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Hotel & Resort Sustainability – Principle VII

Integrate the Brand into Place. Synergistic Bliss

During the developmental process of your hotel you will find that there is a lot to do to get your marketing strategies in place and have a plan for your current and future branding. You cannot market sustainability in a box. Your guests may be global and so might your partners. Branding must consider the life cycle of the hotel plan and who it must reach. Consider everyone involved and the long term goals. Integrate this branding into the marketing plan.

One of the best ways to insure success is to plan for success and market your hotel for success. This takes planning, patience, and education. You need to educate yourself on your market, plan for the sustainability of your hotel, and take into considering the future of your hotel which means you need to know who your guests will be, who your investors will be, and then take into consideration what they will be looking for from your hotel.

The marketing plan is not a piece of paper that you throw in front of your potential investors and then file away after you have secured your funds. Your marketing plan is a living, breathing entity that needs to be fluid and change as you continue to research your market and surrounding culture and mold your business into the best hotel to meet the needs you have identified in your plan.

This is an important step in the growth and sustainability process and must be taken seriously. Time and attention to the detail is imperative for your plan to work and business to be in a position of sustainability. Long term success is dependent on a solid marketing plan.

Once you have a marketing plan in place, continue to review it to ensure it is meeting the needs of your guests and keeping your target audience identified. Change it as needed to ensure the biggest bang for your marketing plan buck.


Until Next Time,


Robert Colin Bryant - Founder, TBG Innovative Ltd.

TBG Innovative specializes in the planning & development of international 5 star hotels, blending real estate, branding, master planning, and construction to create “great destinations”.  To learn more about TBG Innovative visit us at