Winning guest loyalty is not an easy proposition. Yet as we march forward into the future, we do have more insight into the qualities that global brands need to embody in order to gain our customers’ trust. According to a recent trends report by InterContinental Hotels Group, 56 percent of travelers surveyed said they expect a hotel to tailor the experience they have to their personal needs. It boils down to creating a global yet local and personalized experience. A big part of that is cultivating a global hotel brand that trumpets out a consistent message, albeit tailored to each locale, across its target regions.
To grow your brand’s prominence on an international scale, you also need to consider all of the key elements that will require market adaptation. These include your hotel website, marketing campaigns, logo and tagline, colors, visuals and language. As you take steps to launch your hotel brand successfully in new regions—and gain guests’ trust and loyalty—you need to tailor each of these aspects appropriately.