I want luxury hotel branding and design. Give me the details!

I have had the pleasure to visit New York recently. We stayed at the Peninsula Hotel in Midtown Manhattan, known for its close proximity to just about everything amazing on the island. The hotel is tucked in at a corner of 55th street, surrounded by a mix of traditional ornate churches and ultra modern high risers. We did expect it to be five star as that’s what it says on the sales brochures, but it was definitely something else to feel it. There is the mildly awkward concierge grabbing your luggage out the taxi bit and checkin is just like in every other venue, but you definitely walk into a luxury experience from the moment you set foot onto the carpeted stairs at the entrance. 

Our checkin lady, Oksana, knew our names and used them pretty much instantly during our conversation. She explained everything in just the right amount of detail. You could tell she had training in how to deal with customers, and it definitely made a difference from other hotels with a more budget approach to service. 

Hotel branding and design is definitely something our venue took seriously. It’s the little things that made me smile – the umbrella holder bags so if it rains, you don’t tread the water everywhere. They have a face mask dispenser and hand sanitiser at the entrance, as well as branded face mask holders with a new one which you can dispose of in the ‘used’ section on the room desk. I am not sure I’d ever do that, but the attention to detail stuck with me.

There are of course the typical amenities you expect from a five star venue, such as the towels, the dressing gown, branded slippers, hair dryer and bath condiments. There’s also the fridge and laundry service, the stationery and pens, the aircon in-room wi-fi that actually works… in our case we even had a fax machine 😉 Those are all things you can look up and provide as a hotel owner. But that’s not really what made it luxury for us.

What makes a five star hotel truly luxurious? And what does hotel branding and design got to do with it?

I believe that even the most kitted out venue will struggle to gain a five star reputation if they can’t provide an experience that measures up to its ambitions. And to create that experience, it’s really important to look at the customer, to understand what makes them tick and what makes their day. What does luxury mean to them? What little gestures will create that special atmosphere and attention that’s different from their quotidian lifestyle. What can make the ordinary extraordinary? The answer is in the details.

Everything from the décor to the staff must be impeccable in order to maintain that coveted five-star rating. Attention to detail is what sets a five-star hotel apart from its competitors, and it’s something that guests appreciate. They expect that the sheets are crisp and clean, that every room has a comfortable bed, high-quality amenities, amazing dining facilities and, of course, impeccable service.

But the proof is in the pudding, and that’s perhaps one of the main reasons some luxury settings do not live up to their expectations. If the staff don’t sing from the same hymn sheet, you can play as beautiful a melody as you like, it won’t sound right. 

That’s why training your hotel staff – who ultimately deliver those unforgettable moments to your guests – is an essential part of ensuring a five star experience. Training can help staff learn how to handle guest complaints and deliver excellent customer service. It can also help them to understand the policies and procedures of the hotel. This may sound dry, but training your staff to know when to go the extra mile – wether you are a VIP or a ‘normal’ visitor – can make all the difference.

Our staff were attentive and friendly but never overbearing. They would provide fresh water in the morning and room service during the day. The check-in lady noticed that both our birthdays had just passed and we made a little joke about it. Then next afternoon, we had a birthday cake compliments of the hotel in our room. Of course that’s a brilliant surprise and a warm, happy feeling of being valued.

There’s a spa element to the hotel, and whilst they may not have been able to predict how stunning the views would be from the 22nd floor, especially not when they would have first looked at their hotel branding and design, they certainly did their architectural extensions including a roof cafe and large windows around the pool to make the most of them. Every chair has towels, and every inch of floor looks tidy. Again, it is a matter of finding the right high quality components to create such a space in a hotel, but it’s then also about the spotless maintenance and attention to the visitors whilst being in the background that makes it really special. 

To design or not to design… (it’s not really a question)

When looking at hotel branding and design for a luxury venue, it helps to put the customer in the centre of all the branded elements that are being created. If it will hinder, rather than be clear and easy to use / understand, don’t include it. Find a different way to communicate it. There are opportunities to use different formats, materials and printing techniques for the hotel brochures, restaurant and spa menus, leaflets, table talkers and signage.

In the case of The Peninsula Hotel, it was all themed around traditional luxury, with a touch of gold and silver – so not hyper contemporary by any means, but classy and comforting. It felt like the right tone for their general audience of empty-nesters, retired travellers and cash-rich business people. It’s the beauty of branding hotels and restaurants – find out the characteristics that make the venue stand out and use them as the foundation for all the visuals. 

With graphic design you have the ability to run different campaigns for different seasons without having to re-invent the entire interior of the hotel. You can use the brand collateral as a canvas for highlighting special events and new services that are unique and set you apart from other venues. There’s no point sitting on stale looking hotel brochures that don’t tell your story any longer… It’s usually a good idea to revisit photography and literature every 18 months to keep current and relevant. 

Design elements surrounding client safety during the pandemic will have been introduced in the past two years but now that we are learning to live with Covid, they become a staple for public venues. As that, there is an opportunity to make them just that extra bit nicer to use.

Tips for marketing a luxury hotel focused on brand experience

1. Establish a luxury hotel brand and position it as a top destination for luxury travelers.

2. Create a specialty marketing campaign that builds excitement around your luxury hotel and its unique offerings.

3. Work with influential industry publications to promote your luxury hotel and its unique features.

4. Launch luxurious guestrooms and suites that reflect your luxury hotel’s unique brand image.

5. Work with local tourism boards to promote your luxury hotel as a top tourist destination.

6. Provide a luxury experience, not just a luxury venue. 

We’d love to hear from you! Get in touch to talk about your venue.