Stop and think about your
hotel’s personality for a moment.
Envision what your property
would look like if it were a
walking, talking human being.
Are you imagining a silver-haired
gentleman enjoying a glass of
brandy? Or a stylish young
woman with the latest handbag
and an Instagram feed full of
organic nibbles? Next, think
of the voice that matches this
face. It might be restrained and
elegant, relaxed and friendly
or something totally different.
These visions are the first steps in
understanding the unique brand
voice of your hotel – an element
vital to creating a strong identity
customers can connect with.
When it comes to branding,
visual elements often take
precedence. However, a brand
voice should be given the same
amount of thought as fonts,
colors and logos. For example,
when the Ritz-Carlton Hotel
Company launched their newly
designed logo back in 2015, their
brand voice was also revamped, in
a move designed to engage a new
generation of guests. As Hervé
Humler, President, COO and
co-founder of The Ritz-Carlton
Hotel Company, explained:
“We believe as an iconic brand
that it is our responsibility to
provide thought-leadership to
drive change in the luxury and
hospitality arena.” Shaped by
the tone and style of writing,
brand voice is expression with a
purpose. By engaging, inspiring
and motivating, it gives life
and transforms a hotel into a
destination.
A strong, distinctive voice can
also nurture relationships with
frequent guests by making
them feel like valued friends,
encouraging repeat business.
Simultaneously, it can help
develop bonds with those on
the cusp of booking their first
stay. A voice also helps brands
stand out from the competition
by providing a tangible identity,
communicating who they are
without direct explanation.
Whether it’s a short tweet or
a long brochure, brand voice
can speak volumes in just a few
lines, allowing a natural, relaxed
relationship with readers to
flourish.
Given the potential impact of
a recognizable voice, it’s little
surprise that developing and
maintaining one is challenging.
Gemma Champ, a content
expert at Proximity London,
recommends analyzing the
sound and feel of the magazines,
websites and newspapers guests
enjoy. “If you’re aiming at people
who love Vanity Fair, think
about adopting a voice inspired
by it. When catering to people
with children, look at popular
family websites and blogs. Of
course, you also need to bear in
mind that international readers
may find complex English hard
to understand, so don’t get
verbose.”
Don’t overlook the power of
social m