Today, hospitality brands need to be lifestyle brands. Those that are successful have crafted strong brand attributes that resonate with specific consumer demographics. Consumers expect the ability to lead the same lifestyle while traveling as they do at home, and for this reason, they choose hotels that cater to their interests. For example, Arlo NoMad’s brand concept focuses on hotel service designed for younger business travelers and curious urban explorers. The interior design is purposefully unexpected and innovative to create a stimulating feeling that imitates the electricity of New York City streets. After doing some guest research, Arlo determined that its guests are curious, well-informed and open to new experiences; many also work in the entrepreneurial and creative industries.
The key takeaway: Build out strong consumer experience programs that allow guests to further connect with themselves, their interests and their surroundings by creating meaningful memories.