Hotels make emotion the new brand standard

Many hotels are fine-tuning what their brands stand for and how they communicate that message to guests

Jan 13, 2023

Appealing to people’s emotions is becoming a more effective way for hotel groups to woo travelers because guest needs are evolving in ways that undercut the traditional branding recipe.

Key takeaways

  • Fewer guests rely on traditional brand messaging as the decisive reason to choose a hotel;
  • Engaging with emotion is the next frontier in hospitality branding, especially at the upper end of the business;
  • Hotels that deliver a welcoming embrace can resonate more with people who increasingly feel alienated or “atomized.”

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