Rebranding a 5-star hotel is becoming increasingly important in today’s hospitality sector, especially when it comes to attracting a younger generation of travellers. These younger travellers have different hotel expectations and preferences, that are often influenced by their shifting usage behaviours.
Thanks to advances in technology and social media, younger travellers are more connected and aware than ever before. They base their travel decisions on internet evaluations and suggestions from friends and influencers, and they prioritise experiences that are distinctive, personalised, and Instagram-worthy. As a result, established hotel models are being challenged by alternatives such as Airbnb and other online travel platforms.
Rebranding a 5-star hotel can help address these shortcomings and position the business as an attractive location for younger travellers. A refreshed brand identity that reflects modern trends and ideals, such as sustainability and community involvement, can set the hotel apart from competitors and appeal to the changing preferences of younger travellers. Furthermore, adding innovative technology and personal touches can result in a more memorable and engaging experience for guests, leading to improved brand loyalty and revenue. Overall, rebranding a 5-star hotel is critical for remaining relevant and competitive in the ever-changing hospitality business and addressing the changing demands and expectations of younger travellers.
Let’s look at five reasons why rebranding is a great idea!
Relevance: Rebranding a 5-star hotel can help it remain relevant and appeal to a younger audience seeking new, fresh, and exciting experiences. A refreshed brand identity may highlight the hotel’s distinctive value proposition and set it apart from competitors, resulting in improved brand loyalty and customer retention. As a result, a rebrand might attract new clients, leading to improved revenue for the hotel.
Differentiation: A rebrand can help you stand out in an increasingly competitive marketplace and attract a younger audience looking for one-of-a-kind and personalised experiences. A fresh brand identity can highlight the hotel’s distinguishing traits and leave a lasting impression on potential clients. By differentiating yourself from comparable hotels, you can enhance brand recognition and loyalty, as well as a higher rate of client referrals and recommendations, demonstrating that word-of-mouth marketing is still effective.
Marketing: Rebranding opens new marketing opportunities to reach younger clients. A fresh brand identity can be used to develop eye-catching advertising campaigns and social media content that appeals to younger travellers.
For example, the Hotel Giardino Ascona might begin a social media campaign encouraging guests to use a special hashtag like #welcomehome, which in fact is already being used to describe their unique and personalised experiences at the hotel. To take a step further, they could start using #welcomehomemoments and start a campaign with it, to create a deeper connection with the new target group. Guests could contribute images and videos of their stay that highlighted their perspectives with this specific hashtag. To entice guests to participate, they could offer a chance to win a free night’s stay or a day-boat trip to Italy with their speedboat Frauscher 1017 GT, including a great meal for two people. This campaign would not only highlight the hotel’s unique services but also engage younger travellers who are actively involved on social media and looking for original experiences. It would foster a sense of community in the hotel’s surroundings, encouraging guests to become brand ambassadors and generating word-of-mouth referrals. Overall, this campaign would be an efficient method to generate interest in the transformed 5-star hotel and attract a younger audience.
Innovation: Rebranding a 5-star hotel can demonstrate a dedication to innovation and staying ahead of the competition. Younger clients are frequently drawn to hotels that are innovative and forward-thinking, and rebranding is a way to express that the hotel is committed to providing outstanding experiences. This can lead to enhanced brand loyalty, higher rates of client retention, and the attraction of new customers.
Growth: Rebranding a 5-star hotel can help in expanding its customer base and growing its business. By attracting a younger audience, the hotel can tap into a new market segment and increase its revenue.
In short, rebranding is the key to unlocking the door to a younger and more loyal customer base. What are your thoughts about this? Would you participate and share your #welcomehomemoments or would you rather stay private about your holidays?
And as per usual, stay tuned for my next post!
Below you can find my other blog posts 👇
- What is a younger audience looking for in choosing a 5-star Hotel?
- From Chaos to Calm: A Yoga Retreat at Hotel Giardino Ascona on the Shores of Lago Maggiore
- Maximising and Appeal: Top Platforms for Promoting a 5-star Hotel & Destination
- Harnessing the Power of Influencers to Reach a Wider Target Audience
- Podcast Interview with the Head of Brand & Content Strategy at Giardino Hotels
- Voices Unveiled: Engaging Perspectives in Q&A with Friends
- Take Your Best Buddy with You: Captain Makoki Takes Hotel Giardino Ascona
Really interesting blog post. Looking forward to your new content! 🙂
Thank you!
Rebranding can be scary but it’s almost crucial. The brands/hotels need to be up to date to attract but also to retain, because even old costumers enjoy new things.
In fact it is, even when guests like similarities and tend to prefer things they know, you definitely have to go with the time in order to attract a new target group.