Your Brand is a Signpost—What’s It Really Pointing To?
January 27, 2025
Jeremy Wells
Signs are everywhere.
Stop here.
Go there.
Look out, beware.
In the world of hospitality, signs are everywhere—both literal and metaphorical. From the marquee out front to the tiny details that shape guest interactions, every element in your hotel is a “sign” pointing guests toward something.
But here’s the thing: a sign is only as good as what it points to. If there’s no purpose behind it—if it’s just there to fill space—it’s nothing more than a decorative distraction.
But here’s the thing: a sign is only as good as what it points to.
The hospitality industry is rife with hollow signs. Overly polished websites that promise luxury but fail to deliver. Catchy taglines that don’t reflect the real guest experience. Instagrammable moments with no soul behind them. Guests can see through the fluff, and when they do, trust erodes.
This isn’t just a branding issue—it’s a guest experience issue.
Signs Without Substance
Every touchpoint in your hotel is a sign, from your front desk interactions to the way your lobby smells. If those signs don’t lead to a consistent, intentional experience, they’ll confuse, frustrate, or even alienate your guests.
Think about this…
- If your marketing campaign screams “luxury” but your service lacks amenities, your Wi-Fi barely works, or your rooms are cleaned properly, the guest feels misled.
- If your tagline is “Stay Like Family,” but the staff seems uninterested or cold, the sign falls flat.
- If you promise “unforgettable stays” but deliver forgettable moments, the gap between expectation and reality damages your reputation.
But remember this, the most dangerous sign isn’t always the outright bad one—it’s often the one that says nothing at all.
…The most dangerous sign isn’t always the outright bad one—it’s often the one that says nothing at all.
What Are Your Signs Pointing To?
In hospitality, your signs should lead to one thing: a cohesive, authentic guest experience. Everything you create—your brand visuals, messaging, and even operational choices—must reflect that experience.
Ask yourself:
- Does your branding align with your property’s unique identity?
- Are your promises clear and achievable?
- Is every detail, big or small, reinforcing what you stand for?
- Do your guests feel the story you’re trying to tell as soon as they arrive?
- Are your touchpoints consistent across all guest interactions?
- Are your team members aligned with your brand’s purpose?
- Are you removing friction from the guest journey?
- Are you keeping promises beyond the stay?
- Is your property evolving with guest expectations?
If your signs aren’t pointing to a clear purpose, your guests won’t know where to go—or why they should choose you.
If your signs aren’t pointing to a clear purpose, your guests won’t know where to go
Start With the Experience
Here’s the secret: the best hotel brands don’t start by designing logos or writing taglines. They start by designing experiences.
What’s the story you want your hotel to tell?
Who are the guests you’re here to serve?
What feelings do you want them to leave with?
When you’ve nailed the experience, the signs follow naturally. Your logo, your tagline, your social media posts—they’re no longer just “marketing materials.” They’re tools that guide your guests toward the heart of your brand.
Signs Need Maintenance
In hospitality, you can’t afford to set your signs and forget them. Just like the physical signage on your property, your brand’s touchpoints need regular upkeep.
- Check the signs. Are your website, social media, and marketing campaigns still aligned with the guest experience you’re delivering?
- Fix the broken ones. If something is outdated or inconsistent, don’t let it linger—address it. Whether it’s a tired tagline or an underwhelming room feature, everything contributes to the guest’s perception.
- Adapt to changes. As your market evolves and guest expectations shift, make sure your signs reflect where your brand is going.
The Habit of Intentional Hospitality
Creating purposeful signs isn’t just about design—it’s about alignment.
When your brand’s signs consistently point to an exceptional guest experience, trust is built. Guests don’t just stay with you—they become loyal advocates.
The hospitality industry thrives on clarity and trust. Guests want to know what they’re walking into and feel confident that their expectations will be met—or exceeded.
So, take a moment to look at the “signs” you’re creating.
Are they leading your guests toward an unforgettable stay, or are they just noise?
Because at the end of the day, your brand isn’t the signs themselves. It’s the story they tell. And when your signs are rooted in purpose, you’re not just guiding guests—you’re building a reputation they’ll come back for, time and time again.
This is how you create a hotel brand that stands out.
This is how we can make a difference in hospitality.
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.
