Hotel rebranding: what are the challenges?
With brand loyalty and recognition playing such a key role in your property’s business, a rebrand can be particularly challenging. As long as you have all your bases covered and have taken all the most important elements into consideration, your big move will be a breeze. Here are the 5 things you need to cover when rebranding:
Once the decision has been made to rebrand, priority should be on getting the message out there, not only before the change happens, but also during, and thereafter. The run-up to the change should see a number of organic and paid social media posts, as well as press releases announcing the change. The sooner people are made aware of the change, the better, as they will need time to adjust to a new name and branding.
2. The technical bits
First of all, you’ll need to pull a list of all URLs being indexed on your current website, and all those from your new website. If the tail-end of the URLs are the exact same (only change will be the main part of the URL), then you can skip this step. If they differ, you will need to match old URLs to the new ones, in order to set up correct redirects.
With a change in name and branding, does a change come in the search results and queries. This should be addressed through your website’s meta data and alt tags. Remember that all the meta titles, descriptions, H1 titles and image alt tags must be updated to include the new branding and keywords (if there are changes to those). Although the main part of the URL will have been changed in the initial technical elements, it is also important to ensure the old brand name does not feature in the extension part of the URL.
4. Update marketing keywords & ad copy
Your marketing activity will be one of the most crucial players in ensuring a smooth rebrand. For many hotels, AdWords and Facebook are the most prevalent source of your hotel’s digital marketing presence. Your imagery, ad copy, new keywords, ad extensions and account names should all be updated as soon as the new brand is agreed on and ready to be set live as soon as the change is made. A preemptive campaign may also be important, to make people aware of the change before it happens, so they are ready when it does.
Imagery goes hand in hand with marketing content, as imagery is key to digital marketing and your hotel’s website. Review all Display ads on AdWords, as well as image extensions and video ads. On Facebook, your ad imagery, organic posts, cover photo and logo should all reflect the new branding. On your website, not only is it important to change the logo, but you must also consider all images used across the site do not contain the old brand or mentions of it through signage or menus. Lastly, pdfs, used on your website or shared wider, need to be updated as well.