Building a Brand on a Tight Budget for Hosted Accommodation
In the world of hosted accommodation, most businesses are small, often run by passionate owners who juggle several roles. The idea of "building a brand" can feel overwhelming, especially when working within a limited budget. But the good news is, creating a memorable brand doesn’t require deep pockets - it requires focus, creativity, and consistency.
What Is a Brand, Really?
First, let’s clear up a common misconception: your logo is *not* your whole brand. While a logo is part of your brand’s visual identity, your brand encompasses much more. It's the experience your guests have from the moment they hear about you, to their stay, and even beyond their checkout. A strong brand reflects your values, tells your unique story, and builds an emotional connection with your audience.
1. Clarify Your Unique Story
The foundation of building a brand is knowing your story. Why did you start your hosted accommodation business? What sets your space apart from the competition? Are you an historic villa, a secluded eco-lodge, or a vibrant city retreat? Make sure your story shines through in every interaction with your guests - both online and in person.
Actionable Tips:
- Write a brief statement about what makes your accommodation unique. Use this as the backbone of your marketing.
- Share your personal journey on your website’s “About Us” page or social media, giving guests a peek behind the scenes.
2. Prioritize Guest Experience
Your brand is shaped not only by what you say, but by how you make people feel. Creating a memorable guest experience is one of the most powerful and cost-effective ways to build your brand. When guests feel welcomed and taken care of, they’ll associate those feelings with your accommodation and be more likely to return - and tell others about you.
Actionable Tips:
- Focus on personalised touches, such as a handwritten note or a local welcome gift. These small gestures have a big impact.
- Collect guest feedback regularly and refine your services based on it.
3. Be Consistent in All Touchpoints
Consistency is key when it comes to branding. Ensure that every point of interaction with your guests reflects the same tone, style, and message. Whether it’s your website, social media profiles, or the way you greet guests, everything should feel cohesive and aligned with your brand identity.
Actionable Tips:
- Choose 2–3 main colours and fonts that align with the mood of your accommodation and use them consistently across all your platforms.
- Have a tone of voice guide for communications—whether it's casual and friendly or more formal and luxurious, make sure it reflects the vibe of your accommodation.
4. Leverage Word of Mouth
In hosted accommodation, word-of-mouth is one of the most powerful marketing tools. Encourage happy guests to share their experience through online reviews, social media shout-outs, or even good old-fashioned referrals.
Actionable Tips:
- Ask for reviews when guests check out, and offer a small incentive like an inclusion on their next booking if they refer a friend.
- Feature guest reviews and testimonials prominently on your website and social media.
5. Get Active on Social Media
Social media is a budget-friendly way to build brand awareness and engage with your target audience. By sharing the beauty of your accommodation, local attractions, and guest stories, you can create a community around your brand.
Actionable Tips:
- Post regularly on platforms where your target guests are most active (Instagram for visuals, Facebook for groups, etc.).
- Use local hashtags to increase visibility, and tag other local businesses to cross-promote.
6. Collaborate with Local Businesses
Partnering with other local businesses is a great way to expand your reach and build your brand without spending a lot. Consider collaborating with nearby restaurants, tour operators, or event venues to offer package deals or promotions.
Actionable Tips:
- Team up with a local café to offer a breakfast-included package for guests.
- Collaborate on social media giveaways to increase both your followings.
7. Stay True to Your Values
Your values are a key part of your brand. If sustainability is important to you, for example, make it central to your messaging. If you’re passionate about supporting local businesses, share how you incorporate that into your guest experience. Staying authentic will help you build a brand that resonates with like-minded guests.
Actionable Tips:
- Create a “Sustainability” or “Our Values” section on your website to showcase your efforts.
- Incorporate your values into your guest offerings, such as providing eco-friendly toiletries or promoting local artisans.
Final Thoughts: Your Brand is a Feeling
Remember, a brand isn’t just a logo or a colour scheme. It’s the overall experience and feeling your guests walk away with. By focusing on consistency, authenticity, and guest experience, you can build a strong brand - no matter your budget. The key is staying true to your story and values, and delivering an exceptional guest experience that speaks for itself.