Home » Conceptualisation of the hotel: aspects to consider
Conceptualisation of the hotel: aspects to consider

Conceptualisation of the hotel: aspects to consider

Conceptualisation or theming in hospitality is the process by which the distinctive identity of a hotel is developed. In other words, those aspects are defined and developed that will provide a unique and differentiated value that will allow the hotel to stand out in the market and, of course, attract its target public. It is […]

Conceptualisation or theming in hospitality is the process by which the distinctive identity of a hotel is developed. In other words, those aspects are defined and developed that will provide a unique and differentiated value that will allow the hotel to stand out in the market and, of course, attract its target public. It is what describes the personality of the brand in different elements: in the architectural design, in the decoration, in the services offered, in the gastronomy and in the general atmosphere. In this article, IHCS tells you how to develop the conceptualisation of a hotel.

When we want to market our independent hotel, the issue of conceptualisation is key, because the correct conceptualisation is certainly that which is based on the needs and preferences of the client. Therefore, it is essential to know the potential clients or the segment we want to target. It is also important to understand and analyse market trends, in order to develop an identity and a brand that adapts to them.

Therefore, the concept is like the heart of the hotel, because it is what gives it that differential that is appreciated by guests. It is estimated that this is one of the elements that has the greatest impact on the customer experience. It is what allows the latter to feel trapped or identified with the brand.

 

Key elements to develop the conceptualisation of a hotel

There are elements to be considered for a correct conceptualisation of a hotel project:

 

The purpose to convey

What we want to transmit with our business is one of the first elements to take into account when developing our identity. That is, what attributes, symbols or characteristics we want to convey to our customers. For this, it is necessary to research, for example, what is most appreciated about a certain locality. Aspects such as history, food, music, natural environment, culture and customs, among others, help to have a clearer vision.

On the other hand, the attributes of the hotel should be clearly expressed to the customer, from the time of booking to the time of check-in.

 

The target customer

The other element to create the concept of our hotel is to carry out an analysis of the target market segment. In other words, we must identify the needs and preferences of the target user that we want to attract to the hotel. After all, if a hotel brand wants to sell and be successful, it must satisfy the desires of the client.

One recommendation is to check the opinions or reviews of customers in hotels that are direct competitors. When a client expresses their opinion through a platform (Tripadvisor, Booking or on the hotel’s website), what they are doing is describing the concepts of the hotel that they liked or disliked during their stay.

 

The location

Owners of independent hotels should have a clear understanding of the location and environment where their hotel is or will be located, as this is another key element in developing the hotel concept. The location will determine the type of audience that will have access to the hotel. For example, a hotel in the centre of a city will attract business travellers and urban tourists.

In addition, the location and the environment will influence the customer experience. A hotel located in a natural environment may offer outdoor activities. On the other hand, a hotel in the centre of a city offers access to activities of cultural or entertainment interest.

Finally, location can affect the differentiation of an accommodation in the market. And this differentiation can be determined by factors such as access to resources, transportation, suppliers, tourist attractions, climate, local economy, among others.

 

Strengthening brand personality

Strengthening the brand identity will be fundamental to maintaining a connection with the customer. If the brand is attractive and coherent, it will create a good reputation for the hotel, and this can be seen in the fact that aspects such as the name will be engraved in the customers’ heads.

Furthermore, the brand should be used to ensure that the customer not only remembers the name of the hotel, but also that they feel pleasant sensations when they think of booking there.

Now, in order to strengthen the brand, it is necessary to have a comprehensive, integrated and consistent approach. That is to say that the brand image is reflected in everything related to the hotel, for example, in the name and logo, typography, stationery, marketing strategies, social networks or anything else that is made available to the public.

In short, the conceptualisation of a hotel is a fundamental step in marketing your independent hotel in such a competitive market. Therefore, this aspect should not be taken lightly. That is why enlisting the help of professionals in the sector is a good solution.

Rate this post

Do you want to keep up to date with news and advice about the hotel sector?

We help you to develop and optimise your hotel project.

The 1st consultation is free!
Hotel Consulting
We use our own cookies and those of third parties in order to analyse the browsing of users and improve our services. If you continue to browse, we consider that you accept their use. You can obtain more information, or find out how to change the settings, by clicking on more information