In a recent talk, Seth Godin breaks down the difference between Nike and various hotel companies like Hyatt, Marriott and Hilton.
Seth points out that if Nike were to make a hotel, you’d have some idea of what to expect. The core values that make Nike unique would be adapted to a hospitality setting.
However, if Hyatt, or Marriott or Hilton were to make shoes, what would they be like? What would differentiate Hyatt’s shoes from that of Marriott and Hilton?
It’s a thought-provoking construct, to be sure.
How could these established companies be so fundamentally lacking in such a crucial area of their business as their brand?
With incrementally improving technology giving consumers access to more decision-making info/power, it’s easier than ever to bypass paying higher hotel rates. In fact, you can skip hotels entirely and stay in Airbnb and similar services.
That’s not to say that certain iconic hotels don’t have a cache to them – which is kind of a brand in of itself. However, this may resonate with those that know – repeat guests – but it may be difficult for a hotel to communicate that they have that secret sauce in their service, people and standards to overcome all of the noise. This means they may lose out on reservations, if they don’t take steps to position themselves as more than a logo – they must be a flag, a brand and an experience.
Check out Seth’s thoughts and drop a line about what this means to you.