In the hotel world, as in other areas, those who break with all the molds, breaking away from the crowd and risking themselves without copying with others are doing are safely paving their path to success. This path will not just be restricted to a few, but it could be open to all if everybody worked hard on a unique value: “the personal touch”.
If in the history of music there would have been one thousand singers like Elvis Presley, he would’ve never made it in history. This same idea could be applied to other fields. That which is different, authentic, with a personal touch is what stays.
It is curious that such a simple philosophy hasn’t taken in the hotel sector, in which, quite often, as clients we have bumped into a great lack of personality. Some would say that once you’ve seen one, you’ve seen them all.
Without getting to such extremes, I think that it’s true that many hotel chains are trying to show their personal touch but I also think that most times their efforts end up in just awkward tries. They think that a colour, a different font or furniture designed by a well-known brand will give their hotels what they couldn’t get any other way: their personality.
Some independent hotels don’t work any different. Although some of them ignore the need to stand out from the others as added value for the customer, other hotels develop their own ideas of what they should do in their hotels observing the great ones. You know, their own colour,their own font, their own furniture designed by somebody famous, etc.
But let’s not kid ourselves, when there is a person dressed as Elvis somewhere, everybody knows that he is not the One.
In the hotel world it is the same story. If we continue using the same example, trying to use an image or brand that the client can identify quickly to a hotel will not really help it to set itself apart from the rest. Almost all the hotel and hotel chains already do it, and most have also done it looking at the rest, looking towards the outside world. So, we are not really going to find a great deal of originality in it, and even if we were to find it, everybody knows that the clothes don’t make the man.
If being genuine is a positive value that also brings some commercial value, shouldn’t we be guided by authenticity and personal touch when we make our decisions over things that are copies, used and commonplace…?
Up to now, I have only used one example, the image of the hotels for the outside world. However, neither the image, nor the name of the hotel, that most likely will start with an A, or any of many other things will give the hotel its own personal touch if everything is conceived looking at things that have already been done. Unusual Hotels is an example of unique hotels.
The personal touch is everything, the whole, even if we don’t have control over it: the situation of the hotel, its name, its building, its distribution, its image, its customer service, its decoration, its staff, its internal organization, its services…
Promoting each and one of the parts of the whole while looking for the own personality and not being a copy is what will really help a hotel to stand out from the crowd and stay there for long, for at least those customers who are already bored of the same.
The picture above is from Propeller Island City Lodge in Berlín