Redefining Hospitality: Strategies for Soft-Brand Lifestyle Hotels to Attract the Evolving Traveler | By Mauri Berry

As the travel landscape continues to evolve, lifestyle hotels find themselves uniquely positioned to meet the demands of today’s diverse and discerning travelers. These travelers are no longer just seeking a place to sleep; they’re searching for unique, memorable experiences that align with their values and preferences. By leveraging their inherent flexibility and distinctive character, soft-brand lifestyle hotels can rise to meet these evolving expectations. These properties must focus on several key strategies, the most important of which often falls by the wayside: marketing.

Leverage Effective Marketing Strategies
In an increasingly competitive hospitality industry, strategic marketing is crucial for soft-brand lifestyle hotels to stand out and attract today’s evolving travelers. To address this challenge, leveraging the robust marketing infrastructure, tools, and platforms of their main brands, these hotels can streamline their marketing efforts, gaining access to a broader range of channels without the burden of building them from scratch.

Digital marketing also plays a pivotal role in reaching this broad audience, utilizing elements that include social media, search engine optimization, and targeted advertising to connect with potential guests. Showcasing the unique aspects of the hotel through visually appealing photos and videos can capture the attention of prospective travelers. Collaborating with travel influencers and bloggers can also expand the hotel’s reach and credibility. A strong marketing approach not only helps attract new guests but also builds brand loyalty, fostering lasting relationships with returning visitors.

Storytelling is another powerful tool, allowing hotels to convey their brand values, highlight their commitment to inclusivity and sustainability, and share guest testimonials. Unlike hard brands, soft brands can create more engaging and personalized storytelling through stand-alone “vanity” websites that complement the standard ‘brand.com’ sites. These unique websites bring the hotel’s narrative to life with compelling content, vibrant design, and experiential photography and video, while social media acts as an additional digital storefront, enhancing the hotel’s presence.

Prioritize Personalized Experiences
Unlike larger chains, soft-brand lifestyle hotels have the flexibility to tailor their offerings, allowing for more individualized service and attention to detail. These hotels can retain control over their property’s offerings, name, and daily operations, creating a sense of independence that enhances the guest experience. By leveraging marketing, distribution, and sales resources of a larger chain—along with access to global loyalty programs and advantageous terms with online travel agencies (OTAs)—they can amplify their personalized approach.

Showcasing these bespoke experiences through engaging social media and digital content helps connect with travelers on a deeper level. From tailored welcome packages to custom itineraries that highlight local attractions, independent hotels can create experiences that resonate with individual interests to foster long-lasting memories. Incorporating local culture and unique touches, such as locally sourced amenities or art collections from local artists, offers a more authentic atmosphere that resonates with travelers seeking a connection to their destination.

Integrate Technology Thoughtfully
Today’s travelers expect seamless digital experiences that enhance convenience and efficiency. Showcasing these technological advancements through digital marketing channels can attract tech-savvy travelers who value convenience. Regarding implementation, soft-brand lifestyle hotels should utilize technology to streamline operations and improve guest experiences. Introducing mobile check-in and check-out processes can reduce wait times and offer greater flexibility. In addition, virtual concierge services can provide guests with instant access to information and recommendations, while smart room features, such as keyless entry and personalized climate control, add an extra layer that serves to reduce friction during their stay.

Promoting these modern amenities through engaging content and customer reviews can highlight the hotel’s innovative features. However, it’s crucial to balance technological advancements with a personal touch to maintain a warm and inviting atmosphere. Human interaction should remain central, with technology enhancing, rather than replacing, the guest experience.

Foster a Sense of Community
Soft-brand lifestyle hotels have the opportunity to serve as local hubs, offering spaces for both guests and residents to connect and engage. By aligning with guests’ values, aspirations, or lifestyle choices, these hotels create emotional connections that foster a sense of belonging and build loyal customer relationships. Marketing these community-focused initiatives can attract guests seeking meaningful interactions and a sense of belonging.

Hosting local events, workshops, or cultural experiences, hotels can create a vibrant atmosphere that fosters connection and belonging. Soft-brand lifestyle hotels can provide unique and authentic local experiences tailored to guests’ interests, enhancing their overall stay. Partnering with local businesses and organizations can further strengthen local ties and provide guests with the authentic experiences they crave. Promoting these collaborations and local partnerships through social media and local press can enhance the hotel’s image as a community-centered establishment.

Highlighting local artists, musicians, and culinary talents not only supports the local economy but also enriches the guest experience, offering a deeper understanding of the destination. While these hotels maintain a unique name and brand narrative, they are guided by core standards set by major brands, ensuring consistency in service and product, which reassures guests about the quality of their experience. Creating spaces that encourage social interaction and community engagement can make guests feel at home, with the property more holistically integrated into the surrounding area.

Commit to Sustainability
Sustainable practices are increasingly important to travelers, with many prioritizing eco-friendly options in their travel choices. Soft-brand lifestyle hotels can appeal to environmentally conscious guests by implementing initiatives such as reducing waste, using renewable energy sources, and sourcing locally produced products. Highlighting these environmental efforts through marketing materials and eco-certifications can attract travelers who value sustainability. Implementing water conservation, energy-efficient lighting, and recycling programs can significantly reduce the hotel’s environmental impact. Moreover, communicating these efforts to guests enhances the hotel’s brand image and encourages participation in sustainability initiatives. Featuring guest testimonials and success stories about sustainability on digital platforms can further bolster the hotel’s commitment to environmental responsibility. Independent hotels can attract a growing segment of travelers who prioritize eco-friendly practices by demonstrating a commitment to sustainability.

Soft-brand lifestyle hotels stand at the forefront of a hospitality revolution, where personalization, inclusivity, and sustainability are the keys to success. By embracing these values, hoteliers can not only meet the needs of today’s evolving travelers but also create a welcoming environment for all guests.

However, these efforts must be supported by robust and strategic marketing to ensure they reach the right audience. Those who successfully blend marketing with personalized experiences, thoughtful technology, and sustainability will stand out and thrive in an ever-evolving hospitality landscape.