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.

Now that we've covered the why, let's dive into the how. Let’s look at some key strategies that have proven successful in my experience, particularly drawing from one of the most challenging projects I've undertaken - a hotel relaunch in the Middle East.

1. Embracing the Time Crunch

In the project I mentioned, we were given an incredibly short timeframe to transition from a local brand to an international one. While this might seem daunting, you can also view it as an opportunity to showcase your efficiency and adaptability. We had to simultaneously manage multiple tasks, including internal announcements, a final ceremony, press conference, taking new photos according to brand guidelines, and making the new website go live. All of this had to be accomplished within a month.

The key to success in such a tight timeframe is to prioritize tasks and work concurrently on multiple aspects of the relaunch. Don't wait for one task to finish before starting another. Sometimes, you won't have the luxury of spending a week creating a critical path. Be prepared to pick things up and run with them.

2. Communication is Key

To ensure a seamless process, position yourself or designate someone as the main project leader and go-to person for most, if not all, aspects of the relaunch. This approach allows you to maintain a comprehensive overview of the project and manage delays and unexpected circumstances more efficiently.

3. Expecting the Unexpected

In any relaunch, unforeseen challenges will arise. Your ability to anticipate and swiftly address these issues will be crucial. For instance, we once received signage in the wrong Pantone color, which we had to rectify. To avoid such setbacks, you will need to thoroughly understand your product and brand guidelines, and double-check all deliverables against these guidelines.

4. Brand Recognition and Consistency

One of the biggest challenges in a relaunch, especially when entering a new market, is establishing brand recognition. This might require increasing your marketing efforts twice, if not tenfold, especially if you're entering a market where your brand is unknown. You must tailor your marketing efforts to align with both brand guidelines and market preferences.

Maintaining brand consistency during a relaunch is also crucial. Be sure to utilize robust brand guidelines. You have to ensure every aspect, from font type to service culture, is clearly outlined in your standard operating procedures. Immerse your team in the new brand culture through thorough training sessions, turning your staff into brand ambassadors. You can also implement regular refresher courses every two to three months to reinforce brand understanding and expected service levels.

5. Embracing Technology

On top of that, don't be afraid to incorporate innovative technologies into your relaunch strategy. Explore AI applications and investigate extended and mixed reality technologies. These can offer unique ways to showcase your brand and properties. However, remember to balance technology with the human touch, as hospitality is still a people-oriented industry.

Ultimately, by following these strategies, you'll be well-equipped to navigate the complexities of a brand relaunch in the hospitality industry. For me, once we’ve successfully delivered, I will always take a moment to stand outside the building and admire the signage when it's up. After all, it’s a testament to all the hard work that you've done.

1. Prepare for the Unexpected Recognize that no matter how well you plan, unexpected issues will arise during a relaunch. You must start developing contingency plans for common issues that might occur during the relaunch process.

2. Focus on Brand RecognitionIf you're entering a new market, start planning your brand recognition strategy immediately. Be sure to outline a plan to tailor your marketing efforts to both your brand guidelines and the preferences of your new market.

3. Embrace the Emotional Aspect of the Relaunch All in all, a successful relaunch is not just about logistics - it's also about creating excitement and pride in your team and customers. Go ahead and plan a small celebration or recognition event for your team to mark the beginning of this new chapter. There's nothing quite like the moment when you see your new brand signage proudly displayed on the building - it's a testament to all your hard work and dedication.

So remember, while the process can be stressful, it's also incredibly rewarding. Embrace the challenge, stay focused on your goals, and you'll lead your organization to a successful relaunch that resonates with both your team and your customers.