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July 13, 2009

Online Hotel Naming Affects Brand Name Development Strategies

A blog on the 4 Hoteliers travel site recently made me smile. This post laments the (seemingly successful) online hotel brand name "getaroom.com" which helps people, well, get a room.

The problem is that "get a room" usually is what you say to two people who are in "a social situation that compels a couple to find a hotel room as a consequence of their behavior."

Funny stuff.

I'm sure the people who thought up that brand name were well aware of the double entendre, however, it leads me to think carefully about how hotels have branded themselves on the Internet and the Twittersphere, where the rules are a bit different.

I note, for instance, that the top ten hotel brands on Twitter actually leverage the name of the hotel as well as the name of the person who manages the Twitter account.

Then there'sHilton, which has an online resource called Guestiquette, a name that would never work offline, that helps brides and grooms manage their guests.

The other big news in hotel naming this month is Hyatt's change from Global Hyatt to Hyatt Hotels Corporation, which Andrew Calvo of Passions of a Zealot correctly notes makes "one of the oddest corporate names in the hotel industry sound normal." He suggests that calling your company "Global" is almost redundant in a global market.

I agree. Hyatt Hotels Corporation sounds much more logical, and is the kind of thing I'd type into Google if I wanted to learn more about the company.

Technorati Tags: Hotel Naming, Get a Room, Guestiquette, Hotel Brand Name Strategy, Hotel Hotels Corporation

Posted by William Lozito at July 13, 2009 9:10 AM
Posted to Brand Naming | Branding | Company Naming | Industry | Marketing | Naming | Travel and Tourism

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