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This article is a brief abstract of our exclusive study that takes the guesswork
out of hospitality advertising and marketing.
Download the complete 2019 Southwest Hospitality Marketing Report
Two subgroups emerged in our study of inspirational hotel slogans: millennials and those who are ethnically diverse. They each preferred more aspirational slogans than those selected by other generations or Caucasians overall.
So we took a closer look. Here’s the breakdown:
Respondents under the age of 35 chose the following slogans as most motivational:
Three of the five slogans have come up in previously in this report.
Millennials selected two additional slogans, “Life’s most meaningful journeys” and “Come in as guests. Leave as family.”
Here’s a sampling of reasons why respondents chose each of those phrases:
“Life’s most meaningful journeys”
The following are highlights from numerous respondents, many of whom focused on the experience:
“Come in as guests. Leave as family.”
Study participants who preferred this phrase indicated a strong connection to family and a desire to be treated well while away from home. Here’s how a few of them put it in words:
“It sounds like they are more interested in catering to my individual needs, which are quite different from those of most people,“ one respondent indicated. “… A motel that wants me to think of them as family is more likely to accommodate my peculiarities. It is a very comforting statement.”
“It indicates to me that personnel are hired who actually care about what they are doing and enjoy interacting with people,” wrote another. “I understand that it is an overstatement, but if the employees have an attitude or simply don't care, it can taint an otherwise enjoyable trip.”
Four out of six slogans which ranked best among those who are ethnically diverse were also identified as motivational by their Caucasian counterparts. However, “Share a grand experience” and “Live like a king” bubbled up to the top more within this subgroup.
Here’s the breakdown:
Here’s a sampling of reasons our respondents chose the “one-off” slogans:
Share a grand experience. (The Grand Hotel)
Live like a king. (Drawbridge Inn Hotel)
This article is a brief abstract of our exclusive and authoritative study that takes the guesswork out of hospitality advertising and marketing. Rather than speculating about what will drive consumers to action, we've asked them.
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