Effective Branding Strategies Every Homestay Should Implement for Business Growth

We have seen hotels use brand identity to expand into chains globally.  They recognize the power of brand identity and marketing to grow their business.  Similarly, chains like Oyo, Treebo and Fab Hotels have used branding to bring together budget properties like homestays, guesthouses and even service apartments.

Partnering with a brand brings a lot of benefits.  A homestay owner does not need to worry about marketing efforts since the brand takes care of it.  The financial benefits are also there because the brand ensures that reservations are made through OTA’s and directly through the brand sales team or website.  It allows a homestay owner to step back and let someone else run their property while receiving monetary benefits. 

The downside of partnering with a brand/chain is that the homestay owner loses control over the property.  All decisions regarding the property are taken by the brand including the service standards, facilities and rates.  The brand does not allow for any uniqueness or owner involvement in how the property is run.

If we look at the homestay policy in most states, the concept of homestays was developed to provide for a source of income and employment to people.  It was also an opportunity to showcase the local culture and heritage of the village or town.  By partnering with a brand/chain, the original concept of a homestay has been diluted and a homestay has become a commercial venture.

There are still many families that are running homestays in cities and villages, following the initial concept of a family run homestay offering basic amenities and home-cooked food.  However, for many of them, it has remained a struggle to compete with branded homestays and hotels which have now overtaken most markets. 

A brand identity refers to “the process of creating a unique brand for a hospitality business that differentiates it from competitors and helps build customer loyalty”. Branding is more than just a logo and name.  Branding includes the personality and values of the homestay as well as your customer’s perceptions.

Brand identity is not something that homestay owners think about when they start a homestay.  They are more focused on the operational aspects of running a homestay than the long term brand building exercise.  The same goes for marketing strategies.  Most homestay owners depend on either OTA’s for marketing or social media like Facebook and Instagram.  If one looks at OTA’s, one will find many homestays which do not even have a proper brand name.  They end up using vague titles such as “Homestay in the hills” or similar.  If an owner is not willing to spend time on building a brand for his property they cannot expect guests to take their listing seriously.

BENEFITS OF HOMESTAY BRANDING

1.      VISIBILITY

One of the basic benefits of homestay branding is that it directly adds to your profitability.  In cities with a highly competitive market, catching the attention of guests can be very difficult.  An effective homestay branding strategy helps an owner differentiate their property in a way that elevates the homestay above the rest and ensures that you get noticed by your target audience.

Guests who book and stay at your homestay become return customers and some may even become brand advocates who promote your property to their friends and family and through social media. This eventually leads to more revenue for the homestay owner as repeat customers grow.  By investing in a brand strategy, a homestay owner can expect a good return on their investment.

2.      REPUTATION

Most chains are successful because customers feel that a brand can be trusted.  A chain offers a standardized product and service across all properties.  While a homestay is a single property, it can still establish a strong reputation and trust amongst its guests.  A homestay can establish trust through a consistent branding that reflects the property’s personality and connects with the target audience.

Through consistent delivery of exceptional service, a homestay can establish trust with its guests.  Loyal customers are more likely to endorse you through word-of-mouth recommendations and online reviews on OTA’s and Google.  These reviews can play an important role in building and strengthening the homestay’s reputation.

3.      REVENUE GROWTH

Established hotels have a far easier route to expand and grow.  Apart from attracting new customers, partners and franchise-a great reputation, which has been built through branding, allows homestays to use their brand to leverage their pricing power. The demand for homestays across the country have allowed OTA’s to treat homestays with greater respect, even going as far as creating a separate listing section for homestays and alternate accommodation providers!  The success of many homestays who have managed to create strong brand identities can show the way to others on the importance of building a brand for yourself!

4.      BRAND LOYALTY

Effective branding forges emotional bonds with customers.  Pictures of luxurious indulgence, comforting havens, thrilling adventures or other experiences sought by customers are evoked through their brand.

By creating a brand that connects directly with the target audience, the homestay can generate not just brand loyalty but also build a loyal following of guests who will remain loyal and passionately encourage others to do the same.  This kind of emotional connection makes a lasting impact and creates lifelong advocates for the brand.  Loyalty can only be earned when customers are satisfied each and every time they use the brand.  This extends to the whole experience and not just the services.  Therefore, trust is critical for a brand’s success. 

5.      BRAND RECALL

A strong branding offers a top-of-the-mind spot where travellers who are searching for accommodation are drawn to a hotel/homestay with a familiar and reputable brand name.  A well-established brand assists customers in recognizing and recalling the hotel, ensuring a lasting impression while deciding on an accommodation.

BUILDING A STRONG BRANDING STRATEGY FOR A HOMESTAY

There are several key branding elements that successful homestays should consider if they want to build their brand.

1.       KNOW YOUR AUDIENCE

It is important for a homestay owner to understand the specific market segment that you want to attract.  Study the needs, desires and preferences of your guests.  If you have been running your homestay for over a year, you would have enough information with you on who your guests are and what they require or expect from your homestay.  One way to understand your audience is to conduct a market research or survey of existing and potential guests to get insights into the market segment.

It is also important to study your ideal customer’s motivation for choosing your homestay, their travel preferences and the unique experiences that they look for.  Do you have business travelers looking for convenience and efficiency?  Do you have families looking for a fun and memorable holiday?  Do you have couples looking for a romantic getaway?  Do you have adventure travellers searching for authentic local culture and experience?  Once you understand their motivations, you can customize your branding strategies to target their specific requirements.

Other than the practical needs of your customers, it is also necessary to uncover the emotional triggers. Is your ideal customer looking for relaxation, adventure, luxury or a sense of belonging?  By understanding the emotional connection that a guest is looking for, a homestay owner can create a brand strategy that connects with the desires of the customers.

Homestay owners can also study customer preferences in terms of aesthetics, ambience and experiences.  Do your customers appreciate a modern and minimalist design or classic and timeless elegance?  Do they enjoy a bustling and vibrant ambience or a serene and quiet setting?

The insights that you gain from your target audience can help you in defining your brand.  Incorporate the needs and desires of your audience in developing messages, visuals and experiences.  The homestays brand voice should align with the language and values of your customers.  Engage and reach your customers through the right channels to communicate with them effectively. 

Satisfying customers and building loyalty should be the ultimate objective in building a brand for which it is important to understand the needs and buying processes of the target audience.

2.      CREATING A DISTINCTIVE HOMESTAY BRAND

Homestay owners have the opportunity to instill a distinct and enthralling personality in their homestay that connects with your guests and captures the essence and values of your property.  Take the time to define what you are and what you are not in order to produce your niche.

Every aspect of your brand identity will emerge from the differentiation you create – from the brand name to designing a logo that will stand out as the visual reference of your brand.

Whether you are creating a new brand or reinventing your brand, consider such elements as the typography, color palettes, fonts, graphic elements, imagery and iconography that communicate the essence and personality of your brand.  Your homestay should be reflected in everything from your website design to your marketing collateral.

Your brand identity is also reflected in the tones and hues that you use in your décor and furnishings which identify your homestay’s ambience and character with the emotional response that you expect from your guests. 

Homestay owners should remember that their brand’s visual identity should work as an invitation to your guests to enter your homestay.  This means that even the smallest details about your homestay- from the amenities placed in the room to your food menu-- should be aligned to your brand.  These small details can have a huge impact on the overall experience and expectation of your homestay.

3.      THE TEXT-BOOK BRAND STORY

Through storytelling, share your history, mission and inspiring vision that make up the foundation of your brand.   By blending the unique elements that make up your homestay special you can create an emotional connect with your audience.

It is also important to communicate the values that drive your decision-making such as your commitment to sustainability, supporting local communities, or providing exceptional service.  This is an opportunity to showcase how your homestay is making a visible impact on your surroundings.  These are messages that your guests will want to know about!

The brand story helps you create an emotional bond that goes beyond just revenues—your guests become part of the story!  This emotional bonding leads to loyalty, positive word-of-mouth and helps you stand out from your competition, thereby, playing an important role in your brand’s success!

4.      DON’T BE AFRAID TO STAND OUT FROM YOUR COMPETITION

The homestay market has become competitive in most cities.  Homestays are not just competing against each other but also with vacation homes, service apartments, hostels and hotels!  Homestay owners should not be afraid to differentiate their property from their competitors.

Highlight your property’s features and amenities that make your homestay one-of-its-kind.  You could focus on the luxury of your services, exclusive initiatives or first-class services.  These outstanding qualities should take center stage in your branding.  The communication should be very clear that your homestay offers an experience that cannot be duplicated.

5.      CONSISTENCY IS THE KEY

A seamless brand experience cannot be achieved without consistency!  This includes your web presence, social media activities, printed collateral, and physical signage around the homestay and staff uniforms.  Every touch point with your audience should reflect the essence of your brand.

As the saying goes, “the devil is in the detail”.  If you prepare brochures and pamphlets, check the language used, the designs and the imagery which reflect the experience that the guest can expect when they stay at the homestay.

In terms of the brand’s physical aspects, the signage on the property should reflect your brand identity.  If you provide uniforms to your staff or ensure a certain color combination, this should also convey your brand’s personality.  If you go with a casual uniform style, ensure it matches your brand personality.  By paying attention to the small details, you will create a clear and memorable ambience that will leave a lasting impression on your guests. 

6.       CREATING WOW GUEST EXPERIENCES

Successful hospitality brands have mastered the art of enthralling their guest, thereby, ensuring that they keep coming back.   This is achieved by ensuring the finest, precision-like and thoughtfully designed experiences.

As a homestay owner, you should have the desire to create a service culture that is about going the extra distance to ensure a mind-blowing experience beyond a guest’s expectations.  By consistently ensuring that you live up to your brand commitment to exceptional service and to deliver joyful moments, you can be sure that the word-of-mouth communication will spread like wildfire.  This type of hype builds loyalty and makes them feel part of a community.

7.       DIGITAL MARKETING LIKE A PROFESSIONAL

We live in the age of technology.  It is, therefore, important to make full use of the digital platforms that are available in your marketing strategy.  This includes social media channels, online travel agencies and the homestay website to let your audience know what to expect.

Your online presence should be a celebration as well as a reflection of what makes your homestay special.  Share alluring photographs and videos to give potential guests a peak into the experiences that they can expect when they book your homestay.  If they find it enticing, they will most probably look at booking your homestay for their next holiday.  It is also important not to misrepresent your services which can impact the reputation of the homestay.  Use actual in-person experiences that match your promise and avoid any negative repercussions. 

Apart from sharing visual content, it is also necessary for you to engage with your audience in a genuine and authentic manner that reflects a sense of transparency and honesty.  Be available to respond to comments and messages, offer tips and suggestions and show a genuine interest in attending to their questions and concerns.  Assure your potential guests that you are committed to making their stay a memorable one and that you are available to assist them with whatever they may need during their stay.

8.       ENHANCE YOUR BRANDING THROUGH COLLABORATION

All businesses are looking at collaboration as a way of increasing business and building their brand.  In this age of influencers, it is not a bad idea to identify influencers who can align with your brand or partner with businesses that can enhance your visibility and help you tap into new markets and strengthen your brand positioning.

Homestay owners can also approach past and present guests to share their own pictures and content.  This is a good way to engage and involve them in your brand through user-generated content that naturally advertises your business.

Let your customers become your storytellers.  Inspire them through personalized notes, beautiful flower arrangements or arranging special occasion celebrations.

When your guests become active participants in your storytelling, they become your valuable partners, further strengthening their loyalty and motivating them to promote your businesses, offline and online.

A brand is more than just a name and logo!  If you want your homestay to become a brand, you need to ensure that you have a clear understanding of what that brand represents- its philosophy, its identity and its positioning and the same has to be communicated effectively not just to your audience but to your team! Your customer’s perceptions, ideas and experiences also impact your brand.  To run a successful hospitality brand requires one to establish a credible and engaging brand. A convincing brand strategy requires the ability to persuade your audience to choose your homestay, return for future stays and become an ambassador who promotes your brand.

CCS Hospitality Marketing is a Revenue Management and Marketing Consultancy that works with standalone hotels and boutique homestays as well as small chains.  We specialize in helping our clients grow their business through online and offline channels.  If you are looking to turn your property into a brand, connect with us for a free consultation on brand management strategies.

Visit Website