100 Hotel Brand Collateral Ideas

April 8, 2021
Jeremy Wells

There’s a common saying that “first impressions last.” And when we’re talking about a hotel experience, I couldn’t agree more. What’s even better is when you can keep delivering beyond a great first impression with thoughtful, interesting branded touchpoints throughout your property.

The connection between guest experience, guest perceptions, and the success of your hotel is non-debatable for any hospitality industry professional. The equation is pretty simple – deliver your brand in an impressive and authentic expression; guests trust you and value your brand more. As this trust builds, they’ll become more loyal and engaged. When this occurs, your hotel will flourish. Delivering your brand with thoughtful expression is precisely where branded collaterals come in.

What is Brand Collateral?

Brand collateral is a collection of both physical and digital materials, goods, and creative media meant to amplify and support your brand’s identity. This collection is explicitly designed to target your guests and express your brand’s story, personality, values, and promise. 

Brand Collateral is Important for Hotels

Brand collateral can be a huge promotional tool for any business category, but especially hospitality. Sprinkling a good mix of brand collateral throughout your hotel shows your guests that your brand is thoughtful and worthy of meaning. You’re inviting your guests to take note of the small touches, and giving them an opportunity to see you as more than just a room with a bed.

Look at brand collateral through a “long-term” vision. Every guest touchpoint throughout the entire guest experience journey will add up to overtime. Enhancing guest touch-points, even in small ways, create better experiences and increase guest satisfaction. These positive results will help you retain a strong position in your guest’s minds and increase your brand loyalty.

To make things easier, here I have compiled 100 brand collateral ideas for your hotel. So without further ado…

Hotel Sales & Marketing Collateral

  • Posters
  • Print Ads
  • Brochures
  • Restaurant Ads & Marketing material
  • Press Releases
  • Conferencing Infosheet
  • Banquet Infosheet
  • Branded Guest Invitations
  • Event Signage & Ads
  • Email Newsletters
  • Website
  • Blog
  • Social Media
  • Web/Digital Ads
  • Explainer & Property Tour Video
  • Rebrand Launch & Activation Event 

Hotel Front Office Collateral

  • Guest Registration Documents
  • Guest Survey & Questionnaire
  • VIP Check-in Folders
  • Key Card & Holder
  • Luggage Tag & Receipt
  • Branded Guest Itineraries
  • Tour packages / Local Area Guide

More branded collateral items that you can include in your front office are:

  • Vehicle & Valet Receipt
  • Compliments Slips
  • Special Occasion Cards
  • Hotel Information Packet / Compendium
  • Services Price List
  • Babysitting Form
  • Departure Form
  • Bill Folio & Folder
  • Reservation Cards
  • Staff Name Tags

Hotel Room Service Collateral

  • Door Hangers
  • Laundry Service Form & Price List
  • Minibar Menu
  • Hotel Information / Welcome Booklet
  • Hotel Directory
  • In-room Dining Menu
  • Telephone/Bedside Notepad
  • Pens & Pencils
  • Postcards
  • Robe, Towels, and Slippers
  • Toiletries

More collateral ideas that you can include in your room service are:

  • Safe Disclaimer Card
  • Maintenance Repair Card
  • Missed Service Card
  • Laundry Delivered Card
  • TV Channel List
  • Hairdryer Bag
  • Shoeshine Bag
  • Drawer Liners
  • Bed Linen
  • Souvenirs

Hotel Stationery

  • Welcome Card
  • Special Greeting Cards
  • Blank Cards
  • Letterhead
  • Mailing Envelope
  • Notepad
  • Calendar

More branded collateral ideas for your hotel that you can include among stationeries are:

  • Wrapping & Tissue paper
  • Gift Box & Bag
  • Carrier Bag
  • Swing Tag 

Hotel Customer Retention 

  • Loyalty Card
  • Membership Card
  • Gift Certificates
  • Coupons
  • Birthday Programs
  • Feedback Form
  • Promotional Merchandise (t-shirts, pens, etc.)

Hotel Signage 

  • Room Numbers
  • External Primary Signage
  • Entrance/Door Signage
  • Exterior Directional Signage
  • Interior Primary Signage
  • Interior Directional


  • Spa brochure
  • Spa Menu
  • Reservation Card
  • Price Card
  • Spa Bill Folio
  • Leaflets

Restaurant or F&B

  • Food Menus
  • Wine List
  • Signboard
  • Customer Survey Form
  • Table Tents / Table-side Promotions
  • Touchless / Digital Menu / QR Code Menu
  • To-Go Packaging
  • Tray Liners

More branded collateral ideas for restaurant outlets in your hotel are:

  • Table Linen
  • Table Mat
  • Coasters
  • Tableware
  • Catering / Takeaway Menu
  • Seasonal Promotion Menu
  • Special Promotion Menu

Other Hotel Collateral

  • Vehicle
  • Required Uniforms/Apparel
  • Name Badges
  • Décor
  • Furnishings

Final Word

Now that you have a century of brand collateral ideas, it’s time to take your hotel’s branding and customer experience to a new level. It isn’t absolutely necessary to include all of these, but the more thoughtful you are with brand considerations throughout every point in the guest experience journey, the better off you’ll be.

Spend time considering this list, and think about how you can customize each of these ideas and make them fit your unique hotel brand.

Jeremy Wells

Partner at Longitude°

Jeremy is the author of Future Hospitality and Brand Strategist at Longitude°. As a member of the Education Committee for The Boutique & Lifestyle Leaders Association (BLLA) and a content contributor to Cornell University’s Hospitality Vision and Concept Design graduate program, he is a committed thought leader in hotel branding, concepting, and experience strategy.