Search

×

Mastering the art of conversions, rebranding

There is something magical about creating something new from something that once was. Building off a historic foundation offers endless inspiration, but it can also lead to challenges that one would normally not face with a new construction.

From changing the public’s perception of the original property to clearly communicating the new vision, ownership must deal with each hurdle carefully. It takes an expert, a turnaround and transition specialist who has done many conversions before, to properly rebrand an existing hotel to a new project. Four arenas that must be dominated when rebranding a hotel include name recognition, property differentiation, online reputation and local reputation. Let’s consider these four pillars:

Name recognition

With any conversion, it is crucial to clearly communicate the new brand both internally with staff and externally to guests. Some things a hotel can do include explaining the meaning of the new hotel name, changing signage, unveiling a new logo and making an official press announcement. After establishing a new name for the property, the team must cease any existence or recognition of the previous name to avoid confusion. While the properties may share the same address, they need to be treated as two completely separate entities. 

Property differentiation

The property distinctions need to be emphasized in all communications because it is not just the name that is changing, its business practices as well. To help shape the public perception to see the properties as different entities, the team can focus the messaging on the exact changes. For example, when Kokua Hospitality transitioned the Powell Hotel in San Francisco into the soon-to-open Axiom Hotel, it emphasized repeatedly that the new hotel will lead in hospitality technology offerings. This feature is a major differentiator from what the Powell offered, and by using this verbiage in all communication regarding Axiom Hotel, it helped the staff and guests to think of these hotels separately.

Online reputation

The modern traveler relies on a Google search to learn about hotel options in different cities. For this reason, the hotel needs to set in place the proper listings throughout the various distribution channels, including websites, social media channels and review portals. With a conversion, one must deactivate the old websites and social media pages of the previously existing property as those reviews or Facebook likes do not belong to the new brand. Next, the new hotel needs to establish a new website, social pages and review sites with new photos and branding as soon as possible so the property is searchable. Not a single description should be kept the same from the old hotel, even if nothing structurally has changed with a specific amenity or building feature. With a new brand, there is an opportunity to speak in a different voice. The hotel can create a style guide so there is no confusion for the staff.

Local reputation

It is equally important to disseminate the new name and brand to the immediate surrounding community. To introduce the new hotel, establish pre-opening sales calls, pop-up events, e-blasts and PR stunts. The new face representing the hotel should engage with the local community to allow neighbors to see and experience firsthand the attitude and enthusiasm they can expect at the hotel. He or she can give clear examples of how this new hotel is entirely different.

The hotel can also spread the word to allied partners to create a united front by hosting breakfasts and car washes for the local taxi, limo and Uber drivers to help familiarize them with the new brand. In addition, the hotel can partner with the local tourism board, hotel association and other community related groups to further the connection to the local community. If the new property is part of a family brand, for example Embassy Suites, the hotel can offer tours and host the staff of its sister brands to help extend its reach.

All in all, the success of rebranding lies on the foundation and clarification of the messaging. If the rebranding project simply entails putting a new logo on the top of the building, or includes phrases like “formerly known as” then guests are never going to come full circle and view the new hotel as a separate entity.

The key to mastering the art of a conversion is to cement the name of the new brand, identify the theme to differentiate the new brand from the old and focus on building a new reputation with both the online and local communities to ensure clear communication across the board. These are the basic essentials. The execution of these tactics as well as other initiatives is critical to the successful launch.

 


James Lobosco, vice president of acquisitions and operations, Kokua Hospitality

Comment