IDENTIFY WHAT YOUR HOTEL IS BEFORE DECIDING HOW IT SHOULD LOOK OR SOUND.
HOTEL BRAND POSITIONING
THE HOTEL IDENTITY
HOTEL BRAND & DIGITAL EXPERIENCE ASSESSMENT
THE HOTEL READ
The Hotel Identity is a focused, collaborative engagement for independent hotels that need one clearer positioning direction.
Together, we examine the property’s intention, setting, audience, atmosphere and experience to establish what makes it distinctive and why that distinction matters.
The result is a strategic foundation that can align ownership and guide the creative decisions that follow.
INVESTMENT: $5,500
WHAT WE IDENTIFY
THE CENTRAL PROPOSITION
The idea that connects the property, its setting, its experience and its intended guest.
THE INTENDED GUEST
Who is most likely to value the hotel and what that person needs to understand before choosing it.
THE DISTINCTIVE TRUTHS
The credible principles that set the property apart and should guide future decisions.
THE EXPERIENCE PROMISE
What the hotel can meaningfully make possible—and the honest tradeoffs that come with it.
THE NARRATIVE DIRECTION
How the hotel’s story and essential messages should be organized.
THE DIGITAL DIRECTION
How that identity should inform the website and journey toward booking.
WHAT YOU RECEIVE
– Core hospitality proposition
– Intended guest orientation
– Three to five distinctive brand principles
– Experience promise and relevant tradeoffs
– Guest-facing message hierarchy
– Narrative and digital direction
– Five strategic priorities
– Final positioning document
– Private presentation and recording
WHEN IDENTITY BECOMES NECESSARY
A hotel may be thoughtfully conceived and still struggle to articulate what holds it together.
The need for positioning often appears when:
– The property has evolved beyond its original identity
– Its website no longer reflects the experience
– Its language could belong to many other hotels
– Ownership and creative partners are moving in different directions
– A rebrand or website redesign is approaching
– Something essential about the property remains difficult to express
WHAT IDENTITY GIVES YOU
The Intensive gives ownership:
– One shared understanding of the hotel
– A clearer basis for evaluating ideas
– A stronger brief for creative partners
– Greater consistency between intention and expression
– A more distinctive reason for the right guest to choose
Clarity does not replace creative execution, it gives execution something meaningful to express.
THE PROCESS
BEFORE WE BEGIN
You complete an in-depth questionnaire and provide the relevant property and brand materials.
DISCOVERY
We begin with a private 60-minute conversation about the hotel, its intention and the question that needs to be resolved.
ASSESSMENT
I examine the property, its current expression and its relevant hospitality context.
POSITIONING
I develop one recommended strategic direction.
PRESENTATION
We conclude with a private 75-minute presentation. One consolidated refinement round is included.
The engagement takes place over five business days.
The Hotel Identity does not include naming, visual-identity design, complete copywriting, website design, photography, operations, financial analysis, revenue management or implementation. These disciplines may follow the engagement, guided by the positioning established here.
Investment: $5,500