Hospitality branding that inspires loyalty and drives growth

In today’s hyper-competitive hospitality landscape, in a world where experiences are everything, brand is a strategic asset that shapes guest expectations, builds loyalty, and most importantly drives revenue.

Hospitality brands face a unique challenge: delivering consistent, memorable experiences across diverse locations, teams, and touchpoints. In a market defined by parity and rising expectations, a strong brand reputation that sets you apart, is the difference between being chosen and being overlooked.

For hospitality brands, The Brand Consultancy brings focus to complexity. We help hotels and restaurants define what makes them distinct, align internal teams, and deliver experiences that resonate emotionally and commercially.

What branding looks like in hospitality today

Hospitality brands are under pressure to evolve. Today’s challenges include:

Commoditization across all segments, including midscale and upscale
Franchise complexity and inconsistent brand execution
Balancing innovation with heritage

Fragmented internal alignment between corporate and property-level teams
Increasing consumer demand for unique experiences
Challenges in managing complex property portfolios

At the same time, guests are expecting more personalization, more meaning, more consistency. Meeting these demands requires more than marketing. It requires brand strategy.

Our strategy-first, research-led approach

Insight Drives Action

We believe great branding starts with great understanding. Our robust approach to both qualitative and quantitative research uncovers what matters most to guests, franchisees, and staff. Our in-house research and analytics team translates data into insight, and insight into brand strategies that are emotionally resonant, operationally grounded, and built for growth.

Brand-led growth strategy that fuels ADR, RevPAR, revenue and market share
Brand equity that drives pricing power and loyalty
Brand relevance that adapts to shifting guest expectations and trends
Talent attraction and retention through a more resonant internal brand
Internal alignment that rallies teams and accelerates culture change
Execution-ready strategies for complex brand portfolios
C-suite-aligned thinking that drives business outcomes

“They helped us create and launch a new brand that outperformed all underwriting in terms of rate, revenue, and net promoter score. Their research has informed some of our most important strategic decisions, including brand architecture, customer segmentation and targeting, and creative optimization.” Extended Stay America

Branding challenges we solve for hospitality clients

We help hospitality leaders solve their toughest brand challenges:

Standing out in saturated markets
Launching new sub-brands or revitalizing legacy ones
Aligning internal teams to deliver the brand promise
Navigating franchisee relationships and governance

Defining portfolio strategy across diverse properties
Integrating brand into loyalty and guest engagement programs
Enhancing personalization through AI without losing the human touch

Our approach is built to reduce complexity, focus decision making, and deliver results.

Trusted by hospitality leaders

Case study: Tru by Hilton

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When Hilton needed to create a new brand for a new kind of traveler, they turned to us. Together, we built Tru by Hilton from the ground up, using foundational brand research to define its positioning, naming, visual identity and guest experience strategy. Today, Tru is one of the fastest-growing brands in Hilton’s portfolio, with strong franchisee adoption and guest satisfaction.

We’ve also helped other leading hospitality brands achieve:

Increased guest acquisition and retention
Greater consistency in adopting brand standards
Measurable improvements in business performance

“They always wow me with their speed, creativity, and rigor. They allow us to make the best decisions with research to back it up; that’s invaluable. They are true thought partners doing everything in their power to over-deliver a product that exceeds your expectations, often delivering double digit growth.”
—Hilton

Hospitality branding that inspires loyalty and drives growth

Hospitality brands we’ve helped grow

What branding looks like in hospitality today

Our strategy-first, research-led approach

Branding challenges we solve for hospitality clients

Trusted by hospitality leaders

Let’s build a brand that moves hospitality forward