Distributors like Booking and Airbnb would prefer that you don’t have a name. Amazon thrives off generic products, which compete for visibility among a sea similarity. The more generic the product, the more money companies will need to invest in retail media. The distribution industry sees brand differentiation as a threat.
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Your brand is your best bet for long-term success, independence and control.
Not your logo. Not your latest website redesign. It’s your brand in a broader sense. Your brand in the deeper sense, i.e. Your brand is a tangible representation of your reputation. After the campaign is over and guests leave, or after your customer uses the products, it’s the brand that will remain.
Hotels with a strong brand are more likely to be able sell their services and attract repeat customers. Both they and their guests know what the hotel stands for. Not only do people stay, but they also tell their friends. They do not compare them, but they come back to them. They are trusted.
Branding is a part of every business, whether intentional or not. The question is if it’s strong enough and clear enough in the sea of sameness to be a compass. Being different doesn’t mean being weird. It’s all about being so clear and consistent with what you do, that you rise above any category.
This doesn’t need a large budget. Observation is key. What you do better than others. Telling that story takes courage. A lot of consistency.
In the world of digital distribution where hotels and companies are increasingly influenced by price, building a strong brand is not an option. This is what puts your business in control of its distribution. If you do it right, it will become your leverage. You’ll be another room on the list if you don’t build it well.
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You can find me here: I work as a CMO fractional for large technology travel companies. My goal is to help them become leaders in their industry. I’m the co-founder and CEO of 10minutes.news A hotel news media which is factual, non-sensational and keeps hoteliers up to date on the industry.
