I will start by saying I am not a branding consultant, but brands have an effect on people. Most buying decisions are based on price and/or brand. Hotels are no different.
While walking through Chicago recently, hotel brands were very evident. Here’s what came to my mind as I saw the following:
- Peninsula: Best hotel in town, with the highest price tag.
- Palomar: Oh yeah, it’s a Kimpton, and the restaurant must be good.
- Hard Rock: They have one here? I bet the nightlife is good.
- Virgin: What is it going to look like and stand for?
- Public: Schrager really knows the pulse of the trendsetters. This place is hopping.
- Thompson: Moving west from New York City, or did they sell the company to someone?
- Allerton: Can independents still make it in the big city?
- Park Hyatt: Very sleek, and a great place to do business.
- The Drake: Is that still Hilton International … I mean, Hilton Worldwide?
- Marriott: If I have a big convention in Chicago I bet this place could handle it.
- The Wit – A DoubleTree: Cool place with great F&B. What’s the deal with DoubleTree?
- Waldorf: Attractive, but doesn’t look like the place I know in New York City.
- Trump: I can see the Trump name on the building from 10 miles away. It probably has a lot of marble, gold and glass.
- Langham: Is that a hotel, bank or apartment building?