It’s crazy to think that just 10 months ago, I was riding off the fresh thrill of New Year’s resolutions. I’m blessed to say that 2024 has been a blast so far personally and professionally. As I wrap up the year though, I am inspired to let one last word propel me to the finish line of 2024. That word is consistency.
If you know me on a personal level, you know that consistency is really important to me. In fact, it’s one of my core values. Consistency is about showing up when you don’t want to, again and again. And when you do show up, it’s doing it in a way that shows the same enthusiasm as the first time. For me, it’s making the bed first thing in the morning. Even if I’ve overslept or am in a hurry, literally nothing can prevent me from fulfilling this important task each and every morning. It gets me into a healthy state of mind, where I’ve already made some progress and am well on my way to making a lot more.
You may not be surprised to know that consistency isn’t just an Alicia thing. It’s actually a hospitality thing. Hotel brands today are in a very competitive market. They can’t just give their guest something at one location and neglect it at all their own locations. Well, technically they can, but would that be a hotel you’d actually want to pay money to visit?
Here’s what I learned about hotel brands – the ones that keep consistent with their brand promise are the ones that have customers for life. Here are a few of my favorite brand hallmarks based on my personal travel experiences.
The Four Seasons strives to welcome you by your first name through every touchpoint. The kids club at the St. Regis is a guaranteed way not to have to worry if your kids are having fun. The Hilton Garden Inn always furnishes their lobbies with pendants and the Double Tree provides warm chocolate chip cookies upon check-in. The Renaissance brand doesn’t have concierges. They have a unique role called a Navigator, that not only tell you where to go but can tell you stories about those places that you’d never normally hear about. Then there’s a Kimpton Hotel, where your four-legged friends are welcome and a happy hour awaits you.
Despite the fact that the larger hotel brands have a portfolio of hotels, each of their hallmark design touch points should remind the guest why they chose to stay at that hotel. As for my brand as a designer, one thing you can always count on is a creatively-crafted design to fit your budget, brand, and vision.