Why Branding Matters More Than Ever for Hotels

Travel is back — and in a big way. After years of restrictions and uncertainty, people are embracing their wanderlust like never before. But as travelers flood back into hotels, resorts and boutique B&Bs, the competition for their attention has never been fiercer.

This makes one thing abundantly clear: Branding isn’t just a concept. It’s a hotel brand’s secret weapon.

Branding, in its simplest form, is the promise made to guests about the experience they should expect. But it’s so much more than that. A strong brand isn’t just a pretty logo slapped on a website; it’s every detail, interaction and emotion a guest associates with a property. In the booming post-pandemic travel world, nailing your brand can mean the difference between booking a one-time visitor and landing a lifelong loyalist.

Cross-selling and the power of brand unity

For hotel owners with multiple properties, branding provides a golden opportunity. Imagine a guest who loved their stay at your Bali resort. Planning their next trip to Colorado, they spot your logo — instantly, there’s a connection.

Consistent branding across properties helps guests recognize, trust and feel drawn to other locations. This “family resemblance” builds loyalty, encouraging guests to seek out familiar properties no matter where they roam. But achieving this requires more than just a shared name — it demands a cohesive visual identity, messaging and guest experience that weaves through every touchpoint.

Make every interaction count

From the moment a guest arrives, they’re forming an impression. And every touchpoint contributes to that impression. Think signage, keycards, robes, wayfinding — even the fonts used on the in-room dining menus. Each element whispers, or screams, a brand’s personality.

Even small things matter. A luxurious robe embroidered with a resort logo can turn a basic amenity into an Instagram-worthy moment. But consistency is key: Guests should experience the same “you” whether in the lobby, the pool, or using your app.

People are the brand

Let’s not forget the greatest ambassadors of all: employees. Staff interactions can make or break a stay. And if a team’s demeanor doesn’t align with a brand’s vibe, it creates a jarring disconnect.

Are you a high-end luxury brand? Then your staff should exude professionalism and polish. If your hotel skews quirkier and fun, employees should reflect that playful energy. Training doesn’t just mean teaching your team to check guests in; it’s about ensuring they understand and embody your brand’s ethos. Consistency reinforces trust and ensures guests feel the brand’s presence in every interaction.

Your brand is your advantage

In a world where guests have endless options, your brand should set you apart. It’s what transforms a property from “just another hotel” into a memorable experience worth reliving.

Strong branding builds trust, loyalty and recognition — but even a single inconsistency in touchpoints can weaken the overall impression, underscoring the importance of every detail. In today’s post-COVID travel boom, that’s more crucial than ever.

So, dear property owners, don’t overlook the power of branding. Audit every detail, from logos to linens, because your brand is only as strong as its weakest link. Train your staff to live your values and create a cohesive experience guests will carry long after check-out. The best brands don’t just provide a place to stay, they provide an experience to remember.

Bruno Benedini is co-founder of Taillight, a full-service branding agency that works with clients from strategy through activation.