Basic approach to position a Hotel Brand

  • How would your marketing strategy differ for launching and promoting a luxury city centre business hotel as a brand vis-a-vis a Destination spa? (LinkedIn question by: L. Aruna Dhir)

There are many angles to be looked into before we can really give a proper answer. However, in brief, the answer lies in the basic positioning and differentiation approach that would define the core strategy. The approach should be as follows:

  1. Where’s the property located? Is it within easy city limits or a bit on the secluded outskirts of the city? If it’s within city limits, “City Centre” business Hotel branding sounds good, while for a far-off location the “Destination Spa” would sound good. Premium destination Spa perhaps would have more appeal with an accommodation added in, if it’s located out of city – since possibility of promoting as “Spa and Resort” would have long term attraction.
  2. What’s the core benefit / value of your product for customers? Is it more towards the hassle-free stay / conference / meetings / banquets? Then positioning within the “City Centre Hotel” market would make good sense. Otherwise, if your core benefit / value on offer is “Leisure and Relaxation”, then it would make more sense in positioning it within the Leisure resort / Spa domain.
  3. What are the possibility of “packaging” the product and increasing its value? Once the above 2 fundamentals are decided, you’ll get a very clear cut core positioning of your product, which will define the next stage – strategy to promote in each case. However, it’s also important to note that it’s not the end of the other option , whichever position you choose. For example:
  • Once you have promoted / established your hotel as a Business Center, you can extend / branch out to the other offering as a part of the 24 hour package; e.g. Conference /Business, Dining, Pub, Spa, Relax… each at different time of the day. It also allows you to promote the Spa separately, and then adding up this sub-brand as a “total hospitality experience”
  • In case of promoting it as a Leisure Resort cum Destination Spa, you can take a similar approach too! Therein, to promote Conference /Banquet / Business products, you can just add: “Our weekend get-away package can also include your business seminars / conferences”

Therefore to answer the question in one sentence:

  • Marketing strategy in each of the cases quoted above differs in the basic orientation and approach one wishes to take in defining the core benefits and values of the brand, vis-a-vis competition (as pointed above).

Also look for additional Answers in LinkedIn

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