Reinventing ourselves to make way for an elegant and humane brand image


Becoming an elegant and humane brand image

With over 20 years of experience in an evolving industry, it was time for us to rethink our brand image in order to adapt it to our customer-centric and customer success positioning. 

A new brand image doesn’t only mean changing your logo! It’s a set of elements that make you discover your personality, including its voice, tone, character traits, intention and energy. From all the ideas generated, we have retained the elegance, the technology, the humanity and our passion for the hospitality industry. 
Why did we choose these criteria? Elegance is an important element for the hospitality industry. Therefore, we wanted to use it to pay tribute to hoteliers and help them find themselves in this new branding. This touch of elegance helps us stand out from other technological solutions. Regarding the technology, we wanted to highlight it differently. Thus, the main objective was to find the balance between elegance, avant-gardism, humans and technology.

One circle, many possibilities

Chief symbol of Hotello, it doesn’t only designate collaboration and equity, but puts the focus on the relationship between Hotello and its customers. The circle also refers to the fact that Hotello encompasses all the functionalities required for hotel management and symbolizes a window through which everything happens. It is not an ordinary form; it can be combined with several elements such as photos, materials, refined, warm or patterned textures.

Throughout our rebranding process, we kept in mind the motto “Less is more”, which suggests “The less there is, the more we see”. The result was a simple brand identity, equally elegant and humane.


An elegant and refined logo

Our logo is the main element of our new brand image. We wanted it to be refined, easily readable and recognizable though its shape and purity. Its simplicity allows it to be associated with a vibrant design without overloading it. Furthermore, simple details such as angles, curves and perpendiculars add a touch of subtlety to Hotello’s logo. Its geometric balance contributes to its refined and balanced appearance while still being simple. Using an animated logo, why not? The movement is a strong advantage of our design and it allows us to stand out.

A symbolic icon

Once again, we wanted to highlight the liveliness and vibrant side through movement. To do so, our static or animated icon symbolizes the complementarity and the crossing between two circles. There are several explanations for this crossing. The first idea is that these two circles represent the relationship between the hotelier and its guest. The third entity designates Hotello supporting this collaboration. The second idea is that these two distinct circles illustrate technology and humans and that Hotello makes it possible to combine them. Finally, the icon can also symbolize the H for Hotello.

Typographies accentuating the contrast

Regarding Hotello’s typefaces, we chose Capo and Hanken Grotesk to highlight the typographical contrast which is one of our brand identity’s strengths. We wanted to enhance some perceptible details in our titles and keep a touch of originality in our typography in order to remain simple but remarkable.

Se réinventer pour laisser place à une image de marque élégante et humaine

Living colors echoing the hospitality industry

Inspired by real elements echoing the hospitality industry, Hotello’s Sepia and mauve color range represent life and elegance. The warm colors highlight the humane side and the cold colors represent the technological aspect.

Thus, the colors chosen bring a lively and vibrant side to our brand image and they share a strong emotion.

Paying tribute to the hospitality industry

The relationship we have with our customers is precious and we wanted to pay tribute to them. By using representative images of our customers and their properties, we showcase their energy, diverse personalities and their passion for the hospitality industry.Textures are also an important part of our branding, they symbolize the humane, real and alive side of Hotello. Also, it helps combine technology and reality. 

The most important thing for us was to echo hotel design and be able to adapt to our different targets.

Because your priority is hospitality

At Hotello, our team of hospitality specialists are dedicated, available and attentive to our customers. We support them on a daily basis so that they can offer the best experience to their guests. Also, we aim to become an influencer of tomorrow’s hospitality industry and we want to equip hoteliers so that they can create a memorable guest experience that goes beyond expectations.

Our product is our pride and the result of a strong collaboration with our specialists as well as our partners. Hotello is a cloud-based PMS and its customer service represents a strong value. The elegance in its design and the performance it offers creates an adequate technology hub so that different types of establishments can offer their customers an exceptional experience.

Our solutions are developed with reliability and adaptability according to hoteliers’ needs. It is based on observations and collaboration in order to respond to the latest hospitality industry trends. Humans are at the heart of the development of our solutions in order to make their work simple, efficient and enjoyable while reducing manual tasks. This allows them to have more time for what matters: be present for their guests.

Tips to create a strong brand for your hotel


Rely on your hotel’s unique story

In order to build a strong link with your clientele, share your story with them. People enjoy these types of stories and this allows you to connect with them personally.

On your website, dedicate a page outlining your story, your values and your ambitions. Clients like to know what drives you, what motivates you to offer your services and experiences. Share with them why your hotel was created, when it was established and how it evolved over time. If you know quirky facts about how your hotel was built, its location or any other aspects you can think of, this is the time to share them and make your website’s visitors smile.

It can also be of interest to write a few lines about the people who established your hotel, mention those who took part in important projects, or feature famous celebrities who have stayed with you.

Does the area where your hotel is located have a unique history? Take the opportunity to discuss it and explain why your hotel is part of this historic landscape.

In addition to sharing these facts on your website, you can create small “Did you know” leaflets that you can put on display at your front desk or on the nightstands in your rooms. This way your clients can learn about the story your hotel wishes to communicate and they may want to share it with their friends and family, who will then hear about your hotel.

All these elements are part of your story and it is useful to bring them into light in order to build an outstanding and unique reputation.

Reflect an image that corresponds to what you offer

The image you reflect outside your hotel is as important as the services your offer. Your image must therefore correspond to the type of accommodation you offer and carry your hotel’s spirit.

If your hotel is known for its natural environment and outdoor recreations, your communications should have an energetic visual which reminds of your clients of nature and a vocabulary rich with outdoor activities. On the other hand, if your hotel is a temple for relaxation, massages, spa and yoga, your image should reflect well-being, peace and quiet.

It is crucial to use these tricks because if your external image does not reflect your hotel’s ambiance and identity, your clients could be disappointed.

Make the most of social media’s visibility

Social media are a key ally when it comes to strengthening your reputation. Use them to communicate any news concerning your hotel, share articles or interesting facts about your field and, most importantly, highlight your clients’ pictures and comments. When your clients share their experience on your social media, they give you credibility and liven up your pages. These publications reassure clients who are inquiring about your hotel and give an idea of the type of stay they can expect upon booking with you.

When a potential client is looking for a hotel, they will most likely read the comments left by your previous guests. This is why it is particularly important to share your clients’ comments and impressions on your social media. This way, if a client has an issue they would like to raise, your future clients will see how responsive and caring you are and how you take remedial actions to offer the best possible experience.

You should seriously consider choosing a PMS connected to online booking platforms which can immediately display your room availabilities on social media. You can then take advantage of the potential clients browsing your social media to convert them into guests, if the comments they read satisfy them. Offering an improved customer experience helps to facilitate the booking process.

Take care of your e-reputation (online reputation)

If you wish to strengthen your brand, it is important that you take care of your e-reputation. This reputation directly influences your income as it plays a key role for the people booking a room online. Comparisons across different hotels consist of much more than just rates. Internet users review comments and your overall grade could be increased or decreased depending on if your competitors have a better overall appreciation across various online booking platforms. This is why you should keep an eye on the quality of your services in order for your e-reputation to be positive and advantageous.

With these tricks you should be able to build a strong brand which will make your hotel thrive!