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.

Sustainable branding focuses on integrating sustainability into a brand's identity, values and practices. It goes beyond the superficial use of eco-friendly imagery or slogans and requires a deep commitment to environmental, social and economic responsibility. A sustainable brand has the power to influence change, drive consumer loyalty and inspire positive action.

Now that we've established the importance of sustainable branding, it's time to explore how to create a sustainable – and successful - brand.

Here's MAp’s step-by-step guide to help you get started:

For every brand we create, we approach it holistically through the lens of the 4 Ps to determine how we can best portray a hotel’s Purpose, inspire and uplift its people, minimise its impact on the planet and economically benefit all of its stakeholders. When you enter into a (re-)branding process, we recommend to keep these 4 Ps close to you and ensure they are reflected in every aspect of your brand – from its visual identity to its verbal identity.

Not only are branding or rebranding exercises a big commitment (financial and otherwise), they necessitate the production of new marketing materials and the elimination of old ones (= more waste).

When you practice sustainable branding, you overcome this by creating a visual identity that is timeless and therefore avoids becoming quickly outdated - instead, it grows with your business across existing and future product lines, projects, subsidiaries and more.

Sourcing materials and services from responsible partners is essential – they should align with your sustainability values and meet your sustainability expectations. Beyond that, though, it’s important to give opportunities to small businesses, local ones, and those owned by women and people of colour when possible.

Also check if your partners have sustainability certifications in order to make sure that they walk the walk too!

Today, there are many options for choosing environmentally-friendly materials and packaging, from biodegradable paper to eco-friendly printer ink. For your marketing material, we suggest to research and find the best partners and products to make your sustainable brand happen.

The brand verbal identity and messaging we develop follow MAp’s 10 Principles of Sustainable Communication: transparency, inclusiveness, cultural sensitivity, clarity, responsibility, authenticity, progress, relevance, inspirational, ethical.

We also recommend to employ emotional storytelling techniques to connect and appeal to audiences – not just your guests, but also your employees, partners and local community members. By following these steps, you can create a sustainable brand that not only resonates with your stakeholders but also empowers positive change in the world, making your brand a force for good.

Before you get started, you should know that sustainability is not just good for people and planet – it’s good for business too. Here we lay out the benefits of creating a sustainable hotel - talk about motivation!

1. Increased Attractiveness: According to Booking.com's Sustainable Travel Report (2021), 83% of global travelers consider sustainable travel important, with 61% expressing a desire to travel more sustainably.

2. Enhanced Guest Loyalty: Sustainable hotels communicate a message that is increasingly relevant in society. Conscious travelers prefer to support like-minded establishments and are more likely to return to such accommodations due to enhanced guest experience.

3. Greater Resilience: In turbulent times, sustainable hotels are better equipped to handle challenges and risks stemming from changes like supply chains, regulatory requirements, legal issues, disputes and reputation risks.

4. Increased Investment: Both the public and private sectors are increasingly investing in companies that deliver greater benefits to the world and practice sustainable economics.

5. Inspiration and Added Value: Sustainable hotels not only offer added value to their guests but also attract and retain top talents. They gain the best employees and partners, increase long-term business value, and have the capacity to support local communities.

6. Cost Savings: Energy-efficient technologies and reduced resource consumption can lead to substantial cost savings over time.

7. Positive Brand Image and Competitive Advantage: A commitment to sustainability can improve hotels’ reputations and can set themselves apart in a crowded marketplace, providing a unique selling point.

You now know why it's worthwhile to embark on the journey of creating a sustainable hotel. But now you’re likely left with the question: HOW? And, most importantly, where do you begin?

Don’t fret! We’ve got a helpful, free tool to answer that question, as where you start depends on your hotel’s current status quo. Take 10 minutes to complete MAp’s Sustainability Assessment. Through targeted questions on topics like energy efficiency, social responsibility and resource management, you’ll not only receive a detailed analysis of your current sustainability standing, but also gain valuable insights for future actions.

Your commitment to sustainable change begins here: Take the free assessment NOW.

Why you should take the Sustainability Assessment:

• Understand the current level of sustainability in your hotel and discover the starting point for further development. • Delve deeper into the holistic aspects of hotel sustainability.
• Generate initial ideas and insights into how your hotel can be made more sustainable and successful.
• Find out which The Sustainable Hotel handbooks and resources can be most helpful.
• Receive tailored recommendations for the next steps in sustainable hotel development.

Now that the starting point for your sustainability journey is clear, it’s time to define your Purpose. At MAp, we tackle hotel sustainability through the lens of the 4 Ps of Sustainability - Purpose, People, Planet, Profit - and the first P we always start with is Purpose.

By discovering your Purpose, you can focus your sustainability journey on what matters most for your hotel: your sustainability priority – whether that’s People, Planet or Profit. Your Purpose informs what path you take, keeps your eyes on the road and inspires you – and your team – to move forward with passion and persistence. For example, if your hotel’s Purpose is “To bring people back to nature,” your sustainability priority might be environmental sustainability, Planet.

To help you get to the heart of your Purpose, ask these questions: WHY do you do what you do? WHY are you embarking on this journey? WHAT change do you wish to make in this world?

We’ve got a whole handbook dedicated to Purpose to guide you in identifying yours, integrating it into your operations and sharing it with the world – check it out HERE.

Your Purpose serves as your guiding star, identifying your sustainability priority, be it social (People), environmental (Planet) or economic sustainability (Profit). As a next step, it’s time to tackle that P. But great news! We’ve got handbooks dedicated to each P, which provide deep insights into each area and what action steps you need to take in order to achieve sustainability in that area. Once you've successfully addressed your first priority P, it’s important to not forget the other areas of sustainability and address them #stepbystep too. After all, to create a truly sustainable hotel, your hotel has to be holistically sustainable – or else it falls short. Like we said at the beginning, sustainability is a journey! What’s most important is that you take the first step. With this, we hope it’s clear what step that is.

Social sustainability, the "People" pillar, is all about ensuring that a hotel's operations benefit both the local community and its partners and employees. Here, sustainability means fair treatment, diversity, and inclusion for the staff. It also means contributing positively to the surrounding community by creating jobs, supporting local businesses, and engaging in socially responsible initiatives. Sustainable hotels prioritise the well-being of their employees and strive to be good partners and neighbors within their communities.

The "Planet" pillar, or environmental sustainability, involves a commitment to minimising a hotel's impact on the environment. Sustainable hotels focus on reducing energy and water consumption, limiting waste, and implementing eco-friendly practices. They might invest in renewable energy sources, employ green building techniques, and use environmentally-friendly cleaning products. Additionally, they often engage in conservation efforts, such as water and energy-saving initiatives, waste recycling, and reducing single-use plastics. The aim is to protect the natural surroundings and preserve resources for future generations.

Economic sustainability, or the "Profit" pillar, is about ensuring the financial stability and long-term viability of the hotel. Sustainable hotels understand that to continue their efforts in social and environmental sustainability, they must be financially sound. They aim to create a profitable business model that allows them to invest in eco-friendly technologies and initiatives, while also delivering a high-quality guest experience.

These hotels often find innovative ways to reduce costs, increase efficiency, and attract guests who appreciate and support their sustainability efforts.

While it’s not officially one of the pillars of sustainability, Purpose stands at the core of MAp’s sustainability framework. The definition is simple: Purpose is the WHY that drives you to do what you do – and love it! All sustainable hotels have a Purpose that drives them.

Understanding these pillars of sustainability is crucial because they reflect a more profound commitment to the well-being of the planet, people and profitability. Sustainable hotels are not just about ticking eco-friendly boxes; they're about creating a comprehensive and positive impact on the world.

In the hustle and bustle of the travel industry, sustainability is a guiding star that points towards a more responsible, ethical, and eco-conscious future.

For hoteliers, it means embracing comprehensive responsibility, not only for environmental well-being, but also for their stakeholders and economic vitality. And for guests, choosing a sustainable hotel becomes an active role in fostering a brighter, more responsible future, impacting not just the environment but also the lives of those who live and work in the communities where they holiday. In case you want to learn more about the different aspects of hotel sustainability, our The Sustainable Handbook Collection is just right for you.

Picture trends as the cool kids at the hospitality party, setting the vibe for the entire gathering. When we talk about hospitality trends, we're basically discussing "what's hot and happening" in the world of hotels and travel. Hospitality trends are evolving patterns and changes within the hospitality industry, reflecting shifts in consumer behavior, technology, design, and service offerings. So, why should hoteliers pay attention to hospitality trends?

Trends serve as a compass guiding hoteliers through the ever-evolving hospitality landscape. Embracing these hotel trends means staying attuned to shifting guest preferences, technological advancements, and industry innovations. Hoteliers who strategically adapt to hotel trends can differentiate their properties, offering guests unique and appealing experiences that set them apart from competitors.

This not only enhances guest satisfaction but also drives higher occupancy rates and revenue. In essence, keeping a keen eye on hospitality trends is akin to possessing a valuable tool that can elevate a hotel's reputation, attract more guests, and contribute to its financial success. For the purposes of this trend report, we’ve focused on one trend that’s here to stay: sustainability. That’s why we’ve brought together the top trends for sustainable hotel businesses in 2024. Let’s dive in!

According to central findings from the latest Annual Global Report and Forecast published by the Global Business Travel Association (GBTA), a remarkable 82% of travelers reported that business travel is very or moderately worthwhile in achieving their business objectives. This underscores the emerging trend of "Purposeful Business Travel."

Business travelers now expect more than just meetings and conferences; they are seeking meaningful experiences and opportunities that go beyond mere business transactions. Combining meetings with purposeful leisure means that travelers stay longer, engage in more activities, and take steps to make “the most of their carbon emissions." Being attractive to this travel group thereby creates loyal customers, expands the target audience, and helps achieve new reach.

3 things your hotel can do to leverage this hotel trend:

• Clearly present your own WHY. Studies demonstrate that this significantly enhances the perceived attractiveness of your hotel. You'll connect with purpose-driven business travelers when you authentically exhibit your own sense of purpose. If you encounter any difficulties in doing so, we've crafted a complete handbook on the topic of purpose to guide you in defining it and communicating it with the world.
• Create customised packages that include bundled business services like arranging (sustainable) transportation, with other offerings like wellness and healthy dining options. Offer discounts and incentives for extended stays to help them make the most out of their visits.
• Provide information on how business travelers can offset their carbon emissions and refer to organisations such as Cool Earth. Not only does this demonstrate your commitment to environmental responsibility, but it also directly appeals to purpose-driven business travelers.

The Marketing and Tourism Teacher Delmar José Ribeiro Sábio emphasises the hospitality trend of hyper-local experiences in 2024. This means that guests are actively seeking out unique and authentic experiences. It's no longer just about ”taking a vacation” - places are chosen more consciously, with a desire to immerse themselves in the authentic local culture, history and cuisine.

But hasn't it always been this way? Well, it’s become even more focused and small-structured now. There's actually a distinction between local and hyper-local: "Local" pertains to towns and cities, whereas "hyper-local" encompasses neighborhoods.

3 things your hotel can do to leverage this hotel trend:

• Actively promote community-driven initiatives, such as art exhibitions, farmers markets, or charity events, and encourage guests to get involved during their stay. For example, you can provide a customised neighborhood map, created by a local artist, where guests can see what's going on around them.
• Collaborate with local chefs and food producers to offer hyper-local dining experiences within your hotel. Host pop-up restaurants or chef's tables that exclusively feature locally-sourced ingredients, giving guests a taste of the authentic local cuisine.
• Appeal to the (hyper-)local population as well. For instance, consider inviting local artists to showcase their work in your lobby or opening your restaurant to non-guests, making your hotel the neighbourhood hangout. This not only resonates with the local community but also enhances your guests' experience, as they appreciate the authentic atmosphere of being among locals.

At MAp, we are strong advocates for businesses and brands that prioritise honesty, regardless of the circumstances. Companies that consistently maintain transparency tend to outperform their competitors. And this principle extends to the hotel industry. But let's not mince words and address the undeniable fact: Greenwashing in the hospitality industry is gaining ground.

Greenwashing refers to hotels falsely promoting themselves as eco-friendly or sustainable without implementing genuine environmentally-conscious practices. Greenwashing is a trend that needs to be countered. This is achieved by employing successful sustainability communication.

By communicating sustainability in a sustainable way and having the right sustainability story in place for your hotel, you build awareness for your brand, create a positive image of your hotel in the heads of guests, engage and motivate your employees, and better comply with reporting rules and regulations. And of course, you also avoid greenwashing.

3 things your hotel can do to leverage this hotel trend:

• Seek recognised sustainability certifications to validate your sustainability initiatives and assure guests of your commitment. You can learn more about Certifications on our Resources page HERE.
• Don’t be vague about the information you give. Your communication should be clear, honest and transparent, including concrete examples of what you are doing. In this context, it is important to keep the 10 Principles of Sustainable Communication in mind.
• Focus on the experiences you create, not on impressing your guests. The hotel industry relies heavily on the guest experience. That's why it's essential to pay attention to what guests truly encounter during their stay. What's the use of making big promises upfront if the real experience doesn't match? It can damage your reputation very fast. So trust in the saying: "Honesty is the best policy."

If you want to learn more about greenwashing, we have dedicated a whole separate blog post to the topic.

Of course, sustainability isn't just about having a purpose and being environmentally + socially responsible. It’s also about ensuring profitability; after all sustainable hotels achieve more financial success due to decreased costs and increased performance (as a result of higher occupancy rates, and more). Monitoring sustainability efforts is a key hotel trend that can help hotels strike a balance between sustainable consciousness and financial success.

3 things your hotel can do to leverage this hotel trend:

• Monitor aspects such as resource consumption, energy efficiency, waste reduction, and water conservation. By doing so, hotels can identify areas where they can cut costs, reduce waste, and minimise their environmental footprint.
• Set realistic targets for improvement by making data-driven decisions. Whether it's through advanced building management systems, real-time data analytics, or guest feedback, hotels can fine-tune their operations to maximise both environmental and financial benefits.
• Explore creative methods of guest interaction through monitoring, such as integrating gamification elements into the water usage display in the shower. Motivate guests to be part of the sustainability journey, ultimately leading to positive financial outcomes for your business.

That’s a wrap on this year’s top hotel trends for sustainable hotel businesses in 2024. Thanks for tuning in and your interest in making a difference – for the hospitality industry and the world!

Care for HER safety

Security, safety and discretion are of utmost importance to female guests. You as hotelier can make us women feel safe by offering (among other things) secure on-site parking, allocating us in rooms close to lifts and not on the ground floor, illuminating your hallways well, double-locking hotel doors, manning your reception 24/7 and making sure your receptionists are not announcing room numbers out loud.

Some hotels go the extra mile and offer all-female staff support which escort solo female travellers to their room or deliver room service to them. Richard Branson’s Virgin Hotel in Chicago takes it one step further. The hotel features special privacy doors allowing female travellers to order room service and having it conveniently delivered to the room – all without the need to interact with the hotel staff.

Upgrade your rooms for HER

Cornell Center for Hospitality* found that women are more concerned about getting a good night’s sleep than their male counterparts. This implies that to improve female guest satisfaction, your mattresses should be adjustable in firmness and with high-quality hypoallergenic bedding. Offering a pillow menu is another highlight (oh yes, thanks to Savvy Sleepers there are even anti-aging satin pillowcases available to prevent wrinkles and hair breakage).

Women (and not just the women!) enjoy living a healthy lifestyle. You can improve their travel experience with some in-room workout facilities and yoga mats; offer the possibility of in-room spa treatments as well as provide great coffee and an enticing herbal tea selection.

Choose an upscale skin care line, have a full-length mirror in the room as well as an enlarged and well-lit magnification make-up mirror. Ensure there are cotton pads available, enough wardrobe space with skirt hangers, satin-padded hangers and why not even a sliding show rack (think of all the Jimmy Choo’s that would thank you for it ;-)?

Last but not least, get slippers and bathrobes in the right sizes and remove the gigantic sizes from the room. Have towels that are big enough to be used as hair-drying turbans and high-powered hair dryers. Another hint: curling irons and hair straighteners will truly win your female guests' hearts – we promise you!

PS: A small but important side note for all hotels and resorts in romantic destinations: when a female solo traveller (applicable to male solo travellers as well) checks in, please check your in-room communication and facilities. Remove the invitation for romantic couple dinners and treatments, and exchange them with relaxation and detox offers (or whatever you have prepared for your solo travellers). Remove the second pair of slippers, bathrobes and amenities in general. Make them feel that the room is perfect for one – they will appreciate it.

Tailor your food & beverage offering to HER

It’s commonplace for hotels to offer healthy menu choices throughout the day that are nutritionally balanced, as well as a beverage selection that includes infused waters, fresh juices, etc. To make a greater impact, think about offering smaller portions for female guests, so that they can enjoy an appetizer and a dessert as well.

Make an effort in your restaurants to offer your lone female diners the option between joining a communal dining table or a discreet corner table, so that they feel comfortable and at ease.

One more thing: taking care of your female travellers' needs does not mean segregating them from other guests. We are not fans of women-only floors, gyms or spas in hotels. Instead, we believe that the adjustments we mention in this blog post won’t disturb but be appreciated by many other guests as well, regardless of gender.

Talk to HER

As we all know, women are different. So is their use of technology while booking and travel planning, as well as on social media platforms. Important to keep in mind is that they love to share travel intelligence and are big into rating hotels.

Make an effort to tailor and target your communication on your website and social media channels to your female guests, and mention the facilities and services you offer especially for HER.

One last thing that is dear to our hearts and we really want to emphasise is hotel photography. Long gone are the days when women appear in ads and photographs simply as the sweet companion of greying, successful (travelling) men. Show (and you’ll automatically reach out to) real women, independent business-women, female artists, single moms – feature the female buyer persona you would like to welcome in your hotel.

Women will appreciate the extra attention you give them. Take their needs into consideration and they will turn into loyal customers and come back again and again.

We hope this blog post has given you some useful insights and information. Now we are excited to hear from you: What do you believe female travellers need? Which hotel have you been to where they truly tailored the experience to female guests? Thanks for sharing!

Your MAp team

*Brownell, J. (2011). Creating value for women business travellers: Focusing on emotional outcomes. Cornell Hospitality Report, 11(12), 6-17.

1 – Do I really need a hotel umbrella brand?

It’s not a simple undertaking. In fact, it’s far from it. Creating a hotel umbrella brand means that you have an additional brand to take care of, which of course results in extra administrative, operational and business costs as well. Not only that, you will need to invest additional time and resources to make sure that the hotel umbrella brand is respected and reflected in your sub-brands always and in all ways. However, if you plan to unite diverse hotel brands under one umbrella, a well-designed and holistically implemented hotel umbrella brand will enable you to gain credibility and trust, build brand awareness, achieve brand recall, and above all, establish an emotional connection with customers and ultimately generate higher returns on investment.

2 – What are the goals for my hotel umbrella brand?

It’s time to get down to the nitty-gritty detail. What issues are you struggling with that the envisioned hotel umbrella brand is solving for you? Back in 2014, we realised that by creating Pulse Hotels & Resorts, our client would benefit from a stronger standing and impact in the market with an umbrella brand in place for the launch of its first property. Furthermore, the defined and implemented hotel umbrella brand structure would facilitate the launch of additional properties as well as enable benefits from operational synergies. Your answer may differ as the reasons for creating a hotel umbrella brand vary. However, be clear on your specific goals because they lay the foundation for all the steps that follow.

3 – How will the individual sub-brands relate to each other?

When looking at global players, the different sub-brands are all branded in the same way, have the same standard and the same set of amenities. Think of Accor Hotels as the umbrella brand and ibis as its sub-brand. Only by hearing the name “ibis” do you exactly know what the logo looks like, and what bath amenities and general operational standards you can expect.

From the beginning, it was clear that for Pulse Hotels & Resorts, we wanted to follow another approach. Our promise to guests is that all of the sub-brands hold the same brand values and deliver innovative experiences in their segment. However, at the same time, they are branded individually, appeal to other guest segments and are refreshingly different in their own specific ways.

4 – What is at the heart of my hotel umbrella brand?

Don’t forget what hotel branding is all about: it’s about identifying the true nature of your hotel umbrella brand, and consequently as well as continuously, differentiate it from others. Why? Because the more differentiated and distinctive your hotel umbrella brand is, the less likely your customer will switch to a substitute.

If you opt for uniform sub-brands, the core of your hotel brand might be to clearly define your buyer personas and afterward derive a standardised classification, facilities and services from it. For example, the budget 4-star hotel group for Millennial business travellers with contemporary business facilities and 100% natural amenities.

At the core of Pulse Hotels & Resorts – a hotel brand that prides itself on being innovative and forward-thinking – are innovative and forward-thinking brand values: “The Pulse Hotels & Resorts values are at the very core of the company. They reflect what the company is about, how it conducts itself and where it strives to be: smart, playful, rooted, responsible and human.”

5 – How do I implement and bring to life the hotel umbrella brand?

Our MAdvice: start from the top. Start with defining the basics for your hotel umbrella brand. Only when you are clear on your objectives, architecture/strategy and brand core, can you start working on the sub-brands.

This approach also led us to develop two very distinctive sub-brands for Pulse Hotels & Resorts after the hotel umbrella brand had been defined. Kandima Maldives, the first Pulse Hotels & Resorts property that opened in 2017, is a game-changing lifestyle (desti)nation where guests are invited to relax, reconnect, refresh and rediscover their sense of adventure. Hiriyafushi, the second Pulse Hotels & Resorts property, sets new standards in high-end hospitality in the Maldives through its innovative concept and approach, offering guests a premium luxury experience that is second to none.

Our final MAdvice: think long-term. Don’t think of your hotel umbrella brand as an object that is created, launched and immediately generates returns. Think of it as a living being that needs dedication, patience, and guidance to define its personality. It is something that grows over time and needs to prove its qualities to people (guests, partners, employees) before it creates an emotional connection and ultimately generates returns.

All too often, hoteliers and hospitality brand owners approach MAp for support only AFTER the (disappointing) launch of their new hotel. The reasons may vary: They don’t receive recognition in the market, they have difficulty attracting (the right) guests, they invest heavily in sales and communication but without the results they expect… the list goes on.

What 95% of these new hotel business owners have in common: they started the project with the wrong first step (have you heard the saying, “show me how your project starts, and I will tell you how it will end?”). When starting their hotel business, they look to architects and interior designers for plans, or go to design agencies for logos and hotel branding.

But what should be the first step in how to start a hotel? Developing your unique hotel concept! Your hotel's concept is the cornerstone upon which your sustainable hotel business will thrive. It's the essence of your brand, a reflection of your vision, and the blueprint for your hotel's future.

Investing the proper time, money and resources into developing a hotel concept will have the biggest return on your investment in the long-run.

So how do you create a hotel concept? Start with WHAT you would like to create - and answer the following questions. For what do you want to be known? For whom do you want to exist? What is your dream – your wish for the future? What kind of guests do you want to welcome in your hotel? What is your niche? What is your differentiator? What are you going to do to make this Planet a better place for all? Only when you know what your hotel stands for, can you start with the right architect or design agency, align them on your hotel concept, and bring it to life together.

If you wish to learn more about how to create a hotel concept, HERE’s our full blog post.

At MAp, we work with hoteliers who have been in the hospitality industry for decades, and those who are entering the hospitality industry for the first time after finding success in other areas.

Those hotel owners who are successful and more profitable in the long run, get their basics right straight from the beginning, planning for sustainable and long-term success vs. fast return of investment.

It’s not difficult to find a hotel business plan template online somewhere that covers the most important facts. But from our experience, when putting your financial plan together, you should consider the following basics:

• Most new hotel projects open later than expected. So, include various opening phases (from soft to official launch) and do not rely on cashflow generated during the first months of opening.
• Calculate enough budget for the pre-opening phase: for pre-opening sales and communication, for hiring and training employees, for partnership and collaboration fees, etc. You only have one chance to make a first impression. However, all too often funds are not planned properly, and so in this most important phase, you’re not able to stand out in the market.
• Pay yourself and your People well. From our experience working with family-run properties, we see that family members’ salaries are not calculated properly. This means that, if you were to look at the numbers closely, your business wouldn’t be a profitable one. Therefore, if you intend to run the hotel on your own: calculate your manager salary, as well as the salaries of all the family members involved in the business. If you intend to hand over the running of the hotel to a hotel manager, calculate that salary in.

Do the numbers add up? Does this new hotel project still make sense to you? Then #onwards to our last MAdvice

In a world where things change overnight, you need strong, long-term partners whom you can trust and rely on to start your sustainable hotel business. One wrong partner can cost you time, money and nerves. Looking at your unique hotel concept: Who best align with your concept and can bring it to life? Which partners have the same values and ambitions as you? With whom do your feel comfortable talking and spending time (you don’t do business with companies, you always do business with People)? Who can move your projects to the next level vs. just execute them? Make sure to build a diverse team, because as recent studies show, diverse teams drive profit too!

We are firm believers that in order to succeed in the future, your hotel must be a sustainable hotel. The hospitality industry is evolving, and in this era of conscious consumerism, sustainability is no longer just a buzzword but a crucial aspect of any successful hotel business! Sustainable hotels are not only conscious stewards of our Planet and People, they also outperform their counterparts in numerous ways.

Sustainable hotels:

• Appeal to a growing demographic of eco-conscious travellers
• Enjoy cost savings through energy efficiency and waste reduction, contributing to improved financial performance
• Better navigate turbulent times, like climate events and supply chain disruptions
• Attract a loyal and expanding customer base
• Benefit from enhanced brand reputation
• Foster positive relationships with their surrounding communities, contributing to a thriving destination

In essence, sustainability is not just an ethical choice; it's a savvy business decision that drives your hotel’s success.

Integrate MAp’s 4Ps framework – Purpose, People, Planet and Profit – into your hotel concept, making sustainability a central piece for your hotel brand, your products + services, and your sales + marketing. To learn how, head HERE.

Next, search for partners that excel in the field of sustainability, holding sustainability certifications and having the right network in place to make your hotel stand out in the market and create the most impact for People and Planet.

Starting a sustainable hotel business is a journey that requires careful planning, unwavering commitment, and a forward-looking perspective. By starting with a distinct hotel concept, ensuring your basics are rock-solid, and nurturing strong, long-term partnerships, you can set your sustainable hotel on the path to success.