Back in June, we talked about the lack of communication that hotels have in educating the consumer about their values and community outreach. We noted that “the feel-good, emotional connection that can be created when a company’s values and actions resonate with those of consumers is the strongest link in customer loyalty, and in today’s market, that loyalty is extremely hard to obtain.”
We also mentioned that messages boasting of upgraded beds and 300+ thread count bedding would get stale and not be compelling to consumers.
Finally, a hotel company has positioned itself outside the common amenity touting and focused on its values and social consciousness.
In a refreshing move, Barry Sternlicht’s Starwood Capital Group new hotel concept, “1″ Hotel, will be positioned as a luxury eco-friendly, green hotel.
Kudos to Starwood Capital Group for this new development and initiative. Doing good things while setting themselves apart from others is a win-win situation.
Eventually the pack will follow, but how will the followers get their message out after neglecting to do so after all this time?
