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In today’s fast-paced world, attracting and retaining customers in the hospitality industry is no easy feat. Businesses are clamoring to reach Millennials and Gen Z – the largest group of consumers. And they are reshaping how business is done.

Gone are the days when traditional hospitality offerings were enough to bring guests in. It’s not because these younger generations don’t care about quality—it’s because there are so many high-quality offerings out there, that a great meal or comfy bed isn’t enough to set you apart.

Enter branding.

If you want to tap into the enormous potential of this growing market, you’ve got to create an unforgettable experience.

While often associated with consumer packaged goods (CPG) companies, branding is a powerful tool that can help you do just that.

Ease your reservations: The many benefits of branding in hospitality

We get it—branding is an investment of your time and money, and requires ongoing maintenance. And chances are, if you’re running a bar, restaurant or hotel (notoriously demanding businesses), your passion is for the product (“It should speak for itself, right?”).

The answer is: yes! Of course it should.

But with a lot of other voices in the market, branding is how you pull people in to begin with.

Branding isn’t about cartoon mascots or cheesy gimmicks. It’s about forging a clear and consistent identity for your business that will attract guests and keep them coming back.

Effective branding can help:

Catch the attention of your target audience faster
Differentiate you in a crowded market
Boost customer loyalty and advocacy
Support long-term business growth
Make it easier to sell your vision to potential partners or investors

CPG brands have mastered the ability to forge meaningful connections with consumers that go beyond the purchase. Drawing from their playbook, hospitality businesses can do the same.

Here’s 5 ways to slay hospitality branding:

1) Define your brand identity

Millennials and Gen Z have grown up in a world of brands. To them, a brand isn’t just a business—it’s a living entity, complete with perspectives, values and personality.

Reflect on what makes your business unique. Ask yourself:

What inspired you to start your business?
How do you want people to feel when they walk through your doors?
What personality do you want your business to embody?

Your brand identity is the foundation of your business and your branding strategy. It should feel authentic and confident.

2) Craft a consistent style

Now that you know who you are, it’s time to develop a consistent voice and visual style that reflects your brand identity.

Are you a hip, quirky café? Embrace a playful and friendly vibe.

A high-end hotel? Cultivate a sense of elegance and sophistication.

Whether casual, swanky, eccentric, or adventurous, create a distinct tone of voice that comes through in all your messaging—we’re talking menus, signage, social media posts and emails.

Your visual style, including your logo, color palette, photography, typography, and even décor should also reflect your brand’s personality and evoke the desired emotions in your guests.

Remember: consistency is key. Any time your customers engage with you—whether in-person, online, or elsewhere in the metaverse—it should feel like you.

3) Tell a story

CPG brands excel at crafting narratives that capture their customers’ attention. Whether it’s the founder’s inspiration and vision, the meticulous sourcing of ingredients, or an outlandish, child-like adventure.

Dig into your own experiences: How did your restaurant come to be? What inspired your hotel’s cozy concept? Who inspired your signature craft cocktails?

These stories create an emotional connection with your guests, and make them feel like they’re part of something special.

4) Engage online

Today, marketing is all about meeting your customers where they are. And Millennials and Gen Z are overwhelmingly online.

90% of Millennials and Gen Z are on social media
77% of diners visit a restaurant’s website before deciding to eat there
30% of Millennials actively avoid restaurants with a weak social presence
80% of guests find their hotel on Google
52% of travelers decided to visit a specific destination after seeing its images or videos shared on social
73% of Millennials check social media before booking a hotel

Suffice to say: it’s not just about on-premise anymore!

Showcase your brand and connect with your target audience on social media platforms like Instagram and TikTok. Share mouthwatering visuals, behind-the-scenes stories. Repost user-generated content and partner with hospitality influencers to build social proof. And don’t forget to interact with your followers, respond to reviews and show that you genuinely care about their experience.

And don’t ignore your website. It doesn’t need to be vast or complicated, but it should be professional, up-to-date, and on-brand.

5) Embrace the whole experience

What turns a meal or a hotel stay into an experience? It’s all about atmosphere, emotional connection, and the little moments that make people feel special. It’s about anticipating and exceeding expectations. Fostering a sense of belonging.

Whether you’re guiding them through a gastronomical tasting menu, or delivering the no-frills comforts of home, ask yourself: “What would I want right now? What would make this even better?”

Super-fast wifi for workcationers? Décor filled with hidden details that reinforce your visual identity? The ability to request your favorite songs for the bar’s playlist? A shout-out on your social media profile?

Think of the aftertaste you want to leave people with, and find small ways to make it even sweeter.

Service with a smile, meet branding from the aisle

The hard truth is this: great products and great service aren’t enough to attract new customers. Especially as Millennials and Gen Z occupy more of the market.

Branding isn’t reserved for grocery-aisle products. It’s how businesses in all industries – including hospitality – connect with their audiences. It draws them in, so you can keep them coming back time and time again.

Serve Up A Stellar Hospitality Experience: Lessons and Tactics From CPG Branding