How Hotels Unlock Brand Potential Through Review Marketing?
Discover how hotels build deeper customer engagement and create lasting impressions through personalized marketing strategies and unique brand differentiation.
This report is based on a study conducted by Razorfish.
In today’s rapidly evolving market, achieving top-tier reviews is no longer about extravagant designs, massive investments, or flashy advertising. Instead, brands are increasingly defined by the authenticity and experiences they offer.
Hence, this study explores how a 1-star hotel can achieve 5-star reviews, revealing key strategies for creating exceptional guest experiences. With OctoPlus Media’s extensive experience in hotel case studies, we specialize in unlocking brand potential and delivering tailored marketing solutions to help your business succeed in the highly competitive China market.
Nowadays, Brands Are Defined by Their Experiences
For instance, a humble one-star hotel tucked away in a bustling city. Its appearance and facilities might be far from luxurious, yet it consistently receives glowing five-star reviews. The secret? A focus on genuine guest experiences, heartfelt hospitality, and thoughtful interactions that leave a lasting impression.
Consumers looking for Unique Experiences
Pursuit of Authenticity:
- 75% of consumers are more loyal to brands they perceive as authentic.
Memories Over Materialism:
- 74% of consumers prioritize experiences over products or material goods.
Curated Experiences:
- By 2030, 80% of people are expected to seek highly curated and personalized experiences.
(Screenshot taken from the report for reference.)
“One-Star, Five-Star” Study
Over three months, Razorfish has analyzed thousands of reviews and discreetly visited 1-2 star hotels rated over 4.8. Their “One-Star, Five-Star” study uncovered key strategies for brands to excel in competitive markets.
Hotels Included in the Study:
- Bluebird Spa City Motor Lodge– Saratoga Springs, NY
- Daunt’s Albatross– Montauk, NY
- Hotel 31– New York City, NY
- Fat Sheep Farm & Cabins– Windsor, VT
- Overlook Inn– Chatsworth, GA
- Henson Cove Place B&B– Hiawassee, GA
5 Key Insights Discovered from the Study
This study revealed five essential insights to craft exceptional brand experiences to help brands effectively stand out in today’s competitive landscape.
Insight 1: The Power of a Smile
As shared by Razorfish undercover guest, Jeffrey, one key insight from the study emphasizes the power of small, thoughtful gestures to create memorable experiences. For instance, hotels that went beyond standard protocols by waiving unexpected fees, offering upgrades, or personalizing interactions left guests feeling valued and appreciated.
(Screenshot taken from the report for reference.)
One 5-star TripAdvisor review states: “They went above and beyond, upgrading our room and making our anniversary truly special!”
Tips: Find Simple or Complex Ways to Give Customers a Reason to Smile
Strive to bring delight and surprise to your customers. This demonstrates empathy and unwavering commitment to service. By doing so, you create the perception that your brand breaks norms to make every experience as positive as possible.
Insight 2: Participation Drives Connection
As shared by Razorfish undercover guest, Hailey, a small countryside inn in Vermont offers visitors the chance to engage in farm life. Guests can join activities like feeding animals, driving tractors, and herding sheep. These personal interactions create unique memories, strengthening the bond between the guests and the brand.
(Screenshot taken from the report for reference.)
“They ask you to help clean, but it’s clear their goal is to keep rental costs low. Unlike chain hotels, this feels more like a personal favor than a demand. They respect your choices and never ask for more than you’re willing to give.” —Hailey
Tips: Build Connections by Encouraging Participation
As the world continues to embrace automation, people still crave opportunities to engage and create. Offer them a chance to participate—whether through hands-on experiences or collaborative activities—and transform your product into something they feel truly belongs to them.
Insight 3: Turning Limitations into Unique Differentiators
As shared by Razorfish undercover guest, Katey, at a modest hotel near Hot Springs, Arkansas, one quirky room cleverly transforms its limitations into a standout feature. The room, features twin bunk beds designed to immerse guests in nostalgic childhood memories, creating a whimsical and comforting atmosphere.
The hotel has embraced its unusual design to make the room a favorite among visitors. By positioning it as a “friendship zone,” it has turned constraints into a valuable asset that resonates deeply with guests.
(Screenshot taken from the report for reference.)
“It’s been years since I stayed here, but the moment I walked into this room, I felt a wave of joy and nostalgia. It felt like stepping back into my childhood bedroom—but with an added charm for adults. It’s now one of my all-time favorite spaces.” – Katey
Tips: Leverage Creativity to Turn Constraints into Selling Points
Whether it’s a matter of limited space or product range, creativity can transform constraints into unique assets. By reframing limitations as thoughtfully curated exclusives, your brand can create items that customers view as rare collectibles.
Insight 4: Thoughtful Service
As shared by Razorfish undercover guest, Lauren, was deeply impressed by the warm hospitality of a guesthouse in Virginia. The owners, Maria and her husband, went above and beyond, embodying personal touches in every detail—from hand-embroidered amenities to homemade breakfasts and heartfelt storytelling about the guesthouse’s history.
This unique focus on creating personal connections made guests feel truly valued and elevated their experience beyond expectations.
(Screenshot taken from the report for reference.)
“Maria did everything for us. She seemed to be everywhere and yet nowhere—when you needed her, she was right there by your side; when you relaxed, she would quietly step away. Once, I sneezed in the public lounge, and she came into the room saying, ‘Bless you.'” — Lauren
Tips: Invest in Building Personal Connections
Understand that customers are not just looking for products or services—they seek meaningful relationships. Make them feel valued, understood, and cared for.
Insight 5: Engaging the Senses
As shared by Razorfish undercover guest, Mary, their stay at a roadside motel frequently praised for its shampoo, they discovered the secret behind this glowing feedback. The shampoo, thoughtfully presented in a five-star-quality bottle, stood out as a delightful surprise, showing how a single sensory detail can create a lasting impression without luxury upgrades.
For guests like Mary, this attention to detail transformed the motel into something extraordinary. It created a talking point, turning an ordinary stay into a cherished memory that they couldn’t wait to share with others.
(Screenshot taken from the report for reference.)
“Their shampoo was amazing, and it came in a whole bottle. I truly appreciated this because miniatures are never enough for me.” — Mary
Tips: Enhance Experiences Through Sensory Details
Focus on opportunities to highlight specific sensory details that foster cross-sensory interactions. Create moments worth remembering—something more compelling than simply being “just good.”
Unlock Your Brand’s Potential in China with OctoPlus Media
The above findings challenge brands across industries to reform engagement strategies, focusing on participation, unique features, and sensory-driven experiences to create truly memorable connections with their audience. Differentiation today is about embracing and showcasing your brand’s personality, not striving for perfection.
If you’re looking to elevate your brands success in China market, contact OctoPlus Media team today! With years of experience in marketing, we specialize in helping brands achieve impactful results in competitive markets. Let us help you unlock your brand’s full potential.
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