A Brand Within a Brand

Feb 27, 2015By Courtney Aurillo

Fact: Just about everyone posts photos when they are on vacation, or when they return from vacation.

What exactly is in the photo?  Aside from a beaming smile taken with a selfie stick, what is in the background that is still visible?  A soon-to-be bride posts a picture with the caption, “Getting Ready for the Big Day!”  You see her make up being done by her best friend in a hotel bathroom that is full of make up and amenities.  That’s right, I said amenities.

The hotel’s amenities that are supplied to it’s guests are visible in your guest’s picture, and to everyone else that is looking.  This benefits a few parties; the hotel, the brand labeled on the amenities, and of course, the bride-to-be.

If you look closely, Hotel Awesome supplies toiletries made by Super Clean, a very high-end luxury line.   They are placed along the sink, just under the mirror.  The same mirror, and the same sink, that appear in the bride-to-be’s picture.  Now everyone wonders what hotel she is staying in after seeing the beautiful Italian marble walls, and that she is using products by Super Clean.

Bonus points if she tags Hotel Awesome in the picture. Brownie points from the boss if the social media manager responds to the tag in a timely matter and in return tags Super Clean. Hopes for an extended partnership opportunity if Super Clean acknowledges the tag.  

Do you see where I am going with this?

Partnership opportunities are on the rise between hotels and the brands they use.  The brands are not limited to amenities.  I previously worked at a well-known boutique hotel in Manhattan. Everyone was in love with scent they smell when they first walked in.

At least 3 people would ask us “What is that scent I smell inside the Hotel?”  (The restaurant was next to the lobby/reception area due to an open floor plan mind you, so this was a pretty powerful scent!)  

The scent was from the candles we supplied.  We always had one burning at the front desk, and had them in the rooms for the guests to use.  Due to an overwhelming  amount of requests for purchase, the hotel decided to sell them at the front office, and on it’s website.

I have read articles about hotels collaborating with brands for increased visibility.  A certain closet company makes it known that it helps guest’s stay organized when they stay at one particular hotel.  The closet brand is clearly labeled inside the hotel room.  It’s a win-win situation.

Call it what you will, but social media serves as free advertising.  With that said, strategically place brands you are proud to provide around the hotel room.  Heck, tag them and throw a hashtag in there too.  I guarantee they will be seen by a few thousand that have not been at your hotel – yet.