There are a handful of industries that are especially stagnant when it comes to brand innovation. These companies have been slow to re-invent business models and adapt to a changing environment.
Airlines and banking top the list, but hotels are catching up in this negative department.
Think about it. We live in a world transformed by the likes of HGTV, which educates us about style and design. We know about the value of hardwood floors, granite countertops, stainless appliances, double sinks, etc.
But hotels seem satisfied with an OK bed and a bland approach to decor. That doesn’t cut it anymore.
In the end, there is little to no difference between hotel brands. Navigating all the forms of Marriotts and Hiltons is nearly impossible. Does anyone really know what makes each unique?
You can even see the lack of innovation and stagnation in the company logos. Take Sheraton’s musty design. Its Bodoni-esque typeface that peaked long ago liked a worn-out hallway carpet cries out to be updated.
As in the airline and banking industries, customers tend to differentiate the brands only by price. True brand loyalty happens rarely in this industry, and hotels need to get with the times.