First, let’s start with some basics: WHAT is a hotel brand? The answer to this question might seem obvious, but all too often as a hotel boutique consultancy, we realise at the beginning of a hotel branding or hotel rebranding process that it is misunderstood. Therefore, let’s start this blog post with a short definition of what a hotel brand is and what it is not:

A hotel brand is NOT only the hotel logo or the hotel visual design. A hotel brand encompasses a whole set of elements from the visual identity (i. e. your hotel logo, the type fonts you have chosen, the uniforms your employees are wearing), to the visual identity (i. e. your hotel name, slogan, tone of voice) to sensory branding (i. e. how your hotel smells and sounds). In addition to these tangible elements, it includes intangible ones too, like your hotel’s vision, mission and values, which make up your hotel brand’s foundation.

In other words, your hotel brand is the way your hotel products and services are perceived, and therefore, hotel branding encompasses every action your business takes that creates a unique identity in the minds of your potential audience and other People (such as team members, partners, the local population).

Altogether, your brand is a reason to choose your hotel over a competing hotel. That’s why at MAp we like to quote Steve Forbes: “Your brand is the single most important investment you can make in your business.”

It’s essential to understand when and in which situations rebranding your hotel might be the right choice for you. Over the last decade working as a creative hotel agency, we have identified the following top 5 indicators that it might be time to reinvent your hotel brand:

1. Market Trends and Shifting Demands:

It's vital to keep a keen eye on market trends and shifting guest demands. Recognising new preferences and emerging opportunities in your target market can signal the need for rebranding of your hotel. Pay attention to guest feedback and reviews, as they often provide valuable insights into the need for change. Over the last years, one of the biggest market trends and shift in demands we have seen is “Sustainability”. Therefore, at MAp we are not only creating stylish and unique brands, but sustainable ones too. You can learn more about sustainable hotel branding in this blog post.

2. Hotel Life Cycle:

Consider where your hotel stands in its life cycle. Because rebranding can be a strategic move, moving your property i. e. from a new establishment to an established one. Or doing a rebranding can be a strategic choice when a hotel undergoes a change in ownership or management, it's often an opportune time to rebrand to reflect the new direction, vision and strategy of the hotel. The same goes for property renovations or expansion.

3. Declining Occupancy and Revenue:

If your hotel is consistently experiencing a decrease in occupancy rates and revenue, or a deluge of bad reviews, it may be time to rebrand to attract a different customer segment or revitalise your image. However, as a hotel creative agency that develops innovative and sustainable hotel concepts, we emphasise that when talking about declining occupancy and revenue the issue often lies deeper. If you are not clearly positioned in the market or do not have a distinctive hotel concept, a rebranding might not help you in the long-run without the strategic groundwork being done as well.

4. Outdated Brand Image:

If your visual identity and elements, such as logo or interior décor, no longer align with the target market's expectations or the current design trends, it may be time for a hotel rebrand to create a more contemporary and appealing image. Also, here it is important to check on the other brand elements and evaluate if they need a refresh too.

5. Market Competition:

Increased competition in your destination or segment may require you to rebrand to stand out and differentiate your hotel from others, showcasing unique features or experiences. This is also always a good time to check on your hotel positioning and hotel concept.

So, why should you consider rebranding? The answer lies in the potential benefits.

• To make sure that competition is not drowning you out: Rebranding can give your hotel a competitive edge. Not rebranding can leave you falling behind in a highly-dynamic industry.
• To align with a new vision: Ensure that your branding aligns with your hotel's evolving vision. Case studies of successful rebranding efforts can serve as inspiration.
• To reach your desired customers: If you're not attracting your desired customer demographic, it might be time for a rebrand. Understand how rebranding can directly impact the guest experience and how improved amenities and services can create lasting impressions.
• To ensure boosting Profit: Rebranding isn't just about aesthetics; it's about the bottom line. Data shows that successful rebranding is likely to lead to increased Profit as well.

Now that we've explored WHEN and WHY rebranding your hotel is essential, let's dive into the HOW - to ensure your transformation is not just an idea, but an effectively-implemented reality.

1. Evaluate your hotel concept and your hotel positioning:

As we say at MAp Boutique Consultancy, first the concept, then comes the rest. This means that you must be very clear about your strategic definition, your hotel positioning in the market, etc. Only then you can derive from it a hotel brand (or can conduct a hotel rebranding) that is sustainable and delivers long-term success.

2. Approach your rebranding holistically and collaborate with a creative agency or hotel consultancy:

Visual Identity and Design: Beautiful things make people happy. Therefore, in this area you can redefine a new or refresh your existing logo, colour schemes, type fonts, etc. Verbal Identity: Does your hotel brand “sound” like every other? Is your slogan strong or weak? Have you identified keywords and statements to repeat in your communications? Is it time to define your unique tone of voice? Sensory Branding: How does your hotel smell and feel? Does it reflect your hotel brand and is it curated? We have created a series of blog articles that gives you further insights on how your hotel can win at sensory branding.

3. Think toward the hotel rebrand implementation early on:

As you know by now, at MAp we create sustainable brands. This means that right at the start of a hotel rebranding process, we think about HOW to create a hotel brand that is flexible and can be implemented in a sustainable way = using resources in the most efficient way.

4. Communicate your hotel rebrand internally before you communicate it externally:

Ensure that your staff is well informed to align with the new brand identity. Explain why the hotel rebrand was necessary and how the new brand supports the strategic objectives of your hotel. Also make sure that relevant team members know how they must use and implement the new hotel brand.

5. Launch your new hotel brand the right way:

Use your hotel rebrand to make a big splash. Create an emotional story about the why and the what = what you are expressing with your new hotel brand, what you stand for (your Purpose) and for whom you are the best choice. Engage with both current and potential guests through various channels to generate anticipation. Find important insights about Storytelling HERE.

Once we launch a new hotel brand in the market, we continuously gather feedback and measure the success of the hotel’s rebranding efforts. This gives us important insights on how we can further optimise the hotel branding, and of course, the success of the hotel business.

Rebranding a hotel is a pivotal decision that should be approached with careful consideration and meticulous planning. A well-executed hotel rebranding effort can breathe new life into a property, attract a broader and more loyal customer base, and rejuvenate a hotel's financial performance. On the other hand, a mismanaged rebranding can lead to confusion, alienate existing customers, and result in significant financial losses. Therefore, getting rebranding right is of paramount importance.

When we started MAp approximately 10 years ago, we avoided the term “hotel consulting” or “hotel consultancy” nearly entirely. Why? Because coming from management and operational roles in boutique and independent hotels, we collaborated with many hotel or hospitality consulting firms and felt we got a lot of “blah blah blah” without any practical grip. That the ideas seemed to be good on paper, but there was no way (or not enough budget and/or wo-men power available) to make them work in real hotel life.

But then in 2020, we started our own rebranding and repositioning process, and by talking to clients and partners we realised that at the core of it all we ARE a hotel consulting agency offering an array of helpful services to independent and boutique hoteliers.

Only then, we added the term to our brand name “MAp Boutique Consultancy,” and officially labelled MAp a hotel consulting firm. However, not without first making sure that we approach hotel consulting in our own unique MAp style :-). 

Based on our deep experience in operational and management roles in boutique and independent hotels, as well as in branding, marketing and web agencies, there are a few basic rules we follow at MAp when consulting hotels:

1. Our hotel consulting is practical and actionable!

Yes, as part of our hotel consulting services we share theoretical insights, market data, trend forecasts, etc. However, we elaborate the content in such a way that our clients and hoteliers can work with it = that they understand what all this means for their hotel operations and team members in terms of goals, action steps, initiatives, etc. If it is not practical and actionable – it is NOT happening.

2. #Stepbystep This is one of MAp’s core mantras for a reason!

Successful and sustainable hotel consulting is a process and needs to be adapted to operational realities as well as to the timing and rhythm of hotel clients. Only if the approached topics build on each other and hotel consulting is seen as a #stepbystep process, we can achieve sustainable success and keep the involvement and motivation of our clients and hotel team members high.

3. Everything is figuroutable.

Every hotel is a microcosm on its own. Sometimes it feels like a small little village with its own culture and dynamic. And even if there are some basic rules that apply to every hotel business, there are also individual problems that need to be addressed with tailormade solutions. And this is something we truly love about our job as hotel consultants: To dig deeper, to explore new options, to look at other industries, to find partners and the right inspiration. Because something we have proven over and over again to ourselves and to our clients is: Everything is figuroutable! Thank you Marie Forleo.

Now of course you might ask: Is it time for me to collaborate with MAp as a hotel consultancy? The answer is yes, if:

1. You need expertise and knowledge.

That’s the number one reason that clients start collaborating with us. They need expertise they just don’t have in-house. For example, when they want to rebrand their hotel, strengthen or evaluate their hotel positioning, or the moment when they embark on a hotel development process.

2. You need an external point of view

As a hotel owner or manager, you are so deeply involved in operations or working for so many years in the same hotel, that you turn “operationally” blind. When you realise that you are not able anymore to evaluate situations in a subjective way, it’s time to bring in an outside perspective.

3. You need extra wo-men power and/or a sparring partner

Especially when collaborating with independent and boutique hotels, we see that we don’t only act as external consultants, but quickly turn into an external department that supports the management and various department heads with a wide array of services. We also realise how helpful it is for our clients to have someone sitting “outside” they can approach with questions and as a sparring partner.

We hope this blog post gave you some good insights on HOW we approach hotel consulting at MAp, and when it might be time for you to start a hotel consultation to optimise your results.

Before we sign off, our last piece of advice for you: Consider hotel consulting BEFORE the sh*t hits the fan. Unfortunately, we’re often approached by hoteliers when the situation is already more than dire and hotel consulting is equal to cost-cutting in order to survive in the short-term. Don’t let that happen and invest in hotel consulting and strategic guidance well ahead. See hotel consulting not only as a potential tactic to solve your problems but to bring your hotel and business to the next level.

4. Keep it positive and inspiring!

One thing we learned right away when we started our hotel consultancy is: the HOW often matters more than the WHAT. Of course, we must know our job and deliver expert advice, but one thing that attracted and retained clients over the years was our spirit of unshakable optimism and expressing this positivity in our work (BTW: positivity is one of our leading values). Therefore, the fourth of our basic rules of hotel consulting is to add positivity, playfulness, and some colour and inspiration to our work.

5. Set new goals and objectives every year.

As we mentioned earlier, hotel consulting is a process, and with some of our clients we collaborate for many years. Therefore, it is of utmost importance to keep it fresh and creative. To set new objectives at the beginning of every year to keep everybody involved motivated and thriving. It’s critical to continuously learn and grow together to achieve the best results.