Are you considering hotels rebranding for their upcoming reopening or refreshing your hospitality brand? Beginning from 2020 and on through to pretty much now, this time period will be remembered as possibly the most challenging in the entire history of the global hotel and F&B sectors. That’s probably not overstating how troublesome and in many cases ruinous it has been for operators in this sector. Prior to 2020, the hotel sector, and the broader field of hospitality, was one of the most active industries in the world, especially in Asia-Pacific and mega-especially here in Thailand. We’re the world’s leading country for inbound visitors of course, and we have the world’s most visited city Bangkok. A plethora of various sorts of hotels operating across every imaginable sector, and serving up a plethora of different types of hotel experiences were available for customers to select from in this market, be it luxury, boutique, mainstream, alternative or affordable. As a result, branding tactics that elevate one hotel experience above all others in terms of importance, utility, and value are required. This is doubly the case now as the world emerges to try to capture whatever opportunity it can in this post-covid hospitality environment.

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The desire for differentiation has returned as tourists seek for one-of-a-kind experiences that offer value as a result of the lifting of the pandemic-related limitations. As a result, hotels must re-establish a connection with their prospects in order for them to be drawn to and identify with the hotel’s ideals in the future. Everything in the highly competitive hotel sector revolves on the image and values that we identify with a hotel’s brand.

What is the definition of Hotel Rebranding?

It is the process of altering the corporate communication or unique brand personality of a hotel (which could be a group-wide portfolio or one specific property), and that is known as rebranding. Changing the name, symbol, colours, fixtures, surroundings, or customer experiences of an already-established branded hotel is referred to as repositioning in the marketplace. A brand’s identity should be distinct from that of its competitors in the market – or that of the past persona it is seeking to leave behind in its history as a closed chapter, and a done deal, ready for a fresh new start and the capture of a whole new customer set. This is the concept underlying brand repositioning.

What is the purpose of hotels rebranding?

The goal of hotels rebranding is to distinguish the establishment from its competitors and to make it appear more relevant, valuable, and worthwhile to the target consumers than competitors in the same market segment.

In order to make specific hotel properties more appealing to their customers, market share must be increased as well as revenues. In order to reduce costs and improve operational efficiencies, the property must be rebranded as a means of capturing these conjoint opportunities for onboarding lateral revenue streams which will support the hotel’s longevity and sustainability. It may also be necessary to add new services, amenities, or restaurants & outlets, as well as increase the overall value of the property, whilst examining any co-branded opportunities which may add considerable value.

The Process of hotels rebranding

The hotel’s brand is in the hands of the franchisee who owns the business. They perform research and development on the brand, making changes to the name, colours, language, graphics, customer experience, hotel environments and lobbies, furniture and fixtures in rooms and lobbies, meeting rooms and lobbies, parking experiences, and other aspects that they believe will make the brand more competitive in the marketplace. There is a lot to consider. They also perform marketing research and development on the brand, which should be a key step before embarking down the considerably expensive step of rebranding from scratch.

In turn, hotels rebranding and the changes that accompany it are conveyed to property owners through the development of a customised hotel property improvement plan (PIP) tailored to the individual needs of the facility.

The Function of PIPs in the Hotels Rebranding

PIPs are created by brand franchisors for the purpose of bringing franchisees’ properties into line with rebranding regulations and brand standards. Essentially, a property improvement plan (PIP) is a long-term strategy to renovate and develop a property in order to improve visitor or customer experiences and to offer them with the experience they expect based on the brand’s sales and marketing promises

A successful PIP may enhance market share, push sales, overcome competitors by creating competitive advantages, promote customer happiness, cut costs, and contribute to the improvement of safety, efficiency, and profitability, among other things. A successful PIP is beneficial to the brand, the customers, as well as the owners and operators.

Hotels rebranding Physical Factors such as mechanical systems, electrical systems, and plumbing systems can be addressed by PIPs. They can include improvements to the carpets in the halls, the furniture, the fittings, the wall coverings, and the wall art in the guest rooms. These improvements might include the fitness facility, business centres, lobbies and conference spaces as well as elevator cabs, as well as the experience when entering the building.

Some hotel PIPs may even involve upgrades to communication and security systems, as well as reconfigurations of restaurants, parking lots, outside lighting, and landscaping, all of which may be extremely expensive.

Hotels Rebranding – Closing

Owners of hotels may greatly cut their expenses and boost their returns by planning ahead, reviewing, recognising the “true” prices, and negotiating PIPs / rebranding initiatives. Seek experienced professional assistance, such as that provided by the leading owner’s reps at DAE Group, to assist you in navigating this difficult and time-consuming process.

Restaurants or hotels rebranding is an exciting, stressful, complex, fraught and potentially amazing journey.

Please consult with us and let us put together your initial PR plan, so you at least have some expert, reliable support in place you can lean on whenever you need it.

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