with guests and the media. It’s not just talking about the big features of your hotel it’s covering those finer details that will help make your brand more relatable such as the people, stories and experiences behind the hotel.

Why is PR so important for hotels and what should every hotelier consider in their PR approach?

First of all, it’s no longer enough to simply “sell” your brand, but rather about finding a way it can be of service to the media and thereby communicating your product to your potential guests via these media channels. Many people make the mistake of viewing PR as a short-term approach for standalone projects. It’s important for hoteliers to see PR as a long-term investment. It takes time to build lasting relationships and certainly more than a few great articles to create an increase in revenue. An outstanding PR agency should be there to support you in setting up a holistic PR strategy and offer expertise in cross-medial and integrated communications. The agency also needs to deliver a media network that is relevant and tailored to your needs as well as a strong understanding of marketing and sales.

You specialise in sustainable travel PR coupled with luxurious tourism and lifestyle. What do you think luxury nowadays is all about?

Luxury is not necessarily only linked to things money can buy or status symbols. Today it is much more about experiences and having access to quality time, flexibility and individuality. You need to keep this in mind in every aspect of the PR work you do and always make sure your messages and communications tap into these modern-day perceptions.

Why is PR measurement so important for PR strategy and can you recommend key metrics for our hoteliers to use?

How can you possibly know how successful your work is if you can’t measure it? Some believe even today that PR is hard to quantify, but we know that tracking performance is critical to success as well as building trust with our clients. Thanks to new technology tools it has become easier to measure the performance and impact of PR and such data can help to optimise and shape PR strategies of the future. Hoteliers should consider standard tools such as press clippings, media impressions, content analysis, market surveys and social media mentions. Also look to add booking codes to your article that will help you to measure generated leads and email marketing tools that allow to see who has opened and read your releases as well as who followed links.

What is your take on press releases nowadays? What are the must-have elements a release should always include?

We believe in the importance of regular press releases, which have the following characteristics:
1 – They update media with true and relevant news.
2 – They are written in press style with facts and emotion, are wrapped in an eye-catching designed word document and include a link to a high-res image library.
3 – They are individually tailored to a specific mailing list representing certain themes.

All of above ensures that the interest from media stays high and your updates are relevant to the respective target group. Only then your brand is of value to the media and subsequently to your prospective guests.

We at MA people are specialised in crafting innovative hotel concepts and brands: what are the key points to consider in a new hotel concept and brand in terms of public relations relevance?

To create stand-out in the highly competitive hospitality market, a hotel concept needs to include truly innovative aspects that make the hotel interesting and a real talking point for media and prospective guests. When developing the hotel concept, really consider and identify those specific pillars and stories that can be used for storytelling later on.

Thomas, first of all, we would like to know more about your love for living and working in Asia.

I was always fascinated with the Orient since a young age—the culture, the food the history, you name it. So when the opportunity arose for an 8-month internship as part of my senior year in the University, I knew it had to be somewhere in Asia. Back in 2004, it was not that common for students to venture to the Far East and I knew going beyond the norm would give me an advantage in my career apart from boosting my portfolio.

I was quickly accepted into the Management Trainee Program with the HNA Group, one of the most active global investment companies. As part of my program, I was trained and placed in four different hotels all over China. This gave me one of the most exciting life experiences to date. Though I was only 22 years old back then, my involvement working for my family’s hotel while growing up gave me the necessary confidence and know-how to excel in my new position. The local Asian Hotel Industry did not possess the amount of sophistication and knowledge in Food & Beverage or fine lodging per se, and therefore I felt validated and appreciated by each company for sharing my expertise and skills with the local work force.

Validation and appreciation ultimately turned into self-actualization, the main driving force behind my whole existence as a hotelier. It made me aware of my talent hence my purpose, which is to share my experience and let others grow through my leadership.

When you look back on the last 15 years working in luxury hotels how have the demands of sophisticated traveller changed?

Understanding tomorrow’s travellers has always been a key enigma for us hoteliers. What applied yesterday may no longer apply tomorrow. Back in the day, it was enough to offer sophisticated travellers ultimate luxury mainly on the infrastructure along with professional service.

This trend soon became standard and expected by seasoned travellers who wanted more authenticity or something new that they had not seen before. Nowadays, sophisticated travellers are looking for experiences that give them meaning, moments that provide emotions to hold on to. You certainly won’t get an emotional connection with an ultra-luxurious room just because of the velvet carpet or 50 inch LED TV. Thanks to TripAdvisor and the like, luxury clients have become more independent, better informed and way harder to please. As hoteliers, we have to find ways to constantly tap into our guests’ feelings with genuine authentic service. We veer away from “clinical processes” and deliver service from the heart.

Do you see a difference between Asian luxury guests and guests from other countries?

Absolutely. Generally, I would say that the Asian culture has a big influence on the way guests behave. Face value, prestige and status symbol are much more important for the Asian guest than for the Western guest. Likewise, their need for prestige will influence the purchasing decisions. On the flip side, staying in a luxury hotel for a Western guest might be more of a choice to guarantee them a safe and secure environment with all the comfort they are accustomed to.

In your position as Director of Rooms at Sofitel Philippines Plaza you manage a team of 350 Ambassadors. What are your biggest challenges and what do you feel is crucial to keep a team motivated?

I don’t really consider anything a challenge in a negative sense as everything is part of leading a team, which is something I love. What does occupy a lot of my time is mediating grievances amongst departments or single individuals. Frictions and conflict are normal in society, therefore a team with 350 individuals from all parts of the world and various social backgrounds, has its fair share of issues. Bringing teams together, making them understand the hotel’s vision, aligning the ever-changing corporate guidelines, channelling communication correctly and overseeing the operational aspect of a busy hotel are just a few of the other tasks that make up my day!

However, motivating my team is the single most important task as it makes all of the above much easier if I have highly engaged members. As a Division Head, I aim to create a circle of trust - a safe place where all team members feel valued and welcomed. Inspired by the author Simon Sinek, I came to realize that only in an environment where there is trust and mutual respect, one individual can excel and motivate him or herself.  

Keeping an open door policy (I literally removed my office door to set an example) and walking around the departments and speaking to colleagues on a daily basis allow me to connect better with my team. Sometimes a simple and sincere “Hello, how are you today” can make a difference and break down the hierarchical barrier. As does taking an interest in what my team members do as individuals outside of work helps us to connect and relate to each other better.

We at MA people specialise in crafting innovative hotel concepts and brands: what makes a hotel experience a truly outstanding one for you personally?

For me, it’s all about service and attitude. I don’t need a professional concierge or front desk agent that can perform their tasks in a blink of an eye. I would be pleased with the speed of service of course but I won’t be wowed. I much rather prefer staff that sincerely care and thank me for staying with them, staff that makes me feel at home even though it’s my first time at their property.

Allow me to share a personal experience to elaborate the point better: I don’t remember how many floors the Hotel in Kuala Lumpur last week had. Nor do I remember the size of their TV neither the colour of the carpet. However, I do remember the bellman, Zack, who carried up my Rip Curl duffel bag and noticed that I might be into surfing or wakeboarding. He wasn’t a well-spoken guy in terms of English, but it impressed on me that he was genuine and attentive. He encouraged me to visit the Sunway Lagoon Water Park that offers an incredible (in his words) wave pool that gives the closest experience to real surfing. True enough, I did visit the park the next day and boy was I amazed. The tip that I left at the counter for Zack was returned to me the next day with a little note saying “Knowing you enjoyed it is already priceless. Regards, Zack”.

My final message to all hoteliers and owners out there: Invest in to a great product that gives all of your target travellers the necessary luxury they crave. Ultimately, however, you shouldn’t overlook or underinvest in your management team. You only need a handful of good leaders to create a fruitful and happy working environment for hundreds of employees. As we all know, happy employees equal happy guests.

Dear Eva, can you please explain to our readers what you mean by “the human side of management” and why it is so important to you?

The human side of management addresses what is happening between people in business. Only when the relationship between clients, employees and partner is one of trust, shared values and a sense of belonging can the business thrive sustainably and successfully. Human relationships, however do not occur automatically just by a high quantity of interaction between people. In our todays’ social media world businesses striving for high connectivity seem currently underestimating massively the fact that increased digital interaction is not accompanied automatically with an increase in relationship quality. In fact, today more than 50% of customers change the brand due to a disappointing human experience in customer interaction. Digitization has massively increased the customer’s expectations towards the human factor of customer care. I am convinced that managers who understand businesses as a network of relationships between partners, and who shape them not only on material but also human values, will succeed.

We love your company statement: human facts – because business results are generated by human beings. This is so true. Why however, is this fact so rarely seen and realised by companies?

We as a society believe that emotions or human values, e.g. helpfulness, do not belong into our daily business environment, since they can hinder efficiency. In essence, many believe that humanity and economical action are incompatible. During my career I have experienced first hand that when numbers of the business have not been satisfactorily, human topics have immediately been deferred from the agenda. It was always hard work to re-establish trust, motivation and meaning, the human side of business, after such downturn phases again. This thinking of incompatibility is merely the result of an error in reasoning, that’s why I am working with companies and individuals to bridge this gap.

What are the consequences of this conflicting relationship between economic efficiency and humanity?

The consequence is that we see clear splitting behavior: At home I am a human individual and humanity is allowed. At work however, I need to be efficient and therefore leave my human personality at home. The only exception to this is in the context of corporate social responsibility programmes. As a result, companies are becoming increasingly soulless, inhumane with a meaningless work environment. This is a highly worrysome development, which we need to question urgently. It is completely absurd insofar, as efficiency and economy are principles inherent to our primal humanity. In its original meaning it means conserving resources and large parts of our body and mind work according to this principle. I also honestly do not know anyone who thinks that working inefficiently is great fun. Economics and humanity - that’s not only about how to combine them, it’s about acknowledging their interdependency. Nowadays we know that business success depends on trust, cooperation, learning and innovation. These are foundational human strengths. It is time to have the courage to acknowledge these findings also in business management and to place these insights at the centre of the corporate strategic agenda.

In your opinion, what makes a sustainable corporate culture nowadays?

Today’s corporations are increasingly confronted with dynamic change and corporate culture becomes an anchor for identification and trust in a business – for customers, employees, shareholders, partners and society alike. In my opinion, the purpose of a business is the most important and significant pillar, which outlines the reason of existence and the soul of a company. It expresses what the company wants to “give” to the world. We often forget that companies exist to serve people and society and not the other way around. Phrases like “We want to be the number one” are witness to this ancient world thinking. On the other hand, many stakeholders can identify with AirBnB's “Belonging everywhere” because social added value for many shall be created. In my experience, companies are therefore well advised to formulate their purpose in dialogue and together with their various stakeholders. It’s all about the process where the journey becomes the goal. Apart from a common purpose, I believe a corporate culture should include all the values that contribute to sustainable and good partnerships and trust, such as respect, transparency and integrity. It’s not enough to simply write them on marble panels, but to jointly define these values in a continuous dialogue process with employees and other stakeholders. 

We at MA people are specialised in crafting innovative hotel concepts and brands: what makes a hotel experience truly outstanding or you personally?

Of course humanity in dealing with people - how could it be otherwise?! Above all, I find it’s the small, spontaneous human gestures that are not rehearsed that impress me the most. It’s what makes me feel welcomed as a person and not just as a paying guest. And it’s not only about dealing with me as a customer. I also want to feel this humanity in the way the employees interact with each other. Recently during a restaurant visit for example, another service staff came to settle my bill than the one who brought the food earlier. She informed me immediately that she would give her colleague the tip I gave to her. I was very impressed as it showed me that respect and integrity are truly lived by the individuals at this place. Wherever authentic humanity prevails, I immediately feel at home. No matter which star rating the hotel has or whether I am on a leisure or business trip.

See it, smell it, taste it, hear it, feel it. Not only is sensory branding one of our key areas of expertise, it’s something that truly makes our hearts beat faster. 

So why should you care? In times of growing competition, functionally interchangeable hotel products and ever more demanding guests, hotel brands must deliver and wow all five senses. It’s no longer enough to appeal to just one or two. Your guests need to experience your hotel brand on every single level. 

That’s why we are focusing our attention and upcoming series of blog posts to multisensory branding. We will share with you are key insights and tangible actions on how you can successfully master the five senses of your valued guests. So, let’s kick this off. In this first blog post we will introduce you to sensory branding and give you an overview of the different senses and their importance. 

To date, the communication of hotel brands has mainly happened on a visual level. For most hoteliers developing the visual identity (logo, corporate identity, imagery, etc.) has been put on a level with developing the entire brand. Only a few hoteliers have gone a step further and included acoustic brand aspects to their brand. E.g. by developing a matching sound signature for their website or background music for the hotel itself (lobby, restaurant, bar, spa etc.). Multisensory approaches, in which hotels deliberately address more than two senses with their brand, are a true exception. 

We believe that the guest perception of a hotel/hotel brand is already taking place on a multisensory level. And, as such sensory branding measures are an ideal branding tool for hoteliers. It also has been scientifically proven that brands that address more than two senses are more successful than those that focus on one or two senses only. So are you missing a trick? Top tourism brands have benefited from this knowledge for decades already and created multisensory and emotional brand experiences. A great example is the successful olfactory (smell) branding of Singapore Airlines which has been implemented since the late 1990s: their custom-made scent is emitted in the cabin, worn by the flight attendants as body fragrance and passengers’ hot towels are scented with the unique smell. 

Martin Lindstrom, author of “Brand Sense: Sensory secrets behind the stuff we buy”, believes that those companies which address as many as possible senses, deliver THE ultimate brand message. This means, that by taking into account the guests’ taste, smell, tactile, visual and auditory senses, strong memories and emotional bonds can be created. These multisensory experiences add to an enriching brand experience, increase the quality and the perceived intensity of the guest experience and ultimately transform the hotel from an interchangeable product to a truly unique experience.

We are convinced that in response to increasing competition, more and more innovative hoteliers will focus on multisensory brand management. Why? Because with sensory brand measures they will achieve better perception and lasting impression by their guests and create stand out in the highly competitive market. Guests on the other hand will increasingly search for hotel brands that are truly perceptible as well as impressive and will remain loyal to them.

“You never get a second chance to make a first impression!”

The sense of sight is the strongest human sense. More than 80% of the information we consume every day is consumed through our eyes. Therefore, the visual first impression of a hotel brand is the one that influences the guest perception most. The visual identity is an integral part of a hotel brand and consists of all visible brand elements: logo (word/design mark), font, colour and imagery, design language (buildings, architecture), symbols, signage, uniforms, etc. With the congruent use of all visible elements you can enhance your hotel brand emotionally and optimise your brand communication short and long-term.

“What is essential is invisible to the eye.”
Antoine de Saint-Exupéry

The influence of the sense of smell is often underestimated. In fact, smell is the sense that has the strongest impact on our memory. Which means that targeted and coordinated addressing of the sense of smell offers an enormous potential to transmit strong brand messages. Fragrances have a great influence on the emotional state of guests and their decision-making behaviour. Many hotels already use signature scents to create a unique and consistent guest experience and brand awareness. The Armani Hotel in Dubai and the Fullerton Bay Hotel in Singapore are great examples of how guests can be touched emotionally via a signature scent. Indigo Hotels take it one step further and change their signature to reflect the season. 

“Funny how a melody sounds like a memory.”
Eric Church

Music, tones and sounds evoke emotions. Targeted sound elements create unforgettable experiences and long-lasting memories for guests. This means that with professional sound design, the brand message can be further enhanced to create an emotional bond with guests.

“Joy has a texture.”
Oprah Winfrey

In the hotel industry, the sense of touch is often underestimated or ignored, even though it plays an important role in the overall guest experience and understanding of the products and its messages. In product marketing for example, haptic features are widely used to build an emotional relationship between the product and the buyer. Via the sense of touch consumers can identify e.g. luxury products. By examining their weight and their condition they are able to unconsciously assess the quality of the product. Textures, fabrics and materials (their weight, softness, etc.) used in a hotel provide a unique opportunity to convey a sense of comfort to the guest.

 “Smell and taste are in fact but a single composite sense, whose laboratory is the mouth and its chimney the nose…”
Jean-Antheleme Brillat-Savarin

The gustatory brand management deals with all experienceable brand elements that can be perceived by the sense of taste. The relevance of the sense of taste is low in comparison to the other senses, as only one percent of our perception is absorbed through the tongue. However, never underestimate the gustatory appeal in the hospitality industry. Various studies indicate that we often eat with our nose, which is another way of saying that if food passes the smell test it will most likely pass the taste test. Especially with food and beverage the sense of smell and taste is essential and thus makes it an important part of the hotel brand experience

We want you to open up your world and invite your guests to experience your hotel brand in ways you’ve never considered. These are the ways that will connect with your guest on a deeper level. Ultimately the foundation for successful multisensory branding is a strong and well-defined hotel concept, based on brand identity and characteristics and, consequently, sensory experiences. Sensory branding measures have to be targeted and consciously orchestrated, meaning the right signals have to be sent to the right guest via the right channels. Only the consistent and coordinated addressing of all sensually perceptible points of contact along the guest journey creates a sense of wellbeing and an emotional reaction by the guest. 

We promise, if done right, your guests will become fans of your hotel and love to come back again and again ;-)

As always, we look forward to hearing from you. Feel free to comment below as well as to share this blog post.

Here’s the second installment of our popular series of blog posts dedicated to multisensory branding for hotels. Time to open your eyes and pay attention as we take you into the world of visual branding. In today’s highly competitive hospitality market a hotel brand needs to appeal and engage all senses in order to be distinct and successful. To sum it up, your guests need to literally see, hear, feel, taste and smell your hotel brand. 

There’s no doubt that vision is the most powerful of our five senses. This makes sense when you consider that around 83% of the information we retain is received visually. However, recent studies reveal that this might only be the case because we are bombarded 24 hours a day with huge quantities of visual information and a lack of other options. There is an opportunity here for all of us, as currently our other senses are not being targeted properly.

How about your hotel brand? Is your hotel visual identity aligned to your distinctive brand message? With our five MAdvices, we invite you to think beyond your own hotel logo and emotionally enhance your hotel brand with the congruent use of all visible elements. 

“The question is not what you look at, but what you see.”
Henry David Thoreau 

1 – Logo: The logo is the symbol of the entire hotel brand, it's the corporate identity packed in a single sign. As a cornerstone of the visual identity it must of course reflect and embody your stylistic ideas, but above all emotionally touch the defined buyer personas. To find the perfect logo for your hotel brand we recommend taking a closer look at the logos of competitors as well as best practice examples (logos of companies you like and might not even be related to hospitality), in order to not only differentiate the logo from them, but also learn from them.

Take a look at the logo we crafted for our client paloria: based on the cool residence concept for athletes and sporty connoisseurs, the logo takes inspiration from contemporary sport and lifestyle brands. Not only does it emotionally speak to the defined buyer personas, but it also expresses the vision of our cool and stylish clients.

2 – ​Imagery: “A picture is worth a thousand words.” So make it count! Invest the time and resources needed to create and use distinctive key images/visuals that are clearly connected with your hotel brand. High quality photos are an absolute must for every hotelier to persuade the guest to regularly visit its website or social media feeds. Wait, what about videos? They are getting more and more important on social media and in general as they are a brilliant way to craft your visual branding. An emotionally charged and high-quality hotel video helps your guests to understand your product or service best. 

A creative way of establishing a truly distinctive visual language for a hotel you can see with the Kandima Maldives illustration. Be brave and stand out from the crowd and opt for illustrations (or other creative tools) that can help you to build a strong and distinctive visual language.

3 – ​Design language: Distinctive design generates distinctive brands, and successful brands are by their very nature visually “smashable”. If you are planning to design a new hotel, then we invite you to consider how your building can become unique in its form, architecture, style and design. The Marina Bay Sands in Singapore or the Burj al Arab in Dubai show the power of unmistakable design in the hotel industry. The sail-shaped design and its exposed location of the Burj al Arab make the building is unmistakable. Or think at our loved Baros Maldives - the overwater fine dining restaurant, The Lighthouse, is so unique in its structure that it is unmistakably connected to this resort. And of course, is featured on most of its key visuals. 

Besides considering the uniqueness of your architecture we also suggest to select a recurring form within your hotel, such as those used in the furniture or design. If you want your hotel to be perceived as sympathetic, friendly and modern, then square forms make an excellent visual shape choice for communication materials (square business cards, brochure, writing pad, etc.). Why is it important to select a brand shape? Shape is an instantly recognisable visual aspect of any brand. Statistics show that e.g. 40% of all perfume purchase decisions are based on the design of the bottle.

4 – ​Colour: Define your colour/s and use them consistently in your communication and throughout your website and social media channels. In addition to pictures, colour has the highest recognition value and thus can be used as exclusive brand mark. We all know that there is also a psychological association to each colour, that e.g. green stands for eco-friendly and freshness, blue conveys trust and purple is often associated with creativity and luxury. A little off topic, but Viagra – Pfizer has successfully taken advantage of the visual component and has given their pill not only a distinctive blue colour but also a unique diamond shape!

How can you decide on what colours you need for your hotel brand? It’s simple really. Just base it on your hotel concept and positioning. A brand such as Kandima Maldives might use a wide and playful colour palette, while Haritha Villas + Spa gives space to its contemporary architecture and lush surroundings and works with white and black as their main “colours” with green colour accents reflecting its natural location.

5 – ​Font: Fonts matter - and not just to graphic designers! All your defined signature fonts are seen by your guests (hopefully) everywhere: on your website, communication materials, etc. Therefore, the font you choose for your hotel is a valuable tool to express your brand personality and to evoke additional associations and emotions. Distinctive typography helps you to enhance your hotel brand character and conveys your tone. Have e.g. a look at the website of citizenM and the one of Edition Hotels: both of the brands have chosen a font perfectly matching their brand personality. Just imagine how strange it would look if you would switch the fonts between the two websites. Remember, guests learn a lot about your hotel brand based on the font you choose. 

Consistency is key. Apply the same distinctive imagery, the same colour, the same design language, the same font type across your visual platforms - at all times. It creates cohesion, so that your guests always get the same story across all channels.

As always, we look forward to hearing from you. Feel free to comment below as well as to share this blog post.

Thank you and all the best for WOW-ing your guests via your distinctive visual identity,
Your MA people

Dear Rob, thank you so much for taking the time for this MA people meets. To begin with, can you explain our readers what Music Concierge is all about and what made you start your company back in 2007?

I have always loved collecting music ever since I started buying records around 8 or 9 years old. Hand in hand with that I have also always been passionate about sharing music – helping people discover music that they didn’t know they love. Both of those things led me to a very happy career as a DJ collecting records, selecting them for different audiences, and working as a music journalist investigating even more artists and tracks and then writing about these wonderful pieces of music to give them exposure. I was literally writing about music during day, and playing it during the night. It took me all over the world interviewing bands and musicians, DJing at clubs and festivals.

By the time I was editor of a cult music magazine called Jockey Slut, different brands started approaching me asking me to choose music for their marketing communications in line with their brand and audience. One such company was Mr & Mrs Smith/Smith Hotels. They asked me to put together a CD series as they thought music and travel were natural bedfellows. The CDs were well received and I started being asked to DJ in boutique hotels.

I quickly realised that boutique hotels were all about the individual personality of the hotel and way it appealed to the human senses. Most hotels I came across were using music very poorly, often in an annoying or cliched way. So I conceived an agency with a rich music knowledge, which understands how to define a brand through music, whilst emotionally appealing to an audience. Such an agency could help brands stand out and sound amazing. Hence the birth of Music Concierge.

Getting the sound of a hotel brand right is as important as its design and service. How does music influence the hotel atmosphere and the behaviour of guests?

From the moment you cross the threshold the music should set the scene for the arrival experience. In this area we might be looking to relax people after their long journey with calming music, or depending on the design ethos and architecture looking to heighten a sense of awe or wonder as people take in an incredible lobby design. For hip brands we might be trying to convey a sense of surprise or credibility through tastemaker music choices; whilst for an elegant 5 star we may well be looking to evoke the essence of the building and brand’s heritage. 

In F&B (food & beverage) zones we are usually trying to make people comfortable with an inviting atmosphere. Sometimes that might be relaxing, at other time stimulating, depending on the time of day and F&B concept. Ultimately we want to create atmospheres people love hanging out in and coming back for more. That would even apply to library or gym experiences. The perfect subtle pensive playlist for browsing through a wonderful book collection; or an energising uplifting gym soundtrack that gives the fitness experience a difference. It is all about setting the right tone and being tasteful, whilst creating a memorable listening experience that puts people in the right mood and emotionally connects with them.

Sound impacts our mood and psychological state, music is a great tool to create unforgettable experiences and long-lasting memories for guests. Considering this fact, why do you think that hotels and brands in general often put so little thought into their music selection? Since 2007, do you see any changes/improvements in regards to this?

Historically I don’t think hotels knew how to handle music beyond paying a pianist or putting a Café-Del-Buddha Bar cliched CD on. They know that music lifts the spirits and encourages people to have a good time and dwell for longer, but they do not have the budgets to put on a great band or really good DJ every night. So hotels often end up with tired, cliched music via a pianist doing covers of awful pop songs, or a lame jazz trio who look completely bored, or the bar manager has put some entirely inappropriate music via his CD or ipod.

The truth is music needs to be carefully considered curated by someone who knows what they are doing. Everyone has an opinion on music of course, but that does not mean they can curate music around the hotel’s brand character, a restaurant’s concept, or its trading pattern. We all like food, but we should leave the design of menus to the chef! When a hotel has found a good music consultant, it is then important to make sure they have the licensing and technical solutions for delivering, managing, updating and supporting that music. Hotels are waking up to this – they know they need a music solution but are they choosing a high quality one that supplies music perfectly tailored to the brand and guest experience – that is the key question, especially as the F&B and hotel markets get ever more competitive. They need to stand out with amazing design, great brand character, and brilliant sensory experiences – that should be their mission!

You work with some amazing hotel companies such as Swire Hotels, COMO Hotels & Resorts as well as luxury brands as Mulberry and Harvey Nichols. How do their music concepts differ? What makes each one unique? 

Our music team spend time with our client stakeholders to understand and break down the brand DNA, the design ethos, the audience, and each specific space or proposition. We want to understand the vision and the type of customer experience they are looking to create. So for existing properties that means visiting on the ground, or for pre-opening it means working closely with the marketing, design and operations teams to understand the project in depth. We then use that research to create a unique music concept for each brand that is broken down into different zones and times of day. Hence the music for COMO Uma Paro in Bhutan has an understated beauty relating back to the COMO brand alongside an authentic essence of the magical kingdom of Bhutan itself. Whilst the music at The Middle House in Shanghai fulfils Swire’s brand promise of creating a forward-thinking take on contemporary luxury that appeals to a new generation of affluent Shanghai millennial tastemakers and entrepreneurs. Every project is different!

We at MA people are specialised in crafting innovative hotel concepts and brands: what makes a hotel experience a truly outstanding one for you personally?

For me personally I want a hotel experience to be an escape from the every day. It needs to have a sense of discovery whether that is through the design, food, art, books or indeed music. That needs to be done on a human level rather than through opulence. So that might translate as warm and friendly service which is very on the ball, or wonderful design without being garish or elitist. The whole experience needs to be utterly intriguing and special, but also approachable and open-hearted.

Dear Alexandra, thank you so much for taking the time for this MA people meets. Let’s start with your company VELVENOIR. Please can you explain to our readers where the idea for your boutique art concierge and consultancy business came from?

Yes, sure. At VELVENOIR, we specialise in art consulting and concept development for hospitality, private and corporate clients, who want to differentiate themselves from the competition through contemporary art. In terms of what we do day-to-day, we work with hospitality, PR, marketing, branding and art experts to ensure the art acquired by our clients is incorporated into the very heart of the hotel and elevates the guest experience. With our selected key experts, we bring industry know-how and a global scope that allow us to offer a tailored and authentic guest experience that enhances the customer journey. 

The initial idea for the business came to me while I was staying in the Australian outback and  stumbled across mesmerising art by aboriginal artists. This visit sparked an idea to make contemporary art accessible at a global level by launching an online gallery - which I did in 2014. I can certainly say that the journey over the last four years has been truly inspiring and exciting for me. 

Developing and growing the business in line with our clients’ requirements has led me to partner with like-minded and passionate professionals from the arts and now with other industries. One of our key beliefs and strengths is our commitment to creating long-term relationships. We support our clients from the beginning of a project to long after it’s completed. You could say that they become part of the VELVENOIR family! I guess this is where my hospitality background jumps in and my passion for contemporary art. 

Why do you think art is not only relevant but also increasingly important in the context of a hotel? Can you also tell us more about ART x HOTEL and your vision to upgrade the hotel experience with original art?

Looking at the hospitality industry today, everyone has to offer something “different” we are all aware of the constant changing market and demanding client... and currently hoteliers do this in integrating e.g. infinity pools – but what if everyone has the same “USP” such as this infinity pool in the hotel? This is, where I see an excellent opportunity for the arts, and I'm not talking about prints or photos to cover up white walls, I'm talking about a well thought-through art concept that goes hand-in-hand with the hotel’s location, design as well as philosophy and character. I always tell my clients to imagine the following scenario; your guests check into your hotel and behind the reception is a 4 meter long neon art installation that says “you will miss me when I'm gone.” Your guests might not understand it at first, but after staying at your hotel and experiencing all the little art messages and programme offered throughout the hotel, they will leave with a smile, because in the end they understand the message. 

ART x HOTEL – is a concept where we work in collaboration with hospitality, branding, PR, marketing and art experts to create a unique customer journey for the hotel and its future guest, develop a strategy for social media as well as PR and media purposes – after all, the art has to deliver a return on investment and the investment we always outline is the global reach via social media, international lifestyle magazines writing about it and this will organically lead to future hotel guests. 

What are the biggest misconceptions of hoteliers and hospitality owners in regards to art for/in hotels that you encounter? What are the mistakes that need to be avoided at all costs?

Most people, hoteliers included, see art as just a decorative tool. While others associate art with an expense not worth investing in. Others are creative, and call local artists to have them exhibit their art in the hotel for a period of time. Again, it all depends what sort of hotel you are developing is it a 3-star or a boutique hotel – but art can be sourced globally at any price point. This is where the art consultant comes in as we don´t only save the client time, but also money – because we have artists and resources everywhere.

Why should hoteliers invest in an art concept for their hotel? How can a permanent art collection turn into a USP and serve as a distinctive brand element and story?

Today’s travellers increasingly appreciate unique hospitality brands with strong personalities, which promote both working environments for urban nomads and places to meet people and make conversation. Moreover, guests want to feel like they are experiencing something unique when they travel. They want to encounter things that have been carefully designed and considered with meticulous attention to detail and again these elements constitute the overall aura of a location. 

Why art – and why invest in an entire art concept/collection? To keep it short - art is unique and an effective way to connect with guests - inspire and create a dialogue with them. Let’s not forget how important it can be for social media. Guests nowadays love to share their special experiences in places they have stayed and art helps to deliver this. When it comes to curating your own art concept, it’s essential to acknowledge that expectations from the guest of tomorrow are on the rise and it’s crucial to differentiate the hotel brand from the competition through a developed concept with a focus on contemporary art. The concept should complement and reflect the individual values, philosophy and design of the hotel. 

Art can be used to attract a new lifestyle-oriented target guest and to enhance the stay of all guests. Ultimately art is your story. It is your heart and it is the reason why hotel guests stay with you, because you live the entire concept with your employees and share the passion around with your guest. 

Some hotels have set the bar high when it comes to incorporating contemporary art within the hotel concept. Hotels such as the Faena Miami, the boutique hotel Casa Malca based in Tulum, Mexico as well as the art hotel Torel Avantgarde in Portugal are great examples of how hotel owners are utilising art to their advantage and highlight the art collection within as its own unique encounters. The art collection is part of the entire storytelling and branding, and communicated across their marketing and PR channels.

How do you see the art market developing over the next few years? Can outstanding art be affordable at the same time? 

To be honest, contemporary art is constantly re-inventing itself and more and more resources are available for aspiring collectors to find the art they love. Over the next few years I do see an increase of appreciation of contemporary art and more and more are interested in learning about collecting as well as finding art for their home, office or hotel. That's why its so important to attend the international fairs, visit galleries and artists’ studios as well as collaborate with others – because in the end it's all about keeping the finger on the pulse of the art world, with local consultants based in major cities we not only attend the international art fairs for our clients but also visits emerging artists and galleries to ensure we are able to source and acquire art for any budget (a realistic budget). 

To answer your second question, yes there is so much great art out there that is affordable. What’s great is that you also help to support artists who are just starting out in their chosen career. On a side note – when you start collecting or buying art always ensure you really enjoy this piece of art – the financial aspect always comes second. 

We at MA people are specialised in crafting innovative hotel concepts and brands: what makes a hotel experience a truly outstanding one for you personally?

For me personally it always starts with the people who work there – those living the “hospitality” experience and philosophy of the hotel. From the moment I enter the hotel until I leave. I always appreciate notes and little gestures throughout my stay with a personal touch. Additionally I appreciated a thought-through programme, where you are able to meet others and be active while spending time in the hotel but also a great cuisine and wine selection is essential for me – and of course great original art! 

As part of our series of blog posts dedicated to multisensory branding, today we delve into the world of olfactory and gustatory branding. Appealing to all senses can really give you and your hotel a competitive edge, not to mention a unique guest experience. Do you know how your hotel smells? Or are you searching for ideas on how your hotel brand can stay in the noses and palates of your guests?

Read on and discover how YOU can connect with your guests on a whole new level with olfactory and gustatory branding aligned with your hotel concept and brand.

“Smell is a potent wizard that transports us across thousands of miles
and all the years that we have lived.” 
Helen Keller

Smell is the oldest part of our brain and affects us substantially more than we are aware of, e.g., smell can alter our mood or alert us to danger. It is the sense that has the strongest impact on our memory. Which means that targeted and coordinated addressing of the sense of smell offers an enormous potential to transmit strong hotel brand messages.

Our three MAdvices to stay in your guests’ memory with the use of olfactory branding

1 - Smell check: Did you ever experience your hotel through your nose? Rediscover your hotel blindfolded and find out how your hotel corridors, the areas around the kitchen, a room ready for check-in, etc. smell. In order to win with olfactory branding, first of all unpleasant smells must be neutralised and then a consistent and appealing scent atmosphere throughout the hotel created.

2 - Signature scent: Ever thought which scent expresses your hotel brand best? Invest the time to choose the right signature scent or even to develop a personal and customised olfactory signature. But don’t go overboard and drown every corner of your hotel in the scent. It should be subtle and inviting. Use your signature scent as a room fragrance, as guest bath amenities and an enhancement of your print materials. It’s no surprise that W Hotels offer a signature room fragrance that guests can buy, or Westin Hotels a room spray, that is a fancy blend of white tea with wood cedar and vanilla. Many guests rave about the fig and cassis candle of The Dorchester in London, others about the award-winning signature fragrance of Positano’s Hotel Le Sirenuse that combines a hint of musk with a touch of incense, bergamot, and blackcurrant buds. 

3 - Stay in your guests’ memory: Reconnect with guests even after their stay. Stimulate their senses and entice them to return by using your signature scent for direct mailings, greetings cards or gift your guests with scented giveaways on their departure. Back home, the well-known smell will transport your guests into a vacation mood.

“Smell and taste are in fact but a single composite sense,
whose laboratory is the mouth and its chimney the nose.”
Jean-Anthelme Brillat-Savarin

Smell and taste are closely interlinked. Various studies indicate that we eat with our noses, meaning that if food passes the smell test, it will most likely pass the taste test as well. 

Our three MAdvices for you to win with olfactory and gustatory branding

1 - Create product-specific taste and odour moments and surprise your guests, e.g. with a specially designed welcome drink that matches the concept of your hotel. One that tastes and smells unique. 

2 - Enhance your restaurant and bar experience with multisensory elements and do not rely on good food alone. Remember, your guests experience your restaurant and bar with all senses, it’s a holistic experience for them. Take a look at the restaurant Ultraviolet by Paul Pairet in Shanghai. This is the first restaurant of its kind uniting food with multi-sensory technology to create an immersive dining experience where great food, light effects, sound, music, scents, cool air blow and other sensory parameters that come together to create the perfect dining experience. While this approach isn’t for everyone, it serves as an inspiration and reminder as to how important it is to appeal to more than just one or two of your guest’s senses.  

3 - Taste and smell go hand in hand, if something does not smell good, it cannot taste great and vice versa. Taste without smell is virtually impossible and is also closely related to colour and shape. As such an on purpose designed aroma can be a highly effective brand “plus”. If the gustatory appeal is consciously orchestrated with the other sensory aspects it enables you to transmit a truly individual and very strong hotel brand message.

So, when you’re out and about next, be it in a restaurant, café, shop, hotel or supermarket, take a moment to see, smell, hear, touch and taste what’s around you. See what works, what doesn’t and think about how you can apply this to your hotel and brand. 

As always, we look forward to hearing from you. Feel free to comment below as well as to share this blog post.Thank you and all the best for WOW-ing your guests via your distinctive smell and taste branding,
Your MA people

Ps.: In our next sensory branding blog post we will tap into acoustic branding and how you can create an emotional bond with your guests via music, tones and sounds. Can’t wait? Hop over to our MA people meets with Rob Wood, the Creative Director and founder of Music Concierge and learn in this blog post about the enormous power the sound of a place has.

We hope you’re all ears as we introduce you to the world of acoustic branding. This is the latest instalment of our blog post series dedicated to multisensory branding. In today’s highly competitive hotel market a hotel brand needs to be perceptible with all senses to be clearly differentiable and successfully positioned. In other words, guests need to see, hear, feel, taste and smell your hotel brand. 

Sound is powerful. It impacts both our mood and psychological state. The strong effect of sound elements can be demonstrated by a study conducted by Oxford University, which revealed that high-frequency noise enhances the sweetness in foods, while low tones evoke bitter notes. The skillful combination of sound with food and drinks improves the taste of the same. As such it's no surprise then that celebrity chef Heston Blumenthal of The Fat Duck has served an iPod with wave sounds to his famous Sound of the Sea dish.

The pace of background music in restaurants and shops also influences service, length of stay, guest behaviour and visitor flows. The slower the music, the more people buy. The faster the music, the less will be spent. For example, at a dinner with slow background music, the average bill amount was 29 percent higher than with faster music.

1 – Make a statement with music: carefully select the music for your hotel and create a sense of place. The basis for this is a clear hotel concept and a brand strategy based on it - after all, the right tone is different for each hotel (and for each target guest). Start using sound to create your distinct brand identity and unique atmosphere/mood, which enhances your guest experience, makes your guests feel comfortable and engaged and ultimately makes them coming back again and again. 

2 – Tell stories with sound and wisely choose the background music for bars and restaurants as well as public areas (lobby, elevators, etc.). Especially in public areas it’s about the overall experience for guests that influences if they want to spend time there. For your restaurant or bar/lounge you can, e.g. select music that invites guests to linger. For your spa, healing sounds with recurring sound elements adapted to your house will be the right choice. Therefore each venue needs to be based on a clear concept. Lighting, design and service are integral elements of a space’s atmosphere – and often, it’s music that ties them together.

3 – Invest in professional sound design and tailor your exclusive music selection to the setting of your hotel and thus create a unique brand identity. There are some great professionals out there, which can support you in finding the right tone for your hotel. Check out Music Concierge, a company that specialises in using background music to create unique atmospheres and distinct brand identities for hotels all over the world. 

4 – Use sounds for your marketing: Which kind of background music do you use on your website? Do you have your own jingle? Which ring tone do your hotel phones feature? Do you also use "Mozart's Kleine Nachtmusik" for your telephone waiting line or do you already place your guests in a holiday mood at the moment when they call you? Think about all the guest touch points and adjust your music selection accordingly, as such that your guest gets a consistent brand identity of your hotel. 

5 – Stop the white noise: The constant, unpleasant background noise of refrigerators, minibars, blender, air conditioning, kitchen sounds, ventilation systems, etc. can have a negative effect on the guest experience. Walk through your hotel with open ears and identify noise emission points and find ways to control them. 

“Funny how a melody sounds like a memory.”
Eric Church

Remember, music and the targeted use of sound elements are great tools to create unforgettable experiences and long-lasting memories for your guests. We invite you to use these tools to connect with your guest on a meaningful and deeper level and promise you that it will make a difference to them ;-)

As always, we look forward to hearing from you. Feel free to comment below as well as to share this blog post.

Thank you and all the best for WOW-ing your guests via your distinctive acoustic branding,
Your MA people