Hotel branding standards: Why do they matter?

Despite being a minimum quality standard, a hotel's brand standards are also a key distinguishing factor among competing luxury brands. In addition to determining its value, it has a significant impact on the overall guest experience. Travellers today look for hotels with well-established or even renowned brand standards.

One of the most important parts of branding is creating a unique feel and look. Without it, brands get lost in the mix. And while some brands may be okay with that, others need to stand out from their competitors for various reasons: differentiation or image projection. This uniqueness can go a long way in residential apartments, too.

Think about it: when someone is looking to book a hotel stay, be it short or long, one of the first things they'll do is look online at photos of potential hotels. If all of the options look exactly the same, which by now many do thanks to cookie-cutter branding standards, then none of them will stand out to the potential guest. They may as well just choose one at random. But if a hotel has branding that's reflective of its unique personality, then it'll jump out at people and they'll be more likely to inquire about it.

Guests want to know what they can expect from a hotel, and how it will influence their experience. Maintaining brand standards is an essential part of hotel management and contributes to a successful business.Hoteliers must carefully consider every detail that makes up their hotels' brand standards, from the color palette and typeface used in marketing materials to the uniforms worn by staff. Everything sends a message about the quality of the property and its guests' experience.

Global hotel chains expend a lot of effort to ensure that their properties maintain the same look and feel, no matter where they are located. This can be a challenge, but it's important for guests who have come to expect a certain level of quality from these brands. Consistency is key when it comes to standing out from the competition. By working together, we can ensure that each element of the guest experience meets or exceeds expectations.

Consistent guest service is directly proportional to consistent brand standards. Assigning a certain number of furniture pieces, providing guest amenities, and other aspects contribute to the brand standards of a hotel. The development of a comprehensive brand identity requires an understanding of brand standards, and a resourceful partner to execute within the allocated budget and timeframe.

Our team works with developers, brand operators and the hotel's design team to prepare specifications during the budgeting and conceptualization stages. The BoQ and preliminary budget will be updated as all details are accounted for. Even with inadequate information, Art Code has access to a thorough directory of brand standards. As a company with combined expertise that assists upcoming brands in the development of standards, Art Code presents a compelling case for contributing during the concept phase.

As a critical step for long-term planning, building brand standards is an important step for all project stakeholders. During the early project stages, this approach is particularly critical. For newer properties, brand standards can also affect the hotel's future funding decisions, when and if professionally advised.

Procurement consultants can help procure unique pieces that reflect your property's personality and help it stand out from the competition. If you're looking to create or update your branding standards, be sure to keep these things in mind! If you need any help, don't hesitate to reach out to us. We'd be more than happy to assist.

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