Building a Hotel Brand that Captures Hearts and Market Share
In a post-pandemic market flooded with soft brands and shaped by AI-driven personalization, standing out is more challenging—and more essential—than ever. Great hotel brands don’t just fill rooms. They build emotional connections, foster loyalty, and drive measurable returns.
At Gettys, we approach branding as both tangible and magical—part strategy, part storytelling—with deep integration across design, service, and operations. Our branding work is rooted in research and shaped through close collaboration with clients, creatives, and cross-disciplinary teams.
One example we highlight throughout this article is Reikart House, part of Marriott’s Tribute Portfolio—a hotel that launched strong and stayed strong. With a brand rooted in local storytelling and brought to life across every touchpoint, it was named Hotel of the Year two years in a row and earned the #1 guest satisfaction score in its category in both 2018–2019 and again in Q4 of 2023. It’s a clear example of how story-rich, strategy-led branding builds lasting equity.
In this article, Angelica Acebedo-Frint, Principal of Branding, and Ron Swidler, CEO of The Gettys Group, share how we build hotel brands that resonate—with guests, with owners, and with the market.
The Emotional Connection
A hotel brand—or any brand—with emotional resonance taps more deeply into guest experience. It creates a sense of belonging and lasting connection, inspiring guests to return, recommend, and remember.
To foster emotional bonds, we carefully consider the guest journey and the sensory elements guests will encounter—from booking through post-stay. Brand personality, voice, ambiance, scent, soundscapes, and signature experiences all contribute significantly. At Gettys, research-driven storytelling ensures those experiences are not only memorable and meaningful—but become a lens for future brand decisions.
Reikart House, Buffalo, A Tribute Portfolio Hotel
At Reikart House, we created a guest experience rooted in the spirit of local icons Frank and Dolly Reikart—known for their hospitality, music, and flair for entertainment. Every detail, from the hearth-centered lobby to the whimsical touches referencing their pet monkey Jacko, was designed to evoke charm and warmth. Guests consistently cite the emotional resonance of the space, calling it “one of the prettiest hotels in the Marriott chain” and “lavish, luxurious, and welcoming.”
Consistency is Key
Brand consistency across all touchpoints reinforces your hotel’s identity. From the digital experience and marketing materials to lobby design and signature experiences, every interaction should reflect your brand ethos and promise. Consistency builds trust and reassures guests of the quality and reliability of their experience.
At Gettys, our goal is always to develop practical, actionable brand playbooks that empower operational teams to maintain and evolve the brand experience consistently. This strategic approach informs every discipline—including interior design, food and beverage programs, and brand rituals—ensuring every touchpoint aligns seamlessly.
Reikart House, Buffalo, A Tribute Portfolio Hotel
From the mischievous bellhop monkey in the logo to the turn-of-the-century-inspired guestrooms and Jazzboline Restaurant’s vaudevillian personality, every element was meticulously aligned to the brand narrative. This consistency led to Marriott naming Reikart House “Hotel of the Year” multiple times, including back-to-back wins and recognition for maintaining excellence across all brand standards.
Communicating Brand Values
Effectively communicating brand values means articulating what sets your hotel apart—and delivering on that promise through experiences guests can feel, remember, and share.
An effective brand strategy and narrative open opportunities for meaningful brand partnerships, as clearly communicated values resonate with like-minded partners.
Crafting a Unique Hotel Brand Strategy
Developing a distinctive hotel brand strategy requires thoughtful planning and meaningful insights. At Gettys, we embrace artificial intelligence as a powerful tool to enhance our strategic capabilities, streamline research processes, and amplify our creative potential. However, we firmly believe the ingenuity, intuition, and rich experience of our talented team remain irreplaceable. By thoughtfully integrating AI into our process, we complement—rather than replace—the human touch that makes our branding uniquely compelling.
Here are the strategic steps our branding studio follows:
- Understand Your Market and Audience
At Gettys, a research-driven approach helps us fully understand the needs, desires, and behaviors of your target guests. Thorough market analysis and audience research uncover critical insights necessary to position your hotel uniquely within its competitive set.
- Identify Your Unique Selling Proposition (USP)
Your hotel’s USP clearly distinguishes it in the marketplace. Our strategic research identifies compelling opportunities—whether a unique location, signature guest experiences, or innovative amenities—that become foundational to your brand positioning and messaging.
- Craft a Compelling Brand Story
Every successful brand is anchored by a compelling story that authentically reflects its context. The Gettys Branding Studio excels in leveraging contextual insights to develop narratives that are engaging, memorable, and authentic—highlighting your hotel’s unique attributes such as historical significance, cultural relevance, or community connection.
- Strategic Naming Rooted in Insight
Naming is a critical strategic step in brand development. Far more than selecting a memorable word, effective naming strategically positions your hotel in the marketplace. At Gettys Branding Studio, every name is evaluated against strategic criteria including:
- Meaningful
- Distinctive
- Legible
- Available
- Easy to say, remember, spell, pronounce
- Scalable
We also incorporate:
- Historical, social, and cultural context
- Location insights and building history
- Alignment with brand values
Reikart House, Buffalo, A Tribute Portfolio Hotel
The name “Reikart House” wasn’t just a label—it was a portal into a story. It honored Frank and Dolly Reikart while establishing the hotel’s personality and promise. The use of “House” evoked hospitality and intimacy, anchoring it in both place and experience.
- Develop a Cohesive Visual Identity
A strong visual identity—including logos, color palettes, typography, and design language—translates your brand story into visually recognizable elements. At Gettys, the true power of our branding studio emerges through close collaboration with our interior design studio, integrating the visual identity into the physical space—from wallpaper patterns and textiles to signage and wayfinding.
Reikart House, Buffalo, A Tribute Portfolio Hotel
The brand’s royal blue and bright red palette, combined with playful illustrations and a bowtie-wearing monkey bellhop, brought the Reikarts’ whimsical legacy to life. Everything—from lighting, to mugs to rugs—echoed the brand story. Guests frequently mention how visually immersive and delightfully consistent the experience feels.
- Operationalizing the Brand Through Staff Empowerment
Ultimately, successful brand experiences depend on effective operational execution. Training and empowering your staff is critical. They embody your brand ethos daily, shaping guest experiences in real-time interactions. At Gettys, we emphasize the necessity of aligning operations closely with branding, equipping team members with practical knowledge, and instilling pride in the brand. They are, after all, your primary brand ambassadors.
Implementing Brand Management Practices
Consistent brand management ensures lasting brand health and guest satisfaction. Gettys emphasizes ongoing brand stewardship, maintaining integrity and consistency across every interaction, from digital touchpoints to staff interactions.
Measuring Success and Adapting Strategies
Effective branding is dynamic, requiring ongoing evaluation and adaptability. Gettys employs clear KPIs—such as guest satisfaction scores, occupancy rates, revenue growth, and brand loyalty indicators—to measure success. Regular market research ensures strategies remain responsive to evolving trends and guest expectations.
Reikart House, Buffalo, A Tribute Portfolio Hotel
Reikart House achieved the #1 “Intent to Recommend” score in the Tribute Portfolio in both 2018–2019 and again in Q4 of 2023—a rare feat that reflects long-term brand resonance. These results are a testament to how emotional connection, operational consistency, and strategic storytelling translate into measurable, sustained business performance.
Conclusion
Building a hotel brand that captures hearts and market share is a sophisticated blend of tangible outcomes and magical moments. Gettys approaches this challenge with rigorous research, strategic clarity, creative authenticity, and a commitment to empowering operational teams. By continuously adapting to market changes and consistently delivering on your brand promise, Gettys helps hotels—like Reikart House—become cherished destinations that guests love, recommend, and remember.
Ready to build a hotel brand that guests remember?
Let’s start a conversation about unlocking your property’s story and elevating its market impact.
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