Beyond the Lobby: Why Hotel Chains Should Extend Their Brand to TV

The hospitality industry has long been focused on creating exceptional guest experiences within the confines of their hotels. From lavish lobbies to luxurious rooms, hotels have spared no expense in crafting an atmosphere that leaves a lasting impression on their visitors. However, in today’s digital age, hotel chains are faced with a new challenge: extending their brand beyond the lobby and into the living rooms of potential customers. One effective way to achieve this is by creating a presence on television.

The Power of TV

Television remains one of the most influential and widely consumed forms of media, with millions of people tuning in every day to watch their favorite shows, movies, and documentaries. By producing high-quality, engaging content for TV, hotel chains can reach a vast audience, build brand awareness, and create a deeper connection with potential customers.

Why Hotels Should Invest in TV

There are several compelling reasons why hotel chains should consider extending their brand to TV:

1. Global Reach: TV allows hotel chains to reach a global audience, transcending geographical boundaries and time zones. This is particularly important for international hotel chains looking to attract customers from around the world.
2. Emotional Connection: TV programming has the power to evoke emotions, create nostalgia, and inspire travel. By creating content that resonates with viewers, hotel chains can create a emotional connection with potential customers, making them more likely to choose their brand when booking a hotel.
3. Brand Differentiation: In a crowded hospitality market, TV provides an opportunity for hotel chains to differentiate themselves from competitors and showcase their unique personality, values, and services.
4. Marketing Efficiency: TV advertising can be highly targeted, allowing hotel chains to reach specific demographics, interests, and behaviors, making it a more efficient marketing strategy than traditional print or online advertising.

Successful Examples

Several hotel chains have already successfully extended their brand to TV, with impressive results:

1. Marriott International’s "StoryBooked": Marriott’s TV series, "StoryBooked," features real-life stories of travelers and their experiences at Marriott properties. The show has been a huge success, generating over 1.5 billion impressions and driving significant brand engagement.
2. Hilton’s "Expect Better": Hilton’s TV campaign, "Expect Better," features short films showcasing the brand’s commitment to exceptional service and hospitality. The campaign has resulted in a significant increase in brand awareness and bookings.

How to Get Started

For hotel chains looking to extend their brand to TV, here are some steps to get started:

1. Define Your Brand Identity: Clearly define your brand’s personality, values, and unique selling proposition (USP) to ensure consistency across all TV content.
2. Develop Engaging Storylines: Create storylines that resonate with your target audience, whether it’s a travel documentary, a cooking show, or a lifestyle series.
3. Partner with Production Companies: Collaborate with experienced production companies to produce high-quality content that meets TV broadcast standards.
4. Distribute Content: Distribute your content through various TV channels, including cable, satellite, and online streaming platforms.

Conclusion

Extending a hotel chain’s brand to TV offers a unique opportunity to reach a wider audience, build brand awareness, and create a deeper connection with potential customers. By investing in high-quality TV content, hotel chains can differentiate themselves from competitors, drive bookings, and ultimately, increase revenue. As the hospitality industry continues to evolve, it’s essential for hotel chains to think beyond the lobby and explore new ways to engage with their audience. TV is an exciting and effective channel to do just that.