Several years ago when we were running global social media for Park Hyatt I was shocked with they took the decision to distill all of the websites and marketing initiatives to the same templated approach. Park Hyatt on the same website template as Hyatt Place. It disturbed my sensibilities and fundamental lessons I had learned in branding and marketing which was about creating distinct products and positioning for distinct consumers. In the past decade, I've seen this approach taken even further. Mass consolidation of visionary brands to corporate brands has taken over, all in the name of scale and efficiency. At the same time, I've seen the consumer want more than sameness. The millennial mindset is not one that aspires to the bland consistency of a Courtyard by Marriott. Yet consolidation and efficiency has furthered this mindset on the operational side. I see this landscape as being an open door to new visionary hoteliers with bold ideas, creative visions and the passion to make new things that people will enjoy. New products and positioning that will drive desire because they're made with care and sensibility, not in the name of scale. Thanks Josiah Mackenzie for the space to share some of these experiences and for sharing innovative voices daily on Hospitality Daily.
Adam Wallace is holding nothing back today: A lot of the most creative elements of hospitality have been damaged by those who don’t recognize the value of branding and providing distinctive hospitality - but this actually might create an opportunity for you. In today's episode, Adam explains what he has seen over the past few decades working with some of the most innovative hotel brands and the opportunity he sees for all of us to stand out, be different, and succeed today. Listen now: https://lnkd.in/gmZE4GUi
Ryan Ashley The Poet
11mo
But does Adam Wallace know about the bespoke typewriter poetry guest experience that I provide to luxury and boutique brands who "get it"? Meaning evolved heartfelt and personalized hospitality?
Tom Harding
11mo
Check out Aethos and chat to Duarte Henriques
Dianna Balabon
11mo
Absolutely spot on- it's made being a marketer in this business equally as bland
David Nickel
11mo
We analyzed 30 luxury hospitality brands last year and compared their websites, socials and other parts of their marketing mix. At least half are utterly interchangeable with very little differentiation in terms of branding.
Erik Robertson
11mo
The problem? I think they are doing ok. Your frustration is because you are focusing on the wrong market. Visonary and Marriott are oxymorons. Visionaries aren’t managing cash cows
Alexis Courselle
11mo
Well said Adam Wallace
Christian de Boer
11mo
100% agree !! But can they change ?
Donna Herto
11mo
In a space where truth is often muted, it’s good to see the truth spoken, Adam!
Melpo W
10mo
Budget :( may have impact on how things are done. e.g. 3 different offers should have 3 different landing page designs x no of different brand's characters x no of languages x no of ad copy to use on digital campaigns. Sometimes different design and messages will be needed for different target audiences ... It is definitely not one template for all. (Even though budget is tight. Experience will tell them that they need to get more budget next time with better planning and strategies.)
Director at Ammique Ltd
11mo"....most innovative hotel brands and the opportunity he sees for all of us to stand out, be different, and succeed today".... BUT how "innovative" and "different" can a hotel brand be? Take this for example.... With our health and our planets health paramount how about a luxury hotel brand with no mattresses for guests to sleep on (no bacteria, no landfill). There is one and happy to tell more Adam Wallace