Communicating a Hospitality Brand Relaunch to Customers

In the dynamic world of hospitality, brand relaunches are more common than you might think. As a professional in this industry, it's crucial to understand the factors that typically prompt these transformations. From my experience, there are two primary scenarios that lead to a brand relaunch.

The first and most common scenario is a change of brand. This often occurs when a management contract expires, or the owning company decides to bring in a different management team. Management contracts come up for renewal after a set number of years, opening up negotiations between the management company and the owner, sometimes resulting in a transition from one brand to another.

The second scenario that often necessitates a relaunch is when a hotel undergoes a massive makeover or refurbishment. This is crucial for maintaining the product quality and adhering to brand standards. Consider this: a 300-room hotel with an average occupancy of 70-80% sees an enormous volume of guests cycling through its rooms. To keep up with this wear and tear and ensure that all hardware - from beds to bathrooms - remains in excellent condition, periodic refurbishments are essential.

But refurbishments aren't just about maintaining quality; they're also about staying relevant. The hospitality industry is constantly evolving, and so are the needs and preferences of travelers. Today's travelers, particularly younger generations, are looking for different experiences. For instance, co-living spaces, which were virtually unheard of a decade ago, are now becoming increasingly popular in hotel lobbies. This trend caters to travelers who enjoy connecting with others while on the road.

By understanding these drivers for brand relaunches, you'll be better equipped to anticipate and plan for such changes in your organization.