Thursday, October 17, 2019

A hotel without a Brand is a commodity

A hotel without a Brand is a commodity.

And the primary driver for a commodity is price. You don't want to go there.

This is some of what we say about Brand on our website:

"Your Brand is not your logo, ad campaign or tag line. It's a supportable differentiation around which you deliver a unique value. And the moment you stop being just 'a hotel with this many rooms in this place' and start to tell the world that you're 'a hotel that is unique for these reasons,' you narrow your competitive set."

(By the way, anything with the word "luxury" in it is definitely not a unique value. Google "luxury hotel" and you will get 699 million hits. We know this for a fact because we did it.)

A Brand is what can keep you from competing on price. Without one, you may just be a commodity.


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