A hotel stay is a product that is generally purchased remotely; therefore, the buyer’s decision-making process is guided by intangible factors such as the hotel’s communication and reputation.
A hotel’s brand image that is, the mental image a potential guest has of their stay at the hotel is crucial.
The effectiveness of a brand’s reputation (even when it is excellent) depends on the quality of the brand image it conveys.
“Brand image is the context in which reviews take on meaning.”
(Enrico Callegari)
The process of building an effective and credible brand image must begin with an objective definition of the company’s identity and be developed through consistent communication efforts. All of this requires specialized expertise in corporate communications and hotel marketing. Trying to improvise as communications professionals, or applying marketing theories from other industries to the hotel sector, can completely jeopardize the success of a business.
How do you build an effective brand image?
1Brand identity
2Consistent Integrated Communication
3Customer relationship marketing
Proper management of branding activities from the very beginning of the brand identity development process leads to better brand reputation outcomes—obviously in line with the actual quality of the service provided.
As part of our business consulting services,< 1 >we also work to enhance brand reputation by increasing occupancy rates during the low and mid seasons. This not only raises the average rating but also strengthens the brand reputation, making it less susceptible to fluctuations caused by any future negative reviews.